Guys, Photography Gear is Not Real Estate, or Why We Should not Complain that Fujifilm X-H1 costs $299


The Controversial Deal

So Fujifilm just launched a mega deal on the Fujifilm X-H1, where you can get the X-H1 body with vertical grip and 2 spare batteries for $999.

Even better, if you bundle it with the Fujinon XF8-16mmF2.8, you are basically going to pay the X-H1 with grip $299 only, or $499 if you bundle it with XF16-55mmF2.8.

Now, I understand it can be annoying, that our gear loses a lot of value.

But guys, the sooner we stop considering our gear an investment that has to keep most of its value over time, the earlier we’ll start feeling better.

It is inevitable, because…

The Mirrorless War

We are in full mirrorless war, and companies fiercely fight for every single customer to survive, so we better get used to discounts from any brand.

We want innovation, we want competition, we want fast camera refresh cycles with frequent technology updates.

If we want all that, then we have to accept that our gear will lose value faster than in the past.

On the other hand, thanks to this strong competition, we get our high performing gear cheaper than ever before in the first place.

Try to see it from this perspective: we spend less compared to the past at the moment we purchase our gear, but we lose more at the moment we sell it.

We can’t have it all.

Electronic Goods vs Real Estate

When I buy my Fuji X gear, I am aware that, as soon as I leave my local store with my brand new gear and take the very first shot, it already loses 15% of its value just because it is now labeled as “second hand“.

And so it happens with every electronic good.

The ROI (return of investment) happens not at the moment we sell our gear, but in the months and years, while we actually make money working with it. Or, for amateurs like me, the ROI is the fun I have using it day after day.

Photography gear, or any electronic good for that matter, is not real estate and just loses value quickly.

So, yes, the Fujifilm X-H1 costs $299 if bundled with this lens. And we should not complain about it.

10 years ago I bought a Mazda 2 that cost me €14,000, and now it is literally worth €1,000 and the new electronic toothbrush in my Amazon shopping cart has more value than my 2016 iPhone SE.

Peace, that’s how it goes.

So let’s just enjoy that cameras with 14fps, blackoutless EVF and 4K video can be purchased as cheap as never before, and accept that we won’t get that much back, the day we sell it.

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Adobe Now Officially Fully Supports Fujifilm GFX100


Just five days ago here, Adobe added film simulation support for Fujifilm GFX100. But as you can see from the screenshot, at that time Adobe still marked the Fujifilm GFX100 support as preliminary.

Yesterday Adobe removed the “preliminary support” notice, so we can finally say that we officially have full Fujifilm GFX100 support.

The Fuji GFX100 itself remains widely out of stock, but there are quite some that had their pre-order shipped and they are all sharing diligently at our massive Fujifilm GFX facebook group.

Fujifilm GFX 100: B&H Photo, AmazonUS, Adorama

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Fujifilm X-H1 Costs $ 299 Only if Bundled with Lens – Best Seller at AmazonUS


There was some confusion yesterday, since the BHphoto system shows different prices for the X-H1 bundles, depending if you add the free accessories to your purchase or not.

So let me clarify for all:

At the time of this posts, at BHphoto you will get the full discount and best price on the X-H1 + lens bundle, ONLY if you add the “accessories kit” to your purchase.
[Update: BHphoto fixed it now and the discount is available also without the free accessories]

Do that, and you will pay:

So the best deal on X-H1, is if you get it with XF 8-16mm f/2.8, since you are going to pay the camera $299 only. But also bundled to the XF16-55mm f/2.8 you’ll pay only $499 for the X-H1.

And then there is the body only, that, including grip and two spare batteries, costs you only $999.

With prices like that, the Fujifilm X-H1 jumped to the top of the AmazonUS mirrorless camera sales ranking.

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Not Only Fujifilm X-Pro3: One more Fujifilm Camera Coming in 2019? FF190001 Registered


New Fujifilm Camera

Just recently we reported, that Fujifilm registered a camera with the code name FF190002.

We know that the Fujifilm X-Pro3 is coming. But now nokishita spotted a further registration. It’s the FF190001 (see below).

Usually the time span between registration and announcement is about 1 to 4 months, so we can assume that one more Fujifilm camera is coming in 2019, in addition to the Fujifilm X-Pro3.

I know, given the massive rebate on the Fujifilm X-H1 (which can be purchased for as little as $299 if bundled with the XF8-16), there will be the whole internet world saying this is the Fujifilm X-H1S or Fujifilm X-H2.

Guys, listen to me: it’s not an X-H1 successor! 100% sure. Trust me! It is something else ;). And whoever tells you it’s the X-H2, is just clickbaiting you.

It is also not the Fujifilm X100V, since that one will come out sometimes in 2020 only, so that’s definitely too early to be registered already.

  • FF190001 = ?
  • FF190002 = X-Pro3

So, if you buy the X-H1 today, don’t worry about the FF190001 or FF190002 being its successor.

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It’s Crazy: Fujifilm X-H1 now Below $1,000 for Limited Time


Now that’s a steal. The Fujifilm X-H1 is now sold for $999. And bundled with lenses, you still save up to $1,000, which makes the deal even better!

Here are the deals (add the free accessories kit to BH, to see the full discount):

Full List of Fuji Summer Deals

X Series Deals

GFX Deals

Top Tech Kickstarter hit

General Deal Pages

All Fujifilm Deals

Used Fujifilm Gear

Official Fujifilm Recommended Accessories


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