VOTE – Which Fujifilm X Camera do You Own? – Measuring the Success (or not) of Fujifilm X-E5

It’s been over two years now when I last asked you which Fujifilm X series cameras you own.

Since then, we had plenty of new cameras an the Fujifilm X-E5 is hitting the market in these days.

So I thought it would be nice to see what has changed in these last few years.

Are fifth generation cameras now more popular than they were 2 years ago?

And especially, how successful was the Fujifilm X-E5 at least among the FujiRumors community?

IMPORTANT NOTE: if you pre-ordered the Fujifilm X-E5 (and it has not shipped yet) you qualify as an “owner” and can drop your vote in favor of the X-E5.

Which X Camera do you Own? (NOTE: Pre-Ordered Gear Qualifies as "OWNER")

View Results

Loading ... Loading ...

Fujifilm X-T40/X-T30III: Finally Closing the Gap?

go to minute 5:53 of the video to hear the thoughts of Patrick about it

One of the critiques Fujifilm gets is that they have a confusing camera lineup with too many lines.

The Fujifilm X-T30III or X-T40 just fueled again this criticism, but I think this time they don’t deserve it.

First things first: Fujifilm has indeed likely canceled 6 X series lines already (or even 7, if we consider X70 and XF10 not part of the same line):

So we have a total of possibly six canceled lines.

And how many lines has Fujifilm introduced?

Well, 2 new lines have been introduced recently: Fujifilm X half and the Fujifilm X-T50,

Yes, also the Fujifilm X-T50 is a “new line”, because as we told you in this rumor, it does not belong to the X-T10, X-T20, X-T30 line since Fujifilm will launch a dedicated successor for that line (X-T40/X-T30III) in 2025.

And actually there will also be a third totally new line soon, and that camera is already listed at BHphoto here.

In short: Fujifilm has axed more lines than it has created new ones.

With all that said, I think launching the Fujifilm X-T40/X-T30III makes totally sense.

Why?

Well, because Fujifilm’s entry level line has basically been axed (except X-M line) and their other lower-end to mid-range models got an overall specs upgrade with a consequantial significant price increase (X-E5 and X-T50).

At this point in time, Fujifilm has no true entry level camera with viewfinder and that’s a problem if you ask me.

But how could a Fujifilm X-T30III/X-T40 look like?

Speculations (NOT RUMOR)

  • my realistic scenario: X-T30 II body with 5th generation processor and latest firmware
  • my hope scenario: X-T30 II body but with X-T100 alike unique screen mechanism – we reported here
  • my dream scenario: X-T50 body with 4th generation 26MP sensor

Since I think that price matters when it comes to the Fujifilm X-T40 or X-T30 III, I believe they’ll go for the first scenario I mentioned above.

But feel free to let us know in the comments what you think about all of this.

Fujifilm X and GFX Sales Surge in Q1/2025 — Now Close to “Goldmine” Instax Revenue

The latest Fujifilm financial results are out (Q1/2025 – April to June 2025).

Interestingly, Fujifilm makes an estimate of the impact of U.S. tariffs for each segment, except for the imaging division

  • health care = – 4.0 billion yen
  • electronics = – 1.0 billion yen
  • business innovation = – 1.0 billion yen
  • imaging = no information

A positive mention (strong sales) goes to the Fujifilm X100VI, Fujifilm X-T50, Fujifilm GFX100SII and Fujifilm X-M5 and as far as Fujifilm GFX100RF and X half goes, they just say they “contributed” to the results. In the Instax world sales were strong for instax WIDE 400 and instax WIDE Evo.

Also interesting: professional imaging (mainly X and GFX) is growing much stronger than consumer imaging (mainly Instax).

In the latest report, consumer imaging sales (mainly Instax) reached ¥77.3 billion, while professional imaging sales (mainly X and GFX) brought in ¥68 billion.

It’s quite astonishing that X/GFX sales are now making Fujifilm almost as much money as Instax sales, which the Fujifilm CEO called their new goldmine. I guess that’s a promising trend for our beloved X/GFX series.

In short:

  • Strong demand for instant photo systems and digital cameras drove revenue by 11.2% year-over-year to JPY145.3 billion and operating income surged by 28.4% year-over-year to JPY41.8 billion.
  • In the Consumer Imaging business, consistent demand for instax™ instant photo systems contributed to higher revenue.
  • In the Professional Imaging business, revenue growth was supported by the strong performance of the X Series and GFX Series cameras.

Fujifilm’s imaging forecast remains the same as the one issued in May 2025, with no updates in the latest report.

Fujifilm Announces Financial Results for the First Quarter Ended June 30, 2025

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

It Happened: Fujifilm Price Increase Effective Today – New Prices Up 8-15% (One Item Up 43%)

We told you that Fujifilm will increase prices on August 1st, and so it happened.

Now that the new prices are official, I will list them all below and I will also add by how much (USD and %) the price increased (because some of you asked me that in the comments).

The price increases are between 8 to 15%, with only one item seeing a hefty 43% price increase. The 43% price increase is already visible at Adorama here, but other stores like BHphoto here and Amazon here still show the old price for now (I guess that will change soon).

I hope some of you have saved some bucks thanks to FujiRumors warning you ahead of the imminent price increase.

X Series Camera Bodies

GFX Series Camera Bodies

X Series Lenses

GF Lenses

Accessories

Last-Second Fujifilm Best Sellers – Before Prices Go Up in 2 Days (in USA)

A few days ago, we informed you that Fujifilm will raise prices on almost all X and GFX gear, and we also shared the full list of upcoming prices here.

I’ve now checked on what’s been selling best through FujiRumors affiliate links—and here’s the current top-selling gear, just two days before the price hike takes effect.

If there’s anything you’ve been thinking about getting, now’s the time to grab it at the current lower price.

NOTE: All the price increases listed below apply – obviously – only to the U.S. market. That’s why I’m sharing prices in U.S. dollars only—not in euros, yen, or any other currency. Will other regions see increases too? I don’t know. I have no info so far. My guess (not rumor) is that so far price increases are planed only for USA.

  1. Fujifilm X-T5
    BHphoto / Amazon / Adorama / Moment / BestBuy / Paul’s Photo
  2. XF70-300mmF4-5.6 R LM OIS WR
    BHphoto / AmazonUS / Adorama / Focuscamera / Moment / Paul’s Photo
  3. NP-W235
    BHphoto / Amazon / Adorama / Moment
  4. XF18mmF1.4 R LM WR
    BHphoto / AmazonUS / Adorama / Focuscamera / Paul’s Photo
  5. X-S20 body
    BHphoto / Amazon / Adorama / Moment / BestBuy / Paul’s Photo
  6. XF16-55mmF2.8 R LM WR II
    BHphoto / AmazonUS / Adorama / Moment / Nuzira / Paul’s Photo
  7. NP-W126S
    BHphoto / Amazon / Adorama / Moment

Of course the list is heavily influenced by the disastuous stock situation with Fujifilm gear – availability is tight, and many people are simply snapping up whatever they can still find in stock. For example, I bet that if the X100VI would be available anywhere, it would be on top of the list.

If you can’t find what you’re looking for at the usual retailers like BHphoto or Adorama, be sure to check Amazon as well. Several official Fujifilm dealers also sell through Amazon and may still have stock available.

X Cameras – New Price Starting August 1

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

Updated Price Increase List for Fujifilm Gear Starting August 1

We have now received an updated list of the Fujifilm price increases starting August 1st, which includes the new price for the 11 GF lenses missing in our previous report and also these accessories are added to the list.

NOTE: some stores say they won’t honor the old price for all gear ordered today but shipping after August 1st (we reported here). We don’t have statements of BHphoto & Co in this regard. In any case, it’s best to order now and get it shipped tomorrow, or at least hope your store will honor the current price. If you don’t find it in stock at BHphoto & Co, check out Amazon where many official Fujifilm retailers also sell their gear. You might have better luck there.

LIST OF PRICE INCREASES

X Cameras – New Price Starting August 1

GFX cameras – New Price Starting August 1

X Lenses – New Price Starting August 1

GF Lenses – New Price Starting August 1

Accessories – New Price Starting August 1

How to Avoid Dubious AI Fujifilm Camera Guides – and Some Great Fujifilm Books You Can Trust

Dubious Guides are Spreading

We’ve already exposed how completely fake, AI-generated Fujifilm rumors are spreading like wildfire on YouTube.

Fake rumors aren’t new (just now there are many more thanks to AI) —but what is new is the rise of entire ebooks written by AI, in our case Fujifilm camera guidebooks.

Some have unfortunately purchased AI-generated guides, and little it helps them if later on they leave 1 star reviews, as the damage is done and their money is gone already.

Now that these fake guides are starting to appear in the Fujifilm space too, I want to make sure you don’t fall into the trap. So let’s take a look at how to spot the fakes—and how to find real, trustworthy Fujifilm books that are actually worth your time.

To start, let’s examine one of the most recent examples: the AI-generated “guides” for the Fujifilm X-E5.

  • Fujifilm X-E5 Master Guide
    The book was published on June 18, just six days after the announcement of the X-E5. It spans hundreds of pages, produced in only a few days. The cover features a fake image of the X-E5, with the typical AI-generated flaws—like distorted lettering on the lens. So either the author has put all the effort into writing a genuine X-E5 guide by himself, but then went lazy with the cover and used an AI generated image, or the entire book is just AI generated
  • Fujifilm X-E5 User Guide
    The author claims to have used the X-E5 on assignment, yet the book’s cover features a fake, AI-generated Fujifilm camera image. Same as before: either he tells the truth and used the X-E5 and wrote the guide and only the image is AI generated, or the whole book is AI-generated

Sometimes though, it’s not as easy. For example, the cover image might show the real camera and it all looks legit at a first glance. Example:

The cover features a real X-T50, and even the reading sample—though likely AI-generated—might look convincing at first to somebody who is not very familiar with Fujifilm cameras yet.

But here’s the trick: always check the author’s background. In this case, you’ll see that Pearson C. Brooks has published dozens of “guides” in just a few days, covering all sorts of gear and topics. Unless he’s writing a book a day, it’s not unsafe to assume the content might be AI-generated. Also, by checking his other books, we can see he wrote a Leica M11 guide using a Fujifilm GFX100RF as cover image, which does not really speak for quality content curation.

There are countless examples like this out there, so please be cautious. When in doubt, do not buy.

Stick with trusted authors—those who have a proven track record, real hands-on experience with the gear, and a genuine connection to the photography community. Your time (and money) deserves better than AI fluff.

The Truly Good Stuff

In this regard, I can totally recommend Rico Pfirstinger’s Fujifilm books. But there is lots of other good stuff out there, such as:

Then there are 3 free ebooks published by Fujifilm (requires to join Fujifilm newsletter).

  • How to make better travel photos – see here
  • Picture Perfect Portraits –  see here
  • Six Speedlite Techniques to Create better Photos – see here

If you have any Fujifilm related ebook to recommend, feel free to drop it in the comments down below.

Fujifilm Price Increase Confirmed – Unshipped Orders at Old Prices Could Be Canceled August 1st

We previously reported that Fujifilm will raise prices on August 1. Now we have the first confirmation: the U.S. store Capture Integration writes:

Fujifilm will increase all products on August 1st. Importantly, all pre-existing orders will be canceled at the older prices. NO CURRENT orders will be honored at pre-tariff pricing. Price increases range from 7-11%. Most notably…”

FujiFilm GFX100 II up 11%
FujiFilm GFX1000 RF up 10%
FujiFilm GFX100S II up 8%
GF Lenses all up 7-9%

Not mentioned is X series gear, which will go up too.

IMPORTANT NOTE: We don’t yet know if this policy applies only to Capture Integration, or if other retailers like B&H Photo will also refuse to honor current prices for gear ordered now but shipping after August 1.

RECOMMENDATION: See it in stock? Buy it now. If not, order anyway and hope the store honors current pricing. Worst case? They cancel your order.

DON’T LOSE HOPE: If you can’t find gear in stock at B&H or similar stores, check Amazon—many official Fujifilm retailers also sell through Amazon, so you might find items there that are out of stock elsewhere. To see which stores are authorized Fujifilm dealers, check the official Fujifilm USA list here.

LIST OF PRICE INCREASES

X Cameras – New Price Starting August 1

GFX cameras – New Price Starting August 1

X Lenses – New Price Starting August 1

GF Lenses – New Price Starting August 1

We have the new price for 9 GF lenses. The other 11 lenses will get also a price increase according to Capture Integration.

Accessories – New Price Starting August 1

via captureintegration

Fujifilm X-T6 with Geolocation :: X-Pro4 Thumb Winder :: Recipe Sharing via QR Code :: New Lens Hood for XF150-600 – FR-Readers Wishlist Corner

This is Part 2 of the FR-readers wishlist corner. You can read Part 1 here.

by Craig

[NOTE: here on FujiRumors we investigated the idea if the X-Pro4 should feature a thumb winder similar to the one of the Fujifilm X half. FR-reader Craig added the following question to it.]

Patrick, would it be possible to add a survey that says: “Would you like a REAL, MECHANICAL thumb winder, like the one on the Epson RD-1? NOT a multi-functional. But one that is actually necessary to take the next photo on the X-Pro4 (or whatever they will name it). OR, perhaps, on a specialty Fuji rangefinder. I’d buy it if they did it right like Epson.

Thumb Winder on Fujifilm X-Pro4

View Results

Loading ... Loading ...

by xerograph

may I suggest a post about a topic for a post that may be not so important, but nevertheless bothers me since the introduction of the Fuji XF 150-600 mm zoom lens?

It’s that ugly black, cheap plastic lens hood that was delivered with that lens. It seems that Fuji included a new designed lens hood with the XF 500 – and wouldn’t it be nice if they would offer an accessory lens hood in the same design for the XF 150-600? Fuji offers square metal premium lens hoods for their XF 18 / 23 /33 lenses as an alternative – so why not a better premium hood for the XF 150-600?

by Anonymous

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

List of Fujifilm Price Hikes Revealed – Nearly All X/GFX Gear Affected, But X-E5 Might Be Safe

We told you that Fujifilm will soon increase prices.

We have now additional details (not yet official, so take it as a rumor).

Price increase should start August 1st (same day when the new tariff-wave comes to effect).

Good news: the Fujifilm X-E5 seems to be safe from any price increase (despite our reader getting a notice about the X-E5 price increase). According to first info shared to us by FR-reader readers, this is because the note from Fujifilm came before the trade deal with Japan (thanks).

Bad News: the list might not be complete yet, though, because there are for example only 9 GF lenses on the list, but I suspect all 20 of them will get a price increase of about 10%. So let’s hope the X-E5 is so far not on the list, because no increase is planed.

Please keep in mind that everything below is still a rumor until Fujifilm makes an official announcement. That said, I wouldn’t share this if I weren’t confident that the price increases are indeed coming on August 1.

Hopefully, this gives some of you the chance to save a few bucks by buying your gear before the deadline.

With that said, here are the new prices starting August 1st (roughly about 10% price increase – some more, some less):

X Series Camera Bodies

GFX Series Camera Bodies

X Series Lenses

GF Lenses

NOTE: all GF lenses will likely get a price increase. I just don’t have the details, so I won’t share them below. But if you are interested in other GF lenses, grab them now too, as price will very likely go up also for those.

Accessories