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LEAKED: Fujifilm Instax Square Images (Instax Square SQ10)… with Huge LCD screen on the Back

So guys, these could be the first images of the Instax Square… or at least one of the Instax Square version, the Instax SQ10

Take it with a grain of salt for now, but if you compare it to the Instax Square teaser video that Fujifilm released months ago, where you can see small details of the camera, this leaked image really looks very close to it.

Note the big screen at the back and the six buttons… something seems to be quite different compared to other Instax cameras… are we all having the same thought right now, right? :)

I guess that, like with all instax models, we will see many variations of the Squre Instax cameras and in all possible colors. Instax is a winner, and it’s years now that Instax dominates the sales ranking. As also said in a recent documentary about Fujifilm, the Instax factory can’t keep up with the demand.

The wait seems to be almost over :-)

stay tuned,
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Record: 14 Fujifilm Products Win the “iF Design Award” 2017 (Including 1 still Unreleased Product… Instax Square? – UPDATE)

[Logo]iF design award 2017

14 Fujifilm products won the IF design award 2017… and it’s a record for Fujifilm. Below you can read the list of 13 winners. 1 is still not officially announced, so it is missing in the list.

If I should place a bet, I’d say it’s the Fujifilm Instax Square. The square film has already been announced last year and has been displayed at photokina, as you could see in my photokina report. Fujifilm also already launched a special instax square page. But the camera itself is still a mystery.

UPDATE: The 14th product is the FUJIFILM BL-7000/VP-7000 you can see at Fujifilm’s design page.

Full Press release

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Fujifilm Manager: “We Investigate the Next Film Simulation :: Fujifilm Close to 20% Mirrorless Market Share :: More Video-Capable Camera”

This time it’s imaging-resource, who had a talk with a couple of Fujifilm Managers. Here some excerpts:

  • Current GF best sellers: the 63mm and the 32-64mm, with the demand for the zoom being “a bit higher than expected
  • Future GF lenses requests: a telephoto prime around 200mm focal length. A wide zoom, like a 15mm, a more ultra-super-wide zoom. A 70-200mm
  • Fuji thinks GFX owners are 50/50 split between professionals and high-end amateurs
  • Film Simulation: “Some want maybe AGFA or Kodak […] So now we are investigating what’s next.”
  • Mirrorless Market share of Fujifilm is close to 20% now [NOTE: it was 14%-15% last year. X-T2 and X-Pro2 raised the bar further]
  • 4K on X-Pro2: “Basically, we cannot upgrade the X-Pro2 because it’s a difference of hardware.” [NOTE: this does not fit with what Fuji Guy Billy said here]
  • We got a lot of requests from videographers that Fuji shooters should have more video-capable functionalities of the cameras…”
  • The biggest market for the X100 line is the USA.
  • Besides Instax, which is perceived as a new technology amongst young people, also the use of disposable cameras is increasing, because for “young customers […] it is kind of fun because they cannot see the result.”
  • Capture One will not support the GFX?: “We have a solution with Adobe Lightroom raw conversion. We also have our Fujifilm original Tether Shooting Plug-in PRO with Lightroom, which we just released from November with the X-T2 and of course the GFX. Its functionality is quite good.”

Read the full interview at imaging-resource

Fujifilm GFX Shipping Today: USA BHphoto, Adorama, AmazonUS

Previous CP+ 2017 Interviews with Fujifilm Managers:

  • Fujifilm Manager: GFX & X-T2 Demand Higher than Expected :: Fujinon 200/2.8 or 200/2 :: Fujifilm X-E3 :: X-T2 Kaizen & More – Click here
  • Fujifilm Manager: “Next Generation APS-C Sensor Will Still be X-Trans. Mirrorless Will Maybe Beat DSLR’s In Every Aspect With Next Processor / Sensor Generation” – Click here
  • Fuji Manager Talks about GFX, X100 FULL FRAME, X-T2 Firmware & More – Click here

Fujifilm Manager: “Next Generation APS-C Sensor Will Still be X-Trans. Mirrorless Will Maybe Beat DSLR’s In Every Aspect With Next Processor / Sensor Generation”

DPreview interviewed well-known Fujifilm Managers Toshihisa Iida, Makoto Oishi and Shinichiro Udono.

The focus of the interview is on the GFX, but they also talk about the APS-C line, the MK Cine Lenses, and the new X100F.

And one thing we can say for sure now: there will be an X-Trans IV sensor in the next generation APS-C cameras.

  • Future GF Lens requests from photographer: telephoto lenses, in the 200-300mm range. Wide-angle, like a 15mm equivalent, and an equivalent to the 70-200mm on full-frame.
  • In order to beat DSLR’s, Mirrorless has to improve speed and viewfinder blackout. “Maybe one more processor and sensor generation should be enough to make mirrorless beat DSLRs in every respect”.
  • With the new MK cine lenses “we’re looking at a new kind of video customer, who’s getting into the market via mirrorless. Mostly they’re using SLR lenses, which aren’t perfect. So a lot of those customers are looking for more affordable cinema lenses.”
  • X100F same lens of X100/S/T: We looked into whether we should change it, but it would have affected the size of the camera, and we concluded that the form-factor is one of the most important selling-points of the X100 series.
  • Q: Will X-Trans continue in the next generation of APS-C sensors? A: For APS-C, definitely. For the GFX format, we’ll probably continue with the conventional bayer pattern. If you try to put X-Trans into medium format, the processing gets complicated, and the benefit isn’t very big. X-Trans is a 6×6 filter arrangement, not 4×4, it’s something like a 20-30% increase in processing requirement.

Full interview at dpreview

Fujifilm GFX: USA BHphoto, Adorama, AmazonUS EU: AmazonDE, CalumetDE AmazonUK, WexUK, ParkCamerasUK, PCHstore AUS: CameraPro
Fujifilm X100F: USA: BHphoto, Adorama, AmazonUS EU: AmazonDE, AmazonUK, WexUK, PCH AUS: CameraPro

Fujifilm GF Lenses “Superlative” Sharpness Results :: It Feels Like You Can Step Into Each Image :: Clearly the New ‘State Of the Art’ for Fashion

Le Monde De La Photo
(superlative sharpness)

The French site Le Monde De La Photo published its first report about the Fujifilm GFX.

It’s just an early first look, but for those interested in “independent” reviews, this is one of those.

They also published a nice graph (see image above), where they list the sharpness of the various GF lenses. Most of the time they perform “superlative” (dark blue) to “excellent” at any aperture, focal length, from the center to the corner. Only the zoom lens, the GF 32-64, is only “good” (green) at 46mm and F4 in the corner.

It seems Fujifilm is about to release on the market some really amazing lenses… again :-)

Here some excerpts (google translated:

LENS PERFORMANCE: The dive was calculated on the basis of standard style Jpeg, as Raw conversion software was not yet available. Overall the sharpness is always of high level, from very good to superlative according to the focal length and the openings. Only the corner area is sharply recessed at the focal length of 46 mm on the zoom, in all cases the dive is superlative over the field at medium apertures. The vignetting is never annoying and the chromatic aberration almost invisible, the only small defect noted is a cushion distortion (-0.15%) a little strong on the 120 mm macro that can be used to make reproductions of Works of art or documents, a little post-processing will be required.

AUTOFOCUS: the contrast detection autofocus is very precise but not always ultra reactive, and the continuous shooting at 3 frames second is not really targeted sport but sufficient to capture Changes of attitude of a model in portraiture.

ISO: On our “Nesie” basic test with a maximum sensitivity of 12,800 Iso, there is little degradation of the structure of the image, with the rise of a very light grain observable at 100% screen but quasi- Invisible on a glossy A1 paper print. The contours will nevertheless be a little less sharp than at 6 400 Iso, a grade that does not present more granulation than an average film format 100 Iso

Read it all and see the samples at lemondedelaphoto (translation)

Fujifilm GFX: USA BHphoto, Adorama, AmazonUS

Karen Hutton
(it feels like you can step into each image)

image courtesy: Karen Hutton
Fujifilm GFX, GX32-64mmF4 R LM WR. ISO 1000, f/32, 30 sec. Really Right Stuff TQC-14 and BH-40 ballhead

Karen Hutton tested the GFX for a couple of days under tough conditions… and she shared some really amazing images.

The dimensionality, the depth of field, that “certain something” that makes you feel like you can step into each image… all of that sang from each photo, straight out of camera! What kind of wizardry WAS this??

The GFX just gives everything an epic sort of feel

Read all the article “YES! Worth The 35 Year Wait” and see the amazing samples at karenhutton.

Markus Klinko & Koala
(clearly the new ‘state of the art’ for fashion)

FR-readers will know Markus Klinko quite well. He is the photographer behind the amazing David Bowie exhibition and I shared his work several times on FujiRumors and the exhibition is still on world tour. You can discover more about the David Bowie exhibition and Markus’ work at markusandkoala.

Markus is also currently testing the GFX, along with his photo partner Koala, and he send me the link to this video he made on assignment with the GFX. Markus is impressed by the GFX, as you can read below from the email he wrote me. And he also allowed me to share some samples you can download

I would say that for me, the GFX is clearly the new ‘state of the art’ camera system (for high-end advertising, fashion and celebrity portraiture type work). I would go as far as saying it is the best camera ever built, and I would expect it to become a ‘game changer’ in the industry. Here are some samples from the RealRyder campaign that you are welcome to share. DOWNLOAD HERE

And don’t forget to check out his work with David Bowie (that gets an amazing feedback from the press). All portraits shot on Provia film, as I already told you a year ago here.

Feel free to join the 7,500+ members strong GFX facebook group.

Fujifilm GFX: USA BHphoto, Adorama, AmazonUS EU: AmazonDE, CalumetDE AmazonUK, WexUK, ParkCamerasUK, PCHstore AUS: CameraPro
Fujinon GF63mmF2.8: USA: BHphoto, Adorama, AmazonUS EU: AmazonDE, AmazonUK, WexUK, PCHstore AUS: CameraPro
Fujinon GF32-64mmF4
: USA: BHphoto, Adorama, AmazonUS EU: AmazonDE, AmazonUK, WexUK, PCHstore AUS: CameraPro
Fujinon GF120mmF4 Macro
: USA: BHphoto, Adorama, AmazonUS EU: AmazonDE, AmazonUK, WexUK, PCHstore AUS: CameraPro

Fujifilm Plans Fujinon XF 18mm F2 Mark II Lens (SRP)

Fujinon XF 18mm F2 Mark II

According to a source, right in the past (SRP), the Fujinon XF 18mm F2 Mark II is high on Fuji’s “To Do” list.

We recently launched the Ultimate X-Series Lens Poll here on FujiRumors. In case you missed it, check out the results here. All I will anticipate now is that the Fujinon XF 18mm F2 Mark II is indeed very high on the FR-community wish-list (currently #5 out of 30 lenses).

I owned the XF 18mm F2, but sold it to get some money to buy the 12mm Samyang and the Fujinon XF 18-135. My reasoning was that I don’t really need it anymore, owning the 18-55 and 18-135 that cover the 18mm focal length. However, I have to say that I regret selling it, since I miss the compact size of the 18/2. I was almost about to pull the trigger on the 27mm pancake to finally have a very compact lens again, but after this rumor I guess I will hold on a little bit more… ;)

The XF18mmF2 was also Nate’s choice for his One Year, One Lens World Travel.

EXPIRES TODAY – The BIG $3,000 GFX Sweepstake

Fujifilm GFX: USA BHphotoWin $3,000 by pre-ordering at BH via FR*, Adorama, AmazonUS EU: AmazonDE, AmazonUK, WexUKParkCamerasUKPCHstore AUS: CameraPro
*Pre-order the GFX at BHphoto using the FujiRumors B&H link to enter the contest. Price: $3,000. Sweepstake Overview & Rules can be found here. Full Terms & Conditions here

VOTE :: The Ultimate Fujifilm APS-C Lenses Poll ** 30 Lenses, 3 Votes… and Let’s Fuji know What We Want ;)

World Record Comments for FR :)

Now that’s EPIC !!! :)

I’m frankly overwhelmed by the tremendous feedback we got at our “APS-C lenses suggestions to Fujifilm” blog post. Over 900 comments in 4 days.

I’m greatful for your partecipation, and I will honor my part of the job… so here is the Poll. But I wanted to keep the survey contained, so I tried to sum up your suggestions in only 30 lenses. That was my goal… and that’s what I did.


  • I didn’t write “OIS” or “WR” after each lens. So just consider all lenses are weather sealed and most have OIS, except those, where it doesn’t really make sense, such as the 33/1.
  • Mark II (MK II) lenses are upgrades to existing lenses, with same focal length and aperture, but the addition of WR, OIS, faster and less noisy AF and so forth.

How I Selected the Lenses

It was not easy for me to “cut” some lenses, or to “change” them. Many suggestions were similar, but had some slight and yet fundamental changes in speed or focal length. If I would include all suggestions with all its variations, we would have a poll of several hundreds of lenses (if not 1,000+). Not quite handy… so here is how I proceeded.



  • 55-135mm f/2.8-4
  • 50-130mm f2.0
  • 50-100mm f/1.8
  • 50-150 f/1.8
  • 50-100 f1.8
  • 55-135mm f/4


  • 50-130mm f/2

Sometimes I just took the most voted and suggested version

  • 70mm f/1.4 (Recommended 8 or more times)
  • 70mm f/2 WR
  • 70mm f/2.4

Given that the 70mm/1.4 was the by far most wanted 70mm prime, I decided to give you that one as an option.

Make It Better? Why Not!

The list is obviously far from perfect, but I really put many hours of work into this… and if you would like to make a better one (which is for sure possible), please do not hesitate to go through all the comments and send me your selection. I will appreciate your effort and be happy to share it :-)

I Still Love You, X-Shooters ;)

And to all the people, who wrote me angry emails, because I write “too much” about the GFX… this blog post is a hard work of love of many hours for us APS-C X-series lovers. You see, I didn’t forget you… and with about 900 absolute free (!!!) articles a year here on FujiRumors, I’m quite confident there will be more coming for you ;)

It’s just, the GFX is the camera of the moment.

Hey Fujifilm… Now Please Listen!

So, dear FUJIFILM… the FR-community made its part, and gave you tons of new ideas. You now get quite a nice idea of what we desire. We do not want a single penny for all this, it’s all free work we did for you… just be smart enough not to ignore what your customers want, and give us some of those nice lenses in the Poll as soon as possible.

We Love You Fuji… but we also can get quite angry if you do not listen ;)

POLL – Max. 3 Selections

Did you read the section “How I Selected the Lenses“? Good, then you will understand why your dream lens is not in the poll… but you might find something close enough ;)

Which APS-C Lenses Should Fujifilm Release as Next? - Max. 3 Selections

View Results

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2017 X Workshops :: 7 RAW Converters Compared :: Fuji Guys F-Log/X-T20 Videos :: XF50/2 First Look :: From Canon to Fuji (miXed zone)



I’d light to highlight a few workshops that could be interesting for you. And just to be clear: I’m not affiliated with any of these workshops. If you join them or not, I won’t make a penny out of it. However, from my own experience, I can tell you that workshops can help way more to improve your photography than purchasing new gear.

Streets of Vancouver Photography Workshop
Simplicity In Seeing Online Training & Inspiration

It’s a few years now, that I follow Olaf’s work with admiration. Definitely a talented X-shooters. And I’m happy to see he is now willing to share his talent not only through his images, but also to share his knowledge and experience with workshops and online trainings

  1. The Streets of Vancouver Photography Workshop, his first photography workshop ever (3 days in July). For more details, please check out his website here.
  2. Olaf also launched his educational and mentoring platform, Simplicity-In-Seeing. The platform was created to go beyond what is currently available in photography education. His focus is on the craft of seeing, on all the elements that help photographers to develop, maintain and challenge their seeing. Check out his website here.

More Workshops & Trainings

  • There is a Fujifilm “X” Photographers Travel & Nature Summits at fujifilmxphotosummits with 3 ½ days of presentations, talks etc. by 4 Fuji “X” Photographers + technical and corporate from the FUJIFILM headquarters in New York. Jack Graham and Bill Fortney also offer a few workshops over the year in USA. Full details at fujixphotoworkshops.
  • Rico Pfirstinger Workshops: Go To New Zealand (or Guernsey) to Learn How To Master Your Fujifilm Camera at Rico’s Ultimate X-Secrets Workshops 2017. More here.
  • X-Shooter Ian offers workshops and online educational. More at ianmacdonaldphotography. Vancouver Street Photography Workshop here + Toronto Street Photography Workshop here.
  • NEW – UPDATE  (NSFW): X-photographer Jiri is offering Group Nude Art Photo Workshop in Prague (click here) and 1-on-1 Nude Art Photography Courses in Prague (click here)


Fujifilm GFX

Fujifilm 100F

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

Fujinon XF 33mm F1.0 No Longer on Fujifilm’s Internal Roadmap … GAME OVER for Fuji’s Super Fast Lens?

Fujinon XF 33mm F1.0

Back in 2015, I told you here that Fujifilm had plans to develop the Fujinon XF 33mm F1.0 lens.

But something changed in 2016, when I told you here that the terrific success of the XF35mmF2 WR convinced Fujifilm to focus on compact and weather sealed lenses. Also, the GFX + GF lenses came along, and Fuji had to put lots of R&D into the development of a complete new system.

As a consequence, the development of the XF33mmF1.0 had been pushed back (as well as the one of the XF8-16 and 200mm).

So, in these days, I’ve tried to understand what happened with these 3 long rumored lenses. I was able to confirm, that the XF 8-16 is on Fujifilm internal roadmap and is scheduled to be the lens to come after the XF80mmF2.8 1:1 Macro.

But here comes the bad news:

I had a talk with a long-term trusted sources about the Fujinon XF 33mm F1.0. The source told me, that, at this stage, the XF33mmF1.0 is no longer on Fujifilm’s internal roadmap. Hence, the source has big doubts it will ever come.

If you have something to say to Fujifilm about it, this is the moment to say it…. because remember… they do read you ;)

So what do you think… should we start to make some pressure just as we did with the X-E3?

Fujifilm GFX: USA BHphotoWin $3,000 by pre-ordering at BH via FR*, Adorama, AmazonUS EU: AmazonDE, AmazonUK, WexUKParkCamerasUKPCHstore AUS: CameraPro
*Pre-order the GFX at BHphoto using the FujiRumors B&H link to enter the contest. Price: $3,000. Sweepstake Overview & Rules can be found here. Full Terms & Conditions here.
Fujifilm X100F: USA BHphoto, Adorama, AmazonUS EU: AmazonDE, AmazonUK, WexUK, ParkCamerasUK, PCHstore AUS: CameraPro
Fujifilm X-T20: USA BHphotoAdorama, AmazonUS EU: AmazonDE, AmazonUK, WexUK, ParkCamerasUK, PCHstore AUS: CameraPro

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