How Fujifilm Could Give Us X-S20 Tracking Smartness on X-T5, X-H2 and X-H2S (and Clarifying a Misunderstanding)

My Firmware Wish

So, I told you here that the Fujifilm X-S20 will have an improved automatic subject detection tracking feature.

In short: no matter what’s in your frame, bird, car, person, animal, train, insect or whatever is part of Fujifilm’s trackable subjects (list here), the Fujifilm X-S20 will automatically recognize it and track it.

That’s not possible on higher end models Fujifilm X-H2, X-H2 and X-T5, where you have to always tell the camera in the menu what you would like to track and change it every time you want to track something differently.

In that article, I also expressed my wish for this AUTO mode to come to other 5th generation cameras via firmware update.

And I also have an idea how Fujifilm implement it on our cameras, but first I have to clarify something.

The Misunderstanding

The AUTO feature on the X-S10 (and X-S20) will do much more than just recognizing the subjects to track.

It will also recognize if it’s sunset, night, tripod, landscape, macro etc and adjust all the settings accordingly (even pick the film simulation it thinks works best).

So it’s a full fledged auto mode like on a smartphone, and to me it makes totally sense that a base model like the X-S20 offers it, because it’s a camera that’s also aimed to people who want to upgrade from smartphones, and having that option can help to make the switch less intimidating.

And here comes the misunderstanding:

Some of you wrote me and told me it makes no sense to have such a full AUTO mode also on high end Fujifilm cameras.

And guys, I agree with you. I also want to pick my film simulation, my aperture and so forth by myself.

What I was referring to was only the AUTO scene detection mode. So the option to let the camera recognize by itself what’s the subject to track in my frame, without me needing to go all the time to go into the menu and switch subjects.

And I also have a solution on how this could work on Fujifilm X-T5, X-H2 and X-H2S.

The Solution

Fujifilm could add the option AUTO in the “Subject Detection Settings” menu and that’s it. Above you can see a rendering I made of how this would look like.

Once set on AUTO, the camera will automatically pick which subject to track (people included).

And of course, it would not affect your film simulation, aperture, ISO or other values, like the AUTO on the X-S10 and X-S20 mode dial does.

Fujifilm, you have the software capable to do that (as the X-S20 will show). Now it’s just a matter of will to bring it to us higher end Fujifilm camera users.

Fujifilm Facebook Groups

RUMOR: Fujifilm X-S20 Coming with Smarter Subject Tracking than X-T5, X-H2 and X-H2S (Automatic Subject Detection)

Fujifilm X-S20 vs X-T5/X-H2/X-H2S

There will be a new king in the Fujifilm X world when it comes to subject tracking smartness, and it will be the Fujifilm X-S20 (which is coming on May 24).

Why?

Because the Fujifilm X-S20 will have an extended automatic subject/scene detection mode compared to the one already available on the Fujifilm X-S10.

Let me explain.

When you rotate the mode dial of the Fujifilm X-S10 to AUTO, the X-S10 will automatically recognize the scene (landscape, macro, night, sunset, sky, etc) and adjust camera settings accordingly. And I believe it even sets the film simulation automatically based on which one it thinks would work best for that scene.

I hear you: unless you are a beginner who just switched to a real camera from a smartphone, you can live happily also without this feature.

But the thing is that the Fujifilm X-S20 will bring this AUTO switch to the next level.

The Fujifilm X-S20 will be capable to track all the subjects that the Fujifilm X-T5, X-H2 and X-H2S can already track:

The difference?

On the X-T5, X-H2 and X-H2S, every time you want to track a different subject, you have to go into the menu and select the subject you want to track (car, bird, animal, etc). And if you want to track a person, you have to disable subject tracking and enable face/eye tracking.

But that’s not how it works on the Fujifilm X-S20.

In fact, the Fujifilm X-S20 will be capable to track it all automatically. It will simply recognize what’s in your frame (a child, a dog, a bird, etc) and start tracking it without any need for you to go into the menu and make specific selections.

The automatic subject detection is actually something that fellow Fujifilm X shooters requested since the X-H2S was launched and I am happy to see that Fujifilm figured it out and will soon offer it on the Fujifilm X-S20.

Of course my hope now is that Fujifilm will release a firmware update that will bring this tracking smartness also to the Fujifilm X-T5, X-H2 and X-H2S.

I mean, it would evade any logic if the base model X-S20 would have this feature but higher end Fujifilm models not.

A firmware update urges. Thank you Fujifilm.

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Fujifilm Facebook Groups

Fujifilm Financial Results for FY2022: Signifcant Rise of Imaging in Sales and Profits (also thanks to X-T5, X-H2S and X-H2)

Fujifilm has released their final report for the fiscal year 2022 (April 2022 to March 2023).

The imaging division seems to be very healthy with a 23.1% revenue increase and a 97.1% operating income increase.

Keep in mind though, that the imaging division is divided in two sections:

It’s safe to assume that the majority of the imaging division profits comes from Instax sales

But also the professional imaging department alone saw a revenue increase. In this regards, Fujifilm mentions the sales of the Fujifilm X-H2S, X-H2 and X-T5.

Strong sales of instant photo systems and digital cameras boosted overall revenue by 23.1% year-over-year to ¥410.3 billion and operating income by 97.1% year-over-year to ¥72.9 billion.

In the Consumer Imaging business, revenues increased due to strong sales of instant photo systems, color photographic paper and dry minilabs / materials. In March 2023, we launched INSTAX mini 12, the latest entry model of the INSTAX instant photo syste. We have also strated offering the smartphone app /NSTAX UP! that allows users to enjoy the digitized INSTAX photos on their smartphones.

In the Professional Imaging business, revenue increased as sales of new products from the X Series digital cameras, X-H2S, X-H2 and X-T5 which come with the latest, fifth-generation devices, fared well.

You can check out all the documents and reports at the dedicated Fujifilm page here.

Press Release and Slides

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New Firmware Updates for Fujifilm X-T3, X-T4, X-T5 and X-H2

New Firmware Updates

Fujifilm has released new firmware updates for the Fujifilm X-T3, Fujifilm X-T4, Fujifilm X-T5 and Fujifilm X-H2.

You can find all details and download links down below.

Firmware Details & Download Links

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The Fujifilm X Dream Team: or a Fujifilm X-T5, X-H2 and X-H2S Roundup

Ah, remember the good times called “2022” when Fujifilm dropped three higher end APS-C cameras within 8 months?

Well, 2023 is still long, so let’s hope in awesome new gear to drop also this year.

But until then, let’s look back at the Fujifilm X awesomeness of 2022 and dedicate a roundup to the Fujifilm X-T5, X-H2 and X-H2s.

The Roundup

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Fujifilm X100V Stock in Fall 2023? The Bad (X100V, X-E4, X-Pro3), the Good (X-T5, X-H2S, GFX) and the Struggling (X-H2)

It’s true, the Fujifilm X100V is hard to find these days.

But it’s actually much worst than that.

I took a look at all Fujifilm camera lines (the ones that survived, not the ones axed by Fujifilm), and we can see that the X100V enjoys great company when it comes to long waiting times.

What’s easy to find in stock are the higher end high profit margin top tier mainstream cameras.

This gives us two options on what is going on:

  1. Fujifilm gear has suddenly become terribly popular, except for the X-T5 and X-H2s which don’t sell and hence are easy to find in stock
  2. Fujifilm is struggling with parts procurement and is prioritizing high profit margin cameras that sell well and are crucial for Fujifilm’s future

I don’t know you, but I’d go for Nr.2.

Now let’s look at the situation today.

The Bad

X100V silver is expected to be in stock in fall 2023 at BHphoto. No time indication for the black X100V. You find only overpriced marketplace X100V cameras on Amazon. Out of stock pretty much everywhere.

X-Pro3 dura silver is expected in 2 to 4 weeks. No time indication for all other colors. Given that the X-Pro3 is slowly being discontinued, I am not very opmtistic about its future stock status.

X-E4 black is expected to ship in 6 to 10 weeks at BHphoto. No time indication for the other colors and kit combinations. We remind you the X-E4 was launched in January 2021 and the last time I’ve noticed the X-E4 in stock was back in October 2021. Not even the X100V has such a bad shipping record as the X-E4.

The Good

The Fujifilm X-T5 (both colors) is expected in 7 to 14 days at BHphoto. You can find it in stock at Amazon US and Adorama. There is 1 to 2 weeks waiting at Moment only for the black version.

The Fujifilm X-H2s is easy to find in stock. And you even get Capture One 23 for free if you buy it at Adorama.

The Fujifilm X-S10 is easy to find in stock.

The Fujifilm X-T30II is in stock in silver and the black one is expected in 7 to 14 days at BHphoto. It is in stock in both colors at Adorama here. You can find it in stock also via third party sellers at Amazon, and if you buy sold by Amazon it will ship in late February.

The Struggling

The Fujifilm X-H2 is expected in 7 to 14 days at BHphoto. Out of stock with no time indication given at AmazonUS, Adorama and Moment. I guess the huge chunk of 40MP sensors Fujifilm has available are used for the Fujifilm X-T5, so this inevitably means that it prolongs the waiting for the Fujifilm X-H2.

The GFX

All good on the GFX front, with all cameras being easily available.

The Fujifilm X-T5/X-H2/X-H2s: 100 X-Pert Tips to Get the Most Out of Your Camera


FR-readers asked me if I know if Rico Pfirstinger is going to publish a book about the Fujifilm X-T5. Well, the answer is definitely yes, and in fact it is available for pre-order already at Amazon US here. According to Amazon, it will be released on July 11. RockNook also says it will come in July 2023.

He is also working on the equivalent Fujifilm X-H2 and X-H2s book. That one will come in August.

Fujifilm X-T5: BHphoto / AmazonUS / Adorama / Moment

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Fujifilm Promises Major Firmware Updates also for X-T5 and X-H2: New AF System of X-H2s? (and Where the Catch is)

The Promise

Fujifilm has released a major firmware update for the Fujifilm X-H2s.

From the tests we could see so far, we can now say that the autofocus tracking is about at the same level of the very best (but much more expensive) full frame cameras out there. Not perfect, like nothing, so improve it further, Fuji!

The question I now get TONS of times via email is: will my Fujifilm camera “xy” also get the same firmware of the Fujifilm X-H2s?

So here is what I can say about it.

During the recent new years greetings, right after launching the new X-H2s firmware, Fujifilm also promised major firmware updates will come for other 5th generation cameras, too.

5th generation cameras are all those cameras featuring the new 5th generation processor, which at the moment are:

So, while Fujifilm did not specifically mention the new AF system, it is easy to assume that major firmware coming in 2023 for X-T5 and X-H2 might include also the vastly improved AF algorithm.

But again, that’s not a rumor, but an educated guess based on what managers officially said here.

Where is the Catch?

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Fujifilm Announces X Summit in April 2023, Massive New Firmware for X-H2S and Promises More Firmware for other Cameras in 2023

Fujifilm has published a video with the New Year Greetings 2023 (vide below). And it comes with a few interesting tidbits.

Most interesting for us:

  • GFX grant challenge winners will be announced in March
  • improved Autofocus system via firmware update for X-H2s
    – improved motion prediction output, for better tracking even if subject moves in and out of frame and speed changes
    – AI deep learning subject detection improvement for tracking human faces in the most tricky conditions, and more subjects can be detected (such as drones)
  • more firmware for other 5th generation cameras are being prepared for 2023 and you can look forward to them
  • Fujifilm X Summit will be held in April with Fujikina to be hold at the same time of the X summit

Of course the X summits are here to introduce new products. Feel free to drop your guess in the comments… the answer will follow on FujiRumors ;).

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