Fujifilm UK Manager says Fujifilm Ranks 3rd in UK, X100VI Waiting Decreased, X-Pro/X-E Love and a Surprising Best Seller

image courtesy: amateurphotographer

Theo Georgiades, general manager of Fujifilm Imaging Solutions UK, gave an interview to amateurphotographer which you can read here.

Most surprising to me: this camera here is the 3rd best selling Fujifilm camera in UK after the X100VI (1st) and X-T5 (2nd)

In short:

Market Share

  • Our recent product launches have really set us apart from other brands… we’ve always been a bit different.
    (Fujifilm launched the Fujifilm X100VI, X-T50 (with film simulation dial), GFX100SII (medium format) and X-M5
  • We’re trying to create our own niche in the marketplace
  • Especially in the UK, Fujifilm has proven that we can be strong on our own without having a full-frame offering.
  • Fujifilm is now number three the UK market in terms of sales value, behind only Canon and Sony
  • That includes all camera types, including compacts

X100VI Demand

  • X100VI was a huge success and GFX system is growing
  • The demand for the Fujifilm X100VI was not underestimated but exceeded expectations.
  • Forecasting for a new product launch is approached prudently to avoid overstocking.
  • The launch day response for the X100VI was unprecedented, with overwhelming orders globally.
  • Criticism of planning is deemed unfair, as it overlooks the complexities of the background processes.
  • Fujifilm quickly recognized the unexpected demand and acted swiftly to increase production.
  • Developing and launching a camera takes up to two years, making rapid supply increases challenging.
  • Fujifilm began ramping up production within days of the X100VI’s announcement.
  • Since September, allocations to retailers have increased, and waiting times have significantly decreased.
  • Customers now experience shorter wait times of a couple of months instead of six, despite high demand.

Best Sellers

  • in UK, the X100VI surpassed sales of X-T5, although they are pretty close
  • X-T30 II is third, which went viral similar to X100VI
  • X-T50 had a really good start, then a bit of a dip, and has now started to pick up again

Film Simulation Dial

  • film simulation dial has attracted lots of new users

X-Pro and X-E line

  • Fujifilm has plans for new X-Pro and X-E cameras.
  • The Covid lockdown caused semiconductor costs to skyrocket, impacting production timelines.
  • Rising costs forced all brands to reprioritize product development cycles
  • The X-Pro and X-E series remain important to Fujifilm and are valued by the company and enthusiasts alike.
  • Development takes time, but Fujifilm is committed to these camera lines.

So the Fujifilm X-Pro and X-E line will both continue and Fujifilm says “we love those lines“. So they both will continue.

Fujifilm X-M5 Reviews: “Autofocus is Way Better than What YouTube Has Been Talking About”

Petapixel reviewed the Fujifilm X-M5. Regarding Autofocus they say:

  • comparing to Canon EOS R10, because that’s one of their favorite cameras as far as autofocus on APS-C goes at the same price
  • not quite the same hit rate of the Canon, but actually surprisingly close
  • in this price range there is nothing out there that gives you 10 bit, Log recording with 6.2K open gate
  • pre-production X-M5 had issue with focusing on the background. Production sample is much better but it can still be an issue
  • overheating: impressing performance for such a small camera body. And you can even use the Fan accessory for even better performance. Extremely impressive
  • probably the most capable video camera at that price

More reviews below.

AF Better than What YouTube is Talking About?

The first of Pav SZ looks actually very good in terms of Autofocus.

You can see the X-M5 keeps tracking the subject even when other people enter the frame. It had a few occasions in which the person turned around and it focused on the shoulder instead of the back of the head.

But as we reported and you can see here, also the Sony A1II (which costs $6,500) exhibits the same uncertainty every now and then. So if a $6,500 Sony camera can mistake a shoulder for an eye, then also the $800 X-M5 should be allowed to do that rarely.

Godwin Isaac (video below), was a bit worried about the X-M5 autofocus, given all the autofocus sh*tstorm YouTube is throwing on Fujifilm autofocus. But he says “autofocus is way better than what YouTube is talking about“.

So why is that? Why are so many people happy with the autofocus?

Pav SZ says that if you use it in real life shooting conditions, it will work just fine. But if you set it up for failure in rather tricky and unrealistic test conditions, it might struggle more than in real life use. So that’s his theory.

I Remain Utterly Disappointed ;)

My position remains unchanged: even in the most ridiculous never to happen absurd and unrealistic test conditions, I want Fujifilm cameras to never fail once. I will always be utterly disappointed if in a nonsense test Fujifilm cameras hunt for a fraction of a second. ;)

Of course I am exaggerating. But the truth is I believe there is still room for improvement, and Fujifilm has to work on it. And I am not kidding here: it’s paramount that they keep working on it. Clean up your code, get the algorithm right. And we have actually shared an article which shows in which areas Fujifilm needs to improve (and can improve, since they got it right with other cameras already):

Even more reviews below.

Video Reviews

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Ricoh Beats Fujifilm, Firmware Love, GFX100RF Specs and More – Top 10 November Articles

Here are the top 10 articles for November. Interestingly, the rumor about the Ricoh GR IV and GR IV M is by far the most read article, which proves my point even further: we need a monochrome Fujifilm as soon as possible and we need a Fujifilm X70 successor. There is a huge interest for such cameras, and Fujifilm should grab a piece of that market share before it is too late.

  1. Watch Out Fujifilm: Ricoh GRIV Coming First Quarter 2025 and Monochrome Version to Follow Later On
  2. FINALLY: New Autofocus Firmware and New Features Released for Fujifilm X-H2, X-H2S, and GFX100 II
  3. Fujifilm GFX100RF is the Name of the Upcoming Rangefinder Fixed Lens Camera
  4. Firmware Updates for Fujifilm X-T2, X100F, X-T20, X-E3, X-Pro2 and GFX50S
  5. Fujifilm GFX Fixed Lens Camera “About the Size” of Fujifilm X-Pro3
  6. Fujifilm GFX Fixed Lens Camera Lens Patents Spotted – GF35mm F3.5, GF40mm F3.5 and GF50mm F3.5
  7. Fujifilm Autofocus Feedback: Mostly Positive and The Curious Case of the X-T3 (or the Root of All Autofocus Issues?)
  8. Fujifilm’s Upcoming Half Frame Camera: Welcome to Diptych Heaven!
  9. Fujifilm GFX100RF First Specs: No IBIS, GF35mmF4 Lens and Coming March 2025
  10. Fujifilm GFX Eterna Filmmaking Camera Development Announcement with Expected 2025 Release

Do Not Miss

Evergreen

Fujifilm X-H2S (7.10) vs Sony A6700 Autofocus Video Comparison

Fujifilm has released the new firmware for X-H2S, X-H2 and GFX100II. We have covered it already in earlier articles:

And while they all agree it is workable again, FujiRumors has shared also two videos of Edvard, which show in which areas there are still improvements to be done. Especially his findings about the X-T3 should be taken into consideration by Fujifilm. But I refer you to this article.

Now we have, for the first time, a direct side by side comparison between Fujifilm X-H2S with firmware 7.10 vs the Sony A6700.

It has been made by Sony and Fujifilm shooter photorabz using the Sigma 16mmF1.4 APS-C lens as as well as the Brightin Star 50mm F1.4 (he owns both versions, one of E mount and one for X mount).

He also tested the X-H2S with the Viltrox 75mmF1.2 outside for a shoot (stills and video) in real world conditions, where the autofocus performed much better than with firmware 7.00.

Sony A6700 vs Fujifilm X-H2S head to head:

the results are surprisingly good for Fujifilm. I really loved how the autofocus on the Fuji worked during this comparison. Sony cameras have one of the best autofocus systems out there, but now the Fujifilm is not bad all. This comparison test made me more confident to take the Fujifilm again for professional work.

Take this as one more of the many feedbacks we got in these days.

My position remains the same: it’s true that it is workable again and you can go back to work confidently again with Fujfilm gear, but it is also true that the work is not yet finished and there is room for further improvements, which is why in my previous coverage I highlighted in the headline as well as in the intro the findings that Edvard made, which I think are valuable feedback for Fujifilm.

Fujifilm Launches Mirrorless Digital Camera “FUJIFILM X-M5”

FUJIFILM X-M5 Mirrorless Digital Camera
– The lightest model in the current X series
– Equipped with a full range of functions for both stills and video
– Perfect for everyday photography

October 14, 2024

TOKYO, October 14, 2024 – FUJIFILM Corporation announces the global launch of the “FUJIFILM X-M5” (X-M5), from middle of November 2024. The X-M5 will be the latest model in the X Series, offering outstanding image quality, compact and lightweight body.

The X-M5 weighs approximately 355g*1, making it the lightest*2 camera in the X series. The X-M5 is equipped with a full range of functions, including subject detection AF that can detect moving objects such as animals and cars using AI, and 6.2K/30P movie recording function, making it possible to shoot both still images and movies.

The X-M5 is the ideal camera for a wide range of users, from first-time digital camera users to photography enthusiasts, with a compact size that makes you want to carry it with you every day and a wealth of shooting functions, while maintaining the high-quality appearance that is the hallmark of the X series, further expanding the joy of photography.

The X-M5 is equipped with the back-illuminated 26.1-megapixel “X-Trans™ CMOS 4”*3 sensor and the “X-Processor 5” high-speed image processing engine, enabling high-quality shooting. The dial is located on the top surface for switching between “Film Simulation” modes, which allows users to enjoy various color tone expressions as if they were changing photographic films. Combined with the AUTO mode on the mode dial, even first-time digital camera users can easily enjoy the richly colored image creation that is unique to Fujifilm.

In addition, powerful digital image stabilization, a high-performance built-in microphone, and in-camera SD card recording at 6.2K/30P 4:2:2 10bit support comfortable video recording. The newly added “9:16 Short Video Mode” in “Vlog Mode” makes it easy to shoot the vertical videos that are popular on social media.

*1 Including battery and memory card
*2 For current X series models.
*3 X-Trans is a trademark or registered trademark of FUJIFILM Corporation.

1. Product features
(1) Compact and lightweight body and product design that makes you want to enjoy shooting

▪ It weighs approximately 355g and measures approximately 111.9mm in width, 66.6mm in height, and 38.0mm in depth. The extremely lightweight and compact body for a mirrorless digital camera makes it easy to carry around and enjoy photography every day.
▪ Despite its compact size, the camera has the high-quality appearance of the “X series”. Symmetrically placed dials on the top surface of the warship section highlight the beauty of the camera.

▪The Film Simulation dial is conveniently placed on the lek shoulder of the top face. Users can easily switch between a total of 20 Film Simulation modes according to the subjects and scenes, making it easier to enjoy a variety of color tones in both still and moving images.
▪ The top right features a mode dial. In AUTO mode, the camera automatically recognizes the optimal shooting mode for the scene, allowing even first-time digital camera users to easily capture high-quality stills and videos.

(2) Equipped with a high-performance sensor and high-speed image processing engine to achieve high image quality and high-performance AF

▪ The X-M5 is equipped with the back-illuminated “X-Trans™ CMOS 4” sensor with approximately 26.1 megapixels and the latest high-speed image processing engine “X-Processor 5”. This allows for high image quality photography with low power consumption.
▪ The camera features the subject detection AF, developed with deep learning technology, in addition to the existing Face / Eye AF. AI is used to add the ability to detect animals, birds, cars, motorcycles, bicycles,
airplanes, trains, insects and drones*4
▪ The latest AF predictive algorithm provides high tracking performance for moving subjects and high precision AF in low-contrast environments.

*4 Set the Subject Detection Selng to “BIRD” when you want to detect insects and to “AIRPLANE” when you want to detect drones.

(3) 6.2K/30P video recording and other extensive video func^ons

▪ The X-M5 can record 6.2K/30P 4:2:2 10-bit video onto an SD card inserted in the camera, and also supports extensive video functions including 4K/60P and 1080/240P capability.
▪ The camera is equipped with powerful digital image stabilization. It is effective not only for minor camera shake but also for large shaking that occurs when shooting video while walking.
▪ For the first time in our digital camera lineup, three built-in microphones are equipped. You can choose from four microphone directivity options: surround, front, back, or front & back, depending on the situation. The camera is also the first to feature a steady-state noise reduction function, which reduces noise that continues to ring at a certain frequency, such as air conditioning noise.
▪ Vlog mode allows users to change shoo^ng conditions intuitively by touching the LCD. Improvements in the number and placement of icons make video recording even more intuitive. In addition, the new “9:16 short movie mode” allows users to easily shoot vertical videos popular on various social media and smoothly share the captured content.
▪ New bit rates of 8 Mbps and 25 Mbps have been added to the bit rates that can be selected in the “Media Recording Settings” when shooting video. This shortens the transfer time to external devices such as
smartphones, and contributes to shortening the ^me required to upload captured video directly to social media.

2. optional accessories

Cooling Fan “FAN-001″*5 (already on sale)
▪ This cooling fan can be attached to the rear panel of the camera body without a cable, supporting long hour shooting and video recording in a high-temperature condition. The power can be supplied to the fan from the camera body
Tripod Grip “TG-BT1″*6 (already on sale)
▪ This grip enhances mobility and camera’s hold while adding tripod functionality. Users can comfortably take self-portraits and low angle shots, where it is normally difficult to hold the camera in position. As a tripod, the TG-BT1 can be used for a wide range of love fujiru mors applications from group shots to tabletop still.
*5 Compatible models are FUJIFILM X-M5, FUJIFILM X-H2S, FUJIFILM X-H2, and FUJIFILM X-S20.
*6 Compatible models are FUJIFILM X-H2S (Ver.3.00 or later), FUJIFILM X-H2 (Ver.1.2 or later), FUJIFILM X-T5 (Ver.1.00 or later), FUJIFILM X-T4 (Ver.1.70 or later), FUJIFILM X-T3 (Ver.4.50 or later), FUJIFILM X-S20, FUJIFILM X-S10 (Ver. 2.60 or later), FUJIFILM X-T30 II (Ver. 1.20 or later), FUJIFILM X-T30 (Ver. 1.50 or later).

EXCLUSIVE: Fujifilm X-M5 Full Press Release Leaked and Product Images

A kind source* (THANKS!) has passed us the full press releases and specs sheets for the upcoming gear.

We start with the full press release for the Fujifilm X-M5, which you can read below.

*A message to the source: Thanks a lot. You have been instantly elevated to the elite team of trusted sources. If you want, you can contact me again anonymously and give yourself a nickname, so I can eventually recognize you in future if you decide to contact me again. Thanks so much!

Press Text

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New Amazon Prime Deals: Save Additional 20% on Reconditioned & Open Box Fujifilm Gear

 

Amazon has launched a 20% rebate on selected used items.

Relevant and of potential interest for Fujifilm shooters are:

Third Party Batteries

Other deals

General Amazon Prime Deal Pages

BHphoto Fall Deals – 2 Days Only

Adorama Flash Franzy Sale – 2 Days Only

October 14 X Summit: Beyond New Gear, Fujifilm’s Spotlight on Design Might Steal the Show

If I should point out one single thing that really intrigued me to follow the just announced Fujifilm X Summit on October 14, then it’s the highlight Fujifilm put into the “Design” aspect of the event.

I mean, all the new gear is nice and good. But it could be the design aspect to really steal the show, just as it did in the past.

But let’s go with order.

The X summit on October 14 will take place at the Fujifilm’s design center “Clay Studio” in Tokyo.

Fujifilm said in the launch video:

The theme of the X Summit is “design”. From product design to engineering design, we will deliver new information to you from a design perspective. You won’t be disappointed with the X summit.

This theme opens up a lot of exciting possibilities.

Fujifilm could give us rare insights into how they develop and produce new gear, offering a behind-the-scenes look at their design philosophy and processes. From the initial concepts for a new product to the real-life challenges they encounter during development, all the way through to final production.

Now that alone would be very interesting to me. But I am a nerd for such things. And by the way, the best insight in terms of Fujifilm gear manufacturing we got so far is this one here.

But we could get more than that.

We might even see mockups or future concept designs that showcase Fujifilm’s vision for the evolution of their product line and maybe even get development announcements.

It happened already in the past, when Fujifilm displayed the moduar GFX design concept, or they made the Fujifilm X-Pro3 development announcement, or when they displayed the first design concepts and mockups of the Fujinon XF33mmF1.0.

They even showed us early GFX concepts including an X-T styled GFX (which btw showed us the hidden LCD screen concept half a year before the X-Pro3 development announcement) and much more.

And whenever Fujifilm has showcased potential design concepts for the future, those ideas have consistently overshadowed the actual products announced at the event.

Who knows, maybe we will even get first design hints to the Fujifilm TX-3 panoramic camera possibly coming in 2028 or the fixed lens GFX scheduled for 2025.

Emphasizing design could provide us with valuable insights into the direction Fujifilm plans to take with its future products.

But whatever Fujifilm will show us, this focus on design has the potential to be the most captivating part of the event.

I, for one, can’t wait to see what Fujifilm reveals, as I have a strong feeling it will satisfy my inner nerd and tech enthusiast… and who knows, maybe even give us a glimpse into the good stuff to come in future ;).

Fujifilm Wins Awards, but Not That Many… and Why That’s Good News

Fujifilm has won awards. But not so many this time.

Maybe Fujifilm finally came to reason and understood that it does not make sense to waste lots of money into paying for winning nonsense awards.

We remind you: using the RedDot award logo for one product and one year costs thousands of dollars (something between 4K and 8K). You can actually check out yourself how much each RedDot award costs here (in addition to the registrations fees that have to be paid upfront).

There were times in which Fujifilm won 23 RedDot Awards. That’s an expensive price to pay to brag with meaningless awards.

RedDot

Red Dot Design Award 2024: Branding & Communication Design category

  • Dedicated application for “instax Pal
  • Product package of “instax Pal”
  • Visual branding activities (Visual Identity)

Idea Award

“IDEA 2024” Bronze Award winner

Fujifilm products in IDEA 2024 finalists

FR-Reader Wishlist Corner: The One Thing Where Leica Q3 Beats Fujifilm X100VI and More Firmware Wishes

FR-reader Wishlist Corner

Recently we published a bunch of gear/hardware related wishes we have received from the Fujifilm community.

Now it is time to share a bunch of firmware wishes.

by Oli

Here is a link to my blog post about my experiences with the X100Vi and the WCL as a “poor man’s Leica Q”.
I guess you might be able to read German: shashindo.de/fuqi/ (google translated).

There is actually ONE reason why the Leica Q3 is “better” than the Fujifilm X100VI: The handling of the metadata!

Leica writes the crop focal length and crop pixel size in the metadata!
It’s too bad that Fujifilm doesn’t also set the crop focal length in the metadata!
It would also be nice to find the name of the custom setting (aka film simulation) here in the EXIF data. Well, you can still have wishes…

Thought you might be interested ;-)
Or in case you do have access to Fuji Development department somehow, maybe you can drop this there… :-D

by Keith

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