Fujifilm X-Half Frame:
B&H Photo / Amazon (Silver / Charcoal / Black) / ShopMoment / Adorama
It seems Asians love the Fujifilm X Half, with it dominating MAP Camera’s sales chart for the second month in a row this July.
The FUJIFILM X half X-HF1, following on from last time, has once again taken the top spot for the second consecutive month, overwhelmingly ahead of the second-place finisher. It’s truly impressive! It had been generating a lot of buzz and interest even before its release. Unfortunately, orders far exceeded the initial stock for the June release, meaning we were unable to provide all pre-orders. The charcoal silver model was particularly popular, with more pre-orders than the black and silver models combined, as we previously reported. While we received a substantial shipment of all colors in July, we still cannot keep up with orders for the charcoal silver model, and we are currently unable to accept orders. Many who want to get their hands on one as soon as possible are switching to the black and silver versions, which are now available. FUJIFILM has a history of experiencing supply shortages and difficulty obtaining many popular models. Will the X half X-HF1 suffer the same fate? Or will the manufacturer be able to maintain its top spot with a renewed effort? We’ll be watching closely to see if the manufacturer can make the same move.
It is interesting to note that the charcoal silver is the top seller with more orders than the black and silver combined.
Fujifilm cameras sold well in July, including the Fujifilm X-M5, X-S20, and X-T5.
Returning to the rankings, we have the FUJIFILM X-M5 in fifth place. While it dropped from third place last time, its popularity remains undiminished. A large shipment arrived in late July and quickly sold out. But here’s some good news: Like other products, we’ve only accepted orders for the number of units available, but something has changed recently. The X-M5 is now listed as “on backorder.” That’s right, we’re now accepting new preorders. This means we can ensure delivery for those who previously couldn’t get their hands on it due to timing issues. It will be interesting to see how this affects its rankings in future rankings. It will also be interesting to see whether it will coexist with, or cannibalize, the X-E5, scheduled for release in August.
Next up in sixth place is Fujifilm, and it’s a surprising one. The X-S20 is back on the rankings after a long time. Upon investigation, I discovered that it hadn’t been back since it tied for seventh place in July 2023. It was released on June 29, 2023. While its sensor is approximately 26.1 megapixels, it boasts the same high-speed image processing engine as the X-T5 and robust video capabilities, creating a buzz even before its release. While many pre-orders were received, the manufacturer quickly announced a supply shortage. Ultimately, it debuted at third place, a disappointing result given the significant buzz it generated. The supply shortage persisted, and the following July, it fell back to seventh place, tied for second place, and by August, it was completely removed from the rankings. It was unable to accept new orders and had completely disappeared from the rankings. This time, it was only available as a kit with the XC15-45mm lens. Many people assumed that production had ceased without notice, as had happened before, so its sudden return was truly surprising. (By the way, the language setting on the body has been changed to two languages, like other models.) In terms of price, it is somewhere between the X-M5 and the higher-end X-T5. It is in the affordable price range for a mid-range camera. It will be interesting to see how it stacks up against the X-E5. It is quite possible that FUJIFILM will rise to the top in the next ranking.
| July’s New Digital Camera Ranking | |||
| 1st place | FUJIFILM | X half X-HF1 | compact digital camera |
| 2nd place | SONY | α7C II | Mirrorless interchangeable-lens camera |
| 3rd place | Nikon | Z5II | Mirrorless interchangeable-lens camera |
| 4th place | RICOH | GR IIIx | compact digital camera |
| 5th place | FUJIFILM | X-M5 | Mirrorless interchangeable-lens camera |
| 6th place | FUJIFILM | X-S20 | Mirrorless interchangeable-lens camera |
| 7th place | OM SYSTEM | OM-5 Mark II | Mirrorless interchangeable-lens camera |
| 8th place | SONY | α7IV | Mirrorless interchangeable-lens camera |
| 9th place | Canon | EOS R6 Mark II | Mirrorless interchangeable-lens camera |
| 10th place | FUJIFILM | X-T5 | Mirrorless interchangeable-lens camera |
| 10th place | Nikon | Z50II | Mirrorless interchangeable-lens camera |
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