Fujifilm GFX100 II Explained by Fujifilm Managers and Talking Firmware Updates for X/GFX – CineD Interview

CineD sat down with product planning manager Makoto Oishi-san and product planner Taiji Yoneda-san to talk about the GFX line and what makes the Fujifilm GFX100 II special.

You can and should watch the 24 minutes video above. But if you are in a hurry, I will provide also a quick summary below.

There is also a little section about firmware udpates, where Johnnie from CineD asks for one feature available on X-S20 to come via firmware update to GFX100II, and one available on GFX100II to come to X-H2, X-H2S, X-T5 and X-S20.

In short: if the request from users is strong, Fujifilm might make it happen. So guys, you know what you have to do in the comments now ;).

Summary

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Fujifilm Managers Interview: Talking Fujifilm X-Pro4, Autofocus, Fujifilm X-T5 Sales, 5th Generation GFX, X100V Demand and More

The French website Phototrend interviewed a couple of Japanese Fujifilm managers at CP+.

You can find the full interview in French linked down below as well as a summary.

Interview

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Fujifilm Managers Interviews: About Competition and Alliances, Dreams of Modular and Fixed Lens GFX and More

image courtesy - phototrend
image courtesy – phototrend

There have been two interviews with Fujifilm managers, one in French (the more comprehensive one) and one in Japanese (short).

I will sum up both of them, but the Japanese one only because it involves Koji Matsumoto, the president of Fujifilm Imaging. It does not say much at all, but if we hear from his mouth that X-H2 and X-H2S are selling better than Fujifilm thought, than it has its value.

The French manager was definitely much more talkative and if you don’t speak French, our summary below will cover it all.

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Fujifilm GFX100S Manager Interview: Why No Battery Grip Option, No Tilt EVF, Quick Eye AF Demo and More

Fujifilm managers have released an interview in Japanese to a youtube channel.

Again we rely on the automatic translation tool. Here is the summary for you guys.

  • 1.7x larger sensor than full frame
  • the appeal of the GFX100S is not only megapixel
  • color gradation improves with the GFX sensor
  • the smaller form factor and more affordable price compared to GFX100, will make it appealing to more than just professional photographers
  • the lighter the camera becomes, the better
  • focal plane shutter and integrated battery grip made the original GFX100 big
  • IBIS was made smaller too
  • then developing the X-T4 battery, they were already thinking to implement it also on GFX cameras
  • ISO 6400 is still so beautiful
  • PSAM dial is used in other camera systems. People used to it will find it easier to switch to GFX now because it offers a PSAM dial
  • if you start adding shutter speed dial, ISO dial etc, the camera will get inevitably bigger and heavier
  • having a top LCD and command dials makes camera smaller and lighter
  • the tiltable and detachable viewfinder on GFX100 necessitates of some well build parts that cost money to implement. The GFX100S hence has a fixed EVF and it’s also slightly lower resolution to make it cheaper
  • the addition of a vertical battery grip option would have ment adding electrical boards on the bottom of the camera, which also would have made the camera bigger and heavier
  • the capacity per battery has increased thanks to the NP-W235 battery
  • it’s better to have the battery in the pocket rather than on a big integrated battery grip
  • by adding accessories like a battery grip option, the price would have come closer to the GFX100
  • nostalgic negative film simulation
  • at minute 5:45 of the first video linked below (click and it will start at the right point), there is a quick eye AF demo
  • AF algorithm has been improved
  • weights 1700g when paired with the new GF80mmF1.7
  • You can go more out in the field thanks to the GFX100S smaller size
  • the sensor is large so the lenses are large, too. This means the glass elements that have to be moved are large and heavy. So the manager asked to make the lens inner focus. They also have to remove aberration with special glass elements. It’s all about finding the balance between price, size and performance
  • you can’t shoot dozen of extremely high speed rapid bursts, because the focal plane can’t move that fast [note: the GFX100S shoots at a max. of 5fps], but it can capture shorter action moments, like a motorcycle passing by
  • 4K30p video
  • you can adapt cinema PL lenses via adapter
  • you can now experience the world beyond full frame

That’s about it :).

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Videos

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Fujicast Interview with Fujifilm Manager: X-S10, GFX100S, R&D Choices, Instax Wide Printer and More

Here is the summary of part 2 of the Fujicast interview (part 1 here) with Fujifilm Manager Andreas Georghiades :

  • X-S10 was more expensive at launch than the X-T3, but the X-T3 was an older product when the X-S10 was launched and there were promotions on the X-T3
  • there are people who like DSLR’s and want to go smaller mirrorless camera, and the X-S10 is a great camera for them as it has a PSAM dial. Then there are rangefinder lovers (X-E, X-Pro) and others want individual dials (X-T4 etc)
  • X-S10 is targeted to attract new users in the Fujifilm system
  • for pure photographic orientated people, there are X100V, X-T3, X-Pro3 etc
  • there was a gap, and the X-S10 fills that
  • he does not know of an Instax Wide Printer, but he’d love to have one too
  • When it comes to making decisions (such as if implement vary angle screens or not etc), they get their feedback from various sources. From X photographers, camera reviewers, traditional press, youtube reviewers
  • at the end you can’t make everybody happy, some will always complaint. For example, the GFX100S has lower res EVF compared to GFX100, but it’s also much cheaper. But some complaint and wanted a cheap camera with the super-resolution EVF of GFX100
  • compromises need to be made sometimes
  • if you want X-T4 performance on a more photo centric camera, there is the X-T3
  • Fujifilm can’t please everyone
  • Brexit won’t have additional costs on repairs, but there might be delays initally
  • the Fujifilm UK X-Thusiast program won’t be extended to USA

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Fujifilm Manager Interview: We Have a GFX Sensor Roadmap and GF Lenses are Future Proof for Sensors Beyond 100 MP

Fujifilm GFX100

We have already posted a first Fujifilm manager interview earlier today here. It’s a good one, with lots of information, including the future of the Fujifilm X-H line. Make sure to read it!

Also B&H Photo, Adorama, Samys and Henrys are at Fujikina 2019, and they had the opportunity to go hands on with the Fujifilm GFX100 as well as have talks with Fujifilm managers.

BHphoto has published its GFX100 first impressions here.

I have put together the main points of the various interviews down below:

  • Fujifilm manager Justin explains why calling the Fujifilm GFX100 “large format” makes sense
  • Fujifilm has a medium format sensor roadmap, and GF lenses are future proof since they can resolve more than 100 megapixel
  • 1/4 of a second at 200mm gave tack sharp images
  • shutter shock absorbers in the GFX100
  • going at 5fps continuous shooting with a medium format 102 MP camera is unheard of
  • Adorama says it feels like shooting a flagship DSLR as opposed to medium format
  • Adorama says they can’t believe it, and that Fujifilm is changing a lot
  • Fuji manager Justin says Fujifilm is trying to re-invent photography
  • Fujifilm needed 3 years to develop IBIS for the Fujiiflm GFX100. 1.5 years of development were shared with the Fujifilm X-H1 IBIS development, and another 1.5 years for the IBIS on the GFX100 only

One of the advantages of medium format, is that it is easier to design high-resolution lenses for it.

So if resolution, sharpness, cropping flexibility, big prints and having future proof files for upcoming high res screens is important to you, investing in GFX large format is the way to go.

Fujifilm GFX 100: B&H Photo, AmazonUS, Adorama, Focuscamera, CalumetDE, ParkcamerasUK, JessopsUK, PCHstore

The GFX Community

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DPReview Fujifilm Managers Interview: “No Need to Open X Mount, AI and Global Shutter are the Future, GFX100 Within End of June”

DPReview interviewed Toshi Iida, Makoto Oishi and Shin Udono. Here are the main points (full interview at dpreview here):

Medium Format

  • Full Frame and Medium Format will coexist
  • GFX 50R sales look very promising
  • FF is 1/3 of market in terms of value, slightly growing
  • MF was 1%, but doubled after GFX introduction
  • 70% of MF buyers were coming from other brands, mainly DSLR, and the GFX is their additional system
  • 20% of GFX users are professionals, 80% non-professionals (especially GFX 50R users)
  • Fujifilm wants to increase professional base, also thanks to Capture One support and with future GFX 100
  • Fujifilm GFX 100 should show the potential of medium format
  • FF can reach 70-80 Megapixel
  • GFX lenses designed for 100MP resolution
  • Fujifilm GFX100 will be available before the end of June
  • Fujifilm GFX100 target is commercial photographers, fashion, landscapes, but also more general purpos
  • GFX 100 will shoot at 16bit RAW. Benefit noticeable mostly at low ISO and deep shadow detail. 4 times the amount of data, 14 bit lets you shoot faster, which is appropriate for APS-C

APS-C vs Full Frame

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Fujifilm Manager Interview: Great Fujifilm GFX Sales, X70 Successor and Sony, Canon, Nikon FF Mirrorless: “We Will Work Hard to Keep Our Uniqueness”

DPReview interviewed three of the most representative Fujifilm mangers: first and foremost nothing but “official FujiRumors.com Lover” Toshihisa Iida, as well as Makoto Oishi and Shin Udono.

Here some excerpts:

Fujifilm GFX 50s

  • We’ve shipped more than we expected and planned for. Even more impressive is the lens attachment rate, as we’ve sold so many lenses as well. Overall, GFX sales have exceeded our predictions. […] Something that we didn’t expect was the number of high-end amateurs buying the GFX system. According to our survey, 80% of users are non-professional, and 20% are professional. That was a surprise. […]
  • Many customers may want to use their existing lenses on a GFX body, so we support many third-party adapter manufacturers to provide lens adapters. […] We’re surprised too that we can find over 100 lens adapters in the market, with 28 types of mounts.
  • At the moment, yes [we are currently more focused to make prime lenses], but we are aware of requests from customers for other zoom lenses.

Fujifilm X-H1 and X-E3

  • customers actually requested a bigger grip and better handling [to use especially with bigger lenses like the 100-400 and future 200mmF2]
  • Last September, we went the opposite direction with the X-E3. We said, ‘this is a minimalism camera.’ Less is more. One reason for these lineups is that each photographer, each customer, requires a different style of camera.

APS-C + Medium Format… and What about Full Frame?

  • At the moment, we don’t feel that there’s anything we need to add [in addition to APS-C and MF], but we do want to focus on APS-C cameras. We think that’s a good format for the best balance between size, speed, quality, and now we have the GFX [for even greater quality].

Fujifilm X70 Successor?

  • Yes, we are considering it

Video Vs. Stills

  • I think we will see more users transition from stills to video rather than the other way around

Kaizen Updates

  • Yes, that’s technically possible [X-H1 autofocus enhancements on X-T2]. We continue to be committed to firmware upgrades, but we need to decide which cameras really require new functionality.

The Future

  • there is much room to improve stills photography functionality [firmware and hardware]

Competition: Sony, Canon and Nikon

  • We will see more competition with Canon and Nikon as well as Sony, but we will work hard to keep our uniqueness

Canon and Nikon Full Frame Mirrorless Coming

  • My answer was always, ‘welcome.’ Because having those strong brands in the mirrorless marketplace increases general awareness of mirrorless, and that’s a good thing for the whole industry. […] We will see more competition with Canon and Nikon as well as Sony, but we will work hard to keep our uniqueness in design and usability; [one big way] we differentiate is by our analog controls. And of course, we need to keep innovating inside our cameras as well, improving the sensor, processor, and also by introducing new lenses.

Asian Vs. USA Market

  • For the US market, we definitely have focused on the high-end side, and that has been successful.
  • If you look at the Asian market, the X-A series are really popular mirrorless cameras. In Thailand, our market share for mirrorless is over 40%. […] these customers are used to smartphones, and they’re switching to mirrorless.

Make sure to read the whole interview at dpreview here.

Fujifilm GFX 50S + Any GF lens* (save $1,000): BHphoto, Adorama, AmazonUS
* GF63mmF2.8 / GF45mmF2.8 / GF32-64mmF4 / GF120mmF4 / GF110mmF2 / GF 23mmF4

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