Fujifilm X-T2 Selling Faster Than Fuji Can Handle, Company Issues Formal Apology

We don’t think it would be too hard to guess that Fujifilm’s follow-up to the extremely popular X-T1 would be a a hit right out of the gate, but it seems that Fujifilm has been caught off guard with the general response to the X-T2. According to a new official announcement and apology from the Fujifilm mothership in Japan the company admits that it can’t currently keep up with all these initial X-T2 orders.

In the machine translated announcement, which you can read below, the company notes that they have received more orders for the X-T2 than they had planned for, and that this has and will lead to some delays for individuals looking to get their hands on an X-T2 now that it is officially available.

Thank you for your continued patronage of Fujifilm products. The Mirrorless digital camera “FUJIFILM X-T2” is, received a reservation of more than assumed, production has become a situation that does not keep up with the orders. For this reason, you may be asked for a while before we can deliver the product you ordered. And we apologize for the inconvenience to our customers, actually there is no excuse.

We will continue to work to increase production, I would like to humbly thank you for your understanding.

The company notes that they are ramping up production and hope to have all pre-orders and regular stock orders filled as soon as possible. If you happen to visit a store and they have one in stock don’t hesitate to grab it, because it may well be the last one you see until Fujifilm catches up on production.

For what it is worth, Amazon US currently has the timeline on body-only units shipping in 1-2 months from order, though if you want to purchase the kit with the 18-55mm you can – as of this writing there are still some of those in stock (and depending on your location you could have it tomorrow). Interested? You can grab it here.

Chris Gampat The Phoblographer Fujifilm X-T2 review initial product images (8 of 12)ISO 2001-1250 sec at f - 2.0

We will say though that yet again, another camera company is ‘caught off guard’ by the response to their new high-end product which is a follow up to a previous high-end and very popular product. Either their production metric teams need to rework their algorithms or they need to stop presenting this as a mistake or mishap and just call it what it is – a planned limited supply to keep demand high, sales coming, and their new product in the news.

Anthony Thurston

Anthony is a Portland, Oregon based Boudoir Photographer specializing in a dark, moody style that promotes female body positivity, empowerment, and sexuality. Besides The Phoblographer, he also reviews gear and produces his own educational content on his website.