Fujifilm is responding to mounting pressure from the global DRAM crisis, which continues to inflate costs across the semiconductor supply chain, including processors and image sensors. According to retail bulletins circulated by Fuji-Store, the manufacturer plans to increase its suggested retail prices across several camera bodies and kits, effective September 1, 2026.
Price adjustments across popular compact and mid-range models
The upcoming revision will add a flat €100 to the pricing of the Fujifilm X-E5, X-T50, and X-S20. This increase applies uniformly to standalone camera bodies and all lens kit configurations for these models. The widely followed Fujifilm X100 VI will see a steeper adjustment, climbing by €200 to reach a new suggested retail price of €1,999.
Medium-format flagship sees a larger jump
In the medium-format segment, the GFX100 II will carry a €500 increase, moving to €8,499. This positions Fujifilm’s flagship well above the list price of the Hasselblad X2D II, a direct rival that also features a 100-megapixel medium-format sensor and is priced €1,000 lower at its standard retail level.
Broader market implications remain uncertain
While the newly communicated pricing has so far been reported only in euros, the adjustments are widely expected to be applied on a global scale. The dealer advisory attributes the increases to persistently rising production costs, a trend rooted in the ongoing memory-component shortage that is affecting all major camera manufacturers. With supply chain pressures showing no immediate signs of easing, the industry may see further pricing actions in the months ahead.
- Fujifilm X-E5: current price + €100
- Fujifilm X-T50: current price + €100
- Fujifilm X-S20: current price + €100
- Fujifilm X100 VI: new suggested retail price €1,999
- Fujifilm GFX100 II: new suggested retail price €8,499
Sources: www.fuji-store.de, unsplash.com