Happy 90th Birthday Fujifilm – What’s Next?
Celebrate Fujifilm's 90th birthday and explore predictions for the future, from potential full-frame sensors to the evolution of the GFX series and beyond.
Learn | By Greg Cromie
Shotkit may earn a commission on affiliate links. Learn more.
It’s Fujifilm’s 90th birthday, and they have a lot to celebrate.
With a decorated history in optics, film, and digital camera technology (not to mention their advancements in other tech fields), the company’s future looks bright.
So what can Fujifilm achieve in the next decade? Will they ever develop full-frame sensor cameras and lenses?
Can the GFX range reach 200 or 300 megapixels? So many questions?
Quite clearly, the only way to address these is with the mystic arts!
In this article, I take a slightly tongue-in-cheek approach to predicting the future of Fujifilm.
While the company just turned 90, the X Series is only 13 years old. In a little over a decade, Fuji expanded its product offering and customer base exponentially.
As we devour the last slice of birthday cake, it’s time to consider what Fuji has in store for its 100th birthday.
Predicting Fuji’s Future
When I was a kid growing up in Australia in the ’80s, there was a great television show called Beyond 2000.
It showcased a series of segments about upcoming science breakthroughs and tech advancements intended to move humanity beyond the year 2000.
I recall being amazed at the scientific, technological, and medical concepts that scientists and engineers believed would shape the next millennium.
While electric self-driving cars are a thing, there’s no XB-5000 robot maid named Rosey. I also watched the Jetsons a lot, so I may have gotten the two shows confused!
It’s often easy to imagine the next tech advancements but tricky to accurately predict when they’ll be available.
Advancing camera technology takes bravery, ingenuity, know-how, and a healthy dose of innovation.
It’s no coincidence that Fujifilm’s current slogan is Value From Innovation.
When Fujifilm launched the X Series back in 2011, it adopted these qualities to develop exciting new cameras and lenses.
Choosing to work exclusively with APS-C sensors, the company embarked on a journey to optimize image outcomes from a cropped sensor. In doing so, they retained compact yet aesthetically gorgeous designs.
The company continues to innovate, surprise, and delight photographers looking for high-quality, precision-engineered, digital mirrorless cameras.
Fujifilm often draws inspiration and insight from its long history to guide its forward momentum.
As I gaze into my crystal ball (it only cost $6 at a dollar store, and it has a blue dolphin glued to the top), the haze of time parts, and I can see a bright and fruitful future for Fujifilm.
Here are some of my clearly plausible predictions.
Is APS-C A Long-Term Strategy?
Fujifilm has chosen to work with APS-C cropped image sensors over full-frame equivalents.
It believes that the image quality and resolution captured by X Trans sensors justifies the decision.
It’s not like the company is scared of exploring other sensor formats.
After all, five years after launching the X Series, the company revealed its foray into medium format with the 50MP and 102MP GFX range.
I’m sure Fuji considered full-frame at some point. However, full-frame sensors are bigger, resulting in larger and more expensive camera bodies.
A flagship Fujifilm X-T5 costs around $2,900 Australian dollars (US$1,900), and a flagship full-frame Sony costs three times that much.
The crystal ball (I’m pretty sure it’s just resin) shows me a future where Fujifilm retains APS-C image sensors and consolidates its APS-C sensor range.
In the short term, all new X Series cameras will use the current 40MP X Trans 5 CMOS sensor—they’re already halfway there.
Beyond that, the company will develop a single unique APS-C BSI sensor of around 50-60MP. Being Fujifilm, some form of magical new unicorn-inspired tech will be built in.
By focusing its efforts and manufacturing processes on a single sensor, Fuji should reduce its overall development costs.
Where Is The GFX Headed?
The Fujifilm GFX range is still an infant in the photography world. Announced in 2016, the GFX 50S heralded a surprise move by Fuji.
Instead of moving to full-frame, the company leaped higher and landed on medium-format image sensors.
The subsequent 50MP and stellar 102MP range expanded Fujifilm’s reach into new markets.
Professional, fine art and serious enthusiasts love the GFX camera and lens range.
The image resolution is genuinely astounding. Fujifilm now has a comfortable pattern of GFX camera releases.
The recent launch of the GFX 100S II demonstrated the company’s intention to make medium-format photography more accessible. It’s the most affordable 102MP digital camera available.
The 50S II currently costs around US$4,400 (AU$6,500), yet the new 100S II costs only around US$5,900 (AU$8,700). Fuji is closing the price gap between the two.
As a result, and based on my tea leaf reading, Fujifilm will drop the 50MP sensor size and stick with 102MP.
Again, consolidating the development and manufacturing process to a single sensor reduces the overall cost.
Will Fuji introduce a 150MP or 200MP GFX sensor? The tea leaves don’t say. They’ve just formed the shape of a wolf—is that bad?
What About The Glass?
When Fuji launched the XPro 1 in 2012, the first X Series camera, they also launched three prime lenses.
The company offers 40 prime and zoom X Mount lenses. Many of those lenses are rebuilds and redesigns of some of the earlier lens models.
It doesn’t take a deck of fortune-telling cards to know that Fuji will continue to fill in the gaps in the lens range.
It’s also clearly updating some of the older first-generation primes and zooms.
They’ve recently launched the XF 16-50mm f/2.8-4.8 as a new kit lens option to replace the 12-year-old XF 18-55mm f/2.8-4.
The cards reveal that Fuji will likely introduce additional telephoto prime lenses.
For example, there’s a gap between the aging XF 90mm f/2 (2015) and the super expensive but impressive XF 200mm f/2. A fast 120mm f/2 or f/1.4 prime would close that gap nicely.
As more and more professional photographers employ Fuji X Series gear, the demand for specialist optics will increase.
Options including tilt-shift and macro with greater than 2:1 ratio would be a nice touch.
GF lenses are still a work in progress. The GF glass range currently offers 19 prime and zoom lenses covering a wide range of focal lengths and apertures.
There are even a couple of tilt-shift primes – 30mm f/5.6 and 110mm f/5.6.
As seen with the X Series, the GF range will evolve with older lenses being upgraded toward the latter half of the next decade.
The range will also include lenses with similar focal lengths but different apertures.
For example, photographers will choose between the current GF 80mm f/1.7 and a new, cheaper GF 90mm f/5.6.
A wider macro is also called for to complement the existing GF 120mm f/4 macro lens.
The GF range has much room for growth, including further support for GFX photographers and increased accessibility.
Cheaper GF primes and zooms with narrower apertures are the way to go.
Birthday Presents For Everyone
Fujifilm launched the much-sought-after X100 VI. The compact fixed-lens powerhouse sold out before it could even hit store shelves.
The demand is still just as high, and back orders will take months to fill.
As part of the company’s 90th birthday, it announced a limited edition X100 VI.
The production run was restricted to 1934 Limited Edition models globally. Globally! As a result of the limited number, the 90th anniversary edition sold out within minutes.
Some regions held lotteries to select the lucky buyers. Others barely have a handful of models to offer customers.
Unfortunately, scalpers picked up copies and listed them at exorbitant prices online.
My palm reading tells me that Fujifilm has learned from this experience and will make amends. For their 100th anniversary, the Japanese giant will have more in store for everyone.
Starting with the Fujifilm X100 series, Fuji has released six generations within 13 years. It’s fair to assume that the company will continue to upgrade the popular series over the coming decade.
By my abacus, I calculate that in 2034, when Fuji hits 100, the X100 X will launch.
What’s more, there won’t be a limited centenary edition released in tiny quantities. It won’t be Fuji’s very own Hunger Games.
Every X100 X will feature unique branding, packaging, and some nice extras, like a high-quality 100th-anniversary strap, lens cap, and hot shoe cover. There’ll also be a special edition Fuji 100 enamel pin.
Any additional cameras and lenses launched during the 100th year will feature a special badge or marking to celebrate the centenary.
Speaking of which, the Fujifilm X-T8, XPro 6, X-E7, and X-H5 will also launch that same year. I can see it all so clearly.
They’ll all feature the 60MP BSI X Trans 7 image sensor I referred to earlier.
Fuji would have preferred to use the hotly anticipated X Trans 8 sensor, but the second global pandemic of 2029 stalls development.
Please don’t get mad at me; I’m only interpreting what the voices are whispering to me.
Production Ramp Up
The rise in Fujifilm’s good fortunes has surprised everyone, including Fujifilm. Not me, though! I saw it in the stars, and that’s the only reason I’ve stuck with the brand.
But on a serious note, the rise in popularity and demand has resulted in stock shortages and production delays.
I don’t believe Fujifilm has intentionally throttled production to drive demand for its popular cameras and lenses.
Fujifilm has gracefully recovered from the pandemic year and is doing all within its power to meet demand.
The stars also show me that the company will expand its manufacturing capacity with additional facilities in Japan and abroad.
It isn’t Fujifilm’s first rodeo. The company has upscaled and downscaled its business to accommodate the demands in optics, film, and even cosmetics in the past. It will rise to meet this challenge.
After all, Fuji is an Aquarius that demonstrates intellect, creativity, and fierce independence.
The Future Looks Bright
In wielding the power of the Eye Of Agamotto, lent to me by the Sorcerer Supreme, Master Of The Mystic Arts, I see a very bright future for Fujifilm.
That’s a Marvel Cinematic Universe reference, by the way. Totally fictional.
Over the next decade, growth, productivity, creativity, and ingenuity encourage the company to expand upon its X and GFX ranges.
Fujifilm will never dominate like other brands, nor do they have to.
The photography market will always have big brands for mass consumption of the craft. It’s necessary to sustain the industry.
Fujifilm, however, is destined to grow its base to support visual creatives who want to experience the joy of photography.
Those like me see the brand as a true innovator that surprises and delights.
Speaking of surprises, the Eye Of Agamotto shows me I’m late for the dentist. As an avid Fujifilm Fanboy, I look forward to the next decade.
I also look forward to eating a big slice of Fujifilm’s 100th birthday cake in 2034.
Check out these 8 essential tools to help you succeed as a professional photographer.
Includes limited-time discounts.
I’m a Melbourne-based street photographer and blogger. I love to travel to Japan to photograph and document its dynamic people and culture.
👋 WELCOME TO SHOTKIT!
🔥 Popular NOW:
