Fujifilm Vision 2019: “We Work Toward Capturing No.1 Market Share in Premium Mirrorless Market” (Medium-Term Plan VISION2019)

Wow… now that’s an ambitious goal.

Fujifilm just published their new medium-term management plan, called VISION2019, covering a three year period from the fiscal year ending March 2018 (FY2018/3) to the fiscal year ending March 2020 (FY2020/3.).

And regarding their imaging division they write:

  • In digital cameras, work toward capturing No.1 market share in the premium mirrorless camera market, promoting the X Series that continues to evolve with outstanding image quality, fast speed and mobility, alongside the medium-format GFX Series that uses a large sensor, 1.7 times bigger than that of full-frame cameras, to pursue the pinnacle of image quality.
  • Reinforce the lineup of its highly reputable interchangeable lenses to continue to achieve increased revenues and profits in the mirrorless system business as a whole.
  • Broaden the lens business by expanding the lineup of 4K broadcast lenses, launched ahead of the rest of the world, as well as the lineup of lenses for the fast-growing new video production market, including online video.
  • With regard to the “INSTAX” instant camera and film, expand the sales of existing products and promote its square-format products for greater proliferation. Expand printing service solutions with added convenience, e.g. incorporating AI, to boost printing demand from smartphones to maintain the upward trend in profits.
  • FY2020/3 targets: 380 billion yen in revenues, 45 billion yen in operating income and 11.8% in operating income ratio

The competition is obviously very strong, especially from Sony, who are dominating, as we can also see from the AmazonUS mirrorless bestseller charts. But it’s good to see Fujifilm so confident about their present and future products, such as the sensor stabilizied Fujifilm X-T2S and of course the Fujifilm GFX 100S.

And you know what would sound really PREMIUM, too? That XF33mmF1.0!

Now, I want you to get quickly to the comments down below, so I won’t copy & paste the entire long press release here on FujiRumors. But if you want to read more, also about the medical, documents & co solutions and goals, check out the Fujifilm page here.

Fujinon XF50mmF2 Admiringlight Review: “It Continues Fuji’s Excellent Reputation for Creating Quality Optics.” + Kevin Mullins’ Suprising Gem

 

FUJINON XF 50mm F2 WR Reviews

Earlier Articles shared today on FujiRumors:

  • Sony Officially Shows the New 100 Megapixel BSI Medium Format Sensor for Fujifilm GFX 100s – More here
  • Fujifilm GFX: See FLM L-Bracket Mounted on GFX (+ 2 More GFX L-Brackets), Touchy Feely, Experience in Mongolia – More here

Kevin Mullins: Fujifilm 50mm F2 ~ A Surprising Gem at f16.click: “This is where the little lens has taken me surprise; I’m using it all the time when shooting weddings and guess what? I’m really enjoying using it. The 50mm F2 is a brilliantly built, epically quick and phenomenally fast lens. I love it.”

Admiringlight: Fujifilm Fujinon XF 50mm f/2 R WR Review at admiringlight: “The 50mm f/2 provides great value and high-end imaging in a small package, and continues Fuji’s excellent reputation for creating quality optics.”

Pros

  • Very solidly constructed and compact lens
  • Wonderful haptics on the aperture and focus rings
  • Reasonably fast and very accurate autofocus
  • Quite sharp at any aperture, even into the image corners
  • Very pleasing bokeh
  • Good control of lateral chromatic aberration, flare and vignetting
  • Affordable

Cons

  • Longitudinal CA can cause a magenta or green fringe in front of or behind the focus point
  • A touch of pincushion distortion

Fujifilm XF50mm: USA BHphoto, Adorama, AmazonUS EU: AmazonDE, AmazonUK, WexUK, ParkCamerasUK, PCHstore AUS: CameraPro

Spooky Fujifilm 🧟‍♂️ Cameras Brought Back to Life via Firmware Update — And Let’s Talk Kaizen

Spooky Halloween is here… 🎃

It’s the night when ghosts rise from their crypts — and it reminded me that Fujifilm, too, has (or had?) a rather unnatural power: the power to bring its cameras back from the dead with a little bit of firmware Kaizen magic.

Cameras that refused to die.

Or better yet: cameras that Fujifilm simply did not allow to die — resurrected again and again through firmware updates that breathed new life into them.

Scary times in which those who wrote excellent Fujifilm camera manuals were doomed to rewrite them over and over again — slowly driven to madness by Fujifilm’s relentless Kaizen spirit, as they struggled to keep up with all the new features added to cameras that refused to stay dead.

So let’s talk about those times.

And let’s talk about where we are now and what has changed (if anything).

🧟 So it Began – The First Resurrection

** CLICK HERE to Read the Rest of the Article **

The NP-W126S Battery is Here to Stay… and the llano Dual NP-W126S Charger is Now up to 50% Off

At the time of this post you can save up to 50% on the llano NP-W126S Dual Battery charger at Amazon US.

The amount of rebate depends on which color you chose, with the biggest rebate being on the green color.

There is also a 20% rebate on the llano NP-W235 Dual Battery charger.

Now, I know that many would like to have the NP-W235 battery on every Fujifilm camera. But fact is: the NP-W126S battery is here to stay, because it allowes certain cameras to have the smallest size possible.

Fujifilm 5th generation cameras with NP-W126S battery

Fujifilm 5th generation cameras with NP-W235 battery

A Forgotten Fujifilm Camera Shines on Netflix — and Teaches a Hard Lesson

A Moment of Glamour for a Forgotten Fujifilm Camera

Anyone remember this camera?

Nope?

In fact, even Fujifilm itself might have forgotten about this little beauty — so much so that it never got a successor.

That’s why we had to include it in our list of the Top 10 Fujifilm camera flops of all time:

But to be fair, it didn’t flop because it was a bad camera. Far from it. It was compact, stylish, and wonderfully portable, earning praise from many photographers for its looks and design.

What really doomed it was its overly complicated manual lens ring — that pull, twist, click dance nobody really wanted to perform every time they turned the camera on. Elegant design met awkward usability… and sadly, usability lost.

Did you guess the camera before I said it?

** CLICK HERE to Read the Rest of the Article **

Sorry, But the Fujifilm X-T6, X-Pro4, X-H3 (and Friends) Won’t Arrive in 2025

A few months ago, we estimated—based on Fujifilm’s historical sensor/processor refresh cycles—that the next sensor generation would likely arrive in late 2025 or early 2026.

To be clear, that wasn’t a rumor, just a data-driven speculation.

Following that article, some speculated that November 2025 could be the right moment, since Fujifilm has historically launched some of its most important cameras in that month (such as the X-T5).

But today I can confirm: the 6th generation platform will not be launched in 2025. So you can now rule out “late 2025” as a possibility.

That also means we won’t see the Fujifilm X-T6, X-Pro4 (or X-Pro5, X-Pro6), X-H3, X-H3S, X-T60, X-E6, X100VII, GFX100III, GFX100SIII, or GFX100RFII this year.

And yes, I know plenty of supposed “spec leaks” about these cameras are floating around—but they’re all fake, as we explained here.

Bottom line: it’s all AI-generated nonsense, stuffed with random specs. Every day there’s a new “upcoming” Fujifilm camera announcement.

Some of these videos gather tons of views and lots of comments, so I want to stress it once more: it’s fake.

And yes, I sometimes feel like a lonely Don Quixote, tilting at the windmills of fake rumors with little hope (illusion) of winning this battle. But what matters is staying true to yourself and bring excitement in the Fujifilm community only when it is real, verified, and worth celebrating. So I’ll leave the fake rumors to others. Shall they boost their traffic and make money by misleading people with all sorts of fake rumors. We’ll stay out of this game.

Anyway, the wait for the Fujifilm X-T6 and friends might be a bit longer than we’d like, but it’s much easier to stay patient when you’ve got the ultra-awesome Fujifilm X-E5 in your hands ;)

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The Best Fujifilm Communities

I’m Leaving Capture One for DxO PhotoLab 9: Here is Why!

In 2019 I wrote an article about leaving Lightroom for Capture One.

Well, here we are, six years later, and this time I’m announcing another change: I’ll be leaving Capture One for DxO PhotoLab 9.

First off, let me be clear: my time with Capture One has been excellent. It’s a fantastic piece of software, and I never once regretted switching from Lightroom. If you’re sticking with Capture One, you’re still making a solid choice.

Why am I leaving?

Before we start, it’s worth remembering that Capture One supports Fujifilm cameras because Fujifilm pays them to. That’s part of their original agreement. So if you’re happily editing your Fujifilm files in Capture One, thank Fujifilm, not Capture One. And that’s totally fine — just business as usual.

What really bothered me, though, was Capture One’s handling of the free Express version. They announced its removal, but in reality, they didn’t actually discontinue it for Fujifilm shooters — they simply hide and renamed it.

Instead of openly saying “Capture One Express is closing, but Fujifilm users still have access to a free basic version,” they didn’t tell us about it and made it complicated to find. The probable goal: push Express users into upgrading to the paid version. Luckily, on FujiRumors we figured out the not-so-intuitive way to still access the new “Fujifilm RAW Converter (FRC)” and shared it with the community.

Legally, it’s all fine. I assume (but that’s just a guess of mine) their contract with Fujifilm might oblige them to offer a free basic version, and if so, they would have technically respected that. But from a customer-relations point of view, it felt a bit disingenuous. A little transparency and clarity would have gone a long way.

The turning point

Now that I own the Fujifilm X-E5, I had to make a choice. As a perpetual license holder, I would need to pay Capture One full price just to get support for my new camera. At that point, I asked myself: do I double down on Capture One, or finally make the switch to something else?

And the answer was clear: it’s time for DxO.

Also consider: while Capture One won’t support the X-E5 in older standalone versions, DxO added X-E5 support also the PhotoLab 7 and 8.

So this makes me confident that if one day I’ll treat myself with a Fujifilm X-E6 or X-T7 or so, I guess I won’t be forced to pay the upgrade to DxO PhotoLab 10/11 to use its RAW files on DxO.

Why DxO?

Over the past two years, DxO has impressed me more and more. The new PhotoLab 9 is a powerful, feature-rich editor — with great tools like AI Masking. I’ll be pairing it with FilmPack 8, which unlocks all Fujifilm film simulation profiles.

On top of that, DxO PureRAW 5.3 now supports DeepPRIME XD3 for all X-Trans cameras, delivering outstanding noise reduction and detail retention.

So, from now on all my editing will be done with PhotoLab9.

What About You?

Since I’ve shared my own quick editing software journey, I’d love to hear yours. What software are you using now, and how did you get there? Feel free to share your story in the comments below.

From Newcomer to Legend? Fujifilm X-E5 Skyrockets in FujiRumors Ownership Rankings

A while ago we tried to evaluate the success of the brand new Fujifilm X-E5 by launching a survey on which camera the FujiRumors community owns.

8,279 people dropped a total of 17,894 votes, and here are the results.

  1. X-T5 = 13%
  2. X100VI = 7%
  3. X-T3 = 7%
  4. X-T2 = 5%
  5. X-E5 = 5%
  6. X-T4 = 4%
  7. X-H2 = 4%
  8. X-Pro2 = 4%
  9. X-H2S = 4%
  10. X-T1 = 3%
  11. X-T30/X-T30II = 3%
  12. X-E3 = 3%
  13. X-Pro3 = 3%
  14. X100V = 3%
  15. X-E2/X-E2S = 3%
  16. X-H1 = 3%
  17. X-E1 = 2%
  18. X-T50 = 2%
  19. X-S20 = 2%
  20. X-E4 = 2%
  21. X-T20 = 2%
  22. X-S10 = 2%
  23. X-Pro1 = 2%
  24. X100F = 2%
  25. X-M5 = 1%
  26. X100 = 1%
  27. X70/XF10 = 1%
  28. X10/X20/X30 = 1%
  29. X100S = 1%
  30. X-T10 = 1%
  31. X100T = 1%
  32. X-M1 = 1%
  33. X half = 1%
  34. X-A1/A2/A3/A5/A7/A10/A20 = 1%
  35. X-T100 = 0%*
  36. XQ1/XQ2 = 0%*
  37. X-T200 = 0%*
  38. XF1 = 0%*
  39. X-S1 = 0%*
    *denotes 0,4% or less

So, in less than 1 month, the Fujifilm X-E5 has already surpassed legends like the Fujifilm X-T4 and caught up with one of Fujifilm’s most sold cameras ever, the Fujifilm X-T2. And right now it is just 2% points away from catching up with the Fujifilm X-T3 and X100VI.

If we were to group it in lines, these are the results.

  1. X-T* = 32.21%
  2. X100* = 15.20%
  3. X-E* = 14.61%
  4. X-H* = 9.98%
  5. X-Pro* = 8.56%
  6. X-T** = 8.41%
  7. X-S** = 4.18%
  8. X-M* = 2.25%
  9. X70 / XF10 = 1.24%
  10. X10/X20/X30 = 1.18%
  11. X half = 0.64%
  12. X-A* = 0.56%
  13. Other = 0.51%
  14. X-T100/200 = 0.47%

The Fujifilm X-E5 has pushed the X line close to the X100 line on the 3rd spot of the most owned Fujifilm camera lines by FR-readers.

Is this a success?

That’s too early to say. But it is a solid start, actually the best start of any X-E camera so far (and by far). And this makes me confident in the future of this camera line.

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Last Hours Before Fujifilm’s Second Price Increase Kicks In – But Amazon Still Sells Some Gear at Pre-Tariff Prices

X-T5 going to cost $1,999 starting August 30
X-T5 going to cost $1,999 starting August 30

These are the last hours before the second Fujifilm price increase.

Fujifilm has officially declared to various news outlets that on August 30 there will be further price increases. According to information we have gathered, the list of price increases should be the one you can see below.

Interestingly, some Fujifilm X and GFX gear on Amazon is still listed at the pre–August 1 pricing. While certain items have already sold out, a few are still available at the original lower price—at least for now.

  • XF 8mmF3.5 – $869 ($899 regular price – $799 pre-tariffs)
  • XF 16mmF2.8 – 11% discount ($399 instead of $449)
  • XF70-300mm* – $799 (currently $899 – was $799 pre-tariff)
    *note: the XF70-300 is sold by third party sellers
  • GF120mmF4* – $2,699 ($2,949 regular price – $2,699 pre-tariffs)
    *note: the GF120mm is sold by third party sellers

Still resisting at Amazon is also the anti-deal :)

Fujifilm X/GFX NEW PRICE STARTING AUGUST 30

X Series Camera Bodies

GFX Series Camera Bodies

X Series Lenses

GF Lenses

Accessories

INSTAX NEW PRICE STARTING AUGUST 30

Will Fujifilm’s Upcoming Second Price Increase Revive Interest for the Original XF16-55mmF2.8 R WR?

We reported that Fujifilm will again increase prices on plenty of Fujifilm X and GFX gear (full list below).

Not affected by any increase is the original Fujinon XF16-55mmF2.8 R WR.

In fact, it is still sold for $999 at BHphoto here and $989 Amazon here (via third party). Other stores like Adorama here and Nuzira still sell it for $1,199.

So starting August 30 we will have a $400 price difference between the two lenses, which might revive the interest for the original XF16-55/2.8, which really struggled to sell even at rebated price after the launch of the XF16-55mmF2.8 MK II.

Fujifilm X/GFX NEW PRICE STARTING AUGUST 30

X Series Camera Bodies

GFX Series Camera Bodies

X Series Lenses

GF Lenses

Accessories

INSTAX NEW PRICE STARTING AUGUST 30