Fujifilm rumors 2023
The Fujifilm rumors are as reliable as a Japanese train at this point, with plenty of water cooler talk proving to be prescient.
As predicted we had both the Fujifilm GFX 100 II and the Instax Pal recently, underlining the manufacturer's unique proposition of some of the best medium format cameras at one end and some of the best instant cameras at the other.
And that's not to mention its centerpiece APS-C offerings, highlighted by this year's release of the Fujifilm X-H2S, and particularly the Fujifilm X-H2 and Fujifilm X-T5 – with the latter two setting a new APS-C benchmark with their 40.2MP sensors. And, unexpectedly, TikTok breathed new life into the Fujifilm X100 line, and accordingly drove prices way up.
So could what other Fujifilm rumors can we look forward to?
Fujifilm X100V II
As if its overwhelming sales and TikTok popularity weren't enough, the company recently confirmed that the Fujifilm X100V was its most popular product by far – meaning that a follow-up is a fait accompli. Word is that it'll arrive in early 2024 and that it may have a "new" lens – though whether that's "new focal length", "new aperture" or "new weather sealing" remains to be seen.
Also remaining to be seen is the camera's name. The original Fujifilm X100 was is simple enough, but rather than call its successor the "Mark II", it was instead Christened the X100S – the "S" standing for "Second". The X100T and X100F carried suffixes standing for "Third" and "Fourth" respectively, but of course that meant that the fifth camera in the series had to change tack – because "F" had already been used. Hence we have the X100V, with "V" being the Roman numeral for five.
With "S" already having been used for the second camera in the series, it makes sense for the next camera to be called the X100VI – although Fujifilm has a history of surprising us…
No more entry level cameras (X-Txx and X-Ex)?
There is conflicting chatter on the future of Fujifilm's entry-level cameras – mainly because there is conflicting ideology withing the industry as a whole on the future of entry-level cameras. Indeed, it is increasingly accepted that traditional entry-level cameras are an endangered species because vlogging cameras are the new entry-level cameras.
So what, then, of successors to the Fujifilm X-T200 and Fujifilm X-E4? It depends who you listen to.
Japanese execs told DP Review that "We haven’t lost focus on any of our existing range, so we’re always thinking about what will be next for us," when asked about the X-E series. However, a French exec told Phototrend that, "If we have decided to stop entry-level products such as X-T200 or X-E4, it is because it is not promising as a market."
Reading between the lines, it does feel as if these lines' days may be numbered. (It has long been rumored that these two camera lines had been outsourced to manufacturer Xacti, and weren't produced by Fujifilm anyway.)
Fujifilm X-Pro4
With no sign of the Fujifilm X-Pro4 on the horizon, and rumors that the manufacturer has stopped production of the Fujifilm X-Pro3, could this be the end of the line for the beloved rangefinder series?
Fujifilm wanted the X-Pro3 to be a camera that made you “rely more on your instincts” so, in a bold move, it removed the standard rear screen for a 'hidden' one that you had to flip out. Needless to say, not everyone loved this change. And although there has been no official announcement from Fujifilm, the X-Pro3 has been listed as discontinued by a number of retailers. And with the X-T5 and X-H2 being such phenomenal cameras, is there still demand for the quirky X-Pro line?
Instax Wide 400
While Fujifilm has constantly updated its Instax Mini line, its (literally) bigger brother has barely received any attention at all. The Instax Wide 300 was launched back in 2015 and, aside from a Toffee-colored paintjob (above) released in 2020, there hasn't been a new Wide camera in well over half a decade.
However, the launch of the Instax Link Wide printer shows that Fujifilm is taking a renewed interest in the line. Could a new Instax Wide be on the horizon? It certainly makes sense.
The Fujifilm verdict
Fujifilm has spent this year shoring up three of its four corners: GFX, APS-C and Instax. We thoroughly expect that the X100 series will be the next point of focus!
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