Will there be a new Fujifilm X camera announced in September?

Fujifilm will be announcing some new gear on September 12; Fujirumors is reporting that it will be GFX cameras and lenses, including a GFX100 successor (which, apparently, wasn’t the GFX100S), GF 55mm f1.7, GF 30mm f/5.6 tilt-shift, and GF 110mm f/5.6 tilt-shift. A rumor has floated for awhile now that two X-series cameras would be released in 2023. The first was the X-S20. What will the second be? And will it be announced in September?

We know that the X100V replacement won’t come until next year, so which one will be next? There’s been a lot of speculation that it could be the X-Pro4 because it’s long overdue; however, if it is, something would have likely already leaked about it, so I’m marking it as unlikely. How about an X80? Fujifilm absolutely should release this camera, but I think that ship has sailed in their minds, and it’s not even on the list of potential future models. X-A8 or X-T300? Those lines have been discontinued, so no. It’s much too soon for an X-H3 or X-T6 or X-S30. What does that leave? The X-E5 or X-T40 (which they might call X-T50). Let me give a few quick reasons why I think it will and won’t be each of those models.

Evening Charge – Santa Rosa, NM – Fujifilm X-E4Kodak Portra 400 v2

It will be the X-E5 because the X-E4 was a hot commodity just before being surprisingly discontinued (presumably so that manufacturing efforts could be diverted to the X100V). It was backordered everywhere and even sometimes selling for more than MSRP. There’s still quite a demand for it, but so very little supply. It was strange that Fujifilm axed an in-demand model, but if they were preparing to release a successor, it makes a lot more sense.

It won’t be the X-E5 because Fujifilm will probably only offer one base-level camera going forward (due to shifting markets), and between the X-T00 and X-E lines, it’s more likely the X-E that’s not renewed. Besides that, historically, the X-E line comes at the very end of a sensor generation, not towards the beginning or middle.

Wearing Grandpa’s Hat – South Weber, UT – Fujifilm X-T30 – Kodacolor

It will be the X-T40 (or X-T50) because this line is long overdue for an update. The X-T30 was released over four years ago. The X-T30 II was an extremely minor upgrade, mostly just a firmware update that should have been given to the X-T30. Both the X-T30 and X-T30 II have been discontinued, so it makes sense that a new version is about to come out. Besides, the X-T00 line has been a good seller for Fujifilm, and the current lineup is in desperate need for a camera of its class.

It won’t be the X-T40 because the X-T30 II was released only two years ago. While it sold well, it wasn’t as in-demand or trendy as the X-E4. Aside from that, Fujifilm is clearly focusing more on higher-end models, and not entry-level.

Tunnel Silhouette – Farmington, UT – Fujifilm GFX-50S – Classic Negative Industrial

What’s my opinion? I think, if an X-series camera is announced on September 12, it will be the X-T40. I don’t think the X-T40 will likely be a major upgrade, so including it on the same day as the GFX150 (or whatever the new GFX camera will be called) makes sense. Just as likely, no X-series models will be announced on September 12; perhaps the next camera will be the X-Pro4 in November (that’s just speculation, I have zero inside information).

The X-T40 will probably be the exact same thing as the X-T30 II, except with the X-Processor 5, which brings improved autofocus and video specs, along with the Nostalgic Neg. film simulation. I suspect that it will have the same X-Trans IV sensor and the same NP-W126S battery, and be 95% the same camera. I don’t think it will be revolutionary; however, it will be Fujifilm’s sub-$1,000 option, which I think is still important to offer. Don’t be surprised, if Fujifilm does decide to eventually release an X-E5, that the X-T00 and X-E lines aren’t available at the same time. In other words, they might manufacture the X-T40 for a year or two (depending on how it sells), and then discontinue it as they prepare to release the X-E5. Once that’s been on the market for a year or so, it’ll get discontinued in time for the next X-T00. I think Fujifilm sees these two models as competing against themselves to some degree. I wouldn’t be surprised at all if one of these two lines was simply (and quietly) discontinued.

Indoor Blooms – Salt Lake City, UT – Fujifilm X-Pro3Fujicolor Superia 800

In my opinion, I think Fujifilm has been secretly working on the X-Pro4, and I wouldn’t be shocked if it was released in November (like the X-T5 was last year). I think it would make a ton of sense. They’ll probably readdressed the rear screen somehow. I do believe it will have the 40mp sensor, and don’t be surprised if it is the first X-series camera with the XPan aspect ratio as an option. This would be a smart move, I think, and it would fall within Fujifilm’s shift towards focusing more on higher-end cameras and less on lower-end.

What do you think? Will an X-series camera be announced on September 12? Which model will it be? What do you hope for? Let me know in the comments!


  1. Sean Sullivan · August 16

    I miss the Fujifilm that made quirky cameras instead of following the beat of the rest of the industry like they do now.

    • Ritchie Roesch · August 17

      I agree! I’d love for Fujifilm to surprise us….

  2. Don · August 17

    I’m with a XPro-4. As one who appreciates both the XT and XPro Viewfinder locations for different purposes, and also the quandary X100, XE and Xpro, I think it’s time for Fujifilm to dump it all in one camera, other than the fixed Len’s concept. Also in design in a XPro-4, make it the brick that everyone is apparently attracted to, verses the sloped top plate of older XPros. Rear screen of course and 40mp. I have the X-E4 and I love the camera, but if an XPro redesigned with its build quality prowess, it’s a cinch. I’ll close with, that Fujifilm in building a new XPRO should be thinking in terms of industry classic, a camera for the ages. One that photographers want and use in the highest of applications and will rise to legendary status.

    • Ritchie Roesch · August 17

      I really like the slope myself, but I suppose the design of the X100 and X-E are more “classic” in that there are more examples of similar designs in vintage models. I don’t know if an X-Pro4 is coming in September, November, or next year late-spring/early-summer, but it’s definitely coming before too long.

  3. Randy Pollock · August 17

    An X-Pro4 with a XPan aspect ratio would be enough for me to purchase one. I would sell my 100v and enjoy using my X-T5 for work and a new X-Pro4 for daily carry.

    • Ritchie Roesch · August 17

      It just seems like such an obvious and easy thing for Fujifilm to do, I hope that they do it!

  4. Paul · August 17

    I going to unsubscribe to your website. This is just content for content’s sake….and I feel this kind of stuff adds up here.

  5. Onno · August 17

    What I would HOPE for is an X80. Fat chance, though. Other than that, an X-Pro4 seems to be the most likely new camera. TBH, Fuji has covered its bases pretty well with the current line-up, so the question is whether they need (or better: whether the customers “need”) a new model (other than a high-end compact, which idea they have clearly abandoned).

    • ambara · August 17

      i just want X70S, 18.5mm f2, pop up evf, xtrans 4, a little bit bigger body it’s okay 🙂

      • Ritchie Roesch · August 17

        I do think an X80 (or X70S or X70 II or whatever they’ll call it) would be great. I didn’t personally like the pop-up EVF on the Sony RX100 series, but something like that could be a solution. I think a hot-shoe EVF like on some GFX cameras could be an option, too.

    • Ritchie Roesch · August 17

      The current lineup is the X-H2/X-H2S, X-T5, X-S20, X-S10, and X100V (but you have to wait six months). Seems to me like there are a lot of holes that need to be filled! You can still find an X-T30 II and X-Pro3 (both have been discontinued) with a little effort, but they’re nearly gone from the new market. I do believe that an X-Pro4 and X-T40 or X-E5 (but not both) are in the pipeline and will be released in the next 9 or so months, as well as the next X100 (which I think will be called X100Z), which will come out in early 2024. That will definitely fill some of those holes.

      I don’t think an X80 is any sort of priority for Fujifilm because they believe the market for such a camera is gone, but they’re wrong. People would definitely buy it, and it would be a hot seller if it was available right now.

  6. desopo · August 17

    This is the first time I hear about an X-Pan aspect ratio option.
    I know the X-Pan is a different camera altogether, so how would that work? Just a crop that would happen in-camera?

    • Ritchie Roesch · August 17

      XPan was a film camera series that was jointly made by Fujifilm and Hasselblad, and the 65:24 aspect ratio was simply a panorama exposed over two 35mm frames. The problem applying this aspect ratio to digital cameras is that you lose half of your resolution in the crop; however, 1) it’s not as big of a deal as I once thought it would be (for example, RitchieCam has this as one of the aspect ratios, and the quality is still surprisingly decent despite using only 6mp out of 12mp) and 2) the 40mp X-Trans V sensor has plenty of resolution for it. Interestingly, GFX cameras have an XPan aspect ratio option, so it’s not like Fujifilm hasn’t ever done it. All Fujifilm would need to do is offer it along side 2:3, 3:4, 1:1, and 16:9. I think the X-Pro4 would be a good camera to introduce it to the X series.

      If Fujifilm were to ever make a “true” XPan camera, it would make sense for it to be GFX-mount, I think, as X-mount lenses wouldn’t cover the sensor (or make it fixed-lens). They could basically put two 40mp APS-C sensors next to each other (or one chip cut that size), and have a digital 80mp XPan camera utilizing GFX lenses. Maybe built into an X-Pro body. That would be interesting!



      • desopo · August 17

        Thanks for the explanation @Ritchie Roesch

        Then it would work as I thought, it would be a digital crop.

        I guess it might be interesting for some people, though I wonder how many.

        Considering the X-Pro line is especially targeted at street photographers, it seems unlikely to use that aspect ratio, but not impossible.

      • Ritchie Roesch · August 17

        A lot of people shoot straight-out-of-camera (no editing) on Fujifilm (most of the visitors to this site, for example), so it would be well-received and appreciated by those folks, I think. Even though it is a “digital crop” it would still be 20mp (from a 40mp X-Trans V sensor), which is plenty enough for most people. I’ve seen many examples of the real XPan cameras used for street photography, so I think you’d be surprised by how many would use it for that; I also think a lot of people use the X-Pro series for other genres of photography.

  7. Daniel Bell · August 17

    I would LOVE to see an X-pro4. I’d hope they address the LCD issues, and I’d personally prefer if they went back the old (dual-magnification) viewfinder design. This is all wishful thinking on my part, though :).

    • Ritchie Roesch · August 17

      The X-Pro3 LCD…

      I thought it was something I was going to really love, but I didn’t like it all that much. I do like the small box-top screen. And I do like the idea of a hidden LCD. But the implementation wasn’t great, in my opinion. And build-quality was an issue, too, as the screen would break or something. I’m not sure what the solution is, but, honestly, I’d rather have no screen than the one they used. I usually have good ideas and solutions for things (Fujifilm should hire me! 😀), but I’m not certain what they should do to resolve this issue, other than they need to do something. Maybe on the top plate (just above the viewfinder), a small LCD screen can fold out (like those folding screen cellphones) for top-down street shooting, reviewing pictures, and imputing settings, but otherwise have no lcd.

      I do think the old viewfinder was more liked than the new one, so perhaps it would be good to bring it back.

  8. Vince · August 17

    What if Fujifilm made a higher end XE alongside an XPro? An interchangeable X100 if you will with a high quality EVF conducive for manual lens focusing. Then release a line of manual focus lenses…

    • Ritchie Roesch · August 17

      I would love for Fujifilm to make a higher-end X-E camera. Same or similar size, but with better build-quality (less plastic), weather-sealing, and an improved EVF. It should have an ISO dial around the Shutter knob. And definitely a M/C/S switch, and rear command dial. Maybe charge $1,200 or so for it?

      A series of all-manual retro-styled Fujinon lenses is a great idea!

    • Onno · August 18

      A line of MF lenses is a great idea. I’m currently having a lot of fun with the Voigtlander 27mm f/2.0 and rediscovering the pleasures of manual focussing/zone focussing along the way.

  9. Alexander Spaun · August 18

    hopefully there will be an X-Pro4, I would be very happy!

    • Ritchie Roesch · August 18

      I hope so! I’d be surprised if it’s announced in September. If no X-series camera is announced along with the GFX, I think there’s a decent chance we could see the X-Pro4 in November.

  10. rlaforgef99fdb9d9c · August 19

    X100Q3 40 mp comes to mind as a Leica killer.

  11. Bloke in Derbyshire · 7 Days Ago

    If I got to a vote it would be a reversible back screen like on the XT4, still with film type on one side and display on the other. And reverting to dual mag viewfinder. Better low light rather than more pixels if possible.

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