2024 Year in Review: FUJIFILM Cameras and Lenses

Starting with a bang and riding a wave of exciting announcements throughout the year, FUJIFILM had a pretty awesome 2024. Whether you're most interested in TikTok's favorite camera, the best bang for your buck in medium format, or continued dedication to one of the most well-rounded mirrorless systems today, FUJIFILM had a productive and exciting year.

A Camera So Popular…

Very few cameras (or products of any kind here at B&H) have rivaled the degree of popularity of the X100VI digital camera. It's a camera whose predecessor became a viral sensation and increased in value on the used market upon its discontinuation; it's a camera that everyone knew, in advance, would be a big deal; and yet, it's still a camera that's nearly impossible to get your hands on. Thanks to social media, it's the “It-camera” of the year.

Popularity aside it's also, thankfully, a camera that holds its own on the technology front, too, which is what we really care about here. This retro-styled point-and-shoot gained much of the imaging system of the X-H2/X-T5-class of cameras, including the higher-res 40MP X-Trans CMOS 5 HR sensor and the improved X-Processor 5. Despite its appeal as a photographer's camera, the X100VI, surprisingly, made strides with its video performance, with the sixth gen now capable of 6K recording with 10-bit color. The camera also now has faster shooting speeds, refined IBIS, and a slightly revised lens design. Despite all of the improvements, it stills looks as good as any of its predecessors and hasn't lost its cool factor.

Medium Format for All

FUJIFILM has been at the forefront of democratizing medium format cameras and lenses with their GFX system that blends the larger sensor size with a relatively compact design and approachable pricing compared to where medium format was just a few years ago. The GFX 100S II is the latest model in this line and mixes the immense 100MP high-resolution sensor with a body design that's barely larger than most full-frame mirrorless bodies today. Announced back in May 2024, alongside a new lens and X system gear, the GFX 100S II is a refined model that has improved AF, better IBIS, improved video recording, and an upgraded EVF. It's a camera that's nearing its GFX 100 II big brother while still keeping the sleeker design for travel and everyday shooting.

A 500 for You and a 500 for You

In one of the more unique lens design moves I can remember, FUJIFILM managed to release a pair of 500mm primes in 2024, one for the GFX system and one for the X system. This is something that was covered in the Top Lenses of 2024 and is a subject that becomes more intriguing the more you think about it. The GF 500mm f/5.6 R LM OIS WR and the XF 500mm f/5.6 R LM OIS are essentially identical, save for the different mount, different color, and difference in weight and length to make up for the focal flange distance of the two systems. Beyond that, this singular optical and mechanical design for a 500mm f/5.6 lens is being shared between two systems with different sensor sizes—a tribute to FUJIFILM's efficiency and quality to handle up to a 100MP medium format system.

The lens will perform and feel quite different on the two systems: on the X system, this is a 762mm-equivalent super-telephoto meant for birding and very distant sports; on the GFX system, it's a 396mm-equivalent prime that's still in super-tele reach—something pretty unique for medium format.

Strength in the Middle Tier

A camera line that gets overlooked from FUJIFILM, the X-T50 mirrorless camera was announced alongside the GFX 100S II as a very compact, travel-friendly body that now sports the same sensor and processor as the flagship X cameras. It's smaller than the X-T5 and more retro-styled than the X-H2 yet offers effectively the same imaging performance as the two top-of-the line cameras. Among other unique attributes, the X-T50 incorporates a dedicated Film Simulation dial, allowing shooters to directly access their favorite color profile settings without having to delve into the menu. The X-T50 is a camera that will appeal to the broadest group of photographers and content creators, packing much of the important bits of flagship DNA in a portable package that's ideal for everyday carry.

FUJIFILM's Ode to Vloggers

Done in a very FUJIFILM way, the X-M5 mirrorless camera is a vlogging-specific camera body that retains the distinct FUJIFILM retro camera aesthetic. Unlike other brands that play more into convenience and a techy, smartphone-esque design, FUJIFILM stuck to their roots when designing this compact camera that's positioned just for content creators.

Like the X-T5-, the X-M5 sports a Film Simulation dial on the top plate along with dedicated mode dial and two other control dials for a very tactile shooting experience. Where this camera differs is with its use of the lower-resolution 26.1MP sensor and lack of a viewfinder—two changes that signal its use for video rather than photo. The LCD has a side-open vari-angle design and it's a camera that features an optimized, configurable internal microphone to match different shooting circumstances.

Two Standard Zooms

Rounding out a busy year of camera development and exotic super-telephoto primes, FUJIFILM also managed to release two unique takes on the standard zoom: the XF 16-50mm f/2.8-4.8 R LM WR and the XF 16-55mm f/2.8 R LM WR II. Looking at the 16-50mm f/2.8-4.8 first, this is a new mid-tier standard zoom meant to accompany cameras like the X-T50 as a more modest and versatile lens for a wide variety of shooting situations. Despite having a variable maximum aperture, the f/2.8-4.8 range is relatively quick and the lens manages to include a linear motor for smooth, quiet AF performance, making it a fine choice for the vloggers and content creators.

A step up in quality, the 16-55mm f/2.8 II is effectively the new flagship XF lens, replacing one of the most popular zooms in the lineup with a smaller, lighter design, revised optics, and closer focusing, while still retaining the speedy f/2.8 constant maximum aperture. This versatile zoom appeals to the X-H2 and X-H2S shooters looking for the best performance in an XF lens without sacrificing on speed or sharpness.

What are your thoughts on FUJIFILM's year of releases? Do you have a favorite release from them? Are you more excited by their X-system offerings or the new GFX products? And what are you hoping to see in 2025? Let us know your thoughts in the Comments below.