Fujifilm Rumor

Report: Fujifilm will Announce a “Very Small” Digital Camera THIS Month!

Posted on by Ritchie Roesch

According to Fujirumors, there is a brand-new rumor that Fujifilm will announce a “very small” digital camera within the next couple of weeks, sometime before the end of the month. No other details were provided, so our imagination can run wild with what exactly it is.

While this is certainly exciting news, I think it’s important to keep our expectations in check. There’s no X Summit to go along with this announcement, which means that it’s not a camera that Fujifilm deems as a significant model. Fujifilm typically makes a big fuss when they reveal a new camera, but they don’t always; however, those cameras tend to be low-end budget models. There wasn’t an X Summit back when the XF10 was announced, for example.

What, then, will this camera be? Nobody yet knows, but my guess is a low-end model, most likely a Bayer camera. I thought Fujifilm was done making these, but maybe they believe there’s a market after all?

The upcoming model might be an X-A8. The X-A series was a popular line—especially in Asian countries—for many years, but the X-A7 had disappointing sales numbers, and was abruptly discontinued not long after release. The X-A7 and X-T200 were basically competing against each other, and it might have been a case of Fujifilm offering two models that were too similar. Both lines had been axed, but maybe Fujifilm feels there’s enough demand that they can resurrect one; since the X-A line was smaller than the X-T000 series, I could see it qualifying as a “very small” model.

Another possibility is something that probably nobody is thinking of: pocket digicam zoom. Something like the XF1 and XQ2 would be intriguing, but it could also be more along the lines of the FinePix T400, since there has been renewed interest in those types of cameras. Perhaps it’s a successor to the XP140 waterproof camera? That’s actually the most likely option, as unexciting as it might be.

Of course it could be an XF20, a followup to the XF10. The XF10 had mediocre sales, but with the Ricoh GR III being almost as in-demand as the X100V, Fujifilm might possibly see an opportunity. Strike while the iron’s hot, as they say—and the iron for that type of camera is certainly hot right now. Even better would be an X80, the long-hoped-for successor to the X70. I think an X80 would get an X Summit, so I’m less hopeful for that, but you never know. A lot of people wish for that camera, so I will keep my fingers crossed.

Could “very small” be in reference to an X-E5? Probably not, unless they shrunk it a bunch. Also, they’d announce it at an X Summit, I’m certain. It could be an Instax Mini EVO 2, which would technically be a digital camera, and is quite tiny in the world of Instax. Don’t be surprised if it’s this. I’ll certainly be disappointed, as it wouldn’t fit my personal definition of “very small” or “digital camera.”

Most likely, the new camera will be a FinePix XP150 (or whatever they’ll call it). If so, it’s not something I have any interest in buying. I think an XF20 or X-A8 are small possibilities, but I would be shocked, since Fujifilm has seemingly moved beyond releasing those types of cameras. Even less likely are are an X40 or XQ3, since Fujifilm hasn’t made 2/3″ sensor models in a long time. An X80 would be most ideal, and a camera that a lot of people would celebrate—I would be at the front of the line to buy it—but I don’t think Fujifilm would announce it without fanfare, so I highly doubt that is it.

Since there’s not going to be much fanfare, it’s not going to be a camera that you’ll probably get excited for. Because we don’t know what it will be—only that it’s coming, whatever it is—our imaginations can run wild, and the possibilities, no matter how unlikely, give us some excitement. Just keep your expectations low, or else you’ll probably be disappointed.

Do 7 out of 10 Fujifilm Photographers Prefer PASM?

Posted on by Ritchie Roesch

More Than Double Wide – Arlington, AZ – Fujifilm X-T5 – 1970’s Summer Recipe

Once the upcoming GFX100 II is announced tomorrow, seven of the last 10 Fujifilm models will have been PASM cameras. First was the X-S10 in fall 2020, then the GFX100S in early 2021, followed by the GFX 50S II in mid-2021, then the X-H2s in mid-2022, followed closely by the X-H2, then the X-S20 back in May, and now the GFX100 II. The three non-PASM cameras released during that time are the X-E4 (which has since been discontinued despite more demand than supply), the X-T30 II (which was mostly just a firmware update to the X-T30, and has also been discontinued), and the X-T5, which has been out for a little over nine months now.

PASM cameras have a shooting-mode dial on top for Program, Aperture-Priority, Shutter-Priority, and Manual modes—most cameras by other brands have this dial. Traditionally, most Fujifilm cameras don’t have a PASM dial because the retro tactile controls found on most Fujifilm models make it unnecessary. It used to be that only the low-end entry-level models had PASM, and the rest did not. Beginning with the X-S20, Fujifilm began placing PASM dials (in lieu of the traditional knobs) on cameras that weren’t entry-level. Now, the highest-end models all have PASM.

When Fujifilm began to do this, a lot of the long-time loyal customers sensed a philosophy shift within the brand. Others insisted that, by offering more options, Fujifilm could attract new users, which would only be good, and those who prefer non-PASM had nothing to be concerned about. Well, actions speak louder than words, and it is clear that the shift has happened, even if it hasn’t been publicly spoken by Fujifilm (although I do believe that they have hinted at it several times).

What does all this mean? What exactly is this shift? What’s Fujifilm’s new focus?

Canikony brands—Canon, Nikon, and Sony—are focusing less on APS-C and more on full-frame. They haven’t abandoned APS-C, but are clearly spending much more R&D time and money on their higher-end products. I believe that Fujifilm sees an opportunity to position themselves as the clear leader and king of APS-C. While Canikony brands are aiming their attention towards full-frame, Fujifilm is putting their attention towards higher-end APS-C, along with the GFX line.

Evening Charge – Santa Rosa, NM – Fujifilm X-E4 – Kodak Portra 400 v2

A camera like the X-H2 can compete not just against the competition’s top APS-C models, but pretty well against their low-end full-frame and arguably even against mid-range full-frame models. A camera like the GFX100 II can compete well not only against other medium-format models, but also against high-end full-frame models. Fujifilm is clearly trying to gain market share by competing against the full-frame options from Canikony brands, both from below and above. In order to do this, Fujifilm clearly believes that they need to become more like those brands, instead of embracing what has made them successful in the past. In my opinion, Fujifilm should double-down on what is unique about their brand, and focus on better communicating why those unique characteristics are desirable. Instead, Fujifilm seems to be moving towards becoming a part of Canikony… Canikonyfilm?

I personally don’t care that GFX has gone fully PASM, as I’m not in that system. I have no skin in the game. I don’t think as many X-series photographers jumped into the GFX line as Fujifilm first thought would; the majority of those who have bought into the new system are first-time Fujifilm photographers—in other words, photographers largely coming from Canon, Nikon, and Sony. They’re used to PASM—many of them prefer it, actually—so it made sense for Fujifilm to make that change. Those hoping for a GFX 50R successor might be waiting a really long time.

I do care about X-series cameras, since I’m deeply invested into that system (more than most, I assume). Traditional tactile dial models have taken a backseat to PASM cameras. Yes, there’s the X-T5, but Fujifilm “cheapened” it just a little by not offering the battery grip like all the previous iterations of that series. The X100V replacement is supposed to be announced early next year, once the X100V is four-years-old. The X-Pro4 isn’t even visible on the horizon, despite that line being due for a successor. The X-T00 and X-E series are both in limbo, with their current versions being discontinued while the new ones are possibly far off, if they come at all (the X-T40 has been long anticipated—some people thought for sure it would come out sometime in 2022). If you want one of the two flagship models that offer the best-of-the-best, you’d better be happy with PASM. If you want IBIS but not PASM, the X-T5 is your only options (…for brand new, the X-T4 and X-H1 can be purchased used), while currently there are four PASM options with IBIS: X-S10, X-S20, X-H2, and X-H2s. Yes, the X-S10 hasn’t been discontinued, even though the two models released afterwards—one of which had a long backorder list—are no longer available.

A rumor has floated around for months that Fujifilm will announce a new X-series model sometime before the end of the year, probably in November. There’s been a lot of speculation that it will be an X-Pro4, since the X-Pro line is overdue for a new iteration, but there have been zero X-Pro leaks, so either Fujifilm is being historically tight-lipped about it, or it’s not coming until summer 2024 or sometime beyond. What, then, could this upcoming camera be? Whatever it is, it’s either inconsequential enough that it’s not worth leaking, or Fujifilm is keeping the lid on super tightly. My guess is the former. I think it will be an X-T30 III, which will be the same exact thing as the X-T30 II (which is basically the same thing as the X-T30), except with the X-Trans V processor (but still the X-Trans IV sensor), allowing for some autofocus and video spec improvements (plus Nostalgic Neg., and maybe Reala, but probably not), yet still keeping it under $1,000. Like the X-T30 II, it will probably just say “X-T30” on the body, skipping the roman numerals, because it’s basically the same camera.

Golden Light in Abandoned House – North Salt Lake, UT – Fujifilm X100V – Fujicolor Reala 100

2024 might be the year of the traditional dials. I suspect we’ll see an X100V and X-Pro4. It could be that the X-T0, X100, and X-Pro series are the last remaining without PASM. If, in fact, Fujifilm releases an X-T30 III in November, that will probably be the very last iteration of that series. If an X-E5 is ever made, it won’t likely be until 2025 sometime. I’ve heard that the X-T5 has been a smashing sales success, which I’m relieved about. I think if sales had sputtered, Fujifilm would have considered putting that series on the chopping block, too. So we’ll definitely get an X-T6 at some point. I don’t think Fujifilm will keep both the X-T00 and X-E lines, or, if they do, they won’t be available simultaneously. By the time we get to “20 years of X mount” there’s a strong possibility that only three lines remain with retro dials and styling.

Markets change. Goals change. Leadership changes. Vision changes. There are some (mostly those who own a PASM model) who will argue that Fujifilm had to pivot to survive. Maybe so. There are some (mostly those who have been in the system for less than three years) who say that no such pivot has happened, that all this is much ado about nothing. Perhaps. There are some (mostly those with PASM and who have been in the system only a short time) who will say I’m just too old and I complain too much, and that Fujifilm camera’s are now for a whole new generation of photographers with different wants and needs. That could be true, too. I’m just saying that I’ve noticed a shift, and I’m personally less excited and optimistic about Fujifilm’s direction. It’s the elephant in the room that I’ll be criticized for mentioning, but literally everyone who has been shooting with Fujifilm cameras for a long time notices.

The good news is that I already own the cameras that I need. As long as they’re operational, I don’t have a need for anything brand new. If Fujifilm releases something exciting, I’ll eagerly buy it, I’m sure. But if they never do, it’s not the end of the world. I can happily play with the toys I already have.

Interestingly, Nikon is supposedly announcing a retro-designed camera in about a week and a half. Maybe Nikon will position themselves as the next Fujifilm? I doubt it, but if they play their cards right and Fujifilm plays them wrong, it could happen. Either way, the more cameras with tactile controls the better. Unfortunately, the Nikon Zf will likely still have PASM, as Nikon won’t play their cards right. This is all, of course, my personal opinions. You might disagree with all of them, and that’s ok. I’m sure that most of us—and all of the regular readers of this website—can agree that Fujifilm cameras produce wonderful straight-out-of-camera JPEGs. Fujifilm has that right, no doubt about it! I just highly doubt that seven out of 10 Fujifilm photographers prefer PASM cameras, but maybe the user demographics have shifted by that much? I think it’s more of a reflection of who Fujifilm wants their customers to be rather than who their customers actually are, but in doing this they’ve created a self-fulfilling prophecy—if you build it, they will come. They have come and will continue to come, which is great. But I will remember when Fujifilm—back before they were a part of Canikonyfilm—made some exciting cameras that were much different and more beautiful than those from other brands—in fact, I’ll be reminded each time I open my camera case.

Report: Fujifilm X100Z (or whatever Fujifilm names it) will have a New Lens

Posted on by Ritchie Roesch

According to Fujirumors, who is rarely wrong, the upcoming Fujifilm X100V successor will have a new lens. The camera is expected to be announced sometime in early 2024, most likely late-January or early-February. I think that Fujifilm will name it X100Z, but that’s just a guess.

What’s interesting about this is that the lens was redesigned not long ago for the Fujifilm X100V, but the four prior versions—X100, X100S, X100T, and X100F—all shared the original lens. While Fujifilm improved the lens, it wasn’t a huge change. The main thing that Fujifilm addressed was corner sharpness when using a large aperture. At f/2, the old lens was a bit soft (something some people liked and others didn’t), but the new one on the X100V doesn’t have that issue. Beyond that, the update was rather insignificant.

The question is, why will the next X100-series model have a different lens than the X100V? There are a few main ideas that I think could explain it. One is that the X100Z (or whatever Fujifilm will call it) is likely to have the 40mp sensor found in the X-T5 and X-H2, and perhaps the current lens isn’t sharp enough to take full advantage of the resolution. Another idea is that, since the lens isn’t fully weather-sealed without a filter across the front, maybe Fujifilm has figured out how to fully seal it. A third possibility is that Fujifilm will include IBIS, and the lens needs to be adjusted slightly to accommodate. A final idea is that the lens redesign is to simply accommodate an improved leaf shutter. It could be a combination of those reasons or perhaps others not considered.

Gold Coast Blooms – Laguna Beach, CA – Fujifilm X100V – upcoming Recipe

There are also some wild ideas that are much less likely to be the case, but you never know. One is that Fujifilm will increase the maximum aperture to f/1.7 like the Leica Q3. Another is that Fujifilm will change the focal length to be more wide—perhaps 18mm (27mm-equivalent) or 20mm (30mm-equivalent)—or more telephoto—maybe 25mm (37.5mm-equivalent), 27mm (40.5mm-equivalent), 30mm (45mm-equivalent), or 33mm (50mm-equivalent). A third idea is that Fujifilm is working to make the next iteration more pocketable, and the lens will be slightly slimmer. The wildest idea might be that the X100Z will have a zoom lens instead of a prime (while some might like that, overall I think it would start a riot…). With how things have been going in Fuji-land, it could even be that the shutter dial and aperture ring will be removed in favor of a PASM dial. A final idea is that the redesign will remove the IR hotspot, and Fujifilm will offer a full-spectrum version. I don’t think any of these will be the case, but I’ve certainly been wrong before.

An interesting thought is that the X100V won’t actually be replaced, per se, especially since it is currently so popular, but that Fujifilm will simply introduce an alternative version with a different focal-length lens. In other words, Fujifilm could manufacture the X100V for another few years (and maybe introduce a firmware update to make it more fresh), and offer an 18mm or 20mm version that is otherwise identical. Sigma had [three or] four versions of their DP cameras, which were identical except for the focal-length of the lens: 14mm (21mm-equivalent), 19mm (28mm-equivalent), 30mm (45mm-equivalent), and 50mm (75mm-equivalent) options. Ricoh has two versions of the GR III: 18.3mm (27.5mm-equivalent) and 26mm (39mm-equivalent). Maybe Fujifilm could do something similar? Perhaps have two or three X100V options, each with a different focal-length lens? I highly doubt that Fujifilm will do this, but it would be intriguing if they did.

Time will tell what exactly the lens redesign is, but I don’t anticipate it being anything particularly revolutionary. I think it will be a mild refresh to what is already an excellent lens. Most likely it will be made a hair crisper so that it can fully resolve the 40mp sensor. At this point, though, anything is possible, so it’s fun to consider what it could be, no matter how unlikely.

The new Film Simulation will be…

Posted on by Ritchie Roesch

On Top of the World – Farmington, UT – Fujifilm X100V – Fujicolor Reala 100 Recipe

Fujirumors is reporting that the new film simulation that will be announced—along with the GFX100 II camera—on September 12 will be called Reala.

Fujicolor Reala 100 was Fujifilm’s first Superia film, even though initially it did not have Superia in the name. Superia films shared Fuji’s “4th layer technology” and Reala was the first to have it, but Reala was marketed towards “pro” photographers while Superia was marketed towards “consumer” photographers. Eventually Fujifilm added Superia to Reala’s name. There were several different versions of Reala manufactured, including a high-ISO Tungsten one made for motion pictures, but Reala 100 was the most popular. Reala was very similar to Superia, but Superia was intended for “general purpose” photography while Reala was intended for portrait and wedding photography. Colors are rendered a little differently between the two films, especially blue, which is deeper and more saturated on Reala, despite Reala being overall slightly less saturated than Superia 100. Fujifilm discontinued Reala in 2013.

When I read that Reala would be the name of the new film sim, I wondered how Fujifilm would differentiate the rendering of it from Classic Negative, which is closely modeled after Superia emulsions. Would it be a slight tweak with deeper blues and slightly lower vibrancy? After given it some thought, I believe that the Reala film simulation won’t be an accurate facsimile of Reala film, but something else entirely.

Golden Light in Abandoned House – North Salt Lake, UT – Fujifilm X100V – Fujicolor Reala 100 Recipe

Some film sims are meant to be somewhat accurate reproductions of specific emulsions, such as Classic Negative and Acros. Some are meant to be general representations of certain groups of films but not accurate to any specific, such as Classic Chrome (Kodak slide film) and Eterna (motion picture emulsions). Others are just brand names, and aren’t meant to accurately replicate the films they’re named after, such as Provia and Astia; in the case of Astia, Fujifilm says it renders the ideal of the emulsion—what the film would have looked like if they could have done it—but not the actual aesthetic. In the case of Nostalgic Neg., it’s meant to replicate an era of American film, and not any specific stock. Eterna Bleach Bypass emulates a darkroom process.

I have zero inside knowledge, so I can only speculate what the new Reala film simulation will look like. Come September 12th, we’ll have a much better idea. What I think you can expect is a neutral rendering. I believe that it will be low-contrast with accurate-yet-muted colors.

Almost – Farmington, UT – Fujifilm X100V – Fujicolor Reala 100 Recipe

A few weeks ago, a Fujifilm manager stated, “…it’s important for us that we have an image that is very clean. Because of course for editing in post-production, you can do anything, right? As long as the original image is very clean and has the best image quality.” The interviewer responded, “I guess my ideal would be if the camera could even save, say, an ‘undisturbed’ JPEG. It’s kind of funny thinking of a JPEG as some sort of a RAW format.”

That’s what I think the new Reala film sim will be: a very clean, “undisturbed” look as a foundation for editing. Maybe Eterna-like low-contrast toning with PRO Neg. Std-like colors, and maybe even more muted than that. From there, you can manipulate the file however you wish using your software of choice. I know there are people who want that, but probably most of those who read this website regularly will be disappointed if it’s true. I’ll hold out judgement until I see it, but I’m crossing my fingers that the Reala film simulation will be a tweak of Classic Negative that will more closely mimic Reala emulsions. If it does not end up replicating the film, I’m sure I will still be able to make some interesting Film Simulation Recipes with it, no matter how it looks. But… I’m sure it won’t be given to any currently existing cameras, only those models that come after September 12th, so it will likely be awhile before I get a chance to try it.

Report: Fujifilm will Introduce a New Film Simulation on September 12

Posted on by Ritchie Roesch

According to Fujirumors, Fujifilm plans to introduce a new film simulation on September 12, the same day they will announce the upcoming GFX100 II camera. It’s assumed that the new film sim will be found on the new GFX camera, although the rumor doesn’t state that outright.

I’m always excited when Fujifilm introduces a new film simulation, which should be pretty obvious. But I do wonder why Fujifilm has decided to introduce new film simulations on GFX models. Let me explain.

From the data I have, only a small number of people shoot Film Simulation Recipes on GFX cameras. The vast, vast majority do so on Fujifilm X-Trans cameras, not Bayer (GFX or APS-C). Most do so on X-Trans III or newer models, with the majority on X-Trans IV. While some people use film simulations on GFX cameras, most keep it in Provia/STD and adjust the color profiles in Lightroom to whatever they want. The film simulations are mostly for JPEG photographers (yes, Lightroom, Capture One, etc., have their own versions of them), and most GFX owners are not shooting straight-out-of-camera JPEGs, but instead are RAW editing.

Fujifilm introduced the Nostalgic Neg. film simulation, which is the latest film sim, on the GFX 50S II, and Fujifilm used it to promote that camera. Nostalgia Neg. didn’t become available on X-series models until the X-H2S, which was released a whole year later, and it wasn’t even mentioned in any of the promotional material for that camera or the one that followed. It was barely mentioned in the promotions for the X-T5, but at least they talked about it a little. By far, most of those using Nostalgic Neg. are doing so on the X-T5, X-H2, X-H2S, and X-S20, and only some are using it on the GFX 50S II and GFX100S.

Stop for the Sunset – Surprise, AZ – Fujifilm X-T5 – Emulsion ’86 Recipe – Nostalgic Neg.

Even though Fujifilm didn’t really use the new film sim to promote the X-Trans V models, I know that it was a significant reason why many have purchased and love the new cameras. Obviously it’s not the only reason or probably even the main reason for many, but an important reason nonetheless. The new film sim—despite Fujifilm doing so very little to get the word out about it—has been a fairly significant selling point for those buying X-Trans V cameras. Similarly, Classic Negative was a big selling point for many X-Trans IV models.

The lesson here is that new film simulations don’t do a whole lot to promote GFX camera sales because, for the most part, GFX owners don’t care about them. Obviously not all, but definitely the majority. On the flip side, new film sims are an important aspect of X-Trans buying decisions, as many X-series photographers use them regularly, yet Fujifilm ignores this potential opportunity. It just makes no sense to me, and I think it’s a pretty significant mistake by Fujifilm.

I don’t know what this new film simulation will be. I have many ideas on what it could be, but I have zero inside information on what it will be. It could be PRO Neg. Z, based on the Fujicolor Pro 800Z film stock. Another idea is PRO 400H, based on Fujicolor Pro 400H, which should produce pastel colors when overexposed like the film does. How about a super vibrant option based on Fortia 50? Or a film sim that replicates IR? Cross process? Instax? There are a lot of potential options.

I do hope that Fujifilm will give this new film simulation, whatever it is, to the current X-Trans V lineup via firmware updates, but I don’t think they will. They absolutely should, though. My guess is that the X100Z (or whatever they will call it) or X-Pro4—whichever model comes next—will be the first X-series camera to get it.

What do you hope the new film simulation will be based on? What are some good ideas for future film sims? Let me know in the comments!

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

Posted on by Ritchie Roesch

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-E4 – Kodak 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-Pro3 – Fujicolor 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!

Report: Fujifilm X100Z to be Released in Early 2024 — Now Let’s Dream

Posted on by Ritchie Roesch

Fujirumors is reporting that the Fujifilm X100V successor, which I’m calling the X100Z, will be announced in early 2024 (and they’re almost always right). Going by previous models, that means Fujifilm will announce the camera in either late-January or early-February, and it will likely ship in late-February or early-March.

That’s good news, especially if you’ve been trying to get an X100V but just can’t. Reinforcements are coming soon enough, and the wait will be over before you know it.

Here are some issues, though. If you’ve been patiently waiting for an X100V, and you’ve been on a backorder list for months and months—are you going to be happy when your X100V ships just a little prior to the announcement of the new model? The X100V is great, so I hope that the timing won’t sour your opinions or experience, but it might. Or this: will those on the waitlist for the X100V be given priority for the X100Z? Let’s say you’ve been waiting six months for your X100V and it hasn’t shipped. Suddenly the X100Z is announced. Will the store offer to bump you to the top of the preorder list for the new model? I know of one store that told me this will be their plan. Is it fair to those who don’t have an X100V on backorder but who preorder the X100Z within minutes of its announcement, but can’t get their camera shipped timely because others jumped the line from the X100V? It could be that you’ll have to cancel your long-awaited order and place a new one for the new camera, getting in a whole different line, possibly not at the top. Is that fair? I don’t have any answers, I’m just posing the questions—it’s something that Fujifilm and camera stores will have to carefully consider and tread lightly with.

I don’t know what Fujifilm will call the next X100-series model, but I’m betting on X100Z. Why? First, it sounds cool. Second, “Z” (Zeta) is the sixth letter in the Greek alphabet, and this will be the sixth iteration of the camera. Third, Fujifilm used Z in some of their film emulsion names, such as Fujicolor Pro 800Z. It makes a lot of sense to me, so that’s why I think it’s what they’ll choose. But I have no idea.

I don’t believe Fujifilm will bring very many changes to the new model. The X100-series doesn’t evolve much. I do believe it will include the 40-megapixel X-Trans V sensor and processor. Some want the 26mp stacked sensor of the X-H2s, and some want the X-Trans IV sensor of the X100V. While anything is possible, I would be pretty darn surprised if it isn’t the 40-megapixel sensor. Due to the fixed-focal-length limitation, having more resolution offers more versatility. Also, Fujifilm could give us the X-Pan 65:24 aspect ratio (Fujifilm: hint, hint)….

Speaking of that, the Digital Teleconverters will benefit from the 40mp sensor, and Fujifilm could even include a third option, something like 80mm or possibly 85mm. I hope, though, that they fix the problem of the faux Grain not scaling. As it is now, the Grain appears huge when using the 70mm Digital Teleconverter; however, it should scale so that it is the same size as when not using the Digital Teleconverter.

Another potential benefit of the 40mp sensor would be digital image stabilization for video. Some sort of hyper-smooth digital cropping that still renders 4K would make the camera more useful for videography. I know that a lot of people want IBIS, but I’d be surprised if Fujifilm put it into this model. Who knows, maybe they will (and it would certainly make the new model an upgrade), but if I were betting money, I’d say that the X100Z doesn’t have IBIS.

I think bringing back the four-way D-Pad on the back would be a nice touch. I believe that Fujifilm was trying to move away from it, but there was a lot of outcry from the community. That’s something Fujifilm could do to differentiate the X100Z from the X100V and make a lot of people happy.

I suspect that whatever part or parts Fujifilm was having difficulty securing in order to manufacture more copies of the X100V, will be replaced by some alternative(s) that will more easily be available. How that affects the camera, I have no idea. Maybe a slightly different rear LCD? I’m sure I’m in the minority here, but I’d actually prefer no rear screen, or maybe just the little box-top rear screen like on the X-Pro3. Maybe a slightly different viewfinder? Whatever it is, I’m sure there will be something different that allows the camera to be more readily produced.

The most obvious thing that Fujifilm could do—and they absolutely should do—with the X100Z is introduce a new film simulation. I don’t know if Fujifilm realizes just how important film sims and Film Simulation Recipes are for camera sales and customer retention. If they do end up naming the camera X100Z, then a Fujicolor Pro 800Z-inspired (maybe called PRO Neg. Z) film sim would make a lot of sense; otherwise, Fujicolor Pro 400H (that with overexposure behaves similarly to the film), Fujichrome Sensia, Fujichrome Fortia, cross-process, infrared, Instax, and Neopan 400CN are a few other ideas. Obviously, Eterna Bleach Bypass and Nostalgia Neg. will also be included in the new camera.

Beyond that, I don’t think there will be a whole lot of differences between the X100V and X100Z. They will be much more alike than dissimilar. I said, though, that we were going to dream, so let’s throw some wild ideas out there, and see if any of them happen to come to pass.

My first wild idea is that Fujifilm uses an APS-H sensor instead of APS-C. I have no idea if the camera’s lens has APS-H coverage—my guess is that it does not—but if by chance it does, I believe that the current 40mp chip cut to APS-H size would be about 60mp (that may not be accurate… let me know if I got my calculation wrong). The 1.3 crop factor would make the lens 30mm full-frame equivalent. On paper the X100Z would be more similar to the Leica Q3, but at a fraction of the cost—it would be the Q3 killer!

Next, an interesting idea someone suggested was that the IR filter, which normally is directly on the sensor, could be moved next to the ND filter, and—like the ND filter—it could be enabled and disabled. In other words, with the push of a button, your X100Z could convert to full-spectrum! The lens has, apparently, an IR hot-spot in the center, but maybe it’s something Fujifilm could correct in-camera (similar to vignetting). It’s a crazy idea, but would be super cool!

I mentioned IBIS already, stating that I don’t think it’s likely to happen, but if Fujifilm can include it on the X100Z with minimal effect on size, weight, heat, and cost, that would be amazing! I hope they can, but I doubt they will. We can dream, though, right?

Of course, I’d love to see a monochrome-only version. If Fujifilm doesn’t do it with an X100-series body, they should do it with an X-Pro model. In other words, Fujifilm should definitely make an Acros-version of one of their cameras, and the X100 is a logical option.

How about three different versions, each with a different focal length? Sigma did something like this with their DP line. There could be 18mm, 23mm, and 33mm options, each identical, except for the focal length.

Fujifilm could also make special edition models, like Dura Silver or brown leather or something like that. It would have to be really well done and not cheesy. Charge a little extra for these variations.

That’s all I have. What crazy ideas can you think of for the upcoming X100Z (or whatever Fujifilm will call it)? Let me know in the comments!

My Thoughts On The Upcoming Fujinon 33mm f/1.4 Lens

Posted on by Ritchie Roesch

This is not the Fujinon 33mm f/1.4 Lens

Fujirumors has reported that on September 2, Fujifilm will announce the upcoming Fujinon 33mm f/1.4 lens, which will be weather-sealed, have a quick-and-quiet autofocus system, and cost around $800. It’s rumored to be optically exceptional, which shouldn’t surprise anyone, because, after all, it’s a Fujinon prime.

You might remember that Fujifilm was working on a 33mm f/1 lens, which they abandoned because they figured out it would be large, heavy, and expensive, and it probably wouldn’t sell enough copies to make the production of it worthwhile. Instead they made a 50mm f/1, which was released last year, but soon they will be announcing a 33mm f/1.4 lens. I could be completely wrong about this, and I have no inside information, but I believe that Fujifilm still wanted to release a fast 50mm-full-frame-equivalent prime lens, and so they didn’t completely abandon the project, they adjusted it. Yes, there’s the 35mm f/1.4, but it is older, with a slower autofocus system, not weather-sealed, 52.5mm-equivalent, and a little cheaper (and I believe a little smaller and lighter, too). The 33mm f/1.4 won’t replace it, but would simply be another option, with a 49.5mm focal length. They are certainly similar—but not identical—lenses. The 35mm f/1.4 is a long-loved lens in the Fujinon lineup, and I believe that the 33mm f/1.4 will also be highly loved.

Should Fujifilm have continued to pursue the 33mm f/1? Should they have made the 33mm f/1.2 to further differentiate it from the 35mm f/1.4? There will certainly be many opinions expressed on this. With every design choice there are pluses and minuses, give and take. Fujifilm tries to fulfill customer’s desires, but also produce a successful and profitable product. The 200mm f/2 is a good case study. Fujifilm photographers voiced their desire for that lens, so Fujifilm made it, but it is very expensive, so it hasn’t sold particularly well. Those who really wanted it bought it, no doubt, but overall sales have been sluggish. Would a 33mm f/1 be in the same boat? How much larger and more expensive would a 33mm f/1.2 be? I have no idea the answers to these questions, I’m just asking them. What I do believe is that the 33mm f/1.4 will strike a good give-and-take balance, and be a successful product for Fujifilm.

New Fujifilm Classic Negative Film Simulation Coming To X-T3 & X-T30

Posted on by Ritchie Roesch

Fujifilm Classic Negative

Fujifilm recently announced that a new film simulation called Classic Negative, which is supposed to resemble Superia film, will be included on the upcoming X-Pro3. Well, according to Fujirumors, this new film simulation will be coming soon to the X-T3, X-T30 and GFX100 via a big firmware update. The X-Pro3 will also have in-camera curve adjustments and clarity, and it’s not clear if these will also come to the X-T3 and X-T30, but there is certainly a reasonable chance that it will. I’m hopeful that this firmware update, which might possibly be available before the end of the month, will be a “game-changer” of sorts, as these new features are sure to be great!