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Fuji Guy Billy: Talking Fujifilm GFX100 Pixel Shift, Fujifilm X-H2, X-T40, X-E4, X-T5, X-S10, Massive XF50mmF1.0 Demand & More


Fuji Guy Billy had a chat with Maarten Heilbron.

Above is the video and down below is the summary.

Interview Summary

Fujifilm X-T40 in future

  • Maarten asks if there will be an X-T40
  • Billy says he can’t talk about future products
  • Design approach of X-T30 is closer to X-T3, hence those who prefer take photographs as opposed to video
  • remains to see where Fujifilm Japan goes with the X-T** lineup

Fujifilm X-H2 and Fujifilm X-T5

  • Fujifilm always develops new products to suite needs of customers
  • many customers love the retro style and dials and Fujifilm will continue to meet those customers needs

Overall the impression given is that the X-T series will continue as it is, with all those nice retro controls.

No comment on X-H2, but if you read down below his comment on the Fujifilm X-H1, he remarks that the X-H1 has features like the deep grip that some X shooters really love. He doesn’t add anything more, but if we want to read between the lines, we could say that Fujifilm wants to continue to please those customers, who love certain features only available on the X-H line (like the top LCD) or almost (like the deep grip, shared with X-S10).

And remember, Fujifilm managers have confirmed multiple times that there will be a Fujifilm X-H2. It just needs to be a breakthrough camera.

Fujifilm X-E3 – will there be an X-E4

  • Billy really likes the X-E3 design
  • he can’t talk about products that might happen or not in future [well, that’s why there is FujiRumors ;)]
  • when he switched from X-E3 to X-T30 he got the tilt screen. That’s why he switched


  • X-S10 goal was to make it very comfortable for users who have never experienced Fujifilm
  • many just didn’t fully understood the retro manual approach
  • so Fujifilm delivered the X-S10 for those customers
  • there are the C1 to C4 positions on the dial, hence it is a lot more customizable
  • Fujifilm will always deliver cameras with manual retro controls

Auto Mode

  • very advanced AUTO
  • even picks film simulation for you
  • if the camera regoniczes the sky, it boost the color chrome effect
  • AUTO mode also shoots RAW now

Camera Market Situation

  • Despite COVID and Smartphpnes, surprisingly Fujifilm has to run to keep up on demand on lenses
  • XF50mmF1.0 demand is overwhelming
  • people are looking for faster aperture lenses
  • camera industry overall declines, but Fujifilm maintains a good market share

Firmware Requests

  • things take time sometimes for changes to happen, when people request new features or improvements
  • Fujifilm always works on the interface, and feedback is sent to Japan to improve the interface, but these things can take time

Fujifilm X-H1

  • Launched with the wrong timing [admin note: shortly before X-T3]
  • People love the grip

GFX100 Pixel Shift firmware

  • development is still going
  • Fujifilm is fine tuning it now
  • but it will be available to the GFX100

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