Let’s talk about the upcoming Fujifilm X100Z

The Fujifilm X100V was an overnight sensation two-and-a-half years after it was released. Yes, it sold well for Fujifilm during those 30 months prior to the explosion in demand, but, beginning last fall, the X100V was suddenly the one camera model that everyone wanted, yet few could get.

Fujifilm couldn’t make enough copies of the camera to keep up with the newfound demand. The X100V was out-of-stock everywhere. The backorder list quickly grew long. A large camera store told me months ago that if there were no new orders, and at the current rate that Fujifilm was manufacturing the X100V, it would take them six months just to fulfill all of those backorders; however, the backorder list was growing faster than Fujifilm was delivering new cameras.

Some of those who did have an X100V—even a used one—were selling them at significantly inflated prices. I saw one listed at $1,000 above MSRP in one instance. And people were actually buying them! The price for older versions, such as the X100F, but going back all the way to the 12-year-old original X100, also increased and became more difficult to find. Even other Fujifilm series, such as the X-E line (and even Ricoh GR), saw a bump in demand as people looked for alternatives to the X100V.

Yellow Kayaks, White Trucks – Pismo Beach, CA – Fujifilm X100V – Superia Premium 400

It’s been about nine months since the craze began and it hasn’t slowed. The X100V has been an in-demand model during that time, but Fujifilm just can’t keep up with it, due to things like parts shortages and balancing manufacturing demands with the also-hot-selling X-T5. Ideally Fujifilm would have been able to truly capitalize on their fortuitous situation, but they really haven’t. Perhaps the only thing that Fujifilm has been able to do is continue to limp the manufacturing of this model a little longer than they originally anticipated, delaying the discontinuation date by as much as a year.

When you look at the history of the X100-series, a release pattern emerges. The X100S came out about two years after the original X100, the X100T came out about two years after the X100S, and the X100F was released about two years after the X100T; however, the X100V was released three years after the X100F, and we’re already beyond the three-year-mark since the X100V came out. I believe that Fujifilm would have liked to have announced the next X100-series camera, which I’ll call the X100Z, back in February, but that obviously didn’t happen. I anticipate that it will be February 2024.

Why didn’t it happen in 2023? The X100V is selling faster than they can be made. What’s the hurry in releasing a successor? I do believe the issues that plagued not only Fujifilm but also most of the tech industry are still problematic to an extent, and this gives Fujifilm more time to get their parts supply and manufacturing operations back on track. I bet Fujifilm is hoping to make just enough copies of the X100V to give a glimmer of hope that one can be obtained with enough patience—and that the buzz continues for a bit longer—but not so many that the demand is deflated when the X100Z (or whatever Fujifilm will call it) is announced in eight months or so. Honestly, Fujifilm should release one or two limited-run special-edition X100V versions between now and then.

Flare over a Log– Prefumo Canyon, CA – Fujifilm X100V – Fujicolor 100 Gold

The X100-series doesn’t change much with a new release. The improvements are just enough to make you desire the new model, but are never groundbreaking. There’s not going to be a redesign. If it ain’t broke, don’t fix it. What can we expect in an X100Z? What do I wish for?

I do believe the biggest “upgrade” will be the 40-megapixel X-Trans V sensor and processor. While I actually prefer the 26-megapixel sensor in general (as 40mp is overkill for most people), as I’ve thought about it, this sensor makes a lot of sense in an X100 because of the Digital Teleconverter, something I used far more frequently on my recent trip to California’s Central Coast than I had at any point in the two years prior. The X100V has 35mm full-frame-equivalent lens, and the Digital Teleconverter, which is a digital zoom with some smart upscaling, produces a 50mm-equivalent or 70mm-equivalent picture, adding versatility to the fixed-lens camera. There is a noticeable loss in quality when set to 70mm, but it’s still surprisingly good; however, the 40mp sensor would make this feature better and more practical for routine use. In fact, Fujifilm could even add 80mm if they wanted. The one thing I’d like Fujifilm to fix with regards to the Digital Teleconverter is scale the faux Grain, because Strong/Large Grain looks massive when using the 70mm option, but it should appear to be the same size as if the Digital Teleconverter wasn’t used.

The new sensor and processor will bring several improvements to the spec sheet for both stills and video. Autofocus will see a boost. In an age of diminishing returns, I don’t think any of that makes a big difference, but the marketing department will still use it to promote the camera and reviewers will still use it to get clicks and likes.

Playing with Waves – Cambria, CA – Fujifilm X100V – Kodak Tri-X 400

Will the X100Z have IBIS? Fujifilm has made some significant strides with their In-Body-Image-Stabilization, but I’d be mildly surprised if the new model has it. The argument is that the Ricoh GR III has IBIS, and it’s a much older and smaller camera, so why can’t the X100-series? First, IBIS isn’t really needed in the GR III and it’s pretty mediocre anyway, so it’s often overstated as a feature in that model. I do think it makes more sense in the X100-series than in the Ricoh, but if it makes the body larger or more expensive, Fujifilm will have to carefully consider the potential consequences of that. I think, with the higher-resolution sensor, a digital stabilizer for video would be sufficient.

What I would love to see in the Fujifilm X100Z are more film simulations and JPEG options. Of course that’s what I’d love to see, since I make Film Simulation Recipes. What I don’t think Fujifilm or the photography community in-general realizes is that the ability to get analog-like results straight-out-of-camera is what’s largely driving the interest in the X100V. While many long-time Fujifilm photographers purchased the X100V, for a lot of people the camera is (or would be if they could find one in stock) their first Fujifilm—whether they mainly shoot Canon, Sony, Nikon, etc., or it’s their first “real” camera—and it makes a lot of sense because it doesn’t require investing in a whole system. They can get their feet wet with something fun, and maybe later they’ll jump into the deep end. In the meantime, they’ve got a cool camera that doesn’t require sitting in front of a computer to get great results. Not only does this drive camera sales, but it is also a big reason why many end up sticking around and not moving onto something else.

Spooner Cove – Montaña de Oro SP, CA – Fujifilm X100V – Fujicolor 100 Gold

So what would I like Fujifilm to add to the X100Z? Obviously Eterna Bleach Bypass and Nostalgic Neg. will be included, but I think Fujifilm should strongly consider introducing a new film sim with this camera. Some ideas are Fujicolor Pro 400H (that with overexposure behaves similarly to the film), Fujicolor Pro 800Z (would make a lot of sense if they name the camera X100Z), Fujichrome Sensia, Fujichrome Fortia, cross-process, infrared, Instax, Neopan 400CN, etc.—there are still a ton that Fujifilm could and should do. Some JPEG options that I’d like to see are mid-tone adjustments (additional to Highlight and Shadow), black-point (a.k.a. fade, to lift blacks), split-toning (for both B&W and color pictures), more Grain options (Weak, Medium, Strong; Small, Medium, Large, Extra-Large; plus maybe various patters?), and maybe even a tint slider for the major colors to tweak their rendering? I think Fujifilm has to be careful balancing new features with simplicity, so that the many options don’t become overwhelming—in other words, pick a couple of things to add and not everything, as much as I’d love to have everything.

The X100Z will be a very successful camera for Fujifilm, and for a lot of people standing in the long line for an X100V, this new model can’t get here fast enough. There won’t likely be a huge difference between the two versions—just the new sensor and some new features, but it will nonetheless be a nice refresh. While it might seem to be a long ways off, Fujifilm will announce this camera in the not-too-distant future, and it will be here before you know it. In the meantime, I’ve included below a video published today by Leigh & Raymond Photography that discusses this very topic.


  1. Dan Bishop · July 1

    “Astonishing news Sir! The X100V sales are trough the roof! So much so that people can’t get one, and are flocking to the X-E4 for its similar size, and the X-Pro3 for the OVF. Those two models are also selling like hotcakes. We can’t make them fast enough!”

    “Good grief Jenkins! Discontinue those two models ASAP, don’t announce any successors, and stop taking orders on the X100V!”

    “Brilliant strategy Sir! That will put the fear of God into Sony.”

    • Ritchie Roesch · July 1


    • Nick · July 3

      I want custom simulations to be stored so that they can be applied to raw files in camera after the fact as you can with baked in simulations.

      • Ritchie Roesch · July 5

        You mean to apply, for example, C3 to a RAW file? That would be cool. Otherwise, the ability exists (if you shoot RAW+JPEG) to reprocess in-camera, but you have to manually enter the parameters of the Recipe you want to use.

      • Nick · July 5

        Yes, I’m referring to being able to apply the “C” custom recipes to raw files in camera rather than having to manually apply the settings. I keep a cheat sheet of recipes on my phone to reference, but man it’s tedious and time consuming considering the recipes are conceivably “right there” in the C settings.

      • Ritchie Roesch · July 5

        I agree, applying C5 (for instance) with a couple of clicks would be a lot easier. It’s something I’m pretty sure Fujifilm could implement.

        I, too, have a Recipe “cheat sheet” on my phone… called the Fuji X Weekly App 😉 😀 😀

    • ian eveleigh · July 11

      Fuji has managed to completely run down its stock in the run up to the next release next year, not only avoiding reducing the price in the usual end of run fire sale, but putting the price up €200 and still sending them sailing out the door.

      It clearly had its manufacturing run planned, the new camera waiting in the wings. Manufacturing resources could be redirected to more profitable new cameras that actually sold lenses too.

      And all the while Fuji became the talk of the town, and continues to fill YouTube minutes and blogs. The lack of availability had created a whole new perception of Fuji. Rolexes are hard to buy, too.

      And now the hype will pick up with fervour as the likely features and updates of the new model are debated and chewed over, not just by the usual camera geek forums but far broader.

      Fuji is playing this wonderfully, and some people more than others.

      The next release will see Moonswatch esque madness I’m certain of it.

      • Ritchie Roesch · July 13

        I don’t think it’s malicious (or at least fully so)… the global parts and labor shortages have affected a lot of tech companies, including other camera companies. I think Fujifilm was caught off guard with the sudden increased demand for the X100V, and has struggled to keep up with demand or make a good plan to respond. I do believe that if one doesn’t preorder the next model on Day 1, they may have a lot of trouble getting it.

  2. Philippe Debieve · July 1

    Hello Ritchie and thank you for this article.

    It’s true that the future X100 will be the talk of the town before its release, which I also thought was scheduled for 2023.

    For me, the X100V is perfection itself. Indeed, new simulations could be useful but I don’t see the need for a bigger sensor; there are already the excellent WCL & TCL II to ensure high quality 18mm and 35mm.
    Personally, I print my own images up to 78 x 106 cm on paper, and the quality is very good. I could do with even larger prints. It’s true that my work is not that of a publicist.
    One important point is files. As they get heavier and heavier, I’m going to need a new computer, a new tablet and even bigger HDs…

    What I’d like is an X100 MONOCHROME!!! With a larger Dynamic Range and a few other more advanced parameters. A monochrome, not a B&W… We’d have to be able to offer more or less warm, more or less cool monochrome colors.

    Looking forward to reading your next article, and have a great weekend,

    • Ritchie Roesch · July 1

      I’ve never actually used the WCL and TCL lenses, but I’ve heard good things about them.

      I agree with everything you say. The 26mp sensor is plenty of resolution of most people and purposes; more megapixels sometimes means more problems. I’d be the very first in line for an X100 Monochrome model (Across Edition is what I’d call it). Thanks for the input!

  3. Edward Noble · July 3

    Nice article! I sold my original x100 awhile ago and then a BNIB of the limited black version came up for sale and I grabbed it. Now I want a x100z so I can actually use it again. I would like an option for an internal IR filter instead of the nd filter would be cool, but the more I think about that the more tricky it sounds though since the lens isn’t great for infrared I think. The original one could do it hand-held without conversion, which was pretty cool. I like your idea of the higher resolution sensor for better digital crops. More simulation modes is an obvious one or a way to add them via an app would be pretty great.

    • Ritchie Roesch · July 3

      Thanks! I like the way Sigma has made a removable IR filter; obviously that wouldn’t work for the X100 series, but I’d love to see it for the X-T line. I appreciate your input!

      • Edward Noble · July 4

        You’re welcome! Doesn’t the X100 still have a physical ND filter that it slots over to shoot brighter conditions at f/2 (that would otherwise struggle with the leaf shutter)? The original x100 had that, but maybe they got rid of it and leaned on the electronic shutter instead. Some kind of EFCS perhaps. If they still had it, they could put the hot mirror on that filter and have it switchable to full spectrum in the menu. That would be pretty awesome, but maybe the lens isn’t good enough for IR to allow that.

      • Ritchie Roesch · July 5

        It does indeed have a built-in ND filter.

  4. S. Clinton · July 3

    I for one would like to see the 40mp sensor and ibis along with the XPan crop jpeg… Giving us a digital XPan without having to step up to the GFX series.

    • Paul · July 4

      I would love this! My bank balance wouldn’t though. Plus I already have the X100V but those upgrades, plus a new film sim or 2, would be sweet!

      • Ritchie Roesch · July 5

        New film sims would be the only reason I’d consider the next X100-series model, as I love my X100V very much. I appreciate the comment!

    • Ritchie Roesch · July 5

      I think that all of Fuji’s 40mp sensor cameras should have the XPan aspect ratio as an option. It’s something Fujifilm could implement tomorrow if they wanted, and they should do it. Thanks for the input!

    • theBitterFig · July 7

      Native TX-1/XPan Crop is my biggest wish for a next-generation x100z. If it shipped with the 40mp sensor, this would still create roughly a ~23 mp image.

      • Ritchie Roesch · July 7

        It seems like such a no-brainer, and I truly hope that Fujifilm does it. Thanks for the input!

  5. Michael W McGee · July 6

    I completely get your point about the possibility that Fujifilm itself doesn’t understand the ability to get analog results straight out of camera is driving the interest in the X100V. I really love my Fujifilm cameras for so many reasons, but the number one reason I keep picking up my X100V is to shoot SOOC on the go, especially while traveling.
    I really enjoy FujiWeekly, your YouTube channel and the film simulation app. You have been instrumental in creating such a great Fujifilm simulation community. Thanks!

    • Ritchie Roesch · July 7

      I appreciate all of your kind words! Thanks so much! 😀 😀 😀

  6. Andrew · July 8

    I disagree with the statement made about the GR3’s IBIS being bad. I can get great shots in with 1/5s shutter speed with it.

    I also hope that the next x100 will allow the ND filter to be used with video. And 4-way buttons brought back.

    • Ritchie Roesch · July 8

      I don’t think the IBIS on the GR III is bad, I think it’s unnecessary and mediocre. For example, I’ve been able to get a sharp handheld shot from a non-IBIS X-E4 with an 18mm lens with a 1/4 shutter speed by bracing myself against a wall and careful breathing. On my IBIS X-T5 with the 18mm lens, I just now made a sharp 1 second handheld exposure (I tried 1.5 sec, and couldn’t get it sharp after five tries). So 1/5 with IBIS handheld isn’t particularly impressive to me, that should be possible without IBIS using good technique.

      I think the ND filter for video mode is a great idea. It makes a lot of sense. I, too, would welcome the 4-way buttons. Thanks for the comment!

  7. Andi · July 10

    What I want in a Fuji X100Z?
    40 MP, F1.4 and LUT support including vignette strength settings.

    But no matter what, I’ll preorder it as soon as possible.

    • Ritchie Roesch · July 10

      I think preordering, even if you might change your mind, is the best strategy. Best to get your name on the list ASAP. Hopefully it will be in the spring….

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