A Tale of a Hiking Fuller than Full Frame, a Sony Shooter Lusting after Fujifilm Colors and a Rumor Storm to Come

I Was Gone… Fuller than Full Frame!

This summer my Fujifilm APS-C X gear dominated and found its way in my camera bag most of the time.

May it be my X-T4 used during my holidays on the Elba island in Tuscany with my wife and son, or my top-combo X-E3 with XF27mm2.8 R WR used in many of my short 1 day family friendly mountain hikes.

But not this time!

In fact, I just came back from an extensive multi-day mountain hike in the Dolomites, and this is what I packed:

So how did it go?

Well, the reason I mostly instinctively grab my X series gear is because, in addition to offering a great image quality, compared to my GFX gear it is simply lighter and more compact, plus there are some lenses I truly love in that system, like the XF35mmF1.4 R (which never stops to stun me), the Fujifilm X-E3 with XF27mmF2.8MKII (my go to combo to document my everyday family life) and the XF18-135mmF3.5-5-6.

But the lightness and sheer perfect balance of the APS-C X system made me forget one thing: how portable and flexible actually also Fujifilm’s medium format system is!

As you can see, this is how I hiked for several hours a day: a medium format camera and lens on my hip, the tripod most of the time in my camera bag as IBIS took care to compensate for my tired and shaking hands… and in my heart the certainty that no matter how tricky the light will be, no matter how challenging the conditions, no camera will be able to handle it better than my Fujifilm GFX100S does (unless you use one of those monstrous digital MF cameras, but good luck hiking with those… if you can afford it!)

So we can only be grateful to Fujifilm for making medium format so accessible in terms of size and price.

A Sony Shooter Lusts after Fujifilm Colors

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RUMOR: Fujifilm X-H2 with Native ISO 125

We reported in the past that the Fujifilm X-H2 will have a new lower native ISO.

We can now say with certainty that the new native lowest ISO value will be ISO125.

I have spoken!

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Japanese Fujifilm Manager: “Long Debate if to go Full Frame or Medium Format and Fujifilm X-T1 Saved the X Series”

Japanese Fujifilm Mr. Takashi Ueno released an interview to Map Camera on youtube.

It’s all in Japanese, but the guys over at dclife provided a summary of it, which I will share down below.

  • Fujifilm X-T1 was the first camera to put Fujifilm’s future stake, and luckily it sold very strong
  • without Fujifilm X-T1 the manager would not make this interview today [meaning Fujifilm would not have continued the X series if the X-T1 would have failed]
  • Fujifilm deliberately chose not to go full frame
  • it’s not that by doubling the mounts Fujifilm would have also doubled their R&D resources. The resources remain the same
  • for those who wanted larger sensors, it was not good for Fujifilm to tell those customers to look for other brands. Customers who liked the Fujifilm colors and concept. So Fujifilm decided to add the GFX system for them
  • there was a long internal discussion if they should go full frame or medium format [admin note: FujiRumors has the true internal story on the moment that convinced Fujifilm to go Medium Format]
  • The X series will continue to evolve
  • “All camera products are the same, but the functions of cameras today are completely different from what they were 10 years ago, and I think the expectations people have for cameras are changing rapidly. On the other hand, I don’t think it’s a good thing to stay the same without changing, and I want to keep the basics in mind, but I want to evolve by properly grasping the needs of users.“.

The X-T series is the one camera that more than any other camera combined determinates Fujifilm success and future. This is why the Fujifilm X-T5 will be crucial.

This were just the bullet points. I will also share the full Google translated part for you:

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Fujifilm Will Promote X-H2 as Having “Improved Low/High ISO” Performance

When I first shared the rumor about the Fujifilm X-H2 and Fujifilm X-T5 having a new lower base ISO, I said that this was one of my hopes for the future of the X series, as this could potentially mean better ISO performance.

Some people immediately called me out on that saying that ISO means nothing and it’s all just random numbers (which it is not, it’s just that there are different standards). Others said that what really matters is the FWC per unit area and not the ISO number.

And since things started to get really nerdy and complicated, a trusted source dropped me an email and came to my help.

The source told me that Fujifilm will actually promote the Fujifilm X-H2 as having “improved low/high ISO“.

The fact that Fujifilm will launch the Fujifilm X-H2 by saying it has “improved low/high ISO” pretty much ends all our talks. Unless Fujifilm’s marketing division has decided to lie to us (or unless our trusted source is wrong, which it is not), the new lower base ISO will also lead to overall better ISO performance.

So, thanks to our source, that’s my final word on this ISO debate.

Now all we can do is to wait for the day the Fujifilm X-H2 will be announced and see samples and comparisons, so we can see with our own eyes what “improved low/high ISO” means.

And keep in mind: according to our information, the Fujifilm X-T5 will share the same sensor of the Fujifilm X-H2. So whatever the X-H2 IQ and AF performance will be, it will apply also to the Fujifilm X-T5 (whenever that one will come).

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Rumors and Discussions

MARK THIS DATE: Fujifilm X Summit NYC 2022 on September 8 at 2PM New York Time

Fujifilm X Summit

The Fujifilm X Summit has just been announced for September 8 at 6PM GMT time. It will take place in New York City.

So definitely mark this date in your calendar:

  • September 8th at 2PM New York Time
  • September 8th at 8PM Berlin Time

The only thing Fujifilm has announced for September is the high resolution Fujifilm X-H2, which we have already shared the price and some specs of.

What else has Fujifilm on their official roadmap for 2022? Let’s look at it:

NOTE: THIS DOES NOT MEAN that it will all drop on September 8. It could well be that Fujifilm will make it an X series exclusive event. Or that they’ll only focus on the Fujifilm X-H2.

Whatever it is, FujiRumors will let you know soon enough.

Rumor Storm Incoming

And you know what?

A terrific rumor storm is about to unleash ahead of September 8, so don’t miss out to read FujiRumors in the next days and weeks ;).

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“Sony A7IV will Always Have a Special Place in My Heart, But I am Selling All my Sony Gear for Fujifilm X-H2S” and Here is Why

Maybe you have noticed that lately we tried to highlight also reviews from smaller youtube channels, along with the usual big ones.

Now, I won’t enter the discussion on why it seems that at least some of the big channels have a conflictual relationship with the Fujifilm managment, leading them to either ignore Fujifilm cameras (some never reported about the launch of the X-H2S) or to review Fuji gear… how can I say that… to review it not with the same care as they do with other brands.

But that’s not the article, where we want to talk about it.

What you need to know now is: we will keep covering the reviews of huge channels (in case they cover Fujfiilm, but highlight when they make errors like here and here), but also highlight smaller channels every now and then.

Small channels might not have the best studios, lights and audio, but they are often run by truely passionate photographers, who probably shoot more pictures with their gear out on the field than many of the huge channels combined. So their opinion, at least in my eyes, has just the same value the one of massive youtube channel.

So today we talk about TC, who owns the Sony A7IV and lots of lenses, but after his comparison with the Fujifilm X-H2S, he decided to sold off his entire Sony full frame kit. If you want to know why, you can find the video below as well as a summary.

Why are You Scared of PSAM? ;)

Before we go ahead, just a little consideration of myself. Why are you scared of PSAM?

Look, TC switched back to Fujifilm among the others because it has a PSAM dial and he loves it. So now we have a former Sony shooter coming back to the Fujifilm camp thanks to the Fujifilm X-H2S.

And isn’t that what we want? And what Fuji needs? More people shooting with their gear?

What damage does it do to us retro lovers?

Fujifilm has basically already said that there will be a Fujifilm X-T5, X-E5, X-T40, X-Pro4, X100V successor… and all of them with the retro feel we all love. That’s plenty of options that will continue to exist for us.

And now let’s see what motivated TC to sell all his Sony gear to switch to Fujifilm.

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VOTE NOW: Are You a Fujifilm X-T Shooter? Tell Us if You Own also the Vertical Battery Grip

We shared the rumor coming from a new source, that the Fujifilm X-T5 will be the first X-T camera that won’t offer a vertical battery grip option:

After we shared our rumor, some said this will totally cripple the X-T line (which is Fuji’s by far best selling line).

That made me wonder how popular the vertical battery grip really is among Fujifilm X-T shooters, so I thought I could launch a survey about it.

So…

  • if you are a Fujifilm X-T camera user (X-T1, X-T2, X-T3, X-T4)
  • … and ONLY if you are a Fujifilm X-T camera user…

… feel free to vote the survey down below.

I am a Fujifilm X-T camera user and...

View Results

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Fujifilm X-H2S Reviews Drop on the Web, with Lots of Happy (and Well Tracked) Faces

The Fujifilm X-H2S is falling into hands of fellow X shooters, and hence reviews are spreading all over the web.

In short we can say that this camera is making lots of people very happy. :) This is autofocus performance as never seen before on any Fujifilm camera, and at that level won’t be found even on the Fujifilm X-H2 or Fujifilm X-T5, as they both will feature a non-stacked 40MP sensor.

Blog Posts

  • keithwee – A hands-on review of the Fujifilm X-H2S – Future Optimisation and the 3 meanings behind the ‘S’.
  • ondrejvachek – Stacked and packed – Fujifilm X-H2s review

Youtube Reviews
CameraLabs & Co

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Fujifilm X-T3 Discontinued (but it Resisted 2+ Years After it Was Replaced by Fujifilm X-T4)

Back in September 2021, Fujifilm quietly introduced the Fujifilm X-T3 WW. The Fujifilm X-T3 “worldwide” version is an X-T3 sold without battery charger!

It was the best deal on an X-T3 you can get, but now it is starting to run out of stock forever, as for example BHphoto has marked it as discontinued.

The X-T3 was a massive hit for Fujifilm, and even though it has been replaced by the Fujifilm X-T4 in February 2020, it was able to stay on the market until now.

It’s actually incredible how long it could “resist” and keep up selling on the market despite the X-T4 with IBIS being launched 2+ years ago.

However, now it’s time also for the Fujifilm X-T3 to retire. The Fujifilm X-T4 will keep the sales for the X-T series going, at least until we get the Fujifilm X-T5.

Fujifilm X-T5 Rumors & Hints

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Let’s Talk Kaizen: about What Changed, What Didn’t, and The Choice Fujifilm Had to Make

Recently a Fujifilm manager said that they are committed to bring X-H2S autofocus features as much as possible to older models (X-T3/X-T4).

So what, is Kaizen coming back?

Well, Kaizen never left. It was just on semi-pause for a while, and for an excellent reason I might say.

Let me explain.

Fujifilm vs The Rest

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