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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IBIS Performance of X-S10, X-T4 and X-H1 on All Fujifilm X Mount lenses Compared

The Fujifilm X-S10 features a brand new IBIS unit.

  • it’s 30% smaller than then one on the Fujifilm X-T4
  • it’s half a stop less effective than the Fujifilm X-T4 IBIS (up to 6 stops instead of up to 6.5 stops)

You can see the IBIS unit of X-S10 side by side with the one of X-T4 and X-H1 in this article.

But which Fujinon X mount lens gets how much stabilization on the X-S10? Well, you can see the answer in the chart above.

Also, the IBIS data above gives you a side by side comparison between X-S10, X-T4 and X-H1.

To sum it quickly up:

  • 22 Fujinon lenses work best with X-T4
    XF10-24 MK I – XF10-24 MK II – XC15-45 – XC16-50 MK II – XF18-55 – XF14 – XF16/1.4 – XF16/2.8 – XF18 – XF23/1.4 – XF23/2 – XF27 – XF35/1.4 – XF35/2 – XC35/2 – XF50-140 – XF50/1 – XF50/2 – XF56 – XF56APD – XF60 – XF8-16
  • 7 Fujinon lenses work best with X-T4 and X-S10
    XF18-135 – XC50-230 – XF55-200 – XF100-400 – XF200 – XF90 – XF16-55
  • 2 Fujinon lenses work equally well on X-S10, X-T4 and X-H1
    XF80mmF2.8 – XF16-80

Remember: Fujifilm declared downsizing IBIS one of the top priorities. And so far it seems they are proceeding pretty fast.

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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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IBIS COMPARISON: Fujifilm X-S10 vs X-H1 vs X-T4 – Smarter Wiring, 30% Smaller Side by Side with Older IBIS Units

In the latest Fujifilm X Lab episode (which is in Japanese and you rely on a ridiculous automatic google translation that often does not make sense), Fujifilm engineers and managers talk about the Fujifilm X-S10.

They talk about the challenges of shrinking IBIS, how they changed the wiring to make it smaller and more power efficient and other things.

But what is most interesting for us, is that they showed the brand new IBIS units of the Fujifilm X-S10 side by side with the one of the Fujifilm X-H1 and Fujifilm X-S10.

As we have learned during the the launch event (which we shared in our huge X-S10 live blog), the IBIS unit on the X-S10 is about 30% smaller over the one on the X-T4.

And looking at the images below, you can really see how the X-S10 IBIS is clearly smaller than the X-T4 IBIS, not to talk of the X-H1 IBIS, which is the first IBIS Fujifilm ever created (well, that’s not technically not correct, but seriously, we don’t count this one, ok?).

It’s impressive how rapidly Fujifilm is proceeding with the miniaturization process of its IBIS, which is a declared top priority for Fujifilm.

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More Images + Video

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Fujifilm X-S10 IBIS Unit Significantly Smaller than X-T4 IBIS Unit

Some guys out there think that the Fujifilm X-S10 will have the same IBIS of the Fujifilm X-T4.

I contacted my sources about it, and this is the answer I’ve just received:

The IBIS unit on the X-S10 is NOT the same we find on the X-T4. It is actually significantly smaller than the one we find on the X-T4. As a matter of fact, it’s Fuji’s smallest IBIS unit ever made (ok, if we don’t count this one ;) )

Remember, shrinking IBIS is one of the top priorities identified by top Fujifilm manager Toshihisa Iida (who now left the imaging division) in a recent interview. And they seem to proceed very well with this.

Fuji really went a long way from that day back in 2016 when they said IBIS is not compatible with Fujifilm X mount to 2020, when they are able to squeeze a 5axis 6 stops IBIS in a camera as small as the Fujifilm X-S10.

Take care,
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Fujinon XF Wildlife Photography Lenses Needed, Base ISO 100, Firmware Wishes and More – FR-Readers Wishlist Corner

Here is another roundup of wishlist shared by the FR-community to me via email at fujirumor@gmail.com.

Previous Wishlist Episodes:

Because it touches the wish expressed by Michel, Willy and Kenneth, I invite you to check out also our big Fujinon XF wildlife photography survey and other long telephoto primes articles we have previously shared (list below).

Overall, there seems to be a strong wish by the FR-community for longer primes.

But we know the stellar Fujinon XF200mm f/2.0 did not sell well, and hence it’s obvious that Fujifilm is now a bit reluctant to invest further in long lenses.

But keep in mind, the XF200mmF2.0 comes with a 1.4x teleconverter designed specifically for this lens, which transforms the XF200mmF2 lens basically in a 280mmF2.8 lens. So, with 1 single lens, here is what you get:

  • XF 200mmF2.0 = full frame 280mmF2.8 (f/2.8 DOF equivalent)
  • XF 280mmF2.8 = full frame 420mmF4.2 (f/4.2 DOF equivalent)

If you want to, you can check out our previous “long telephoto primes” related articles.

I also got many wishes regarding future cameras, but since this roundup is already hefty enough, I will share the “camera-wishlist” at a later point.

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FR-readers Wishlist Corner

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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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Top 10 August Posts: Leaving Sony FF for Fuji X, Mysterious New Fuji X Camera, The Power of Fuji Colors, Why No Full Frame and More

Here are the top 10 posts for August:

  1. Global Shutter: 120+ MP for Fujifilm GFX120 and 31 MP for Fujifilm X-H2?
  2. This Professional Landscape Photographer Explains Why he is Leaving SONY Full Frame for FUJIFILM APS-C
  3. Fujifilm Manager Explains Why Medium Format and Not Full Frame, Talks About Fixed Lens GFX, X-Trans MF Camera and More
  4. RUMOR: Fujifilm to Release a New Mid-Range Camera that is NOT an X-T30 or X-E3 Successor (Mysterious new Fuji)
  5. Hungry for Fujifilm X-H2, Visions for X-T5, Hopes for X80, Modular Fujifilm GFX, Monochrome and More – FR Readers Wishlist Corner
  6. LIVE NOW: Fujinon XF50mmF1.0 Beta Tester Shows First Sample Images
  7. A Midsummer Night’s Dream: Should Fujifilm put a Full Frame Sensor in the GFX G-Mount?
  8. BREAKING: Fujinon XF 50mm f/1.0 Announcement on September 3 and cost $1,500
  9. The Power of Fujifilm Colors: See Pure Fuji Colors in Action at our New Fujifilm Film Simulations Group
  10. LEAKED: Fujinon XF 50mm f/1.0 Press Text – World’s First F1.0 Autofocus Mirrorless Lens!

Bonus Posts:

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Fujifilm X-A7 Discontinued after Only 11 Months: Fujifilm X-A8 Coming or X-A7 Failure?

The Fujifilm X-A7 is actually a lovely little entry level camera launched just almost a year ago and hit the market about 11 months ago.

But now it is already marked as discontinued at BHphoto here, it’s on low stock or backordered at Adorama here and it’s unavailable also at AmazonUS here (where you might find some via third party only) and FocusCamera.

For a long time, the Fujifilm X-A line was an absolute best seller in Asia, especially in Thailand. In fact, pushed by the X-A line, Fujifilm was able to outsell all other camera brands (Canon included) and reach an incredible 50% mirrorless market share.

Don’t believe me, but check out the official Fuji-data leaked by FujiRumors here and other Fujifilm manager statements listed below.

Now the options are two:

  1. the camera is going to be replaced already and we will soon get a Fujifilm X-A8
  2. the X-A line lost its magic appeal in Thailand and sold terribly bad

Looking at the Fujifilm X-A line release timeline, we can see that there was a successor about ever 16 to 18 months. If Fujifilm would stick with that, then the Fujifilm X-A8 should come in early 2021. So in my opinion, it’s a bit too early to discontinue the X-A7, but maybe Fujifilm doesn’t think so, or they are really going to replace the X-A7 earlier than expected.

More likely in my opinion is that the X-A line just lost its magic in Asia, especially in Thailand, and that it fell victim to the rise of smartphones and to COVID-19.

Fujifilm X-A line success story:

  • Fujifilm managers said in March 2018 to dpreivew: “In Thailand, our market share for mirrorless is over 40%.”
  • Fuji Guys Billy said in February 2017, that “Fujifilm is Nr.1 brand in Thailand“. He does not specify if DSLR is included, but it seems from the video he is including DSLR cameras, too.
  • in 2016 a source told me that “Fujifilm was the best-selling MILC in 2015, outselling all the Canon interchangeable lens cameras (DSLR and those EOS-M lines) combined“
  • a Manager said to Spanish website in 2016, that ““there is a little known fact: in Thailand, for example, X-A series outsells Canon!”

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Focus On Glass: Fujinon XF 50-140mmF2.8 Even Better with Future X Bodies and Why no OIS on XF 16-55mmF2.8

We already reported in this post, about the first episodes of the Fujifilm series “Focus on Glass“, which included the XF8-16mmF2.8 and the GF30mmF3.5.

Now new episodes have been uploaded at Fujifilm Spain, this time about two lenses, that we can define the “workhorses” in the X mount lens lineup, the Fujinon XF16-55mmF2.8 and the Fujinon XF50-140mmF2.8.

It includes statements made by Fujifilm managers and engineers about those lenses, which I will report in written form here, to make you safe some time ;)

Fujinon XF50-140mmF2.8

  • no excuse is allowed for this lens:
    – autofocus has to be fast
    – image quality has to be impressive
    – weight has to be light
    – size has to be compact
    – it has to tick all boxes
  • it has outstanding resolution
  • a flawless lens
  • clear color reproduction
  • minimal chromatic aberration
  • Fujifilm is proud of the result
  • 23 glass elements inside with many ED lenses
  • the more the Fujifilm X bodies evolve, the more the potential of this lens is executed
  • an engineer says he can see its performance extended even further in future

Regarding the better performance in future, they probably refer to autofocus speed, but possibly also to sharpness. We know from this Fujifilm manager statement that Fujifilm X glass can resolve at least 32 megapixel, hence, Fujifilm might hint that the XF50-140mmF2.8 is one of those lenses that is currently underperforming on the 26 megapixel X-Trans sensor.

Fujinon XF16-55mmF2.8

  • in order to maximize optical performance, Fujifilm decided to remove OIS, it was not an easy decision
  • it’s a must have lens
  • you can attempt any photo shoot with this lens
  • a reliable partner
  • no excuses are allowed, when making a red badged lens
  • Fujifilm would give it 5 stars

I have been told in the past by my sources, that the optical performance at the wide end did not satisfy Fujifilm completely, hence they decided to remove OIS. At that point in time a strongly debated discussion, but now that Fujifilm offers cameras with IBIS, we can say that in the long term this was the right decision.

You can see both videos down below.

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FOCUS ON GLASS – VIDEOS

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