RUMOR: Fujinon XF10-24mm F4 MK II Coming in October

According to our sources (thanks) the previously rumored Fujinon XF10-24mm F4 MK II will be announced in October.

end of the article…

What… you ask me to add a comment? Well, what can I say.

I own the XF10-24mmF4 and I feel Fuji missed 2 big opportunities: it should have been weather sealed, and it should have had a marked aperture ring.

But while I can understand it’s not weather sealed (the XF10-24 was launched before Fuji even had a weather sealed camera on the market), the lack of markings on the aperture ring is one of those big Fuji mysteries that remains unsolved.

Enough said ;)

take care,
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TOP START: Fujinon XF50mmF1.0 Already Best Selling Lens of the Year 2020 on FujiRumors

Is it true?

Is the brand new Fujinon XF50mm F1.0 really selling as good as Fujifilm’s official statement would induce us to believe?

Or is it just a marketing phrase?

It’s hard to say at this point in time. What we know, is that in the past, when Fuji said there is high demand, it really was this way.

We also know that AmazonUS marked the 50/1 as best selling new release for several days (and it’s still high ranked 3 weeks after announcement).

After Fuji’s statement, I was curious to see how this lens was accepted by the FujiRumors community, and see if here in the little FujiRumors world we can confirm or not Fuji’s “high demand” statement.

And here is the fact:

In just a few days, the Fujinon XF50mm f/1.0 already became the best selling lens on FujiRumors of 2020.

And while it surely has the advantage that it’s brand new, hence naturally draws more interest, it’s also true that most of the other Fujinon lenses were on sale throughout the year (and some still are), and yet none of the other lenses (not even the very affordable f/2 Fujicrons or the super-affordable Viltrox 56mm f/1.4) come even close to the XF50mmf/1.0.

Sure, the FujiRumors community is not representative for overall worldwide sales, as people reading this blog are usually serious enthusiast or professional photographers, who know about photography and love its artistic and technical aspects, and are also more willing to invest in higher-end gear.

So, what is a hot item on FujiRumors, is not necessarily a bestseller overall.

But at least regarding the Fujinon XF50mm f/1.0, I think at this point we can confidently say that it had a brilliant start.

Well done Fujifilm, looks like you crafted a winner :).

Toshihisa Iida No Longer Fujifilm Electronic Imaging Division General Manager and Becomes new CEO of Fujifilm EU

Today I have a bit of mixed feelings, sad and happy at the same time.

Let me explain.

Fujifilm manager Toshihisa Iida is arguably the most representative face of the Fujiflm X/GFX series.

As general manager for Fujifilm electronic imaging products, he was the guy, who stood on the stage to introduce the most important new Fujifilm X/GFX gear, he lead the Fujifilm X summits, and his interviews were always the ones we read with the biggest care, as he was the guy, who, at the end of the day, had to take the final decision in which direction the Fujifilm X/GFX series should go.

For us Fujifilm lovers he was definitely a point of reference and one of those high ranked Japanese Fujifilm managers we loved most for his dedication, vision and passion for photography and the X/GFX series.

You’ll get an intimate looks into his life and work in this brilliant documentary.

And now the news.

Toshihisa Iida has just been promoted, and he is now the new President and Managing Director at Fujifilm Europe.

And while I am happy that such a competent person gets a step higher into his career, I am also a bit sad that he is now no longer dedicated to Fujifilm’s camera/lens development only.

In fact, in his new role as Fujifilm EU CEO, he will take care of Fuji’s medical systems, photo imaging, instax, electronic imaging, optical devices, graphic systems, recording media, industrial products, document solutions and more.

It goes without saying, that when you are in charge of the development, production, distribution, marketing, customer service and more for a total of 55 companies in 43 countries and 4.500 employees, than the time to dedicate to the Fujifilm X/GFX series will be limited.

Well, I guess I can speak for all of you, when I wish Toshihisa Iida (who is a FujiRumors “lover” ;) ) all the best for his new professional chapter.

The new electronic imaging general manager is Mark Yamamoto, who will also take up a new assignment as a Board Director for FUJIFILM Holdings Corporation in Tokyo, hence he’ll have a dual role within Fujifilm.

We wish Mark Yamamoto all the best, and may his guidance through this “mirrorless war” be as wise and illuminated as the one of Toshihisa Iida.

Press Release

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The Fujifilm Gear I Just Sold, the One I Struggle to Sell and the XF Lenses I will Probably Sell Soon (Before XF27mmF2.8 MK II Arrives)

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As you might know, in 2020 I added new gear to my Fujifilm X collection: the Fujifilm X-T4 and the XF56mmF1.2.

The Fujifilm X-T4 turned out to be a great investment already just for the COVID-19 online teaching I had to do.

I am not he biggest fan of the selfie screen (for the reasons I elaborated here), and for my needs the 3-way tilt screen is clearly superior, but other than that it’s such a powerful machine, that sometimes I find myself grabbing it over my X-E3, just because of sheer performance-boost it gives me.

As for the XF56mmF1.2, it was supposed to get heavy use at my friends’ wedding, but due to COVID-19, it has been postponed to next year. And since overall we try to be careful and avoid crowded events and gatherings of people, where the XF56mmF1.2 would shine to take some candid portraits, I used it less than I would have wanted. But I use it, even if just for taking pictures of my old dog in a lonely forest, and I love its output. Although, I must admit, the XF50mmF1.0 is my new forbidden dream already.

Damn, life with GAS is complicated :).

Anyway, with new gear joining my X arsenal, other gear had to go.

Hence, here is what I just shipped to new owners:

The reason is simple: since I own my travel go-to lens, the XF18-135mmF3.5-5.6, the 18-55 and 55-200 didn’t get as much use anymore. And yes, the 18-55 and 55-200 might still be optically a bit superior to my 18-135, but my XF18-135 sample is also very good, giving me a super-zoom range that is more than enough for my needs, basically replacing them both, the 18-55 and 55-200.

And then there is my X-T1.

I put it up for sale for €290, but that’s hard to sell. It’s an X-T1 without mushy buttons, with super-sticky rubber, no light-leak… a perfect X-T1. But while the lenses sold like hot cakes within 24 hours, the X-T1 is still there for sale.

But more gear will be put on sale I guess. Why? Down below the list of gear I own, and what will probably be sold next… and what I will keep.

  • X-T4 (keep)
  • X-E3 (keep)
  • X-T1 (currently for sale)
  • XF23mmF1.4 (keep)
  • XF27mmF2.8 (I will probably sell it before the new XF27mmF2.8 MK II is announced, and get the new one, in the hope it has an aperture ring)
  • XF35mmF1.4 (keep forever)
  • XF56mmF1.2 (must resist to XF50mmF1.0 siren songs)
  • XF10-24mmF4 (probably I won’t sell it, even though the XF10-24mm MK II is coming)
  • XF18-135mm (keep)
  • BONUS: Samyang 12mmF2

I am 100% sure that the XF10-24mmF4  MK II and the XF27mmF2.8 MK II are coming. After the announcement of those lenses, Fujifilm will probably drop prices on the MK I versions, just as they significantly dropped the price on the XF56mmF1.2 right after the XF50mmF1.0 announcement.

Hence, if you are considering to get the MK II version, you might be better off selling the MK I sooner rather than later.

Also, I am in the market for at least one more lens. And I will ask you a clear and specific recommendation. But not now. Time will come pretty soon, when you’ll be able to guide me through my buying decision, just as you did with the X-T4 and XF56mmF1.2.

Until then, take care, stay safe, and have fun with whatever gear you use.

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Fujifilm XF 50mmF1.0 vs Fujifilm 56mmF1.2 Portrait Session Comparion

John Branch has published a video, where he compares the brand new Fujinon XF50mm f/1.0 with the much loved Fujinon XF56mm f/1.2.

Down below are his findings, but keep in mind: the video was filmed BEFORE the important XF50mmF1.0 firmware update.

  • XF50mmf/1.0 has faster autofocus
  • he prefers to be very light during his wedding shoots using very small lenses (he uses the Fujicron f/2 lenses a lot), and the XF50mmF1.0 is a bit too heavy
  • he prefers the 50mm focal length over the 56mm
  • XF50mmF1.0 has more contrast and is way sharper than the 56mm

Especially considering the current huge deal on XF56mmF1.2 lenses, the 56mmF1.2 is great value for money (a lens I own and love). But from all I could see so far, if you do not mind the extra weight and size, the Fujinon XF50mmF1.0 is the way to go.

Fujifilm really put magic into that lens, a magic best described by Jonas Rask here, when he says:

My all time favorite lens from Fujifilm is the XF35mm f/1.4R – In my eyes it’s the perfect lens. There have been many wordings about that lens, and one thing that keeps on popping up in discussions is that it has a certain something that no-one seem to able to define. It always end up being labeled as “magic” which is silly.

The reason for its look is found in the optical design, a design that Fujinon decided to continue into the XF50mm f/1R WR. And that makes the images coming from this lens extremely appealing to those who like the look of the XF35mm f/1.4.

The images coming from XF50mm f/1 R WR has those exact same undefinable traits that makes me love my XF35mm f/1.4 so much. The sharpness that is sharp, yet not overly sharp. A flattering kind of sharpness that seems more rounded, organic and less digital/clinical. A bokeh rendering that is soft, delicious and very calming to the eye, and a color reproduction that gives a very lovely depth to especially warm color tones.

In other words, the XF50mm F/1 R WR is the portrait lens version of the XF35mm f/1.4 R!

Fujifilm has crafted a massive winner, and initial sales figures seems to confirm it!


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