Fujifilm Dethrones Nikon, Claims #3 Worldwide
p.1 #1Fujifilm Dethrones Nikon, Claims #3 Worldwide
https://www.fujirumors.com/fujifilm-dethrones-nikon-claims-3-worldwide-despite-a-brutal-shortage-year/
I don't know which is more surprising - the big sales increase by Fuji, or the drop by Nikon...
I don't know which is more surprising - the big sales increase by Fuji, or the drop by Nikon...
Aug 20, 2026 at 02:30 PM
RoamingScott
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p.1 #2Fujifilm Dethrones Nikon, Claims #3 Worldwide
Nikon: limping through the dying night of the Expeed 7 generation, absolute radio silence about the camera or lens roadmap save for one giant lens almost no one is interested in. The China lawsuit didn't do much to buoy confidence about 3rd party support on Z either.
Fuji: releases one of their most awaited modern releases with the X-E5, rides the tiktok success of the X-M5, and sees the RF100 be more popular than it deserved to be.
Not exactly shocking stuff here.
Fuji: releases one of their most awaited modern releases with the X-E5, rides the tiktok success of the X-M5, and sees the RF100 be more popular than it deserved to be.
Not exactly shocking stuff here.
Aug 20, 2026 at 02:52 PM
p.1 #3Fujifilm Dethrones Nikon, Claims #3 Worldwide
Make cameras exciting and they sell.
You would think Nikon would have noticed with the Zf but they have always been overly cautious about where and when they place bets on development. The upside is that they generally get it right the first time? I think they are also stuck in their old conception of a pro photographer.
You would think Nikon would have noticed with the Zf but they have always been overly cautious about where and when they place bets on development. The upside is that they generally get it right the first time? I think they are also stuck in their old conception of a pro photographer.
Aug 20, 2026 at 04:34 PM
p.1 #4Fujifilm Dethrones Nikon, Claims #3 Worldwide
ottokbre wrote:
I think they are also stuck in their old conception of a pro photographer.
Maybe Nikon will try to rev up sales by offering a free khaki vest and a roll of film with every new camera purchased.
I think they are also stuck in their old conception of a pro photographer.
Maybe Nikon will try to rev up sales by offering a free khaki vest and a roll of film with every new camera purchased.
Aug 20, 2026 at 05:31 PM
RoamingScott
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p.1 #5Fujifilm Dethrones Nikon, Claims #3 Worldwide
ottokbre wrote:
Make cameras exciting and they sell.
You would think Nikon would have noticed with the Zf but they have always been overly cautious about where and when they place bets on development. The upside is that they generally get it right the first time? I think they are also stuck in their old conception of a pro photographer.
All of these Japanese corporations move at a glacial pace and lack the ability to respond with the market. I'm currently working with one in a totally unrelated industry and running into so many silly roadblocks that simply don't exist here.
Make cameras exciting and they sell.
You would think Nikon would have noticed with the Zf but they have always been overly cautious about where and when they place bets on development. The upside is that they generally get it right the first time? I think they are also stuck in their old conception of a pro photographer.
All of these Japanese corporations move at a glacial pace and lack the ability to respond with the market. I'm currently working with one in a totally unrelated industry and running into so many silly roadblocks that simply don't exist here.
Aug 20, 2026 at 05:35 PM
p.1 #6Fujifilm Dethrones Nikon, Claims #3 Worldwide
Canony is the new Canikon? Fujifilm is the new Pentax?
Aug 20, 2026 at 08:34 PM
p.1 #7Fujifilm Dethrones Nikon, Claims #3 Worldwide
A very sad thing to me is the demise of Oentax, an innovative dying fir lack of sensible development.
Still have an S1a, that will do.
Gerry
Still have an S1a, that will do.
Gerry
Aug 21, 2026 at 12:14 AM
p.1 #8Fujifilm Dethrones Nikon, Claims #3 Worldwide
The aggregated camera shipment/sales data doesn’t tell us much, and we’d also need to see whether these trends are widespread or driven by specific markets (i.e., China, Europe, US). Furthermore, in 2025, Nikon shipped more units than in 2023 (how many were DSLRs? That’s not known). Fuji’s shipments nearly tripled.
If—and I emphasize if—what the French manager at Fujifilm had hoped for last year actually happened, namely a huge success for the X-E5, then I believe this might be due to the fact that many people now prefer small camera bodies and lightweight lenses.
That’s exactly what Nikon stubbornly refuses to do—now the only one not doing so: high-quality, yet compact APS-C bodies with no compromises, perhaps featuring a new sensor rather than just the same old 20–21-megapixel one across the entire (rather meager) DX lineup...
Then there’s their short-sighted protectionist policy and their habit of suing lens manufacturers—that certainly doesn’t help: they’d be better off spending less on lawyers and more on product development.
If—and I emphasize if—what the French manager at Fujifilm had hoped for last year actually happened, namely a huge success for the X-E5, then I believe this might be due to the fact that many people now prefer small camera bodies and lightweight lenses.
That’s exactly what Nikon stubbornly refuses to do—now the only one not doing so: high-quality, yet compact APS-C bodies with no compromises, perhaps featuring a new sensor rather than just the same old 20–21-megapixel one across the entire (rather meager) DX lineup...
Then there’s their short-sighted protectionist policy and their habit of suing lens manufacturers—that certainly doesn’t help: they’d be better off spending less on lawyers and more on product development.
Aug 21, 2026 at 01:08 AM
p.1 #9Fujifilm Dethrones Nikon, Claims #3 Worldwide
The fact that Nikon is actually up some over those three years, it's just that Fuji *surged* over those three years, is certainly interesting. That said, Nikon actually had a couple new cameras to sell in 2025; the 2026 numbers are surely worse since...well, I can't improve on "limping through the dying night of the Expeed 7 generation, absolute radio silence about the camera or lens roadmap", so, yeah, what Scott said.
Aug 21, 2026 at 01:39 AM
p.1 #10Fujifilm Dethrones Nikon, Claims #3 Worldwide
Cliff L. wrote:
https://www.fujirumors.com/fujifilm-dethrones-nikon-claims-3-worldwide-despite-a-brutal-shortage-year/
I don't know which is more surprising - the big sales increase by Fuji, or the drop by Nikon...
Fuji makes very popular compact cameras, I would assume the X100VI is a significant factor in their sales. It is not a cheap camera by any means, either.
It's not surprising that Nikon's sales are down because they haven't introduced many new products lately. They can't easily lower prices, either, as the US market is affected by tariffs, energy costs are up, and chip costs are up due to all the data centers being built. Of course, these production cost factors and tariffs affect to some extent every manufacturer.
https://www.fujirumors.com/fujifilm-dethrones-nikon-claims-3-worldwide-despite-a-brutal-shortage-year/
I don't know which is more surprising - the big sales increase by Fuji, or the drop by Nikon...
Fuji makes very popular compact cameras, I would assume the X100VI is a significant factor in their sales. It is not a cheap camera by any means, either.
It's not surprising that Nikon's sales are down because they haven't introduced many new products lately. They can't easily lower prices, either, as the US market is affected by tariffs, energy costs are up, and chip costs are up due to all the data centers being built. Of course, these production cost factors and tariffs affect to some extent every manufacturer.
Aug 21, 2026 at 02:12 AM
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p.1 #12Fujifilm Dethrones Nikon, Claims #3 Worldwide
Lee Saxon wrote:
The fact that Nikon is actually up some over those three years, it's just that Fuji *surged* over those three years, is certainly interesting.
It's even more interesting that Fuji could "surge" at all, considering they have been severely hampered by supply chain issues and product shortages for the past couple of years. Imaging what they could have done if they actually had all of their product lines available to sell in every market.
The fact that Nikon is actually up some over those three years, it's just that Fuji *surged* over those three years, is certainly interesting.
It's even more interesting that Fuji could "surge" at all, considering they have been severely hampered by supply chain issues and product shortages for the past couple of years. Imaging what they could have done if they actually had all of their product lines available to sell in every market.
Aug 21, 2026 at 08:09 AM
p.1 #13Fujifilm Dethrones Nikon, Claims #3 Worldwide
Nikon isn't trying to be a one brand for everyone company, to me anyway, and Fuji is. There are certain segments of photography that Fuji is horrible at when, compared to Nikon (or Canon or Sony even). Numbers are numbers. I doubt Nikon is worried that much.
Aug 21, 2026 at 08:26 AM
p.1 #14Fujifilm Dethrones Nikon, Claims #3 Worldwide
One of Nikon's biggest challenges is trying to convince their aging customer base that mirrorless cameras are not just a fad,
Nikon might not be worried (since they apparently no longer understand the market) but I imagine their shareholders might start feeling a little less complacent.
Nikon might not be worried (since they apparently no longer understand the market) but I imagine their shareholders might start feeling a little less complacent.
Aug 21, 2026 at 09:00 AM
p.1 #15Fujifilm Dethrones Nikon, Claims #3 Worldwide
Lee Saxon wrote:
The fact that Nikon is actually up some over those three years, it's just that Fuji *surged* over those three years, is certainly interesting. That said, Nikon actually had a couple new cameras to sell in 2025; the 2026 numbers are surely worse since...well, I can't improve on "limping through the dying night of the Expeed 7 generation, absolute radio silence about the camera or lens roadmap", so, yeah, what Scott said.
About the Fujifilm “surge” — what those numbers don’t tell us is the actual products behind those numbers.
Fujifilm has certainly had some very popular — and in my view interesting — “serious photography” (whatever that means) products over the past decade plus. But they also have apparently made a ton of money selling the distinctly consumer Instax gear.
Edited on Aug 21, 2026 at 12:07 PM · View previous versions
The fact that Nikon is actually up some over those three years, it's just that Fuji *surged* over those three years, is certainly interesting. That said, Nikon actually had a couple new cameras to sell in 2025; the 2026 numbers are surely worse since...well, I can't improve on "limping through the dying night of the Expeed 7 generation, absolute radio silence about the camera or lens roadmap", so, yeah, what Scott said.
About the Fujifilm “surge” — what those numbers don’t tell us is the actual products behind those numbers.
Fujifilm has certainly had some very popular — and in my view interesting — “serious photography” (whatever that means) products over the past decade plus. But they also have apparently made a ton of money selling the distinctly consumer Instax gear.
Edited on Aug 21, 2026 at 12:07 PM · View previous versions
Aug 21, 2026 at 09:15 AM
p.1 #16Fujifilm Dethrones Nikon, Claims #3 Worldwide
gdanmitchell wrote:
But they also have apparently made a ton of money selling the distinctly consumer Instax gear.
100% this. Whenever I lived outside of NYC in about 2017-2018 I got excited that there was a Fujifilm store only to realize every store event and essentially all of their inventory was for Instax. It was basically an Instax store.
But they also have apparently made a ton of money selling the distinctly consumer Instax gear.
100% this. Whenever I lived outside of NYC in about 2017-2018 I got excited that there was a Fujifilm store only to realize every store event and essentially all of their inventory was for Instax. It was basically an Instax store.
Aug 21, 2026 at 09:58 AM
p.1 #17Fujifilm Dethrones Nikon, Claims #3 Worldwide
ottokbre wrote:
100% this. Whenever I lived outside of NYC in about 2017-2018 I got excited that there was a Fujifilm store only to realize every store event and essentially all of their inventory was for Instax. It was basically an Instax store.
IT is a weird thing to those of us whose relationship to Fujifilm is through the G and X systems. It was years after I started shooting x-trans cameras that I first heard of Instax, and I was shocked to hear how popular it apparently is.
Of course, if selling lots of Instax gear helps make Fujifilm profitable enough to see the APS-C and miniMF gear, that’s a good thing for all of us, right?
gdanmitchell wrote
But they also have apparently made a ton of money selling the distinctly consumer Instax gear.IT is a weird thing to those of us whose relationship to Fujifilm is through the G and X systems. It was years after I started shooting x-trans cameras that I first heard of Instax, and I was shocked to hear how popular it apparently is.
Of course, if selling lots of Instax gear helps make Fujifilm profitable enough to see the APS-C and miniMF gear, that’s a good thing for all of us, right?
Aug 21, 2026 at 12:05 PM
p.1 #18Fujifilm Dethrones Nikon, Claims #3 Worldwide
gdanmitchell wrote:
Of course, if selling lots of Instax gear helps make Fujifilm profitable enough to see the APS-C and miniMF gear, that’s a good thing for all of us, right?
I wish it would inspire them to bring back more of their "real" films, even make a new film camera, so that the Instax kiddos would have something to grow into if they decided they wanted to stay with film. Like can we have Provia be in stock anywhere ever, please? Or, hell, I'll swing for the fences: bring back Astia.
Of course, if selling lots of Instax gear helps make Fujifilm profitable enough to see the APS-C and miniMF gear, that’s a good thing for all of us, right?
I wish it would inspire them to bring back more of their "real" films, even make a new film camera, so that the Instax kiddos would have something to grow into if they decided they wanted to stay with film. Like can we have Provia be in stock anywhere ever, please? Or, hell, I'll swing for the fences: bring back Astia.
Aug 21, 2026 at 05:39 PM
p.1 #19Fujifilm Dethrones Nikon, Claims #3 Worldwide
Of greater surprise is than Sony has dropped more than even Nikon, but all numbers are in camera units. How does that correspond to dollars or yens?
EBH
EBH
Aug 21, 2026 at 06:24 PM
p.1 #20Fujifilm Dethrones Nikon, Claims #3 Worldwide
A couple of thoughts after looking at the chart that shows the changes over three years among the listed manufacturers:
Between 2023 and 2025 the market percentage dropped for all of the Big Three (Canon, Nikon, and Sony). Canon’s percentage dropped the least, but it still went down.
Fujifilm and Panasonic saw their percentage rise.
Some of this is likely due to a combination of what was released each year (camera body sales vary a lot this way — huge initial sales when a new model comes out, then a drop off) and the nature of releases — what part is what we might regard as (sorry for the term, buy you all likely know what I mean) “serious cameras” versus entry level cameras and even consumer stuff (like Fujifilm’s popular Instax models).
I also wonder if the effects of the rapidly growing market for third party lenses is reflected in the numbers. (I did not did deeply enough into the survey’s background to know how i accounts for lens sales.) Especially with Sony, the third-party lens sales seem to be a pretty big deal. (If you are not familiar i with this, as I was not until recently, go take a look at the thread topics in the Sony forum.) So that may be having a big impact on Sony’s overall photography sales, as lots of their buyers are going for the third party stuff.
(That happens to some extent with Fujifilm, though at this point I think less than with Sony. To the extent that it may affect the numbers, this would make Fujifilm’s performance look even more impressive.)
Between 2023 and 2025 the market percentage dropped for all of the Big Three (Canon, Nikon, and Sony). Canon’s percentage dropped the least, but it still went down.
Fujifilm and Panasonic saw their percentage rise.
Some of this is likely due to a combination of what was released each year (camera body sales vary a lot this way — huge initial sales when a new model comes out, then a drop off) and the nature of releases — what part is what we might regard as (sorry for the term, buy you all likely know what I mean) “serious cameras” versus entry level cameras and even consumer stuff (like Fujifilm’s popular Instax models).
I also wonder if the effects of the rapidly growing market for third party lenses is reflected in the numbers. (I did not did deeply enough into the survey’s background to know how i accounts for lens sales.) Especially with Sony, the third-party lens sales seem to be a pretty big deal. (If you are not familiar i with this, as I was not until recently, go take a look at the thread topics in the Sony forum.) So that may be having a big impact on Sony’s overall photography sales, as lots of their buyers are going for the third party stuff.
(That happens to some extent with Fujifilm, though at this point I think less than with Sony. To the extent that it may affect the numbers, this would make Fujifilm’s performance look even more impressive.)
Aug 22, 2026 at 09:24 AM