It started as a “Black Friday Only” deal back in November 2023, and it has since then been extended over and over again: the terrific rebate on the Fujifilm GFX100S.
Well, now the Fujifilm GFX100S got yet an other deal extension, and now the offer will run until June 9.
This likely suggests that, despite the significant rebate, Fujifilm can’t still clear the remaining stock at the pace they desire.
The Fujifilm GFX100S is arguably one of the very best cameras Fujifilm has ever launched (and I say this as a guy, who owned lots of Fujifilm cameras, including the Fujifilm GFX100S, which I still own with great joy).
But despite my love for my Fujifilm GFX100S, which GFX camera would I opt for if I were entering the system for the first time today?
Well, I would go for the Fujifilm GFX100II.
I had the luck to go hands-on with the Fujifilm GFX100II shortly after announcement, and there were a couple of things that just convinced me:
- the excellent build quality
- the superior autofocus over my GFX100S (includes all subject tacking modes)
- the EVF is the best one ever put into any digital camera
- the ergonomics are fantastic
- Reala Ace is wonderful
- and more…
You can read my first impressions here:
Now, it is clear that the huge GFX100S deal is intended to bring new users into the GFX system. But I think that those, who are looking to get into the GFX system, will go straight for the GFX100II anyway.
The Fujifilm GFX100II is the flagship model, and it will remain so for a long time, even after the launch of the Fujifilm GFX100SII.
And if people are going to spend that much money on a new system anyway, they might well go just for the most future proof model: the one with the best specs and also most likely to be treated with lots of firmware love for years to come.
So it is understandable that Fujifilm struggles to sell the Fujifilm GFX100S. The only thing I could imagine working, would be an even deeper discount. If Fujifilm would sell if for $3,500, they’d make no money or even a loss out of it, but they could start cashing in on lenses that those new GFX100S shooters would buy.
With all that said: the Fujifilm GFX100S is well worth the discounted price. It’s a fantastic camera and unless you really need the best autofocus, it is still a great pick. And this is also why, as a current GFX100S owner, I have not yet upgraded to the GFX100II. I use it mostly for landscape photography, where autofocus is not really that important.
But if you want a more versatile GFX camera, one that takes great landscape shots, but also has solid eye tracking and deals with moving subjects better than the GFX100S, has better IBIS and many more features overall, the go for the Fujifilm GFX100II.
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