Fujifilm X-M5: “Whatever Fujifilm Did, Autofocus is as Good as on my Sony” – Dangerous Overpromise?

A couple of weeks have now passed since the announcement of the Fujifilm X-M5.

And so far the big controversy has not yet received a final answer: how good is the autofocus on the Fujifilm X-M5?

Now a new Fujifilm X-M5 hands-on review has been published by PavSZ (see above).

In his video, he says the X-M5 autofocus is much better than the one on the Fujifilm X-S20.

And when asked about it in the comments to his video, he says multiple times that he shoots also Sony cameras, and that the X-M5 is just as good as Sony in terms of autofocus.

The problem?

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Fujifilm Imaging President Discusses Recovery from Supply-Demand Imbalance in 2024

image courtesy: phileweb
image courtesy: phileweb

Koji Matsumoto, the president of Fujifilm Imaging, age an interview in Japanese to phileweb here.

In summary:

  • X100VI, X-T50 and GFX100S II sales are strong
  • The balance between supply and demand has collapsed, but it has recovered this year
  • X100VI and others are still in a difficult situation “but we are gradually loosening back orders”
  • Fujifilm’s CEO notes that smartphone ease-of-use has increased global demand for instant and mirrorless cameras [admin note: I guess he means that more people take pictures now than ever and now many smartphone users aspire to take even better pictures using a proper camera]
  • the fact that demand has increased dramatically globally is the root of the problem of product supply. The supply is not keeping up. Fujifilm apologizes for the inconvenience

Fujifilm GFX100(S) II Trade-In Bonus in Europe and New Kit with GF35-70mm

There are GFX Trade-In offers spreading in Europe with the purchase of a Fujifilm GFX100S II or GFX100 II. Down below I will share the Trade-In conditions for UK. But make sure to check the conditions in your country.

Maybe even more interestingly, now Fujifilm is offering also a Fujifilm GFX100S II with GF35-70mm kit in Europe. Maybe I’ve missed it so far, but if I am correct, previously you could purchase the GFX100SII only as body only and not bundled with a lens.

There are no kit versions still in USA for the GFX100SII and GFX100II. I hope such an offering will come to the US too at some point.

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How Many Cameras and Lenses Does Fujifilm Release Every Year? And What it Could Mean for 2025

Some asked us how much gear Fujifilm releases every year.

So we decided to check back the last 3 years (2024 included, since there won’t be any more announcements) to see what the current pace at Fujifilm is. Below are the results.

Gear released in 2024 – 4 cameras and 4 lenses

Gear released in 2023 – 2 cameras and 4 lenses

Gear released in 2022 – 3 cameras and 4 lenses

So, overall we see: we get 4 lenses a year for X/GFX system combined.

2024 was more focused on the X series with 3 lenses for the X system and only one lens for the GFX system.

As far as cameras goes, we can get 2 to 4 cameras a year.

What does it mean for 2025?

CAMERAS in 2025:

As of today, the state of the rumors as far as cameras coming in 2025 goes is the following:

If Fujifilm maintains the pace it set in 2024, there could be room for one or maybe even two more camera releases in 2025, considering that the 1″ sensor camera might not be counted in the lineup we discussed earlier, which focused solely on APS-C and medium format models.

LENSES in 2025:

Fujifilm has quite consistently released around four lenses each year, combining both X and GFX series models.

So far I have no rumors about future lenses, which means you have four slots you can fill in with your wishes. :)

If anyone out there can maybe give us a hint on future X and GF lenses, feel free to reach out to FujiRumors. Your help would be greatly appreciated.

Overall, 2025 remains a significant mystery, but I’m hopeful that our trusted sources (and maybe some new ones) will be able to shed light on some of the unknowns and provide insights that will make us even more excited for what’s to come.

Until then, keep shooting, keep enjoying life… and every now and then, keep checking in on FujiRumors ;).

Pal2Tech Fujifilm X-M5 Autofocus Test Update: Improved, but Impressed?

Pal2Tech shared a follow up video to the original Fujifilm X-M5 autofocus performance. You can see it above.

While we can see the Fujifilm X-M5 being better than the X-T5, I confirm what I wrote in pretty much every other article so far: it’s not at Sony and Canon level. Which is why personally I applaud the improved autofocus, but I’ll call myself impressed only when I see it on par with Sony and Canon.

Also, we have to see how much the improved performance over the X-T5 is to attribute to the AF algorithm on the X-M5 (which is in Beta on Pal2Tech’s camera) or it is simply due to the general faster readout speed of the 26MP sensor.

So far the most convincing autofocus demo I saw is the one of Thomas B Jones, with a 2.5 minutes non-stop live eye tracking during a talking head video, and especially when showcasing product mode the transition  between product and face is smooth without stepping to acquire focus.

Look, even the toughest Fujifilm AF haters out there show video clips on much much better AF tracking works on X-T4 for example (or on early 5th generation firmware). So while Fujifilm is not at Sony or Canon level, they have already shown that they can do much better than what they are currently offering on the 5th generation cameras.

As I always said: Fujifilm, just downgrade the firmware! You did it in the past with the flawed X-T1 firmware, so you can do it also now.

Anyway, in November the new firmware will drop. We will see and judge there.

If everything goes well, these are the last days in which AF haters can make clicks with Fuji AF hate videos.

On the other hand, if nothing is fixed, FujiRumors will be the first to share tons of AF hate videos like we did here and here.

Just expect us the be balanced and fair in reporting, giving you multiple sources and feedback so you can judge yourself.

Fujifilm Manager: X and GFX Series Hold 40% Market Share (Excluding Full Frame) but Struggle a Bit with Product Availability

image courtesy of Phototrend
image courtesy of Phototrend

The French website Phototrend had the opportunity to interview Franck Bernard, Director of the imaging division at Fujifilm France. You can read the full interview here and the summary below.

  • Fujifilm is doing very well, both X and GFX series
  • the only things Fujifilm suffers from a little is the availability of products
  • Based on GFK data (largest German market research company), outside of Full Frame, Fujifilm is market leader with 40% market share thanks to X and GFX system
  • X-M5: there was still demand for cameras in this price segment especially among young people
  • AI will only bring benefits to the photographic business in general, and especially on the print side. Facilitate the production of a photo album, with a minimum of clicks: AI will be able to help us a lot
  • XF16-55mmF2.8 II completely redesigned lens
  • next generation linear motors used on XF16-55mmF2.8 II  are smaller than the ones in the older generation
  • improvements in ED, Super ED and aspherical lenses has also allowed to reduce weight and gain compactness
  • no OIS because most Fujifilm cameras now have IBIS
  • X-M5 comes in brown package to reduce Co² emissions (reduce colors, packaging, carton consumption and, if possible, the number of cables)
  • film simulation contribute the the “return to film” trend. But while there is a notable resurgence of interest in film photography, especially among younger people, its impact should be viewed with caution, as the market remains limited to specific products like disposable cameras and film
  • Fujifilm has no new film camera on the agenda
  • success of X100VI was unimaginable. The X100VI is an iconic product
  • X100VI production has been increased, but supply is complex and deliveries are not made overnight
  • X100VI is not cannibalizing sales of other Fujifilm cameras

I don’t know if the GFK data is for France or Europe only, or if it is about worldwide data. But 40% market share outside of Full Frame might not be a horrible position to be in.

Unfortunately, Fujifilm has been heavily impacted by shipping challenges. Even if I were to underestimate the numbers, it’s likely that if all the X100VI, X-T5, X-E4, and other cameras ordered had been shipped in a timely manner, Fujifilm’s market share outside of full-frame cameras could easily be 60% to 70%.

But it is what it is.

I get that Fujifilm can’t suddenly build four new factories just because they’ve become a trendy brand. There’s the risk that, once the trend fades, they’d be left with four underused factories, turning it into a poor investment.

So they have to increase the production with what they currently have available in terms of manufacturing power.

But then I don’t understand decisions like keeping the old XF16-55mmF2.8 still in production (according to reports at CineD) even though there is now the new XF16-55mmF2.8 II on the market.

Wouldn’t it be better to focus the limited production capacity on making more lenses of the new version? Or stop making the old XF16-55 and free up manufacturing power to make the one lens that has become almost impossible to find all over the world, the Fujinon XF27mmF2.8 R WR.

With a few more strategic decisions, I believe Fujifilm could improve the ongoing supply shortage situation.

Fujifilm Teases Two Cameras Coming in 2025, but there Will Be Even More Cameras than That

The X Summit just took place and you can find it here and the full live coverage here.

Everything happened as expected and we got all this gear.

But at the very end of the event Fujifilm had this “one more thing” moment in which they said:

there is one more thing. We are currently developing new cameras. Although the timing is yet to be determined, we hope to bring you exciting news next year

The Fujifilm Japan manager than gives a glance under both towels and seems to be visibly excited about what’s hidden there.

Now, I know some might moan and wish for a proper teaser instead of this.

But guys, you know very well that everything you need to do is to follow FujiRumors if you want to get a glimpse into the future of Fujifilm. ;)

So let’s look at what these cameras could be.

The fact that one towel is white and the other black might suggest that one represents a GFX camera and the other an X series camera, as GFX gear typically comes in white boxes while X series gear comes in black boxes (although, it seems the X-M5 ships in brown boxes as we reported here).

Additionally, the camera under the white towel is noticeably larger than the one under the black towel, further supporting our assumption.

If I should place a bet, I’d say under the white towel hides the fixed lens Fujifilm GFX, which should come in the first half of 2025. But that’s just a guess of mine.

More complicated is to guess what’s under the black towel.

Since it is definitely a very small camera, I’d say it’s either the 1″ sensor half frame camera or the Fujifilm X-E5, which will both come at some point in 2025.

But again: that’s all just blind speculation on my side. There could be any other camera under those towels.

In fact, let us know in the comments what you’d like to hide under those towels.

What I can say for sure: we won’t get only 2 cameras in 2025. In fact, we have already rumored three cameras to come until now and why not, there could be even more coming. We got 4 cameras in 2024, so why not make it at least 4 (or more) also in 2025? ;).

Because there are even more cameras waiting to get the 5th generation treatment, right X-Pro?

Fujifilm X Summit LIVE STREAM Starts NOW – WATCH LIVE on FujiRumors!

The Fujifilm X Summit Live Stream starts now. You can follow it here on FujiRumors (live event summary below).

LIVE EVENT COVERAGE BELOW

Down below the whole event summed up (refresh the page frequently):

  • three new products coming
  • right away the unveil the name of all three products that are coming
  • they introduce the designer of Fujifilm cameras. He is probably the man who has designed the most number of film cameras in the world
  • X series seems to have a timeless design, but there are always small challenges
  • X-T50 and X100VI have received very positive feedback in terms of design and operation

Fujifilm X-M5

  • X-M series is reborn
  • perfect camera as first MILC camera or everyday camera
  • introducing the X-M5
  • 355 gram weight
  • has film simulation dial
  • has PSAM dial
  • new user interface (looks cool!)
  • multidirectional micorphone
  • X-Trans IV and X-Processor 5
  • very fast and precise AF
  • 6.2K open gate
  • 4K/60p
  • 3 strategicallly placed micorphones with new microphone direction setting (reducing background noise and wind filter)
  • high quality audio without need of external microphone
  • USB connection via X App for larger than 4GB files

XF500mmF5.6

  • 43 X mount lenses released since 2012
  • XF500mmF5.6 aims to establish Fujifilm as a top brand
  • 762mm equivalent lens in only 335 gram
  • highest resolution in XF lineup
  • suppress axial chromatic aberration
  • fast linear AF (0.33 seconds focus acquisition)
  • enhanced OIS (5.5 stops)
  • a pinncale red badge lens
  • a look inside the lens factory (lens polishing)
  • some lens elements are so thin that one can distort them just by touching them

XF16-55mmF2.8 II

  • one of the most popular XF lenses is the XF16-55mmF2.8
  • the entire X summit is recorded with the XF16-55mmF2.8 II
  • 37% weight reduction (410g)
  • image quality has been enhanced (less chromatic aberration and purple fringing, minimized ring patterns in bokeh, enhanced minimum focus distance)
  • weather resistant and linear motor
  • aperture click switch for smoother video recording
  • future firmware will improve aperture smoothness for video on several models. X-M5 already has this smooth aperture in conjunction with the new XF16-55
  • precise assembly
  • red badged lenses to be manufactured also outside of Japan, but with identical quality

Availability and Price

  • X-M5: $799 body and $899 for the XC15-45 kit – coming mid November
  • XF16-55mmF2.8II: $1,199 – coming end November
  • XF500mmF5.6: $2,999 – coming end November

One more thing

  • they tease more cameras coming
  • the cameras are hidden under a towel (you can see here)
  • timing has yet to be decided

IT’S OVER: No More X or GFX Related Announcements This Year

We are done.

It’s over.

Today, on October 14 at 9AM New York time, we will witness the last X/GFX announcements of the year.

Yes, I know that Fujifilm had one of its all-time most important announcements (X-T5) in November. But if our sources are accurate, then we will wrap up the 2024 announcements season on October 14.

Everything  X/GFX related that Fujifilm has still in the pipeline for 2024 should come on today. So we are talking about:

But do not despair. We have LOTS of stuff to talk about soon anyway. The rumors will keep coming also in 2024 ;).

Fujifilm Launches Mirrorless Digital Camera “FUJIFILM X-M5”

FUJIFILM X-M5 Mirrorless Digital Camera
– The lightest model in the current X series
– Equipped with a full range of functions for both stills and video
– Perfect for everyday photography

October 14, 2024

TOKYO, October 14, 2024 – FUJIFILM Corporation announces the global launch of the “FUJIFILM X-M5” (X-M5), from middle of November 2024. The X-M5 will be the latest model in the X Series, offering outstanding image quality, compact and lightweight body.

The X-M5 weighs approximately 355g*1, making it the lightest*2 camera in the X series. The X-M5 is equipped with a full range of functions, including subject detection AF that can detect moving objects such as animals and cars using AI, and 6.2K/30P movie recording function, making it possible to shoot both still images and movies.

The X-M5 is the ideal camera for a wide range of users, from first-time digital camera users to photography enthusiasts, with a compact size that makes you want to carry it with you every day and a wealth of shooting functions, while maintaining the high-quality appearance that is the hallmark of the X series, further expanding the joy of photography.

The X-M5 is equipped with the back-illuminated 26.1-megapixel “X-Trans™ CMOS 4”*3 sensor and the “X-Processor 5” high-speed image processing engine, enabling high-quality shooting. The dial is located on the top surface for switching between “Film Simulation” modes, which allows users to enjoy various color tone expressions as if they were changing photographic films. Combined with the AUTO mode on the mode dial, even first-time digital camera users can easily enjoy the richly colored image creation that is unique to Fujifilm.

In addition, powerful digital image stabilization, a high-performance built-in microphone, and in-camera SD card recording at 6.2K/30P 4:2:2 10bit support comfortable video recording. The newly added “9:16 Short Video Mode” in “Vlog Mode” makes it easy to shoot the vertical videos that are popular on social media.

*1 Including battery and memory card
*2 For current X series models.
*3 X-Trans is a trademark or registered trademark of FUJIFILM Corporation.

1. Product features
(1) Compact and lightweight body and product design that makes you want to enjoy shooting

▪ It weighs approximately 355g and measures approximately 111.9mm in width, 66.6mm in height, and 38.0mm in depth. The extremely lightweight and compact body for a mirrorless digital camera makes it easy to carry around and enjoy photography every day.
▪ Despite its compact size, the camera has the high-quality appearance of the “X series”. Symmetrically placed dials on the top surface of the warship section highlight the beauty of the camera.

▪The Film Simulation dial is conveniently placed on the lek shoulder of the top face. Users can easily switch between a total of 20 Film Simulation modes according to the subjects and scenes, making it easier to enjoy a variety of color tones in both still and moving images.
▪ The top right features a mode dial. In AUTO mode, the camera automatically recognizes the optimal shooting mode for the scene, allowing even first-time digital camera users to easily capture high-quality stills and videos.

(2) Equipped with a high-performance sensor and high-speed image processing engine to achieve high image quality and high-performance AF

▪ The X-M5 is equipped with the back-illuminated “X-Trans™ CMOS 4” sensor with approximately 26.1 megapixels and the latest high-speed image processing engine “X-Processor 5”. This allows for high image quality photography with low power consumption.
▪ The camera features the subject detection AF, developed with deep learning technology, in addition to the existing Face / Eye AF. AI is used to add the ability to detect animals, birds, cars, motorcycles, bicycles,
airplanes, trains, insects and drones*4
▪ The latest AF predictive algorithm provides high tracking performance for moving subjects and high precision AF in low-contrast environments.

*4 Set the Subject Detection Selng to “BIRD” when you want to detect insects and to “AIRPLANE” when you want to detect drones.

(3) 6.2K/30P video recording and other extensive video func^ons

▪ The X-M5 can record 6.2K/30P 4:2:2 10-bit video onto an SD card inserted in the camera, and also supports extensive video functions including 4K/60P and 1080/240P capability.
▪ The camera is equipped with powerful digital image stabilization. It is effective not only for minor camera shake but also for large shaking that occurs when shooting video while walking.
▪ For the first time in our digital camera lineup, three built-in microphones are equipped. You can choose from four microphone directivity options: surround, front, back, or front & back, depending on the situation. The camera is also the first to feature a steady-state noise reduction function, which reduces noise that continues to ring at a certain frequency, such as air conditioning noise.
▪ Vlog mode allows users to change shoo^ng conditions intuitively by touching the LCD. Improvements in the number and placement of icons make video recording even more intuitive. In addition, the new “9:16 short movie mode” allows users to easily shoot vertical videos popular on various social media and smoothly share the captured content.
▪ New bit rates of 8 Mbps and 25 Mbps have been added to the bit rates that can be selected in the “Media Recording Settings” when shooting video. This shortens the transfer time to external devices such as
smartphones, and contributes to shortening the ^me required to upload captured video directly to social media.

2. optional accessories

Cooling Fan “FAN-001″*5 (already on sale)
▪ This cooling fan can be attached to the rear panel of the camera body without a cable, supporting long hour shooting and video recording in a high-temperature condition. The power can be supplied to the fan from the camera body
Tripod Grip “TG-BT1″*6 (already on sale)
▪ This grip enhances mobility and camera’s hold while adding tripod functionality. Users can comfortably take self-portraits and low angle shots, where it is normally difficult to hold the camera in position. As a tripod, the TG-BT1 can be used for a wide range of love fujiru mors applications from group shots to tabletop still.
*5 Compatible models are FUJIFILM X-M5, FUJIFILM X-H2S, FUJIFILM X-H2, and FUJIFILM X-S20.
*6 Compatible models are FUJIFILM X-H2S (Ver.3.00 or later), FUJIFILM X-H2 (Ver.1.2 or later), FUJIFILM X-T5 (Ver.1.00 or later), FUJIFILM X-T4 (Ver.1.70 or later), FUJIFILM X-T3 (Ver.4.50 or later), FUJIFILM X-S20, FUJIFILM X-S10 (Ver. 2.60 or later), FUJIFILM X-T30 II (Ver. 1.20 or later), FUJIFILM X-T30 (Ver. 1.50 or later).