Particularly when it comes to an entirely new and unique product.
I'd be more inclined to blame the nonsensical, cavalier nature of the tariff landscape more than anything else.
As someone who has worked side by side with PMs on forecasts I know I'd be recommending shifting shipments to other markets instead of the clown show here in the US until things settle down.
(as also posted on another forum on Open Talk Forum):
https://bythom.com/newsviews/the-tariff-changes-update.html
One correction. Thom says (not yet corrected as of 8:15AM PST),
- Fujifilm — announced that at least temporarily, the X100VI, GFX100RF, and X-M5 will not be available (they're made in China)."
My GFX100RF on the back says,
Made in Japan.
That does not mean that some subassemblies or components are not made in China. The BMW X series is made in Greenville South Carolina USA. Made in America so you would hear. However, the motor and most of the drive train comes from Germany, most of the electronic components come from China and parts and subassemblies come from Mexico and a lot of the steel comes from Canada. It is assembled in the US. Tariffs have to be paid on the engine those components and subassemblies as they come into the US. Apple is a US company - your iPhone, iPad and Mac are made manufactured in China with most of the processors coming from Taiwan. Nvidia is a US company - all its top in chips are manufactured in Taiwan. The list is almost endless.
Since the 1980's the US has been promoting a global supply chain. This trend was started for very good reasons in 1972 by then President Richard Nixon opened up China to the world. It has resulted in economic growth and created a global economic interdependency. Many small companies in the US depend on manufacturing of its good off shore and many in China and they have to pay tariffs when they bring those items in the US to sell in the US. Many can't afford the tariffs to bring in their inventory so it sits in China. Just one of many examples.
https://www.theguardian.com/us-news/2025/apr/10/trump-tariffs-small-businesses
The biggest long term disruption of these insane tariffs will come from the destruction of a well oiled global supply chain which brings economic efficiency. What we are seeing now is most likely just the tip of the iceberg. No Walmart is not going to "eat the cost of the tariffs," the US consumer will be the one paying assuming he/she can even get the articles.
We should have learned our lesson from the impact of the of the Smoot-Hawley Tariff Act in 1930. It seems we haven't. We should have learned the lesson from the supply chain crisis of the pandemic years, we didn't. President Harry Truman famously said, "The only thing new in the world is the history you don't know. The next generation never learns anything from the previous one until it's brought home with a hammer".
That hammer is getting ready to fall.
Fujifilms seems to has created new products that have generated high interest. Products that target new younger audiences. While Sony, Canon and Nikon are pushing technology in the top end "SLR style" cameras, these are traditional products whose customer base is not growing all that much. The X100 was a creative product that caught fire with the X100V as its exposure on social media (free advertising for Fuji) generated interest in a new demographic. The XT50 another creative product emphasized the unique color science of Fuji to take advantage of its extensive library of film simulations to stimulate interest in new potential customers - mostly younger. It is interesting to follow the negative responsive to the XT50's dedicated film simulation dial on the FujiX forum by the "old timers." However, it was not for them that Fuji designed this camera - it was potential new customers. The GFX100RF has put the X100 concept on steroids to bring medium format to a wider audience. It seems these efforts were successful.
So product wise to use a sports analogy - the X100V and X100VI were home runs. While the XM5 and XT50 may not have been home runs they were good solid doubles - clearing the bases. It seems the GFX100RF may also be a home run. The soon to be released half frame camera, also one that generates distain on the FujiX forum will probably be a good solid base hit that could stretch into a double. Fuji over the past two or so years has generated new buzz and brought in new customers as is clear from the increase in revenues. That success has stressed the production capacity and the tariffs have put a constrain on how they can respond to the demand. I and sure the creative and marketing departments and share holders are cracking open the bubbly to celebrate while the production engineers are pulling their hair out trying to meet the demand. On the other hand for Fuji that is a good problem to have. For the consumer - it means lines , inflated used prices and scalpers.