Yuji, Igarashi, Fujifilm’s Division Manager for its Professional Imaging Group, teases that the company is working on two new cameras for release in 2025. Image: Fujifilm YouTube Channel

Earlier today, Fujifilm announced its newest camera, the X-M5, along with two new lenses, the XF 16-55mm F2.8 R LM WR II and the XF 500mm F5.6 R LM OIS WR, at its most recent X Summit event in Japan.

Fujifilm likes to move its events around, and this X Summit took place at CLAY Studio, Fujifilm’s own design center in Tokyo, where the company creates designs for digital cameras and lenses as well as for everything from medical devices to cosmetics.

During the event, Yuji, Igarashi, Fujifilm’s Division Manager for its Professional Imaging Group, introduced Kazuhisa Horikiri, Director of the design studio, who discusses the origin of the name (some design is still done with clay) and the philosophy of an “ever-evolving” design studio. He also notes, “I am probably the designer who has designed the most film cameras in the world.” Might that hint about where some of Fujifilm’s retro designs originated?

While it’s clearly a launch event and not an in-depth behind-the-scenes tour, members of Fujifilm’s team, including at least one designer, discuss some of the design philosophy, history, and manufacturing challenges behind Fujiiflm’s products, and the video could be an interesting watch for Fujifilm aficionados.

"One more thing..."

In a brief moment at the end of the video, Igarashi channels Steve Jobs and says, “But wait. There’s one more thing.”

“We’re currently developing new cameras,” he says, looking over at two hidden objects, a large one under a white cloth and a smaller one under a black cloth. “Wow!” he says, theatrically lifting one of the sheets for a look while keeping the product hidden from viewers. “Although the timing is yet to be determined, we hope to bring you exciting news next year. Please stay tuned.”

While it’s not much of a reveal for a camera company to tease that it’s developing, well, more cameras, Igarashi’s brief attempt to create an Apple-like moment seems to confirm that we can look forward to at least two new cameras form Fujifilm in 2025.