NIKON MIRRORLESS IS COMING…

So yes, they are finally doing it.

Nikon is coming with a serious mirrorless (FF… or even MF?) camera on August 23. And Canon will follow soon.

Unlike other occasions, where Nikon marketing terribly failed, this time I find the whole thing with the teasers a brilliant move. The only risk I see is that the final thing won’t match the high expectations, like when Nikon made all these Nikon DF teasers (and Kai made a funny parody of them).

Anyway, Nikon is confident, and promises “a leap into a new dimension that will last for the next 100 years“.

We know very little about the upcoming Nikon mirrorless camera. So let’s wait until August 23 before we discuss the camera more in-depth.

But what we can discuss now, is what Nikon’s and Canon’s move into the mirrorless world means for Fujifilm X and GFX lovers.

… FUJIFILM IS HAPPY…

Fujifilm managers said here that they welcome CaNikon Full Frame mirrorless cameras, because…

“[…] having those strong brands in the mirrorless marketplace increases general awareness of mirrorless, and that’s a good thing for the whole industry.”

Many people, who currently still think that DSLRs are the only real professional tool, might start to think differently, once they see that even Canon and Nikon start to cannibalize their own high-end DSLR market in favor of their new mirrorless offering.

And this is where Fujifilm (and other mirrorless manufacturers) have their opportunity.

If the message finally passes that “mirrorless is the future” (and it is the future), plenty of DSLR users (who are mainly APS-C shooters, as Fuji Guy Billy correctly said in his X-T100 first look here) will start to migrate to Mirrorless.

Maybe many will just go to CaNikon mirrorless, but at least Fujifilm has the chance to finally attract some of those mirroless-migrants to their X or GFX systems by offering already today:

• 28 APS-C Fujinon lenses
• 2 APS-C MK video lenses
• 3 APS-C flagships (X-T, X-Pro and X-H line)
• Plenty of APS-C mid range and entry-level cameras
• 2 Medium Format Cameras (GFX 50s and very soon an affordable GFX 50R)
• 6 Medium Format Lenses (more to be announced soon)

It remains to see if the mirrorless-migrants will be patient and wait years for Canon and Nikon to build up a complete new system, or if, since they have to change system and change lenses anyway (unless they use adapters), they will directly switch to more established and experienced mirrorless brands like Fujifilm (APS-C or MF) or Sony (FF),

… AND X/GFX SHOOTERS ARE HAPPY TOO!

What would Fujifilm be today, without the pressure they got from Sony, Panasonic and Olympus? Probably a much worst system than it is today. So, competition is a good thing.

That’s why I hope that the Nikon mirrorless camera will be a top performing camera and very rich in features, a real flagship!

It will motivate Fujifilm (and other companies) to work even harder and to invest even more money into their camera system, and hence improve and expand the Fujifilm system even faster.

So thank you Nikon… thank you Canon… for finally joining seriously the mirrorless side of life… just please, let it be awesome mirrorless cameras ;) .

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• Fujifilm GFX User Group
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Top Ten FR posts + the invisible XF10

I usually never do it… or I do only my Top/Flop posts at the end of the year, but this month I decided to share with you the top 10 posts of FujiRumors in July.

Why?

Because looking at the FujiRumors visits, it seems that many did not notice that, nestled between an amazing new roadmap and gorgeous new lenses, hidden between Fujifilm X-T3 buzz and new Kaizen firmware, Fujifilm also announced a new camera, called Fujifilm XF10.

The Fujifilm XF10 live blogging was one of the least followed live blogging I have ever done, even though I told you a few days before it would come July 19 (as opposed to the “surprising” XF8-16 and XF200 live blogging on July 20, which on FR went online at the very same second the lenses were announced).

But I guess this was to expect, since the XF10 was overshadowed by the XF 8-16 and XF 200 leaks, as well as by the new roadmap lens rumors. And add to that, that the Fujifilm XF10 is not the X70 successor many of us were hoping for.

Anyway… even though it seems that almost nobody here on FR cares about the XF10, I will try to give it a little bit of visibility by sharing two links with XF10 coverage you might want to check out.

• bigheadtaco youtube – Fujifilm XF10: Unboxing and First Impressions
• Precision Camera & Video Youtube – Exploring Austin with the Fujifilm XF10

With that said, here are the top ten FujiRumors posts of July 2018:

1. Three Big Errors FUJIFILM Makes in the Camera, Lenses and Instax World – 1 is solved now :)
2. Fujifilm Rumor Timeline 2018/2019 – The Complete Overview on Upcoming FUJIFILM Cameras and Lenses
3. Fujifilm X-T3 Registered Online – Made in China
4. BREAKING: Fujinon XF 8-16mm F2.8 and XF 200mm F2 Announcement in July
5. Fujifilm Releases NEW FIRMWARE Updates for X-T2, X-Pro2, X-H1, GFX 50S and Announces FW for X-A5 and X-T100
6. Fujifilm’s New Lens Roadmap: XF 16mm F2.8, XF 16-80mm F4 and XF 33mm F1.0
7. See Fujifilm’s Current IBIS Unit in Fujifilm X-T2 and Why the Fujifilm X-T3 Won’t Have IBIS
8. Fujifilm XF10 Announcement July 19
9. Fujifilm X-Trans Vs. Bayer: Pros and Cons of Going Bayer or Sticking with X-Trans Sensor
10. Dear FUJIFILM, We Decided: These Are the 6 X-Mount Lenses You Should Make Next

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Fujifilm XF10: BHphoto, AmazonUS, Adorama, Focuscamera

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• Fujifilm GFX User Group
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• Fujifilm X100 line Group