We’re in uncharted waters. Fujifilm has never waited until beyond May to announce at least one X-series or GFX model. Typically, the first half of the year is busy, with at least one and oftentimes two new cameras. For example, last year Fujifilm announced the GFX100RF in March and the X half in May; in 2024, Fujifilm unveiled the X100VI in February and the GFX100S II in May; in 2018, Fujifilm had announced three cameras by the end of May: X-A5, X-H1, and X-T100. Twice, the first camera of the year wasn’t announced until the end of May—in 2022, Fujifilm announced the X-H2s on May 31st, and the following year they announced the X-S20 on May 24th. That’s recent history. But not once has June 1st arrived without at least one new camera announced. Until this year.

What does it mean? Fujifilm has the luxury of time. Their cameras are selling extraordinarily well. The X100VI is their all-time best-selling model. It’s still out of stock almost everywhere, even though Fujifilm is manufacturing nearly four times as many units each month than with previous iterations of the series. It’s a smashing success, and still highly in-demand over two years after its release. The X-T30 III is another massive success. The X-M5, X-E5, and even the three-and-a-half year old X-T5 all have very strong sales. The X half is one of the most popular cameras by any brand in some Asian markets. The GFX100RF is selling great for a GFX model. What’s the hurry?

I’ve been saying for years that camera-makers introduce new models much too quickly. A five-to-eight year product run lifecycle should be common, not a rare exception. I have zero issues with Fujifilm taking extra time before releasing the next generation of cameras. Use the time to make the upgrade more meaningful. This would have been a great opportunity for some Kaizen firmware updates, and maybe that is in the works. In my opinion, all of the 40mp cameras should be given the XPan aspect ratio, and that would be an easy implementation.

I have no idea when the next Fujifilm camera will come, but the one most glaringly missing from the lineup is an X-Pro. I’m pretty certain that this is being developed as we speak, so it has not been abandoned. But if there is one camera that Fujifilm should hurry along, it’s this. Just guessing, I think it might come sometime in 2027, but I’ve certainly guessed wrong about this before. A successor to the X70 is another that I would encourage Fujifilm to fast track. I would like the next GFX to be a rangefinder-styled body, a followup to the GFX 50R. Beyond that, I think it’s perfectly fine to take things slow, and let a little extra time pass before discontinuing a model and announcing its successor.

Oftentimes the first half of the year is busier for product announcements than the latter half, but not always. Things have been historically quiet in the Fujifilm world so far, but I expect that to change. If Fujifilm announces a couple of cameras and a few lenses before the end of the year, I would not be surprised. For now, though, everything is quiet, and that’s ok with me.