Fujifilm Manager Talks Full Frame Market Shift (and Why Fuji Sticks with APS-C), WR Versions of Older Lenses, Market Situation & More

As we reported here, Toshihisa Iida has just been promoted to new President and Managing Director at Fujifilm Europe.

He is also the guy who said in the past that Fujifilm will NEVER go Full Frame.

Now he gave an interview to the amateurphotographer. Here are some excerpts:

COVID-19 affects on Fujifilm

  • Before the pandemic struck, there were more than 8,000 professional photography businesses operating in the UK alone
  • global demand for digital cameras has dropped by 40% since the start of April 2020 according to CIPA, but thanks to the performance of products like the X-T4 and X100V, Fujifilm is performing significantly better than that
  • Fujifilm also worked hard to supply medical imaging technologies to those on the front line, as well as working to realize the manufacture of COVID-19 vaccines and therapies at scale with pharmaceutical partners

Biggest Industry Future Challenges for Fuji: the drift towards full frame or the rise of smartphones?

  • biggest challenge is to ensure to keep innovating in R&D
  • Finding a real consumer demand’ is a key
  • provide a better experience of taking photos and videos
  • Customers don’t buy a sensor, but an experience
  • Fujifilm is not a company to simply follow the same path as others
  • Consumers demand more and are no longer wanting to invest in a product; they want a service and an experience.

The Market Differences over the Globe

  • X-T4, X-T3 and X-T30 are all popular around the world, and the X100V has been the bestselling high-end compact globally.
  • GFX is almost evenly split except in the Chinese market [admin note: I have been told the GFX100 sells extraordinary well in China]
  • piqued popularly of the X-A series in some Asian countries
  • Globally, instax is one of Fujifilm’s biggest consumer success stories

And Full Frame?

  • in the last two years the market shifted strongly towards full frame
  • for Fujifilm, APS-C is the best-balanced system
  • APS-C is the best answer for those downsizing due to the smaller, lighter lenses, as well as the camera body
  • GFX provides the best image quality without requiring a high level of investment.

Fujifilm X-S10

  • It was demand coming from customers used to DSLR cameras and from those who prefer to have more usability for video shooting
  • very rich features such as IBIS, 4K30p video with long recording time – but with a small weight of just 465g
  • X-S10 offers a very smooth transition for DSLR customers to enjoy the latest mirrorless technologies with the advantage of a smaller, handy size.

Weather Resistant Versions of older lenses?

  • WR versions of older lenses requires to completely re-design the inside structure, hence in some cases needs R&D from scratch

Should Fujifilm work closer with Sigma and Tamron?

  • I cannot be specific about our working relationships with other companies but we have received and understand our customers’ request.

You can read the full interview at amateurphotographer.

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New Fujifilm Deals Launched in Europe with First X-T4 Deals and Much More

Fujifilm Europe has launched new cashback deals.

You can find the deals at AmazonUK, AmazonDE, AmazonIT, WexUK, ParkcamerasUK, CalumetDE, PCHstore and more official Fujifilm retailers.

The deals are similar in every country, but there might be slight differences. I will list down below the deals for Germany and UK.

IMPORTANT NOTE

AmazonUK, AmazonDE and AmazonIT are included in the official Fujifilm dealers list. However “only purchases directly from Amazon (with an Amazon invoice) are eligible for this promotion. Purchases from Amazon Marketplace are not eligible and will be rejected, unless the Marketplace Seller is also a Fujifilm Qualifying (Authorised) Retailer.”

Fujifilm Germany Deals

Deals available at:

To claim the cashback, after your purchase, go to fujifilm-connect.com, click „Jetzt Antrag stellen”. The maximum number of claims per customer is 5.

Cameras

  • Save €200 – Fujifilm X-T4 body or kit with Vertical Battery Grip
  • Save €200 – Fujifilm X-T3 body or kit options
  • Save €100 – Fujifilm X-T30 nody or kit options

Lenses

  • XF14mmF2.8 R – save 100 €
  • XF16mmF1.4 R WR – save 100 €
  • XF16mmF2.8 R WR – save 50 €
  • XF18mmF2 R – save 50 €
  • XF23mmF1.4 R – save 100 €
  • XF27mmF2.8 – save 50 €
  • XF35mmF1.4 R – save 50 €
  • XF56mmF1.2 R – save 100 €
  • XF56mmF1.2 R APD – save 100 €
  • XF60mmF2.4 R Macro – save 50 €
  • XF80mmF2.8 R LM OIS WR Macro – save 100 €
  • XF90mmF2 R LM WR – save 100 €
  • XF200mmF2 R LM OIS WR 1.4xTC – save 500 €
  • XF8-16mmF2.8 R LM WR – save 150 €
  • XF16-55mmF2.8 R LM WR – save 100 €
  • XF50-140mmF2.8 R LM OIS WR – save 150 €
  • XF50-140mmF2.8 R LM OIS WR + TC XF1.4x Set – save 150 €
  • XF18-135mmF3.5-5.6 R LM OIS WR – save 50 €
  • XF55-200mmF3.5-F4.8 R LM OIS – save 50 €
  • XF100-400mmF4.5-F5.6 R LM OIS WR – save 200 €
  • XF100-400mmF4.5-F5.6 R LM OIS WR + TC XF1.4x Set – save 200 €

Fujifilm UK Deals

Deals available at:

To claim the cashback, after your purchase, go to fujifilm-connect.com, click „Claim Now”. The maximum number of claims per customer is 5.

  • Fujifilm X-T4 – Get the vertical grip for half price + a battery for free
  • Fujfiilm GFX50S – save £900
  • Fujifilm X-S10 – Buy X-S10 and save £180 on XF55-200
  • XF14mmF2.8 R – save £50
  • XF16mmF1.4 R WR – save £50
  • XF16mmF2.8 R WR – save £50
  • XF18mmF2 R – save £50
  • XF23mmF1.4 R – save £50
  • XF27mmF2.8 – save £50
  • XF35mmF1.4 R – save £50
  • XF56mmF1.2 R – save £50
  • XF56mmF1.2 R APD – save £50
  • XF60mmF2.4 R Macro – save £50
  • XF80mmF2.8 R LM OIS WR Macro – save £50
  • XF90mmF2 R LM WR – save £50
  • XF200mmF2 R LM OIS WR 1.4xTC – save £250
  • XF8-16mmF2.8 R LM WR – save £75
  • XF16-55mmF2.8 R LM WR – save £75
  • XF50-140mmF2.8 R LM OIS WR – save £75
  • XF18-135mmF3.5-5.6 R LM OIS WR – save £50
  • XF100-400mmF4.5-F5.6 R LM OIS WR – save £100

Fujifilm USA Deals

XF Lens Deals

X Camera Deals

GFX Gear

Fujifilm Digital Camera Range: Making Sense of the Line-Up, What Should be Dropped, What Should Stay… and Where is the X-H Line?

Fujifilm shared this Pyramid explaining their Current Camera Line-up
Fujifilm shared this Pyramid explaining their Current Camera Line-up

I already said it in my X-S10, Attack on Sony article: the Fujifilm X-S10 makes a whole lot of sense.

And yet, I do understand one of the critiques made to Fujifilm: their line-up is huge and potentially confusing.

There are indeed some lines, that in some occasions do not not differentiated themselves enough from each other.

But this is an issue Fujifilm realized and I feel that they are taking care of it, for example:

  • the Fujifilm X-Pro3 is a unique machine, with a concept, so far nowhere to find
  • Fujifilm is aware that the the Fujifilm X-H2 must differentiate stronger from the X-T* line in order to continue to evolve separately

Fujifilm understands the problem and is finding ways to separate the lines better.

And yet… there are some lines that should be dropped, in my opinion.

Let’s take a look it at, by using an official Fujifilm media sheet that has been sent to me, which shows a pyramid with all Fujifilm X series cameras listed and ordered by Fujifilm itself.

The Red Zone

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New Fujifilm Camera FF200003 Registered: Fujifilm X-E4, New Fujifilm GFX or Surprise Camera X-T40 or X80?

Nokishita has just spotted the registration of a new Fujifilm camera.

Fujifilm’s unreleased digital camera “FF200003” has been registered with an overseas certification body. Equipped with Wi-Fi and Bluetooth 4.2. (X-S10 is FF200001)

They do not share any other detail, but thanks to exclusive leaks here on FujiRumors, we know that for early 2021 we can expect for sure:

But of course there can be always surprises. A Fujifilm X80? Or a Fujifilm X-A8? Or maybe even the long awaited Fujifilm X-T40? Or is another camera that will surprise us? Maybe even the Fujifilm X-H2 (although I doubt that, as Fujifilm said they want to achieve a breakthrough with the X-H2)?

I will investigate, and see if there is another camera coming up in addition to the ones we already rumored.

In the meantime, feel free to speculate, dream and wish in the comments :)

patent registration here – via nokishita

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FINAL COUNTDOWN: Fujifilm X Summit Starts Soon – What we Expect, What Not and What We Hope

The Fujifilm X summit in Omiya is about to start (October 15 at 9AM New York Time).

Feel free to stay tuned on FujiRumors, where we will cover the event live.

Thanks to our sources and past leaks on FujiRumors, we have a pretty clear idea what could happen. But it’s possible that there will be surprises, too.

So let’s run over it and see what we expect, what not and what we hope.

Pre-Order Open Very Soon!

→ WHAT WE EXPECT

→ WHAT WE DON’T EXPECT

  • New Fujifilm GFX camera – according to our sources, it won’t happen until early 2021… and it will be pure awesomeness :)
  • Fujifilm X-E4 – expected for early 2021
  • We don’t expect any full announcement for the following lenses: XF18mmF1.4, XF70-300mmF4.5.6, XF27mmF2.8 MKII and GF80mmF1.7

→ WHAT WE HOPE

To be clear, there are no rumors I have in this case. This is just a mere wishlist of mine.

  • Firmware announcement also for other X series cameras (besides X-T3)
  • Firmware update release announcement for Fujifilm GFX100 pixel shift
  • Fujinon G mount lens roadmap – it would be high time for a new one
  • Protoypes Show – in past editions, Fujifilm showed some camera and lens prototypes/concepts. Would be fantastic if they would show us some also this time

→ WHAT IS SURE

Sure is, we are going to have a lot of fun today… so definitely follow us here on FujiRumors ;)

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Tony Northrup – Who Will Survive the Mirrorless War? Fujifilm is Safe, but Tony Keeps Doing One Error (With Respect to Tony)

Tony and Chelsea Northrup have updated their mirrorless predictions.

In short, they are most optimistic about Canon and Sony and they also think that Fujifilm is here to stay. About Fujifilm they say:

  • Fujifilm stock are doing great (unlike Nikon stock, which saw a massive long term drop)
  • loyal fanbase
  • when you get used to a Fuji and switch to something else, that something else feels ugly. Fun to shoot Fuji
  • X-T3 sales are really strong
  • Fujifilm said the camera division needs to justify itself with profits
  • cameras are 16% of overall Fujifilm company revenue
  • X-T4 is $1,600. But there are full frame cameras that are same price or cheaper (Nikon Z5 and Canon RP)
  • Fuji should improve AF
  • Fuji has less lens development than other camera brands
  • Tony says Fuji will stay in game and is not worried about its future
  • Fuji will gain market share as Panasonic and Olympus will leave camera industry
  • there will be lots of firmware updates and there will be a smaller GFX100

This is perfectly in line with the mirrorless shipment data we recently published, where Sony, Canon and Fujifilm are on top.

Where Tony is Wrong

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UPDATE: Fujifilm X-H1 / X-T3 Firmware Fixes Video Exposure Stepping

UPDATE: Fixed also on Fujifilm X-T3, according to more reports

Oh, I remember it all to well.

I was on a 2 weeks holiday with my wife in the South of Italy, when Fujifilm released a new firmware update for my Fujifilm X-T4.

Unhappy of the usual “fix of minor bugs” formula, I sacrificed a few hours of my relaxing holiday, and dedicated myself to find out, what had been fixed. Well, I noticed that Fujifilm secretly and quietly fixed the exposure stepping bug in video, and I immediacy told you about it in this article.

Now also 11 other X series cameras received a firmware update, but since I own “only” the X-T1, X-E3 and X-T4 I can’t really check what has been fixed on all cameras.

But luckily I am just a small part of the big FR community, and fellow FR-reader Unnamed for a reason contacted me, telling me that the exposure stepping seems to be fixed now also on his Fujifilm X-H1.

No more exposure stepping in either Auto ISO or Aperture priority. When setting the aperture to Auto, stepping still occurs in 1/3rd stops (which is also still the case with the X-T4).

On my personal X-E3, exposure stepping seems to be still present after the firmware update.

In addition to that, Unnamed for a reason says:

  • The wireless communication is much stronger and the camera can be paired at longer distances – Worked flawlessly standing 1-1.5 meters (3.2-4.9 feet) away from the camera.
  • There are new items in the flash menu. “MASTER SETTING” “CH SETTING”. I am certain these are meant to work in conjunction with the new Nissin rebranded Fujifilm EF-W1 commander unit and Fujifilm EF-60 flash. I attached a Godox XPRO-F and a TT685F unit to the camera, to see if they are compatible with the new functions, but as of now, these slots remain greyed out.

Thanks a lot for your feedback :)

Video Demo

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Firmware Updates for Fujifilm X-T4, X-T3, X-T2, X-T1, X-H1, X-Pro3, X-Pro2, X-Pro1, X-E3, X-T20 and X-T30 Released

Fujifilm has released several firmware updates.

Down below you’ll find all the details officially shared by Fujifilm.

The main course of the meal is improved support for the Fujinon XF50mmF1.0 R WR. for “enhanced AF speed and enabling Color Shading Correction to mitigate subtle color casts when images are made at the lens’ maximum F1.0 aperture“.

I wish Fujifilm would specify, which bugs are fixed. For example, as FujiRumors found out for first, the recent X-T4 “minor bug fix” was actually a major one, as it fixed the exposure stepping issue.

Anyway, down below all the details.

Press Release

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FUJIFILM Announces possible XF 50mmF1.0 Shipping Delay due to Demand Exceeding by Far Fuji’s Expectations

The Fujinon XF50mm f/1.0 is scheduled to be be released in September 24/25.

But now Fujifilm has issued an official press release, where they announce that demand is far stronger than they expected, and hence there is a possibility that there will be shipping-delays. Fujifilm writes:

The “Fujinon Lens XF50mm F1.0 R WR” announced on September 3, 2020 (Thursday) has received inquiries far exceeding our expectations, and we cannot deliver the product on the release date. There is a possibility.

We are currently working hard to meet the number of requests, and we appreciate your understanding.

Fujifilm is not a company that uses the “high demand” phrase too often. When they decide to inform us about high demand, then it’s usually also accurate.

I think last time they spoke about “high demand” it was for the Fujifilm GFX100, and we all know how that ended (biblical long waiting times and 50% higher demand that Fujifilm expected).

Here on FujiRumors, the brand new Fujinon XF50mmF1.0 enjoys one of the strongest XF lens pre-orders of all time, so at least our little FR-Universe seems to confirm Fuji’s statement.

Notice Regarding Product Supply of “Fujinon Lens XF50mm F1.0 R WR”

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