The Future of Fujifilm’s Autofocus Could Be Revealed with the X-M5 on October 14

Fujifilm said they are aware of the “comments” of the Fujifilm community regarding the latest autofocus issues and they promised firmware updates to fix that.

The fix will come in November for their flagship Fujifilm X-H2s, X-H2 and GFX100 II cameras, but also other fifth generation cameras such as the X-T5, X-S20 and “more”  will get firmware updates this year, as Fujifilm officially said here.

Sure, it takes time. But to a certain degree I can understand that.

Fujifilm knows they have to get it right this time, so they’re likely testing the firmware more rigorously than ever, which is surely costing a lot of time and money.

But the big question is: how well will the autofocus firmware really work?

Well, maybe we might not have to wait until November to see these autofocus improvements in action.

In fact, we could get our answers as early as October 14 with the launch of the Fujifilm X-M5.

Why?

Well, Fujifilm has been aware of the autofocus issues for months now. They already began addressing them with a firmware update back in June. Since then, they’ve continued working on the improvements, so the firmware must have evolved significantly from the June version.

And I’d not be surprised if the first camera to actually incorporate the enhanced autofocus capabilities won’t be the X-H2s, X-H2 and GFX100II in November, but the Fujifilm X-M5 coming on October 14.

After all, why not equip the brand-new Fujifilm X-M5 with the most up-to-date firmware available, especially since it’s a fresh release that requires a new firmware anyway? And maybe that’s also  why Fujifilm has published a X-M5 teaser poster where they write big “fast autofocus“.

If that turns out to be the case, if the X-M5 is indeed the first camera to feature the new AF algorithm, then by October 14, we’ll already have a glimpse of how well the latest autofocus firmware performs.

I guess that’s one more excellent reason to follow the X Summit on October 14 at 9AM New York time.

Fujifilm’s November Firmware Update: Autofocus Fixes, New Features, and More Enhancements to Come (+ My Take)

Earlier today Fujifilm has shared a video with their “October announcements“. You can check out all details in this article.

Among the others Fujifilm promised firmware updates to come in November.

First off: they did say that they got lots of feedback from customers especially regarding the autofocus. Based on that feedback, Fujifilm is now working to improve the firmware. But there is more, so let’s check it out:

The Good

  • Firmware update coming in November
  • Cameras mentioned: Fujifilm X-H2, X-H2s and GFX100 II
  • Improved Subject Tracking while video filming
  • Face/Eye detection while video filming
  • F-Log2 C for wide color gamut
  • Timecode Synchronization by Ambient Lockit devices through wired connection

The Questions

  • are other 5th generation cameras (X-T5 & Co) also getting the improved AF while filming?
  • what about AF-C tracking in stills?

The Surprises?

It almost passed unnoticed, but Fujifilm also said that they are considering further enhancements. So it looks like we are not yet done with Kaizen love for 5th generation cameras.

What could it be?

Well, I don’t have that much anymore on my wishlist, but if I could pick one thing, then I’d like to get the fully automatic subject tracking of the Fujifilm X-S20. I also suggested Fujifilm how this could be implemented on other Fujifilm cameras in this article here.

Of course, feel free to share your wish with the Fujifilm community in the comments down below.

My Thoughts

Fujifilm (like many other brands) often tends to conceal significant bug fixes under the vague term “minor bug fixes.” This article dives deeper into the issue, offering real examples of what Fujifilm has masked with this phrase—some of which were rather embarrassing. Read more here.

This time, though, Fujifilm is putting a spotlight on the autofocus improvements. To me, this signals that they’re taking it more seriously than ever, with a firm commitment to finally getting it right.

It’s also evident that while Fujifilm recognizes the issues, they’ve chosen not to rush a fix like they did with the June firmware. Instead, they’re taking extra time—and probably conducting more thorough testing—to ensure this firmware update works as intended.

I guess they’re well aware they can’t afford to get it wrong this time and it looks like Fujifilm has embraced this challenge, as evidenced by the emphasis they placed on the upcoming autofocus improvements in the video released today.

But again: I believe it only when I see it.

And the Fujifilm X-T5 & Co?

We will see what happens in November, but I would not be surprised if the Fujifilm X-T5 and other cameras would get a bunch of improvements too. Maybe not everything the flagship X-H and GFX cameras will get, but it just makes sense that some of the improvements find its way down also to lower end models.

But again, that’s a pure speculation of mine, not a rumor whatsoever.

Overall, after today’s firmware announcement I am definitely more confident. Fujifilm Japan has spoken and finally addressed the issue publicly. But I have learned not to celebrate too early and wait to see what happens in November with the new firmware.

Reframing the Debate: Fujifilm Film Simulations as a RAW Photographer’s Ally

Stop Hating Film Simulations

When we posted the rumor about the Fujifilm X-M5 having the film simulation dial, there were again some who just snubbing the concept of using Fujifilm Film Simulation overall. For example here:

I’m the Maestro I shot RAW files and make art from them.

I get the point. Shooting RAW opens up lots of creative possibilities in post processing.

But here is the thing: Fujifilm Film Simulation are not necessarily intended to stop you from using RAW files, but they can be a helpful (and extremely time saving) starting point when editing your RAW files.

Here is a real life example from my own shooting experience.

When I shot my best friend’s wedding, I captured everything in RAW (+JPEG). Out of countless photos, I chose 129 to edit. My first step was setting the right vibe by adjusting the colors. Some images called for a vintage look (Classic Chrome), others needed vibrant colors with good skin tones (Astia), some looked best in black and white (Acros), and for tricky indoor lighting, ProNeg Standard or High worked perfectly.

Choosing the right Film Simulation in Capture One was quick and easy – just a few seconds per image – and then I could move on to other edits like cropping and sharpening. This made the color correction process fast and efficient, even with RAW files.

So, it’s a misconception that Film Simulations are only for JPEG shooters. They can speed up RAW editing significantly.

At the end of the day film simulations are just a tool that can be super helpful also for RAW shooters, if they want to save time editing. And of course they are a true blessing for JPEG shooters, as you get the best colors of any digital camera with just a click of a button… or a turn on the dial, if you use the X-T50 or the upcoming X-M5.

Viltrox New Firmware Download Page is a Joke… and Firmware Updates for 56mm f/1.7 and 85mmf/1.8 II

Viltrox has released firmware updates for a few X mount lenses.

But before I share the details, let me say this to Viltrox (who hopefully will read this, but probably not).

Dear Viltrox, your new firmware download page is a joke. It was already bad before, but you were able to make it even worst. Congratulations.

For fellow FR-readers: this is the Viltrox firmware page.

Check it every now and then, open up the page for your lens, and see if the firmware number has changed. If a new number is up, download the zip file, unpack it, open it and see what changes it brings. But beware: sometimes the details of the firmware change are written only in Chinese, so you better use machine translation to understand what the update brings.

Viltrox does not offer any way to be notified about changes, they do not write the date of firmware release on the page (except in rare cases, but also with completely wrong dates), nor do they list their firmware from newest to oldest.

Viltrox also won’t inform you on their social media about new firmware updates. At least not immediately. They might (if you are lucky) make a post on Instagram about new firmware at some point, but that post (if it comes) could be shared weeks if not months after the firmware had already been released.

That’s how things are right now. I hope they will improve the page and understand that good customer experience and service looks different.

Anyway, here are the firmware updates.

Viltrox 56mm f/1.7 ver. 1.0.2 – details here
1. Fixed the problem of lens deviating from the focus at close range at F1.7 aperture. (google translated)

Viltrox 85mm f/1.8 II ver. 1.1.0 – details here
1. Adapt to X-T5 X-H2 X-H2S
2. Optimize AF-C speed

FR-Reader Wishlist Corner: The One Thing Where Leica Q3 Beats Fujifilm X100VI and More Firmware Wishes

FR-reader Wishlist Corner

Recently we published a bunch of gear/hardware related wishes we have received from the Fujifilm community.

Now it is time to share a bunch of firmware wishes.

by Oli

Here is a link to my blog post about my experiences with the X100Vi and the WCL as a “poor man’s Leica Q”.
I guess you might be able to read German: shashindo.de/fuqi/ (google translated).

There is actually ONE reason why the Leica Q3 is “better” than the Fujifilm X100VI: The handling of the metadata!

Leica writes the crop focal length and crop pixel size in the metadata!
It’s too bad that Fujifilm doesn’t also set the crop focal length in the metadata!
It would also be nice to find the name of the custom setting (aka film simulation) here in the EXIF data. Well, you can still have wishes…

Thought you might be interested ;-)
Or in case you do have access to Fuji Development department somehow, maybe you can drop this there… :-D

by Keith

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Fujifilm X-E5 in 2025: The Perfect Dial is…? – VOTE

If you thought the film simulation dial of the Fujifilm X-T50 was a one-time experiment by Fujifilm, then forget about it.

Hate it or love it, it is here to stay and it will be used also on the upcoming Fujifilm X-M5.

Of course the question now is: will there be also other future Fujifilm cameras that will use that dial?

Well, we can safely assume that higher end cameras won’t use the film simulation dial. I simply can’t believe Fujifilm would put one on the Fujifilm X-Pro5 or Fujifilm X-T6 or Fujifilm X-H3 or Fujifilm X-H3S.

But as we can see on X-T50/X-M5, on mid-low end cameras Fujifilm might as well use that dial.

So now the question comes up: will maybe the Fujifilm X-E5 have a film simulation dial, too?

I do not have the answer to that question.

But what I can do until I find the answer, is to ask you which dial you’d like on the Fujifilm X-E5.

I guess the most realistic options are either a shutter speed dial or a film simulation dial.

I don’t believe that Fujifilm would put the very complicated to manufacture and assemble combined ISO/Shutter dial on the X-E5. I mean, I’d be happy to pay the extra price for that dial, since it is my favorite dial offered by Fujifilm. But it would make the camera more expensive and slower to manufacture, which are dealbreakers for Fujifilm, especially considering how disastrous the shipping of the X-E4 was.

Fujifilm must make sure the errors of the X-E4 are not repeated. The X-E5 must be produced in sufficient numbers. And that dial is just too cumbersome to make.

And yet, out of curiosity, I will give you also that dial option to vote on. Just to see if I am the only one who’s in love with that dial or if there are also others who’d pay a bit more for an X-E5 just to get that dial.

I want a Fujifilm X-E5 with...

View Results

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Market Share 2023: Fujifilm 430,000 Units Sold and 6% Market Share

Nikkei has published the global sales number and market share of digital stills and video cameras sold in 2023. The numbers are based on data from CIPA and JEITA and have been reported by the Japanese website dclife.

Here are the numbers for 2023:

  1. Canon … 3.34 million units (46.5%)
  2. Sony … 2 million units (27.9%)
  3. Nikon … 810,000 units (11.3%)
  4. Fujifilm … 430,000 units (6.0%)
  5. Panasonic … 260,000 units (3.6%)
  6. OM Digital … 180,000 units (2.5%)
  7. Ricoh Imaging … 60,000 units (0.8%)

Nikkei writes that the decline in the global market share of digital cameras is slower than before, and the demand for high-performance mirrorless cameras is increasing. Nikkei says “high-performance mirrorless is strong, and the market is recovering“.

This is more in less in line with the market share given to us by Techno Research System, which is limited to mirrorless cameras, though.

  • Canon 41,2%
  • Sony 32.1%
  • Nikon 13.2%
  • Fujifilm 8%
  • Other brands 5.5%

Considering that Fujifilm has no dedicated video camera, nor DSLRs in offering, it is safe to assume that the vast majority of the 430,000 units are X and GFX camera sales. Not sure if the (almost dead) Fujifilm Finepix line is included in the list, but even if it would, it would be a negligable number.

Let’s put context to these numbers.

In 2023, Fujifilm launched 2 cameras

Moreover, in 2023 Fujifilm kept struggling to produce and ship what they had announced in previous years.

The list could go on forever, but bare with me if I stop it here to avoid to turn this article into a rant.

All I’ll say is that the number, 430K, is way below of what Fujifilm could have shipped if only they figured out a proper way to produce more gear rather than relying on creative, flawed and no-cost solution like using blockchain to improve parts procurement.

They did not increase production (except now for the X100VI). They did not hire more workers. They did not expand factories. They just accepted things as they are and so we got to absurd situation like the one of the X-E4, which was launched in January 2021. I noticed the X-E4 in stock only once in October 2021 and then it was mainly out of stock everywhere until it got discontinued in 2023 while tons of people still had one on pre-order.

The Fujifilm CEO calls this a “normal” situation, but I have not seen other brands struggle as much with deliver as Fujifilm. Sure, it’s not all Fuji’s fault, as nobody could have thought that Fujifilm’s popularity would expload like this. But the years passed, and Fujifilm failed to adjust to the new high demand.

Anyway… it is what it is.

Fujifilm sold 430,000 cameras in 2023. But it could have been easily twice as much if they’d have been able to ship their gear properly worldwide.

Lady Gaga with Fujifilm X-T3, Apple and Microsoft United by Fujifilm Love, Ben Affleck and Ana de Armas using Fujifilm and More – Famous X Shooters and Fuji in Ads

Famous X Shooters and Fujifilm in Ads

It’s been a long time that I have not done a “famous X Shooter” roundup and a roundup of Fujifilm gear used in ads.

Today I am going to catch up with it by delivering a rather big one :).

Thanks to everybody who has passed what they’ve spotted around!

Lady Gaga

Lady Gaga, a renowned American singer, recently starred in a T.V. commercial where she is seen using a Fujifilm X-T3 camera! The commercial is for Nurtec ODT, a migraine medicine. You can see the full ad on YouTube here (screenshot above)

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RUMOR: Fujifilm X-M5 Coming with Film Simulation Dial

When the first rumor about the film simulation dial hit the web, I probably was one of the few to find it a good idea (for certain cameras).

I won’t elaborate why now, but I will refer you to this article here.

I understand that this dial is polarizing, but ultimately I got quite some feedback from readers who did start to use film simulations more often due to the fact that they have such quick and intuitive access to them thanks to the dial. So for some this dial is definitely welcome.

And today we can tell you this: the film simulation dial won’t be a one-time only experiment and therefore unique to the Fujifilm X-T50.

In fact, I have been told that also the upcoming Fujifilm X-M5 will feature the film simulation dial.

Now, I do not know how it will be implemented. The original Fujifilm X-M1 had a PSAM dial and an unmarked dial, so maybe the film simulation dial will replace the unmarked dial? I have no answer to this but I will let you know as soon as I can.

What is sure according to our sources: the film simulation dial is there.

But as much as I find the film simulation a good idea (for certain cameras) my top hope is that the Fujifilm X-E5 (yep, there will be one ;)) will have this dial here.

Fujifilm X-E5 Wishes, Fujicaflex TLR GFX, X-M5 Hopes, X50 Revival, GFX 50S III Needs – FR-readers Wishlist Corner

FR-Readers Wishlist Corner

It’s time to dedicate some space here on FujiRumors to your wishes and ideas as far as future Fujifilm cameras goes.

Hence, down below are a few emails with Fujifilm camera wishes I have received.

And yes, I have also received lots of non-camera wishes, which I will share in another future FR-reader wishlist roundup.

As for the rumors… guys, don’t worry… there will be plenty of them. ;)

Oh… and the Fujifilm X-E5, Fujifilm X-M5 and Fujifilm X50 you see above are all just renderings I made. But if somebody out there has the real images (of any upcoming camera or lens) and wants to share the joy with the FR-community, feel free to drop me a message.

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