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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Fujinon XF150-600mm f/5.6-8 IN STOCK at BHphoto & Co

The Fujinon XF150-600mm f/5.6-8 is now in stock also at BHphoto here and you can still find some samples at Amazon US here and Adorama here.

It is not yet available at Moment and Focuscamera.

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Rumors and Discussions

Which WOW Products Would You Like from Fujifilm?

A Japanese Fujifilm manager recently said that they are working on developing “WOW” products.

So I’d like to hear from you guys what would make you say “WOW”. I’ll start the list with three products that I have the feeling would make quite some of you happy.

Feel free to extend the list in the comments.

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Fujifilm Manager: “We Are Developing WOW Products that You’ll Really Want to Buy (but no Cinema Cameras)”

Japanese Fujifilm manager Jun Watanabe gave an interview in Japanese to Map Camera.

The whole video is in Japanese, but luckily dclife shared a summary of the main points, which you can read in original Japanese here.

Here is the version in Google translated English, with a special note to the headline of the article that reads:

We are working on WOW product development

Does Fujifilm plan to release a Cinema Camera?

I don’t have any plans so far, but this time “X-H2S” has improved considerably including video performance and functions, so first of all, I would like to see the evaluation and reaction using “X-H2S”.
[…] I feel that videos and still images are fusion quite a bit, so this kind of “X-H2” I feel that hybrid cameras like “S” will be the future trend, and hybrid cameras, not cinema-only cameras, will also be mainstream.

Fujifilm is developing commercial lenses and cine lenses for PL mounts and E-mounts for the broadcasting and film industries. Are you thinking of developing lenses for other companies’ mounts?

At the moment, there are no plans to develop other companies’ mount lenses, and we will focus on our own mount lenses. […] there are still places where the lineup of lenses is not enough and there are still places where we have to improve the lens performance, so I would like to focus on our lineup first.

Message from Mr. Watanabe on the 10th anniversary of X-mount

Thank you very much for your continued patronage of our X series. I would like to continue to pay attention to everyone’s expectations and so that everyone, including me, would like to work on offering “WOW” products so that they can say, “I really want to buy this.” I would appreciate it if you could. I look forward to working with you again.

Well, that reference about the WOW products definitely sounds intriguing.

RUMOR: Fujinon GF20-35mmF4 Announcement on September 8

The Fujifilm X Summit on September 8th at 2PM New York time will have one huge protagonist: the Fujifilm X-H2.

But it won’t be an X-H2 event only, nor an exclusive X series event.

Nope, also Fujifilm GFX shooters will have something to look forward to.

In fact, according to our trusted sources, Fujifilm will announce the Fujinon GF20-35mmF4 on September 8, too.

As an owner of the incredible Fujinon GF32-64mmF4 myself, having a zoom that starts more or less where my current lens ends and goes all the way down to 20mm (15.8mm FF equiv.) making it the widest GF lens available, is something that is really tempting to add to my G mount lens arsenal.

Because even if I currently can’t go beyond 64mm with my GF32-64, thanks to the 100 megapixel on my Fujifilm GFX100S I can crop the heck out of my files and get closer while retaining sharp and crisp images. But I can’t capture things that are outside what my lens can see, so a wider option could definitely come in handy for my landscape photography.

You see… my GAS is already triggered. ;)

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Nope, No Fujifilm X-T5 Announcement during X Summit on September 8

After Fujifilm disclosed the date of the next Fujifilm X summit and announced it September 8 at 2PM New York time, people started emailing me but also expressing their hopes on our social media channels, that we will get the Fujifilm X-T5 on September 8.

Sorry guys, but what we can tell you with 100% certainty that there won’t be any Fujifilm X-T5 announcement in September.

The main course of the meal on September 8th will be the Fujifilm X-H2. And of course there can be more, as Fujfiilm has already officially announced the following gear to come in 2022:

I am working on it and will let you know what will come (and what eventually not) on September 8th.

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Fujikina NYC 2022 on September 10 – Book Your Spot Now to join Photowalks, Workshops, Stage Talks and More

Not only there will be the Fujifilm X Summit with new product launched on September 8 at 8PM New York time (taking place in New York).

For this occasion, Fujifilm has also revived the Fujikina event. It will also take place in New York, but two days after the X summit.

So if you are interested in it, book your spot for September 10 in New York.

Workshops, stage talks, photowalks and more. Sounds like a super fun day for Fujifilm X lovers.

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Press Release

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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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Fujifilm Financial Results for Q1 FY2022: China Lockdowns Hit Digital Camera Sales, but Instax Keeps Rockin’!

Fujifilm shared its first quarter financial results for the fiscal year 2022 (results for April to June 2022).

Revenue and operating income increased by 13.6% and 31.8%, respectively, year-over-year. Although digital cameras were hit by the impact of the lockdown in China, sales of instant photo systems and color photographic paper remained firm.

Instax is king as usual. So let’s skip straight to the part that interests us most: professional imaging.

  • Revenue increased vear-over-vear as the sales recoverv of broadcast camera lenses from the COVID-19 impact offset the negative impact of the lockdown in China mainly on digital cameras.
  • In July 2022, we launched the FUJIFILM X-H2S mirrorless digital camera that boasts the fastest continuous-shooting, Auto Focus and video performance in the history of the X Series, which delivers premium image quality despite being compact and lightweight.

Pretty much they don’t say anything about the Fujifilm X and GFX series, except for saying they launched the X-H2S and a final note that says:

We will continue to offer attractive products by realizing the best balance between image quality and size through the X Series and the highest image quality through the GFX Series.

You can access all the documents at the Fujifilm Holiding page here.

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It’s Time for US Readers to Get (a bit) Grumpy: Sweet Deals on Fujinon Lenses in Europe (but Today Only)

The awesome deal on the Fujifilm X-H2S, reserved for US residents only, made pretty much the rest of the world grumpy (even Canadians, as we reported here).

So time to flip the coin around thought Foto Erhardt in Germany… at least a little bit.

In fact, today only, Foto Erhardt* offers deals on selected Fujinon lenses.

A special mention are certainly worth the €200 rebate on the legendary XF50-140mmF2.8 and the €100 rebate on the stellar XF18mmF1.4.

* Foto Erhardt ships to all EU and is a very trusted store.