So, I have looked at a few launch videos of the Sony A1II.

• Sony A1II
  BHphoto / Amazon / Adorama

One feature that reviewers unanimously praised on the Sony A1 II is its automatic subject detection mode—a capability that the Fujifilm X-S20 has had for quite some time. However, Fujifilm has consistently declined to implement this feature in its higher-end models via firmware update.

Interestingly, while the Sony A1 II is now being lauded for this feature as though it’s the greatest innovation since sliced bread, the same reviewers largely overlooked it when the Fujifilm X-S20 introduced it. At best, it received a passing mention, with only a few exceptions like Johnnie from CineD, who both praised the feature and urged Fujifilm to roll it out to other cameras via firmware updates.

This disparity highlights Sony’s superior ability to engage with influencers compared to Fujifilm. Also, Sony likely emphasized this feature heavily in its launch materials, whereas Fujifilm seems to have neglected to draw attention to it.

That said, I completely agree that fully automatic subject detection is an excellent feature. Fujifilm has implemented it in the X-S20 and, I believe, also in models like the X-T50 and X-M5.

But for some reason, Fujifilm seems to treat this as a “beginner” feature, limiting it to models with full Auto mode, as if more advanced photographers wouldn’t benefit from it. However, with the Sony A1 II now receiving widespread praise for this capability, I hope Fujifilm will rethink their stance.

Here on FujiRumors we also suggested a very simple way to implement that feature on other 5th generation models:

• How Fujifilm Could Give Us X-S20 Tracking Smartness on X-T5, X-H2 and X-H2S

Will Fujifilm give it to us via firmware update?

Well, Fujifilm had a similarly stubborn stance when it came to limiting Auto mode to JPEG-only recording. Thankfully, after persistent advocacy through several articles, they eventually listened and allowed RAW recording in Auto mode as well.

I hope Fujifilm will listen again this time and bring the fully automatic subject detection mode to all 5th generation cameras through a firmware update.

FujiRumors is happy to give Fujifilm patent-free access to our idea on how to implement it on current cameras. ;)

• Sony A1II
  BHphoto / Amazon / Adorama

TOPAZ

Topaz has launched their Black Friday offer, which will end December 2.

Full details at the dedicated Topaz Black Friday page.

For New Users

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Includes:

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• 200 Free Cloud Credits ($50 Value)

For Existing Users

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Includes:

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• 12 months of updates for Photo AI ($119 Value)
• 12 months of updates for Video AI ($179 Value)
• 200 Free Cloud Credits ($50 Value)

There are even more deals available at the dedicated Topaz Black Friday page.

LUMINAR

You can now save up to 84% on Luminar software until December 1.

You can check out all details at the dedicated Skylum deal page.

The AstrHori AF27mm f/2.8 has now been launched for Nikon Z mount. The Fujifilm X mount version will follow later on and be listed at the dedicated AstrHori Amazon page here.

For the specs comparison check out the BHphoto comparison tool here.

• AstrHori AF 27mm f/2.8
  Amazon / BHphoto

Also the 7Artisans AF 27mm f/2.8 can now be purchased for other mounts at Amazon here and BHphoto here.

• 7Artisans AF 27mm f/2.8
  Amazon / BHphoto

I have expressed my negative opinion on certain releases coming from China here.

• Why (Some) Chinese Lenses are Starting to Bore Me

As far as 27mm goes, the best pick remains the Fujinon XF27mmF2.8 R WR. The only more affordable alternative I’d consider is the TTArtisan 27mmF2.8. But neither the AstrHori nor the 7Artisans 27mm are appealing to me.

Fujifilm recently announced the development of the Fujifilm GFX Eterna.

And look, I have nothing against it.

On the contrary: I know many filmmakers love the GFX 100 megapixel and I am aware that many others asked for a Fujifilm Cinema camera since a long time. So it’s great that Fujifilm now delivers one.

But…

… at the same time I am also a little bit worried.

You see, Fujifilm does not have the largest R&D in the camera industry.

And as we calculated recently, Fujifilm does release about 4 lenses each year (combining X and GF lenses).

• How Many Cameras and Lenses Does Fujifilm Release Every Year? And What it Could Mean for 2025

Now, it’s nice to hear Fujifilm saying that they are committed to their new cinema camera line and that they will release more lenses besides the Fujinon GF32-90mmT3.5 for it That’s important to know for people, who will invest in this system.

But this is also where my concern arises: with the current pace constrained by R&D limitations, Fujifilm is producing a maximum of four lenses annually. Now, with the launch of a new cinema camera system that requires a dedicated range of lenses as quickly as possible, the situation becomes even more challenging.

Unless Fujifilm expands its R&D efforts for the digital camera segment, we might see fewer than four lenses per year for the photo-focused X and GFX systems.

And quite honestly, with 4 still lenses a year we are already at a minimum. Getting even less than that would be a bummer for me.

I hope Fujifilm has considered this and won’t simply divert resources from their photo-centric systems to the cinema camera lineup. Instead, they should expand their overall R&D efforts to maintain at least the current pace of producing four photo-centric lenses per year.

I will try to investigate this with my sources and if I have any updates I will let you know here on FujiRumors.