Fujifilm Vision 2019: “We Work Toward Capturing No.1 Market Share in Premium Mirrorless Market” (Medium-Term Plan VISION2019)

Wow… now that’s an ambitious goal.

Fujifilm just published their new medium-term management plan, called VISION2019, covering a three year period from the fiscal year ending March 2018 (FY2018/3) to the fiscal year ending March 2020 (FY2020/3.).

And regarding their imaging division they write:

  • In digital cameras, work toward capturing No.1 market share in the premium mirrorless camera market, promoting the X Series that continues to evolve with outstanding image quality, fast speed and mobility, alongside the medium-format GFX Series that uses a large sensor, 1.7 times bigger than that of full-frame cameras, to pursue the pinnacle of image quality.
  • Reinforce the lineup of its highly reputable interchangeable lenses to continue to achieve increased revenues and profits in the mirrorless system business as a whole.
  • Broaden the lens business by expanding the lineup of 4K broadcast lenses, launched ahead of the rest of the world, as well as the lineup of lenses for the fast-growing new video production market, including online video.
  • With regard to the “INSTAX” instant camera and film, expand the sales of existing products and promote its square-format products for greater proliferation. Expand printing service solutions with added convenience, e.g. incorporating AI, to boost printing demand from smartphones to maintain the upward trend in profits.
  • FY2020/3 targets: 380 billion yen in revenues, 45 billion yen in operating income and 11.8% in operating income ratio

The competition is obviously very strong, especially from Sony, who are dominating, as we can also see from the AmazonUS mirrorless bestseller charts. But it’s good to see Fujifilm so confident about their present and future products, such as the sensor stabilizied Fujifilm X-T2S and of course the Fujifilm GFX 100S.

And you know what would sound really PREMIUM, too? That XF33mmF1.0!

Now, I want you to get quickly to the comments down below, so I won’t copy & paste the entire long press release here on FujiRumors. But if you want to read more, also about the medical, documents & co solutions and goals, check out the Fujifilm page here.

First Look Review: Fujinon GF250mmF4 R LM OIS WR

Reaching Out: GF250mmF4 R LM OIS WR

The new GF250mmF4 R LM OIS WR and the optional GF1.4x TC WR teleconverter lens bring genuine telephoto capability to the evolving Fujifilm GFX medium format system. Featuring impressive detail resolution and three-dimensional subject rendering, the rather moderately priced GF250mm equals a 198 mm lens in 35 mm “full-frame” terms, and its reach can be stretched to 350 mm by attaching the new 1.4x teleconverter. Fujifilm’s GF product introductions are completed by two macro expansion tubes that work with almost all existing GF lenses and can turn the GF120mmF4 into a true 1:1 macro lens.

So is it all worth it? You should be able to decide for yourself after reading this first-look review based on pre-production samples of the GF250mmF4 R LM OIS WR, GF1.4x TC WR, MCEX-18G WR and MCEX-45G WR.

_ _ _

Fujinon GF 250mm F4: BHphoto, Adorama, AmazonUS
Fujinon GF 1.4x Teleconverter: BHphoto, Adorama, AmazonUS
18mm Macro Extension Tube: BHphoto, Adorama, AmazonUS
45mm Macro Extension Tube: BHphoto, Adorama, AmazonUS

_ _ _

by Rico Pfirstinger

** CLICK HERE to Read the Rest of the Article **

It’s All About the Latest and Greatest: Fujifilm X100VI, X-T50, GFX100SII, GF500mm, XF16-50mm Review Roundup

Today we are going to cover the latest and greatest gear launched in 2024 in this dedicated roundup.

We will cover the Fujifilm X100VI, the Fujifilm X-T50, the Fujifilm GFX100SII the Fujinon XF16-50mm and the Fujinon GF500mmF5.6.

Written Reviews

Video Reviews

** CLICK HERE to Read the Rest of the Article **

Sigma CEO talks APS-C Lenses and Says Small, Light Gear with Friendly Interface is More Important than Impressive Specs

Sigma CEO gave an interview to DPReview. Here are just some excerpts:

  • it seems that camera market shrinking has hit the bottom
  • still people are switching from DSLR to mirrorless
  • after the switch is completed, the market might shrink even more
  • he is worried about the increasing price of cameras and lenses
  • he is afraid that many might be able to afford these prices, especially young generation that want to switch from smartphone to camera
  • cameras today have impressive specs that many might not need
  • focus user friendly interface would be more important for customer, or smaller and lighter gear
  • Sigma leads the lens industry by pioneering new glass elements, often being the first to test and prove their viability.
  • other companies see Sigma using new type of glass and then start using it too
  • Sigma’s plan is to have a relatively complete range of lenses for APS-C sized sensors
  • but it seems there are no  I-series-style versions of the DC lenses, guesses DRP based on the CEO statements
  • no aperture ring APS-C lenses seem to be planned

You can read the full interview at DPReview.

Fujifilm to Release This All New Digital Camera in 2025

The Rumor

I long wondered why Fujifilm has not made this camera yet.

So much so that I made a dedicated article and video in which I requested Fujifilm to make three cameras, including the one we talk about today.

Well, it looks like one of three cameras on my wishlist will become reality.

According to our trusted sources (thanks), Fujifilm is working on…

** CLICK HERE to Read the Rest of the Article **

What’s the Best Pick: Fujifilm GFX100SII ($5,000) or GFX100II ($7,500) or GFX100S ($4,400)?

So we just leaked the price of the upcoming Fujifilm GFX100SII.

Now the question to answer is: what’s the best pick at this point?

  • Fujifilm GFX100SII – $5,000
    Fujifilm GFX100II – $7,500
    Fujifilm GFX100S – $4,400

This is a tough one to answer.

I mean, I am a very happy owner of the Fujifilm GFX100S myself, and my heart would say the GFX100S is never a bad pick, especially not at this price.

But Fujifilm really smashed the price on that model with the GFX100SII, bringing it dangerously close to the one its now heavily discounted predecessor.

It’s probably best to go for the GFX100SII at this point over the GFX100S.

Things change of course if we throw the Fujifilm GFX100II in the mix. Of course that one costs more, but it is also the flagship and it will beat the new GFX100SII in terms of specs and features.

Personally, if budget was not of concern, I’d go for the Fujifilm GFX100II right away.

But since budget is something most of us take into consideration, if I had no GFX camera and wanted to jump into digital medium format, I’d very likely wait go for the Fujifilm GFX100SII.

Why?

It’s part of Fuji’s 5th generation family, hence we can expect it to get more firmware love over the years. And it will have Reala Ace, better autofocus and many other good stuff that comes with the 5th generation platform.

Things would drastically change though if Fujifilm were to offer the GFX100S at $3,000. At this point it would be a deal too good to be true, and quite frankly a price where also plenty of full frame camera makers would start to worry.

I mean, 100 megapixel medium format in a camera body that is even slightly smaller than some full frame mirrorless cameras out there such as this one, would become a serious temptation for many out there. And it would also be my pick as a first GFX camera.

But as it stands now, I recommend to buy the Fujifilm GFX100SII or, if budget allows for it, go straight for the GFX100II.

Anyway… let us know in the survey below what your top pick would be.

As a First GFX camera, I'd Buy...

View Results

Loading ... Loading ...

GFX DISCOUNTS

Fujifilm Wins at RedDot and TIPA Awards 2024

Fujifilm wins awards.

I love particularly one category this time: “best Polaroid camera”, won by…. the Polaroid I-2. Must have been very though for Polaroid to win that one!

TIPA CAMERA AWARDS

TIPA LENS AWARDS:

RedDot AWARDS

Japanese Fujifilm Managers: X-Pro and X-E line Not Stopped, X-Trans is Here to Stay, PSAM vs RETRO, GFX Sports Photography and More

image courtesy: Phototrend
image courtesy: Phototrend

At the last CP+, the French Website Phototrend had the opportunity to talk to Japanese Fujifilm manager Jun Watanabe about the X series and to Japanese Fujifilm manager Makoto Oishi about the GFX series.

Down below you can find a quick summary. For the full French version check out the articles at Phototrend here (X series) and here (GFX series). Plus a little rant at the end.

X series

  • Fujifilm can not confirm if X-Pro4 will arrive soon or not
  • X-Pro line is not stopped
  • X-T and X100 series do not satisfy all customers who want a “pure photography” experience
  • Fujifilm is studying different possibilities
  • feedback and expectations are high for the next X-Pro
  • X-E line is not stopped
  • sports photography is a difficult market
  • other brands are long established there and for Fujifilm it’s new terrain
  • Fujifilm can not confirm anything about eventual future lenses for sport photographers
  • Fujifilm has received great feedback about the latest autofocus system, but they will continue to improve
  • renewing older lenses is something that Fujifilm has in mind
  • XF16-50mmF2.8-4.8 [admin note: will replace the XF18-55mmF2.4.8]
  • Fujifilm is not considering any option other than X-Trans for their APS-C cameras
  • its unique matrix offers the advantage of combining high definition and suppression of moiré and chromatic aberrations
  • for X100VI, Fujifilm has developed the smallest and thinnest IBIS unit to date
  • the X100VI IBIS wiring has been moved to the side – see here
  • IBIS system uses data from the image in addition to the gyroscope (motion blur is analyzed from the live-view image)
  • the grip of the X100VI is a tenth of a millimeter deeper than X100V for a better grip

GFX series

  • GFX100II market return (sales) is very good, not only among professional photographers, but also filmmakers and directors
  • GFX100II sales exceed Fujifilm’s expectations
  • GFX100S is still very popular because Fujifilm has lowered its price
  • GFX100S still very popular in some markets like China
  • professionals go for GFX100II, enthusiasts for GFX100S
  • Fujifilm never looked at its market share in medium format segment
  • other manufacturers have no announced so many new products, so Fujifilm thinks they are Nr.1
  • some expect a faster 50MP GFX. But Fujifilm thinks high definition is more popular
  • there are lots of FF cameras offering 50/60 megapixel, so offering 50MP now has become almost banal
  • Fujifilm focuses on improving the 100MP sensor performance
  • for professionals ergonomics are very important
  • first GFX cameras had dedicated dials but now they switched to a easier to operate PSAM dial layout
  • Fujinon GF 500 mm f/5.6: it’s time for Fujifilm GFX to approach wildlife and sports photography
  • normally APS-C lenses are compact than FF and MF (hence also smaller AF motors)
  • but regarding telephoto lenses, size primarily depends on diameter and aperture. Regardless of whether it’s for APS-C, FF or MF, the fundamental construction of telephoto lenses, particularly on the front lens side, is the same
  • Fujifilm tries to make the GF500mm as small and light as possible to obtain faster autofocus
  • tilt-shift lenses are the most difficult to design
  • Fujifilm started to develop its GF tilt shift lenses back in 2019
  • why not retro? High end high speed cameras need to be operated quickly, hence PSAM. Also good for hybrid shooters for video

Let me just say that I strongly, vehemently, vigorously and fervidly disagree with Fujifilm in regards to what they said why they stick with PSAM on their GFX lineup.

First: the GFX system is not know to be blazing fast and immensely popular among high end sports photographers. I actually feel the GFX system would be the ideal system to use a retro layout.

Second: maybe Fujifilm should watch my video so they learn how to operate their own cameras.

They will find out that one can operate their retro styled cameras exactly as any PSAM camera out there. It’s a marvellous and ingenious design that gives us photographer the best of both words: retro if I want to have fun shooting or want to actually operate the camera already before turning it on, and PSAM if one needs to make lots of adjustment all the time on the fly.

Retro Fujifilm cameras offer both options. PSAM cameras force you into one way to operate the camera.

And in my opinion not offering retro styled GFX cameras anymore is one of the all time biggest mistakes Fujifilm is doing.

C’mon Fujifilm, look at what is selling best in your X system. You’ll see that retro X cameras outsell PSAM cameras by very far. And Nikon had a colossal success with the Nikon Zf lately. It’s clear that in times where every camera is just so good, what people really look for is to have a different photographic experience thanks to dedicated vintage dials.

The joy of shooting sells better than any specs boost you can show off on paper.

An example?

The X100VI sells like hot cakes. The revolutionary global shutter ultra modern high speed blazing fast Sony A9III is selling way below Sony’s expectations (you could always find it in stock everywhere all the time because demand is not high… ask your local retailer).

Make sure to read/watch below:

Top 3 News in February that Passed Almost Unnoticed (but Shouldn’t)

I recently published the usual top 10 articles of the month article (for February), and I believe three news are missing in there, that should have gained much more attention than what they did.

And I get it: we had Fujifilm X-Pro4 rumors, X100VI announcement, Fujifilm X-T40 rumors and more. So these “smaller” news tends to get lost in the buzz of the big rumors and announcements.

But I really think you guys should not miss out on them, hence we are going to share them in this dedicated article

Huge possible news for GFX

As a GFX shooter myself, this is one bit of news that I have waited for many years: the possibility expressed by Sigma CEO to offer autofocus lenses for the GFX system.

This would be HUUUGE!

Tamron Finally Gets It

Finally Tamron seems to understand: they need to put an aperture ring on their lenses!

Future X mount Lenses

Fujifilm has officially listed 10 lenses that they are currently considering to eventually make in future. No all can come, but maybe some. And they did ask 200 journalists to vote their favorite lenses.

Well, FujiRumors thought that 200 votes might not be enough. So we launched a survey and asked you guys which lenses you’d like to get.

We are currently at 6K+ votes, but ideally we should break the 10K+ mark.

The more vote, the more Fujifilm will take our results seriously.

Which Fujifilm Lens would You Like to Get? (max. 1 selection)

View Results

Loading ... Loading ...

Instax Cameras, Just Different: Jollylook Pinhole Instant Film Camera and NONS SL660 Instant Camera

Fujifilm offers lots of Instant cameras.

And while I like some of them more than others (with this one being my favorite), none of them has a radical different concept.

But if you are looking for something different that sets itself apart from the other Instant cameras (and yet takes Fujifilm Instax Film), then today I’d like to present you two options:

JollyLook Pinhole Instant Film Camera Overview

** CLICK HERE to Read the Rest of the Article **