Fujifilm Photography News and Rumors

Phototrend interviewed Fujifilm managers “Jun Watanabe , Head of Product Planning (X and X100 series) and Makoto Oishi , Head of Product Planning (GFX series) within the  Imaging Solutions Division as well as Tomohide Yazawa , Head of the Imaging Device unit” at CP+ 2025 and you can read the interview in full here or check out the English translated summary below:

• “the current trend has nothing to do with whether we avoid full-frame or not.”
• Fujifilm creates attractive products and services that meet the needs of customers.
• They are doing great with young people, including women with sales increasing.
• Customers are looking for something different.
• People aged 20 to 30 are into the X100VI thanks to its design and film simulations
• China is a driving force behind strong Fujifilm sales and growth
• 20-39 year olds are over 40$ of China’s population, so over half are under 4,0 and they are buying Fujifilm
• Fujifilm is doing the best it can to catch up to X100VI demand but demand continues to be slightly higher than production capacity.
• X100VI demand should remain high for another year or two.
• A compact medium format camera is possible, but they can’t talk about it.
• Fujifilm is aware that users want an X100 GFX camera, which we know as the GFX100RF, which is why they can’t talk about it.
• When asked about the GFX50R as a rangefinder style example, Fujifilm managers redirect the discussion to the GFX100II and GFX100SII.
• Demand for video in the GFX cameras line has increased every year, which is why Fujifilm decided to make the GFX Eterna.
• The GFX100II has lots of video features, and Fujifilm is known for its time in cinema.
• The cinema market has strong growth.
• The GFX Eterna and GFX100II use the same hardware with minimal rolling shutter at 50ms in 4k 16:9 full frame.
• GFX Eterna will have to additional specs that will extend image readout to the entire 4:3 sensor, allowing open gate recording with minimal rolling shutter.
• GFX benefits cinematographers because of the large format sensor, which captures more information in an image.
• The GFX100II already supports wide dynamic range, F-Log2, and F-Log2C in RAW.
• The GFX sensor is dual ISO at 800 and 3200 for video.
• Fujifilm has a long history of color science expertise in photography and cinematography.
• There are many Fujinon cinema lenses, and Fujifilm is developing high-quality cinema zooms like the GF cinema zoom 32-90mm T3.5 motorized zoom.
• The new Fujinon XF 16-55mm f/2.8 R LM WR II focused on improving image quality, resolution, and autofocus speed while improving ergonomics and reducing size and weight.
• “The most important element is image quality, followed by reducing size and weight, and then improving ergonomics.”
• Fujifilm believes in the importance of the entry-level cameras segment that includes cameras like the Fujifilm X-M5, but the X-M5 should be considered entry level.
• Photographers used the GFX100II and GFX100SII to shoot the Olympics, but the cameras aren’t perfect for sports photography yet because they do not shoot fast enough
• Fujifilm is working on improving GFX burst rates and autofocus, which they plan to continue to do to make sports photography more accessible to medium format.
• The GFX 100 is exceptional and documents world history events.
• They could make a stacked medium format sensor, but the cost would scare them a little.
• The Fujinon 500mm f/5.6 R LM OIS WR was designed for APS-C and medium format to use the same optical design, but with a different rear optical element, which is a brilliant idea because lens size is determined by the aperture and focal length, not sensor size.
• The GFX100SII and Fujinon 500mm f/5.6 R LM OIS WR work very well together to shoot sports.
• AI is important and can be used to improve image quality, autofocus, stabilization, and video.
• AI in cameras is only just getting started with autofocus, but it will also impact image processing like automatic white balance, exposure, distortion compensation, and many other settings.
• X-Summit is Fujifilm marketing directly to customers by providing them with the information they need to make purchases.
• Physical events that help alongside the X-Summit are even more important because they let customers get hands-on experience with products and printed images.
• Fujifilm held a vote during their last X-Summit to pick goals that Fujifilm should prioritize developing.
• Fujifilm really wants to understand the goals and core principles of its customers.
• Fujifilm puts customers’ expectations first while taking commercial considerations into account.

Fujifilm GFX100II:
B&H Photo / Amazon / Moment / Adorama
Fujifilm GFX100SII
B&H Photo / Amazon / Moment / Adorama
Fujinon GF 500mm f/5.6
B&H Photo / Amazon / Moment / Adorama
Fujifilm X-M5
B&H Photo / Amazon Silver : Black / Moment / Adorama
XF 16-55mmF2.8 R LM WR II 
B&H Photo / Amazon / Moment / Adorama
Fujifilm X100VI Silver and Black:
B&H Photo / Amazon (Silver : Black) / Moment / Adorama