Toshihisa Iida No Longer Fujifilm Electronic Imaging Division General Manager and Becomes new CEO of Fujifilm EU

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Today I have a bit of mixed feelings, sad and happy at the same time.

Let me explain.

Fujifilm manager Toshihisa Iida is arguably the most representative face of the Fujiflm X/GFX series.

As general manager for Fujifilm electronic imaging products, he was the guy, who stood on the stage to introduce the most important new Fujifilm X/GFX gear, he lead the Fujifilm X summits, and his interviews were always the ones we read with the biggest care, as he was the guy, who, at the end of the day, had to take the final decision in which direction the Fujifilm X/GFX series should go.

For us Fujifilm lovers he was definitely a point of reference and one of those high ranked Japanese Fujifilm managers we loved most for his dedication, vision and passion for photography and the X/GFX series.

You’ll get an intimate looks into his life and work in this brilliant documentary.

And now the news.

Toshihisa Iida has just been promoted, and he is now the new President and Managing Director at Fujifilm Europe.

And while I am happy that such a competent person gets a step higher into his career, I am also a bit sad that he is now no longer dedicated to Fujifilm’s camera/lens development only.

In fact, in his new role as Fujifilm EU CEO, he will take care of Fuji’s medical systems, photo imaging, instax, electronic imaging, optical devices, graphic systems, recording media, industrial products, document solutions and more.

It goes without saying, that when you are in charge of the development, production, distribution, marketing, customer service and more for a total of 55 companies in 43 countries and 4.500 employees, than the time to dedicate to the Fujifilm X/GFX series will be limited.

Well, I guess I can speak for all of you, when I wish Toshihisa Iida (who is a FujiRumors “lover” ;) ) all the best for his new professional chapter.

The new electronic imaging general manager is Mark Yamamoto, who will also take up a new assignment as a Board Director for FUJIFILM Holdings Corporation in Tokyo, hence he’ll have a dual role within Fujifilm.

We wish Mark Yamamoto all the best, and may his guidance through this “mirrorless war” be as wise and illuminated as the one of Toshihisa Iida.

Press Release

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Fujifilm X-S10 Will be SLR Styled (not Rangefinder)

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Fujifilm X-S10 mock-up by fujirumors (not the real camera)
Fujifilm X-S10 mock-up by fujirumors (not the real camera)

Quick rumor update: the upcoming Fujifilm X-S10 will have an SLR styled body. Hence, it’s not a rangerfinder alike camera such as X-E3, X100 or X-Pro3.

Initial details can be found here.

Join our brand new Fujifilm X-S10 facebook group.

Take care,

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Profoto A10 Announced

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The Profoto A10 has just been announced. You can get it at BHphoto, AmazonUS and Adorama.

Here are the main specs:

  • Built-In AirTTL, Use On or Off Camera
  • Fast Full-Power Recycling: 1 sec
  • Upgraded Battery: 450 Full-Power Flashes
  • Sync A10 Flash with iPhone Camera
  • High-Speed Sync, LED Modeling Light
  • 9-Stop Power Range, 76Ws Output
  • Weighs 1.2 lb Including Battery
  • Optional Wireless TTL with Air Remote
  • Includes Bounce Card, Dome Diffuser
  • A10 Bag with Shoulder Strap

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The Fujifilm Gear I Just Sold, the One I Struggle to Sell and the XF Lenses I will Probably Sell Soon (Before XF27mmF2.8 MK II Arrives)

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FujiRumors Instagram
FujiRumors Instagram

As you might know, in 2020 I added new gear to my Fujifilm X collection: the Fujifilm X-T4 and the XF56mmF1.2.

The Fujifilm X-T4 turned out to be a great investment already just for the COVID-19 online teaching I had to do.

I am not he biggest fan of the selfie screen (for the reasons I elaborated here), and for my needs the 3-way tilt screen is clearly superior, but other than that it’s such a powerful machine, that sometimes I find myself grabbing it over my X-E3, just because of sheer performance-boost it gives me.

As for the XF56mmF1.2, it was supposed to get heavy use at my friends’ wedding, but due to COVID-19, it has been postponed to next year. And since overall we try to be careful and avoid crowded events and gatherings of people, where the XF56mmF1.2 would shine to take some candid portraits, I used it less than I would have wanted. But I use it, even if just for taking pictures of my old dog in a lonely forest, and I love its output. Although, I must admit, the XF50mmF1.0 is my new forbidden dream already.

Damn, life with GAS is complicated :).

Anyway, with new gear joining my X arsenal, other gear had to go.

Hence, here is what I just shipped to new owners:

The reason is simple: since I own my travel go-to lens, the XF18-135mmF3.5-5.6, the 18-55 and 55-200 didn’t get as much use anymore. And yes, the 18-55 and 55-200 might still be optically a bit superior to my 18-135, but my XF18-135 sample is also very good, giving me a super-zoom range that is more than enough for my needs, basically replacing them both, the 18-55 and 55-200.

And then there is my X-T1.

I put it up for sale for €290, but that’s hard to sell. It’s an X-T1 without mushy buttons, with super-sticky rubber, no light-leak… a perfect X-T1. But while the lenses sold like hot cakes within 24 hours, the X-T1 is still there for sale.

But more gear will be put on sale I guess. Why? Down below the list of gear I own, and what will probably be sold next… and what I will keep.

  • X-T4 (keep)
  • X-E3 (keep)
  • X-T1 (currently for sale)
  • XF23mmF1.4 (keep)
  • XF27mmF2.8 (I will probably sell it before the new XF27mmF2.8 MK II is announced, and get the new one, in the hope it has an aperture ring)
  • XF35mmF1.4 (keep forever)
  • XF56mmF1.2 (must resist to XF50mmF1.0 siren songs)
  • XF10-24mmF4 (probably I won’t sell it, even though the XF10-24mm MK II is coming)
  • XF18-135mm (keep)
  • BONUS: Samyang 12mmF2

I am 100% sure that the XF10-24mmF4  MK II and the XF27mmF2.8 MK II are coming. After the announcement of those lenses, Fujifilm will probably drop prices on the MK I versions, just as they significantly dropped the price on the XF56mmF1.2 right after the XF50mmF1.0 announcement.

Hence, if you are considering to get the MK II version, you might be better off selling the MK I sooner rather than later.

Also, I am in the market for at least one more lens. And I will ask you a clear and specific recommendation. But not now. Time will come pretty soon, when you’ll be able to guide me through my buying decision, just as you did with the X-T4 and XF56mmF1.2.

Until then, take care, stay safe, and have fun with whatever gear you use.

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BREAKING: Fujifilm X-S10 Coming October 15

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Just two weeks ago, we reported about a new Fujifilm camera registered under the name FF200001 and supposed to come on October 16.

Speculations on which camera it could be went pretty wild on the internet, but they were all wrong.

So let me set it right: Fujifilm will announce the Fujifilm X-S10 on October 15.

I have spoken ;).

I know, the leaked registration says October 16. I don’t know, maybe it has to do with time zones or so. But for most of us it will happen on October 15.

The initial leaked details about the Fujifilm X-S10 make it look pretty promising :).

Take care,

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