Fujifilm Manager: Fujifilm X-H2, The Problem With Telephoto Primes, GFX MK II and IBIS, Fujifilm X80 vs Compact MILC, Fast Primes & More

May 24, 2020
News, Rumors
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Fujifilm UK manger Andreas Georghiades returns to the Fujicast postcast.

It’s an almost 1 hour podcast, and if you are in a hurry and can’t listen it all, I provide a summary of everything the manager says, so you can get it all in under 5 minutes.

The Interview Summed Up

Double exposure

Canon is the benchmark for double exposure and how it works
X-Pro3, X100V and X-T4 have new double exposure settings, but there is still some improvement to go
The manager requested Fujifilm Japan to be able to make double exposures by selecting a picture you have already taken. He does not know if that will ever come, though

Recording time limit

the reason for limited recording time on Fuji cameras was always the EU tarifs on cameras that can shoot longer than 30 minutes video, but that rule has changed now
EU has abolished that rule in July 2019 and has changed how they classify things
Fujifilm now has no issue from a law point of view
Fujifilm GFX100 records up to 60 minutes. It’s a thermal limit
the limit now is a thermal limit, hence heat generation
a camera with big heat sink and humpback, then you could increase recording limit as long as your SD-card is full
a future hybrid camera would need a big heat sink for longer recording time

X-Pro3 vs X-Pro2 sales

X-Pro2 was the camera that introduced new sensor and processor generation on the X line (the 24MP X-Trans III and X-Processor Pro)
for this reason, the demand for X-Pro2 was not “normal” for a rangefinder camera
there were customers using X-T1 upgrading to X-Pro2 to get latest sensor and processor
8 months later X-T2 camera out, and X-T users switched from X-Pro2 to X-T2
on the other hand, X-Pro3 is the 3rd camera to use X-Trans IV and X Processor 4
with X-Pro3, we see sales more in line with what to expect from a true rangefinder camera
Fujifilm did not expect to sell as many X-Pro3 as they sold X-Pro2
for that reason, they decided to go down the super niche route with the controversial hidden screen design
no brand can make all customers happy. They need to frustrate some customers, in order to be able to make new cameras
overall consumer response for X-Pro3 is mixed, but overall performing as Fujifilm expected

APS-C limit in terms of megapixel

he does not know what the limit is
the limit now for APS-C is not the limit there will be 3 or 4 years from now
he does not want to answer this question, because right now they simply just do not know

X-T4 selfie screen in future cameras?

screen is controversial
either way, you will have customers, who will be annoyed
X-T4 screen is just a different way of working
he can’t say of what features will come to future cameras, such a future X-H camera
when X-T3 came out, many complaint there was no selfie screen
now people complain that there is a selfie screen
in a perfect world Fujifilm would have launched 2 cameras, but that would have made all more expensive
from a waist level shooting he can understand that the X-T3 screen is better

GFX line Questions (including GFX50R with IBIS)

he can’t comment on future products or firmware updates
but all good things come to those, who wait
New iteration of GFX rangefinder style? Fujifilm has to look for the sensors available at the market. They customize them to some degree, but they can’t just say “make a 72MP sensor” [admin note: in short, they buy whatever Sony has available]
he expects a replacement to the GFX 50R [admin note: but surely it won’t come this year, as FujiRumors told you]
GFX line will continue, but will it have phase detection or how many megapixel… he don’t want to speculate about that
a Fujfiilm GFX50R with IBIS? Never say never, but he can’t comment on that
GFX100 has IBIS
with current IBIS technology, GFX had to become bigger (but removed the hump that you have on the GFX50S)
the current IBIS unit is too big, so you would have to make it bigger, for example bringing back the hump on the back
if the engineers are able change from spring suspension technology (X-H1 / GFX100) to the smaller and lighter magnetic IBIS (X-T4) also in a bigger IBIS for GFX, then theocratically you can, but the camera still has to be a bit bigger
maybe such a camera would become too big

Superfast Primes

when Fujifilm understood the Fujinon XF 33mm f/1.0 was going to be over 1 kg, they understood they must change focal length
they discussed something between 40mm and 50mm
they never discussed a 70mm f/1.0 as an alternative option
at the end they decided to go for the Fujinon XF50mm f/1.0
who knows if, based on the success or not of the XF50mmF1.0, the team will look into other super fast primes
these decision are made based by commercial success, and not only by aspiration of consumers

Plans for official refurbish sales centres in other parts of the world

UK has a refurbished sale center
In Australia they work on ideas for that, but he has no idea about the details
but Fuji is aware of the need for such centers

In-camera clarity settings on the X-Pro3 and the X100V

the in camera clarity setting creates a huge lag in saving the image
Fujifilm is aware of the limitation of this settings
this used to be the same issue with the color chrome effect in the GFX system
right now he is not aware of firmware updates to fix it
he recommends to shoot RAW, and add the clarity afterwards with the in camera RAW converter
normally when this happens, it’s a hardware limitation with the processor, and normally it can’t be fixed via firmware

Firmware Updates and Balancing Firmware Love with Camera Sales

Fujifilm listens to customer feedback also when it comes to firmware
but they can’t do everything, customers ask
there are limited resources
the same team that writes firmware for existing cameras, is the team that writes them for new cameras
the firmware writing for existing cameras needs to fits into the schedule of when new products are being launched
X-Pro3, X100V and X-T4 were launched in last 6 months. There was not time to develop firmware for older cameras
Even Andreas Georghiades is a bit frustrated, that cameras like the X-T3 didn’t get any of the new features until now
where do you draw the line between rewarding and fueling loyalty by giving people firmware updates and making the right decision also for Fujifilm
some say making firmware updates pays off for Fujifilm in the long term
the manager says that sensors and processor are becoming more powerful, hence can be used longer
instead of a 2 years refresh cycle for new sensor/processor, they can be used in new cameras for 3 or 4 years
in the past, as soon as a new camera came out, Fujifilm announced a firmware update for cameras using the same sensor and processor
but when X-Pro3 was launched, Fujifilm remained quiet and did not announce anything for X-T3
the cost of creating new firmware can run into millions. It is not just a copy and paste job, because there are slight hardware differences between each camera
the balancing act is: by adding this functionality via firmware and by rewarding existing users, is Fujifilm removing sales for their new products?
Fujifilm wants to reward existing users, but what functionality is needed and what function is wanted. That’s the balancing
The manager personally thinks:
Needed: everything autofocus related and Classic Negative film simulation should get via firmware update to X-T3
Wanted: ditigal image stabilization, video backup recording etc is “only” wanted, hence do not add via firmware update X-T3
Fujifilm needs the cash to start developing new products
Frequency of firmware updates might be reduced

Snap focus firmware request

technically it is possible
is it likely? That’s another question
Fuji introduced the focus limiter, and Andreas Georghiades does not understand why snap focus is different with the focus limiter

Is there a chance to have a new range of tough cameras, like the XP but better looking with raw features?

Fujifilm has the Fujifilm XP series
Other camera lines with XP tough features are not on Fujifilm’s radar
compact camera market is a very challenging one, since the smartphones rise
tough compact cameras are bought by people for holiday, beaches etc
you don’t want to make that sort of family cameras too expensive. Affordable, tough, rugged family camera

Could a firmware update for an X-T3 bring this body in line with the X-T4?

sensor and processor of X-T3 and X-T4 are the same
theoretically, autofocus speed on X-T3 could be improved. Low light AF sensitivity go down to -6EV
classic negative could be added
precision settings for tone curves could be added
advanced multiple exposure, advanced tracking AF, video backup recording and more
but the manager does not know if that will come via firmware update to the Fujifilm X-T3

XF10 updates or Compact Cameras Vs Interchangeable Lens camera market

The FujiUK manager would like to get a true successor to the Fujifilm X70, the mythical Fujifilm X80
demand for premium compact cameras is reducing every month
the 500 to 750£ market is very difficult
more realistic is a super compact interchangeable lens compact camera
interchangeable lens camera market is still relatively strong compared to compact camera market (COVID-19 aside)

American plans for similar programs to Hire-a-Camera loan options

he looks after UK, not USA. So it is hard to comment
Fujfiilm USA has fps service and they look into a way to bring that to X series [admin note: FujiRumors reported here]
in UK you can rent Fujifilm gear for free for 48 hours

Some video tutorial by Fujifilm on multiple exposures

maybe a focus blog on this topic would be a good idea

How is Fujifilm going to draw in more wildlife and sports shooters? What about faster telephoto primes?

Fujifilm offers the XF100-400 and the Fujinon XF200mm f/2 [admin note: both these lenses have a massive discount running right now]
Fujifilm would like more wildlife and sports shooters using their system
people asked for a fast telephoto prime to be taken more seriously by sports and wildlife photographers
so Fujifilm launched the Fujinon XF200mm f/2
however, demand for the XF200mmF2 was not as good as they hoped
people commented that they are not going to buy a $6,000 lens to put on a $1,500 camera
the low sales did not give confidence to Fuji engineers to develop more fast telephoto lenses
it’s a vicious circle: unless you don’t have a complete range of lenses, some people won’t buy into your system. But then people owning Fuji gear, don’t buy those expensive lenses
Fujifilm is still stung by how the XF200mmF2 performed. They hoped for more sales, based on request of people, who at the end didn’t buy it anyway
but at any product meeting he attends, the topic of fast telephoto primes is always debated
admin note 1: this does not sound good for the future of those nice Fujinon XF300mmF4 and XF500mmF5.6 patented lenses]
admin note 2: what about inviting Sigma to the X mount?

Diffraction optics: make longer telephoto lenses that are smaller, lighter, cheaper than their more traditional equivalent. Will Fujifilm look into this kind of lens technology

he can’t comment on this, as he is not involved into the lens technology part of things
he represents the brand in many areas, but he can’t in this one. He can’t talk on behalf of the lens engineers in Japan

And what about a new X-H2?

Fujifilm always said the X-H line will continue
Fujifilm still sees the X-H line as the flagship
He expects the Fujifilm X-H2 to be a flagship

You can listen to the full podcast at Fujicast.

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