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Fujifilm CEO Says Retro Cameras are Difficult to Mass-Produce, Gives Production Insights and Talks Brand Power

Recently Fujifilm published their (excellent) financial results for the imaging solution.

Now they have also published the Q&A sheet, where the Fujifilm CEO answers to a range of questions, including the production issues with Fujifilm cameras.

In short: there are the usual struggles with semiconductors, but in addition to that, he also explains that mass-producing retro-styled cameras is difficult, because the process of creating a classy design “is close to handmade“. Also, they misjudged the demand for Fujifilm X100VI. They doubled the production capacity, but that’s not enough. They are working to match the huge demand (as we already reported, production increase should be achieved by the end of this summer).

I find the part of the challenges with retro camera production particularly interesting. And I guess also why most brand either do not offer vintage styled cameras at all, or, if they do, they release them in significantly lower numbers compared to their more mainstream PSAM models.

And of course: what takes more time to produce is also more expensive to produce. So, from that point of view, it makes little sense for companies to release retro-styled cameras.

But what I love of Fujifilm is that not only they do offer them, but they offer quite a few of them.

In fact, as we could already see, Fujifilm offers more X series camera lines with Retro dials than with PSAM dials. The only problem is that some of them (X-E and X-Pro) do not get refreshed as often as the PSAM models, which therefore gives the impression that Fujifilm is offering more PSAM styled cameras.

But the Fujifilm X-E line will get a refresh, the Fujifilm X-E5 is coming next year. And you bet, there will also be a Fujifilm X-Pro4 at some point.

With that said, I leave you with the relevant transcript of the Q&A below.

Fuji’s Vintage Cameras

Q&A

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Fujifilm Q1 FY2024 Financial Results: Strong Professional Digital Camera Sales Boost Revenue (+33,8%)

The Rise of Fujifilm…

Fujifilm has announced the financial results for the first quarter of the fiscal year 2024 (April 1st, 2024 to June 30, 2024).

In short we can say the professional imaging division is growing strong with revenue up +33.8% compared to last year.

Always in terms of revenue, the professional imaging division (+33,8%) grew even stronger than the Instax division (+17.8%). Now the revenue difference between Instax and professional photography gear is of 18.5 billions of Yen (74.6 for Instax and 56.1 for X, GFX and Fujinon lenses) compared to the gap of 21.2 in 2023.

No wonder that the Fujifilm CEO called their photography business their new goldmine.

With all these great numbers, Fujifilm increased their imaging division financial forecast for 2024:

  • + 6.3% revenue (from 480 to 510 billions of Yen).
  • +12% operating income (from 100 to 112 billions of Yen).

Despite…

So all good and keep going like this, Fujifilm?

Well, not really. We will always find something to moan about. ;)

And particularly, it’s a pity to see that these wonderful data coming in despite Fujifilm having had much more trouble to ship their gear than any other brand.

I can only imagine how the numbers would have skyrocketed, if only Fujifilm would have been capable of matching the terrific demand there is for their cameras and lenses.

Dear Fujifilm:

you have to understand that meeting your sales targets is not enough. What you have to meet is the true demand for Fujifilm gear.

That’s why I can’t find huge joy in the numbers you’ve shared today: I keep thinking at the figures you could have achieved, if only you’d have been able to produce more gear with proper hard work and solid investments instead of trying out some creative solutions that brought no results.

The Report

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How To Quickly Access Your Fujifilm Film Simulation Recipes and About the Missed Film Simulation Dial Opportunity

We just reported about the dedicated Film Simulation Photowalks that Fujifilm USA has organized together with Fujifilm X Weekly.

Well, one more thing just came to my mind, and I thought it is worth to talk about it in this article.

To me, it seems that Fujifilm USA has (finally) understood how important film simulation recipes are for the Fujifilm community.

Sadly we can’t say the same of Fujifilm Japan, who is not putting any marketing effort into promoting film simulation recipes.

Sure, Fujifilm Japan did give us the film simulation dial on the Fujifilm X-T50, but the fact that you can’t assign a recipe to the FS1, FS2 and FS3 position to the dial shows that Fujifilm Japan has not yet understood the importance of recipes for us Fujifilm shooters.

I hope Fujifilm Japan takes a marketing lesson from Fujifilm USA and gives us a simple firmware update that allows us to assign recipes on the film simulation dial.

But with all that said: there is a quick way to access your recipes. You have to go through the C position on the dial and then you can select between 7 recipes that you’ve set. Fuji Guy Francis will run you through it quickly below.

That’s nice and good, but it would have been fantastic to have our favorite top 3 recipes set right on the dial (FS1, FS2, FS3) and accessible with a simple turn of the dial.

Latest and Greatest vs. Oldie but Goldie: this Fujifilm Roundup Has it All

Mixed Zone

I guess it is a bit normal that we are drawn to the latest and greatest, the newest and most shiny stuff.

But truth is: there is PLENTY of wonderful gear out there that has its age, but still delivers wonderfully.

And look guys, I know what I talk about, because I did just photograph a family day trip on the mountains with my X-E3 today ;).

So I thought about making a roundup of a different kind: include all the latest and greatest stuff (the 5th generation cameras and the newest lenses), but also the older gear we hardly ever talk about now (4th gen. cameras or older and older lenses).

I hope there will be something among it that you’ll appreciate as much as I did.

Latest & Greatest

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Capture One Adds Reala Ace Support

Capture One has announced that REALA ACE support has been added in Capture One 16.4.4 for the following Fujifilm cameras: GFX100II, GFX100SII, X100VI, X-H2, X-H2s, X-S20, X-T5, X-T50.

You can download the latest Capture One 16.4.4 here and view the release notes here.

Of course I have the perpetual license, so no Reala Ace for me.

At the end I’ll have to give up on the idea to stick with perpetual licenses. I will start to rent my editing software. But I am not sure it will still be Capture One.

From Near-Perfect to Imperfect: Exploring Fujifilm’s Latest Autofocus Issues and a Surprisingly Simple Fix

The AF Issues Seen from a Pro Sports Photographer

Back in April, a flawed firmware update triggered many YouTubers to release videos about how bad the Fujifilm autofocus is.

Fujifilm did release a “fix” in June.

So all good now?

Well, not really.

While things have improved with the latest firmware, there are still some issues.

In a nutshell we could say: the older firmware of Fujifilm’s 5th generation gear is superior to the newer firmware.

Andrea Cimini for example explains how with firmware 1.00 in his X-H2S he got awesome results compared to the ones he is getting now with firmware 7.00.

Same goes for Thierry Gibralta, who compared X-H2S firmware 1.03 vs 7.00, and you can clearly see that, side by side, the 1.03 firmware is much more solid, with great tracking, little to no pulsing and definitely a very solid autofocus that can be easily trusted.

And it’s also this initially solid autofocus, that convinced Andrea Cimini to buy the Fujifilm X-H2S for his sports photography.

The Problem in Depth

Here is a summary:

  • in the last year, the firmware updates of Fujifilm were not reliable
  • when he tested the X-H2S with firmware 1.00, he was stunned and thought Fujifilm finally caught up with the best
  • he tried the X-H2S at several sport events and in one bicycle race with 400 people participating
  • he took 2,300 pictures and only 27 were out of focus (98.8% in focus)
  • over time, the more he updated the firmware, the more the autofocus got worst
  • with eye detection, some times the eye detection says the eye is in focus, but it is not
  • the hit rate at 10-15 fps drops a lot
  • in sports photography, when in 5 to 8 fps, the hit rate is between 80% to 95%
  • in sports photography, when in 10 to 15 fps, the hit rate is between 30% to 50%
  • if the situation in sports photography are particularly difficult (backlight, inside a forest, etc), the hit rate drops further
  • linear motor lenses don’t focus so “linear” in video. He compares the 16-55mm with LM vs the 18mm with LM and the 16-55 is smooth, but the 18mm is jerky
  • firmware 7.00 improved things and the hit rate went up. But it’s still not where it was with the initial firmware

So why does he still stick with Fujifilm?

  • best value for money ratio
  • he shares a chart where he compares a Sony and Fujifilm system, and a Sony system would cost him 5,000 Euro more than a Fujifilm system
  • moreover, he grabbed the flagship Fujifilm X-H2S vs the non-flagship Sony A7IV
  • The X-H2S has better EVF, better LCD, faster bursts, better video specs, etc.
  • With Sony A7IV he would make an upgrade in terms of Autofocus, but a downgrade on pretty much all the rest

He ends up saying that Fujifilm Italy contacted him asking all the details about the problems he is encountering, the settings etc, and that they would forward everything to Fujifilm Japan.

He still believes in the brand, there are lots of reasons he wants to stay with it (which he quickly lists in the video). So please Fujifilm, do something about the autofocus.

The Easy Solution

So, Andrea Cimini and Thierry Gibralta have shown that the first iterations of Fujifilm’s 5th generation autofocus was solid and significantly superior to what we have now.

Solid tracking, incredibly high hit rates at fast fps, smooth focus transitions with little to no pulsing and so forth.

So the solution could be actually a pretty easy one: Fujifilm should take that older AF algorithm and just put it back into their 5th generation cameras.

But as of now, the choice users have is: should I upgrade to the latest firmware to get all the other goodness that Fujifilm has generously given us for free (Reala Ace, red frame indicator, etc), or downgrade at my own risk, give up on Reala Ace & Co, but have again the great autofocus of almost 2 years ago?

I made the choice for myself already. I upgraded. But I don’t really shoot critical sports photography. And for my use, the latest X-T5 June firmware has fixed the issues that arose with the April firmware. In fact, I used it for a family travel in Rome and Tuscany and it worked just great for me. So I rather keep Reala & Co, as the autofocus is good for my type of use.

And honestly, I do not recommend anyone to make DIY downgrades. If anything goes wrong, you won’t be covered by warranty.

The way to go is to ask Fujifilm to give us the autofocus solidity they once already had. Take that older algorithm and give it to us. And then, build up even better from there.

B&H Strikes Back at Amazon: Huge Deals Including 15% Rebate on Viltrox X Mount Lenses

If you need one more proof about how competition is a good thing for us customers, then check out this.

Amazon has just launched its huge Amazon Prime deals.

But B&H Photo does not want to leave the deal show to Amazon alone, and has launched its own huge 2 days deals.

Worth a special mention, there is a 15% rebate on pretty much all Viltrox X mount lenses. I’ll list a few below

More BHphoto Deals

Amazon Prime Selected Deals

Refurbished Deals – save 20%

Amazon US is now offering a 20% discount on selected Fujifilm Open Box gear, as you can see from the screenshots above. As far as I could find, the items on offer are:

Storage Media

Batteries & Chargers for Fujifilm

SmallRig Deals in USA

General Deal Pages

Amazon Prime is in FULL SWING with TONS of GREAT DEALS now also in USA

 

Now the Amazon Prime deals are running also in North America.

I will share below a couple of deals that are potentially interesting for photographers and especially for us Fujifilm photographers.

I did get myself the SAMSUNG T9 Portable SSD 4TB. It’s my first Samsung External SSD, but from what I have read it is a very good one.

Amazon Prime General Deal Pages

Selected USA Deals

Storage Media

Batteries & Chargers for Fujifilm

Third Party Autofocus Lens Deals

Note: You have to use the general discount code PRIMEDAY24 to access the rebate.

SmallRig Deals in USA

Amazon GERMANY

Amazon UK

Amazon IT

Amazon FR

Amazon ES

Why a Digital XPan Fujifilm TX-3 Camera is NOT Needed

Look guys,

I am fan of the idea of Fujifilm launching the Fujifilm TX-3 digital XPan camera in 2028.

I support this idea and I hope that that rumor will become true in a few years from now.

And I am not the only one.

FR-reader Pavel has written a wonderful article about why a digital XPan is needed and has shared lots of gorgeous samples.

I have also added my own thoughts to this debate.

But FujiRumors is a community. And in a community we can have different ideas.

And we love to give space to people who have a different view on certain things, even if those views do not match with my ideas.

And today it’s Timothy (Instagram @gibsonetal), who dropped me an email and told me why a digital Fujifilm TX-3 XPan camera is not needed.

I’ll share this thoughts below and you are free to drop your feedback in the comments below.

No ultra-wide TX-1 or XPAN? Just get an anamorphic lens!

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