skip to Main Content

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


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.

Our Owners Groups

Our Facebook Pages