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Fujifilm Manager Interview: Future X/GFX lenses, Autofocus Improvements Coming, X-Trans Benefits, Beyond Full Frame and More


DPReview conducted an interview with several Fujifilm managers.

A summary as well as the link to the full interview below:


  • GFX100 target are professional photographers. Has integrated batter grip and tilt EVF
  • GFX100S goal is to appeal to a wider range of users, including advanced amateurs who currently shoot full frame
  • when developing the GFX100S, Fujifilm wanted it to be almost as small as a full frame cameras
  • to make it so small, they re-designed IBIS and other components, plus optimized the internal layout of those components
  • on GFX100S, they managed to put the battery inside the grip, which was an important factor that contributed to size reduction
  • shutter unit is smaller and also battery
  • the original GFX 100 was designed for ultimate ruggedness and durability and has an strong inner chassis to withstand external shock
  • GFX100S has no vertical battery grip option because there is the GFX100 for that
  • people loved the image quality on the GFX100, but they also wanted a smaller, lighter and more affordable body
  • If future GFX cameras will all have IBIS? That depends on the size and design constraints of future bodies. But for 100MP, IBIS is required in order to maintain image quality
  • GF lenses currently cover from 23mm to 350mm (the GF 250mm with a 1.4X TC)
  • Fujifilm continues to develop some “missing” focal lengths
  • Fujifilm has received lots of requests for wider prime lenses and tilt shift lenses as well as wide angle zoom lenses. Fujifilm is “studying” these lenses
  • GFX100S opens the door to a lot of customers
  • lots of pre-orders for GFX100S
  • Full frame is not the only format
  • price is only one factor. There is also features, size, ease of use. All this together gives opportunities to meet new customers
  • price is very important, but not the top priority for the GFX system. Priority is to achieve high quality. And for that it needs better IBIS, bigger shutter, bigger sensor
  • that’s why on the GFX system the price needs to be probably a little higher than full-frame
  • but Fujifilm tries to minimize the price gap with full frame

X Series

  • Currently missing are super telephoto lenses (500mm and 600mm)
  • Fujifilm X series started 10 years ago. Some lenses are old, have slow autofocus and no weather sealing. Fujifilm needs to refresh them
  • despite COVID-19, sales of the X100V are on the same level of X100F
  • X-T4 was a success on the market. Great balance between price and performance


  • Fujifilm is working on improving autofocus, and some improvements will come via firmware update, some via hardware updates
  • Eye AF works well now even with people wearing glasses and masks
  • Fujifilm has to improve tracking in distance
  • AF speed is great, but some details are missing in tracking AF. If something comes between camera and your subject, you might lose focus
  • the AF algorithm has to be improved
  • some lenses are old, and can’t focus very fast

Videography and Computational Photography

  • X-T4 is great for video and stills
  • Videographers really like fully-articulating LCD screens, but some stills photographers don’t
  • if Fujifilm wants to appeal to videographers, they need to think at about a different form factor
  • Fujifilm has to think at market size. But sure, some videographers requested a different form factor
  • Computational Photography? If sensor and processor are very fast, then you can do lots of things with it
  • in future “those things” will be technically possible
  • the harder part is how to integrate computational photography into their cameras. Fuji has to think at what customers want and what will benefit them

Is X-Trans still needed now that resolution increases?

  • Even with higher resolutions, X-Trans still works better
  • Thanks to X-Trans, Fujifilm cameras have less moiré and false colors
  • the GFX100 is Bayer, but has no moiré or false colors. But APS-C 26MP cameras still need X-Trans


  • Impact of COVID-19 was less than Fujifilm expected
  • however, Fujifilm noticed less demand for sub 1K cameras and more demand for high-end X and GFX cameras. This trend has accelerated during COVID-19
  • Fujifilm focuses on high end cameras
  • no major strategy changes needed due to the pandemic

Future Challenges

  • continue developing IBIS technology
  • make interface easier to use
  • keep innovating and make breakthroughs
  • Fuji biggest point of differentiation is color reproduction. So a challenge is to let people know about Fujifilm’s unique image quality
  • explain the benefits of large format [Note: that’s how Fujifilm calls their medium format GFX line]

Imaging Division

  • The camera division is a very important part of Fujifilm
  • Fujifilm is committed to make the camera business flourish
  • Fujifilm wants to make digital cameras and imaging systems that inspire photographers to create images and tell stories
  • We are not just a camera company, we are an imaging company
  • cameras like X-S10 try to win over people, who shoot with smartphone only
  • in 2018, Fujifilm sold 10 million Instax cameras. That’s also a potential customer base for their X series

You can read the full interview at dpreview.

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