Fujifilm Holdings raised U.S. prices for the majority of its digital cameras and lenses on Friday, in some cases by hundreds of dollars, as President Donald Trump¡¯s tariffs continue to reverberate across the consumer tech industry.
Many of the company¡¯s camera bodies, which are popular with creators and professionals on account of their film simulations and unique color rendering, are now $200 more expensive than they were on Thursday evening. For instance, Fujifilm¡¯s premier consumer camera, the X-T5, sold for $1,699 early last week but now costs $1,899, a 12% bump.
The Japanese firm did not respond to an emailed request for comment.
Japan is subject to a baseline 15% tariff under a deal that the Trump administration struck with the country last month. Fujifilm subsequently relocated manufacturing for a few camera models from China to Japan; during that time, the prices remained stable. Other consumer hardware makers have also raised prices in recent months, including Kyoto-based Nintendo, which earlier announced a U.S. price increase for the original Switch console, citing ¡°market conditions.¡±
Fujifilm is the fourth-largest camera-maker behind Canon, Sony and Nikon, according to market research firm Techno Systems Research. But the brand¡¯s products often stir an outsize buzz on social media among tech enthusiasts. Its X100 series went viral on TikTok during the COVID-19 pandemic and has consistently been on backorder at most retailers since then. The latest model in that lineup, the X100VI, has risen to $1,799 with the latest price changes ¡ª up from $1,599.
As for the other major camera manufacturers, Canon, Sony and Nikon already raised prices for a number of products earlier this year. Smaller players like Sigma have also given in after months of global tariff anxiety; that brand increased the cost of its lenses by around 10% in June, the photography outlet PetaPixel reported at the time, but the company told retail partners it¡¯s not planning another hike despite the new 15% rate levied on Japan.
Fujifilm¡¯s most recently announced mirrorless camera, the X-E5 unveiled in June, has not undergone any price adjustments. That product is scheduled to ship later in August. The X Half, a compact, lightweight model the company introduced this year to attract more Gen Z customers, has also maintained its $850 price for the time being.
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