Dear Fujifilm: If You Can Change Video Frame Colors, Why Not Focus Frame Color Too?

Back in 2018, FujiRumors made a simple request to Fujifilm: give us the option to change the color of the focus frame (the little square you move around on the screen to indicate where the camera should focus).

This request came from a common issue — while the default white box works fine most of the time, there are situations where it blends into the background, making it hard to spot. I sometimes end up moving it randomly around the screen until I can locate it again.

Six years later, that request has yet to be fulfilled.

Over time, we made peace with it and moved on. But with the release of the Fujifilm X-M5, our wish for a focus frame color change has resurfaced.

Why?

The Fujifilm X-M5 offers the usual red frame box when recording video. But when switching to slow motion mode, that red box turns green to avoid confusion — something we reported earlier. This got us thinking: if Fujifilm can adjust the frame color for video modes, surely their talented software engineers could implement a similar option for focus frames.

So, Fujifilm, if you can change video frame colors, why not give us the option to customize the focus frame color? It’s a simple tweak that could improve the user experience.

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 ;).