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Fujifilm X-T2 Firmware 4.00 First Looks, What SONY Thinks About Firmware Updates and Kaizen Makes LOTS of Sense

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Fujifilm X-T2 FW 4.00 is Out

If you follow FujiRumors also on Facebook, RSS-feed and Twitter (and also allowed browser push notifications!!!), you will have received notification about the new firmware 4.00 for Fujifilm X-T2 about half a second after Fujifilm made it officially available for donwload.

You can download the new firmware here.

Does it Make Sense? – Part 2 :)

In case you missed it, make sure to check out our previous post about it and the huge discussion we are having there.

Of course the “it makes no sense” in my previous article is in part a provocation and surely ironic… but it’s also a bit of a reminder, that we should not take for granted what Fujifilm is doing. These updates cost money and upgrading old cameras means current customers are less likely to buy the latest and greatest Fujifilm gear.

But of course there is also the other side of the medal.

Fujifilm Kaizen firmware updates create brand loyalty and might even attract customers from other brands, who don’t get nearly as much firmware love as Fujifilm X and GFX shooters.

What Sony Thinks About Firmware Updates

So there are Pros and Cons in Fujifilm’s firmware strategy. We take note that it is a strategy adopted almost exclusively by Fujifilm, whereas most companies go a different path, such as Sony.

In fact, when asked about firmware updates on Sony cameras like Fujifilm does, a Sony manager said here:

We’re still in the early stages of challenging the market with our products, and the new model cycle is relatively rapid, compared to our competitors. But the next step is to increase our market share. And if we want to reach new customers, we need [to make] new types of cameras. […] Maybe this is one of the reasons our product release cycle is faster than some of our competitors.”

The result is clear: Fujifilm releases slower new models and delivers lots of improvements via firmware, Sony instead choses to be agressive on the market by releasing tons of new cameras as soon as they can with little firmware support for older cameras.

I am sorry, but personally I do love Fujifilm approach much more. I simply like it to buy gear that I know will be really taken care of also after my purchase.

The First Looks

Anyway, the new (and massive) X-T2 firmware 4.00 is out, and we have the first feedback about it.

Already shared in the original article, Kevin Mullins X-T2 firmware 4 features overview. You can find it embedded at the bottom of this post.

Also Cinema5D has published a first look video, focussing on internal F-log and slow motion, and showing a short story filmed only with Fujifilm X-T2 using the new firmware. The video is embedded on the top of this article and can be found also here on youtube. Also Antti Karppinen goes over the new features here on youtube.

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