Zeiss Touit vs. Fujinon XF
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Why would a business-savvy lens manufacturer like Carl Zeiss decide to introduce two prime lenses for X-Mount cameras that compete head-to-head with already existing, smaller and cheaper Fujinon offerings, while at the same time ignoring obvious gaps like a fast 23mm lens?
It’s a Sony
The answer is: they wouldn’t. And they didn’t! The new Zeiss Tout 1.8/32mm and 2.8/12mm prime lenses are quite obviously targeted at customers of Sony’s NEX camera system. They perfectly fit into Sony’s current lens lineup, and their design is pretty much in line with the sleek NEX appearance. A fast 23 mm lens to satisfy the cravings of the X-Mount crowd? No such luck, because Zeiss and Sony already offer such a lens (a 1.8/24) for NEX. This is apparently all about what Sony NEX customers want and need.

So the X-Mount versions of the Touit lenses were clearly one of those “me too” decisions. But why did Fuji go along with it and invite a formidable competitor like Carl Zeiss into their home, not only offering full technical support and cooperation, but even co-marketing the Touit lenses? I know the real answer but don’t want to spill the beans just yet, so let’s just say that Fujifilm is making money with each X-Mount Touit lens that’s sold. They also like the Zeiss brand’s premium image and the resulting image transfer to the Fuji brand. After all, Panasonic also loves to put a Leica logo on their cameras and MFT lenses.