DPR: Fujifilm Interview – X100VI Supply and Production, Fujifilm X-E and X-Pro Update, and More
Fujifilm X100VI Silver and Black:
B&H Photo / Amazon (Silver : Black) / Moment / Adorama
DPR interviewed Fujifilm managers Makoto Oishi and Yuji Igarashi at CP+ 2025. Below is a summary of the key points from the interview with Fujifilm and you can read the full interview here.
- Fujifilm X100VI preorders were so large that some people have been waiting for a year to receive a camera.
- The X100VI has been shipping continuously throughout the year
- Fujifilm was caught off guard by the X100VI because preorders were 3-4x the volume of previous X100 cameras so they sold in one year what would typically take 3-4 years to sell
- Ramping the X100VI was more difficult than other cameras because premium products are harder to mass-produce
- The Sharp edges of the X100VI are made of aluminum which is stamped and milled before color details are added.
- Fujifilm is continuing to do the best it can to produce more cameras and they are not constraining supply artificially
- Fujifilm AF has always been a topic of discussion, but the recent issues have been addressed and Fujifilm plans to continue improving AF performance
- Fujifilm’s AF has had to address new concerns in recent years as Fujifilm has launched telephoto lenses for birding and more
- Sports and action photography aren’t Fujifilm’s strength, but they are working to get better
- Fujifilm still plans to launch a successor to the X-Pro3 but hasn’t picked a date yet
- Fujifilm will also continue the X-E line but it might return to its enthusiast photographer roots since the X-T line has grown
- There is no such thing as a perfect camera so Fujifilm continuously works on all its cameras
- One of the managers joked that everyone would be surprised if the next X-E camera wasn’t rangefinder-styled
- Some people really liked the X-E4, but some did not, Fujifilm does its best to satisfy the majority of photographers
- The next X-E camera will be for photographers who love rangefinder-style cameras but don’t have a specific subject in mind
- The next X-E will be more snapshot-focused with an emphasis on style and design
- Fujifilm fans shouldn’t be worried about the company’s efforts to expand appeal because it makes Fujifilm’s cameras more focused
- The X-H being more hybrid focused allowed the X-T5 to only have a tilting screen instead of a flip-out screen which some didn’t like
- Fujifilm believes it can have more distinction between its still and hybrid cameras
- Fujifilm just needs to be mindful of its audience to provide the right fit
My take
Fujifilm has been doing incredibly well lately, but it is because of their classic designs, not because of PSAM. This interview makes it sound like Fujifilm will embrace PSAM more in coming models in addition to adding film simulation dials to lower-end cameras. As someone who has always preferred the exposure triangle layout of Fujifilm cameras, I pretty regularly owned an X-T, X-E, and X100 camera. I now only own older Fujifilm cameras with an X-T5 and X100VI I just picked up. I also own GFX, but haven’t bought a new GFX since the GFX100 because Fujifilm went PSAM. If Fujifilm continues to go in the direction it has gone it might push photographers like me back into the world of Leica because PSAM cameras are a miserable experience compared to the classic layout that Fujifilm and Leica are known for.
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via DPR