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Fujifilm Manager: “Full Frame? Users Want Choice, and We Chose APS-C and MF. Smaller IBIS Needed”


Fujifilm Manager Interview

Just yesterday DPReview published their Fujifilm CP+ interview, with lots of interesting topics to discuss. Make sure to check it out here (including the hundreds of comments).

Now the Thai youtube channel กล้องกล้วยกล้วย interviewed Fujifilm manager Mr. Makoto Oishi.

It’s a 49 minutes interview in Thai and constantly translated into English. Too cumbersome and no time? Don’t worry, it’s all summed up down below for you :)

Fujifilm X-T30

  • X-T10 and X-T20 is Fujifilm’s worldwide best seller
  • a line that aims to expand between casual users and younger people
  • X-T3 technology in smaller body, hence they call it little giant
  • X-T3 is more for professional/enthusiast users with a few more features and physical differences. Adds choice for users
  • Highlights of X-T30 are small sice and weight and new autofocus system, especially face/eye-detection tracking

Autofocus generation 4.1

  • X-Trans 4 and X-Processor 4 allow for improved autofocus and it is improved via firmware update
  • when used with telephoto lenses, autofocus from close up to infitinity point is now 3 to 5 times faster than previous sensor/processor generation
  • low light phase detection AF at -3EV now for accurate AF even in low light
  • X-T30 autofocus will come to X-T3 but it’s difficult to incorporate on other Fujifilm cameras, that have older sensor/processor
  • future products with X-Trans 4 / X-Processor 4 will have autofocus generation 4.1

Mirrorless System of Fujifilm

  • from business point of view the system is increasing, body and lenses

New Camera Remote App

  • users complaint that the App is a bit difficult to use, hence they decided to re-design it for easier use and pairing [new App is available now]

AI function on Fujifilm camera

  • Fujifilm hardware does not support AI, cameras have no dedicated AI chip inside
  • face detection is sort of AI function
  • Fujifilm knows how important AI is
  • Actually I can not confirm now, but we, maybe… yeah


  • X-T3 would become almost same size of X-H1 if it would have IBIS
  • Fujifilm needs to develop smaller IBIS system

Full Frame

  • we chose APS-C, and we think it is not completed yet. Needs more lenses
  • APS-C size/weight best balanced camera system
  • for more top end quality, we have GFX medium format
  • Fujifilm’s message is: why we have to chose full frame? We need everything, MFT, ASP-C, FF and MF. Users want to choose, and Fujifilm chose APS-C and MF

Fujifilm GFX 100

  • Fujifilm is working hard every day for image quality, IBIS, video support
  • Fujifilm will try to launch it in the first half 2019

Firmware Update via App

  • Fujifilm saw that less people than expected use the camera remote App to update the camera/lens firmware, so the manager asks people to use the App

Timelapse Movie Function of X-T100 in other cameras?

  • Fujifilm knows the request and technically Fujifilm can do it. it’s a matter of priorities

Expand cheaper XC lenses?

  • Fujifilm has 3/4 XC lenses
  • XF 16mm f/2.8 is smaller lens, not XC, but it is affordable and small, also XF35/2, XF23/2 and XF50/2

Future Lenses

  • XF16-80mmF4 should keep XF18-55 image quality, but Fujifilm is still developing the XF16-80, so no final judgements on its image quality can be done
  • XF 33mm f/1.0: it’s a bigger lens. Quality is top priority and it’s very tough to design it by keeping the quality. But good X mount diameter helps [we talked about the X mount “value angle” on fujirumors here]

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