The Fujifilm X Summit Announcement Strategy – No New Products Until March?

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Fujifilm has just released its traditional New Year Greetings video.

And notably, there was no announcement of any upcoming X Summit.

So… does this mean we shouldn’t expect an X Summit anytime soon?

Not necessarily.

In the past, Fujifilm has sometimes used its New Year Greetings to announce future X Summits.
For example, in 2023, they revealed an X Summit scheduled for April 2023. As many of you will remember, that event was later canceled.

On the other hand, during the 2025 New Year Greetings, Fujifilm didn’t announce any X Summit at all. Then, on March 6, they suddenly announced an X Summit for March 20 — giving the community just two weeks’ notice.

And that’s probably the key point.

Announcing an X Summit months in advance, building expectations, and then canceling it is a disappointment for the entire community. It creates hype, anticipation — and then frustration.

So it wouldn’t be surprising if Fujifilm increasingly chooses a safer strategy:
announce X Summits only shortly before they actually happen.

Not always — but more often.

It reduces risk, avoids cancellations, and ensures that when an X Summit is announced, it’s almost guaranteed to happen.

In short: just because Fujifilm didn’t announce any X summit today, it does not mean we can’t get one still in the first quarter of 2026.

As we have seen here, Q1 is traditionally the hottest period for camera announcements.

Also, CP+ in Japan starts on February 26. So if Fujifilm is planning any product announcements for CP+, we should see an X Summit teaser by mid-February.

If we don’t, it likely means there won’t be any announcements tied to CP+.

That said, there’s also a recent precedent: last year Fujifilm skipped CP+ announcements entirely and instead unveiled the GFX100RF on March 20 — outside the CP+ noise cycle. Less buzz, less competition for attention, and more visibility and focus on the GFX100RF itself.

Sometimes, silence isn’t absence — it’s strategy.

Let’s hope Fujifilm will make Q1 super exciting also this time.

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