The year 2024 ended on a challenging note for Fujifilm. While the company achieved significant profits in its second quarter, photographers expressed concerns about the lack of devices specifically designed for their needs. Out of the four cameras released last year, two were hybrid models aimed at content creators. Consequently, the launches of dedicated devices such as the X-Pro 4 and the GFX series have been delayed. To provide Fujifilm users with a clearer understanding of the company’s direction for this year and beyond, Theo Georghiades, General Manager of Fujifilm Imaging Solutions UK, shared some insights.
Changes in Purchasing Habits
According to the interview with Amateur Photographer Theo Georghiades, the company is noticing a distinct trend among buyers. The biggest difference he noticed was the purchase of lenses. Georghiades states that most photographers who are switching to a dedicated camera from their smartphones are “happy with one or two lenses” or prefer to “use a kit.” Furthermore, lenses such as the X-mount 70-300mm and a few primes are some of the better-selling iterations. “It’s more accurate to say that we don’t see the same numbers of people shelling out for four lenses as we used to – rather than saying that lenses are no longer popular,” he explained.
If that is the case, it isn’t surprising to see Fujifilm revive the older 16-55mm f2.8 after almost nine years and introduce an XF version of the GF 500mm. Perhaps the company is more set to get lenses that cover a broad range, something the upcoming smartphone generation is more interested in. This also means the company launches fewer lenses and perhaps uses that time to meet its supply shortage issues.
More Focus on Content Creators
With the launch of X-M5, it was evident that the company was rethinking its trajectory. Georghiades confirms that. The X100VI and the X-M5 are the latest examples of this. The boom of X100VI, for instance, pushed Fujifilm to take the video market far more seriously. “The X-100VI has opened doors to audiences that we hadn’t seen before. People are really gravitating towards the X-M5 too, and don’t expect a viewfinder or flash,” Georghiades stated. So, it is possible that in 2025, of the four cameras that Fujifilm will launch, two may be hybrid or centric more towards content and video creators.
But Fujifilm states they haven’t forgotten their photography users. The company, while catering to mass or wider audiences, is also interested in introducing “niche” features. “It could see us become more adventurous with niche features in the coming years,” he added. What these features could be? We aren’t sure. Perhaps they are more photography-centric, or that’s what we hope.
Future of Film, XE, and X Pro Cameras
The future of the X Pro series has been up in the air for a while. Many people hoped that Fujifilm would announce the X Pro 4 in 2024, but Fujifilm Rumors stated that the device would not be seen even in 2025. The reason for this is unclear, but we won’t be surprised if it turns out to be true. In his interview, Theo Georghiades also does not rush to reveal details about the anticipated cameras. In fact, he simply stated:
The X Pro and XE definitely remain important to us; their time will come! We love them and talk about them as much as enthusiasts do. It’s just that it can take time.
Theo Georghiades, general manager of Fujifilm Imaging Solutions UK, f
While still discussing photography cameras, the future of film photography was also a question on the list. Ricoh and other brands have noticed the boom of film cameras and have worked towards giving the audience exactly what they need. The question, however, lies in whether Fujifilm is also keen on following the same path. Georghiades’ response was, “Never say never.” He added, “Any business needs to analyze the prospects for a long-term opportunity over a short-term fad. And, of course, we have the Instax range of instant film cameras and printers.”
The conversation highlights Fujifilm’s goal of appealing to the masses. They will likely work on cameras that could gain more fame and become a trend among Gen Z. It wouldn’t be so sad if the company prioritized the photography industry, especially considering how stagnant the camera market has become. We would have been more hopeful if the X Pro 4 launched in due time.
As we reported earlier, there are several rumors about a half-frame diptych camera, an X-E5 or a 1-inch sensor camera, as well as a rangefinder-style GFX series. If the company is genuinely focused on prioritizing content creators, we might not see the XPro or XH series released anytime soon. As our editor pointed out, it may be more beneficial to concentrate on the GFX series, which is designed to better serve photographers rather than content creators. Perhaps Fujifilm will change its mind and has something in store for photographers.
