Happy Birthday: Fujifilm Turns 88 Years Old Today

January is a month full of celebrations;

Well, today, 20th of January, we have to celebrate another important milestone: Fujifilm turns 88 years old today.

Few companies had a more exciting journey with incredible heights and lows like Fujifilm. But even in the darkest hours, they always found a way out of it.

Fujifilm has proven to be a creative and innovative company also with the Fujifilm X series.

At the time Fujifilm started to offer mirrorless cameras, there were already lots of other MILC systems out there from Sony, Panasonic, Olympus etc.

Fujifilm did join more or less at the same time with Samsung. And while I remember the huge marketing effort Samsung did to become popular with their MILC system and some groundbreaking cameras like the Samsung NX1, Samsung failed, whereas Fujifilm succeeded.

As opposed to Samsung, Fujifilm did not deliver cameras with groundbreaking specs nor did they spend tons of money into marketing their cameras. What they focused on was to look for what was missing for us photographers, and that was reasonably priced cameras that looked great, had lots of dials for manual controls and were fun to use.

The whole system was designed for a niche that appreciated feel, form, function and fun over mere specs.

So, the Samsung NX1, which tried to compete with Sony & Co in terms of specs (and it did beat them at that time) failed, whereas Fujifilm carved out its niche. A niche that grew over the years, also thanks to more mainstream cameras like the X-S10 and GFX100S, so that it now became the third most sold mirrorless camera system.

Look, I run FujiRumors since 10 years now, and the X system had been called dead since ever by all possible influencers. Every time a new full frame camera came out, many influencers said sensor size matters and hence APS-C is dead. And when Fujifilm launched a system with a 70% fuller sensor than full frame, the same influencers rushed out to scream that suddenly sensor size does not matter, and GFX will die.

And despite all death predictions, here we are, alive, healthy and strong. Maybe too strong, as the only real problem Fujifilm has at the moment, is to deliver what people order.

88 years of Fujifilm. 10 years of X mount. 5 years of Fujifilm GFX.

And trust me, Fujifilm intends to celebrate all this in a big way. Don’t miss the mega X summit in May 2022 and well before that all the rumors here on FujiRumors. We have something exciting to tell you.

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Fujifilm GFX100S vs Canon R6: Is Medium Format Worth It? This Guy Says “No” (and My Thoughts)

Alex Barrera wonders: is medium format worth it?

In an attempt to figure out the answer, he shared a blind test using the following gear:

In the blind test, all images marked with “A” belong to one camera and all images marked with “B” belong to the other camera.

I did my the test myself, and honestly, right at the very first image comparison (see image below) I thought “oh please let “A” be the the Fujifilm GFX100S“. And lucky me, camera “A” is indeed the Fujifilm GFX100S.

Megapixel had not much to do with my preference. It’s a compressed youtube video, how could that matter. Megapixel matter more when you work with the files in post, or when you print.

My preference had more to do with the output of the Fujinon GF80mmF1.7 lens itself, which is very similar in terms of shallow depth of field to the RF 50mm f/1.2 L, but the bokeh looked just more pleasing in my eyes. Then there are other subjective elements like the colors (Provia in this case) and so forth. Overall, I mostly picked A (GFX100S).

But what about Alex? Is medium format worth it?

No, it’s not worth it, and here is why:

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IMPORTANT UPDATE Regarding Fujifilm X-H2 Teaser: Fujifilm Africa is Not an Official Fujifilm Account

A few days ago we reported how Fujifilm Africa shared on their Instagram page that the Fujifilm X-H2 is coming soon.

What a teaser, right?

Well, I have investigated and I can now say that the fujifilm_africa instagram account is not an official Fujifilm account. Yes, Kevin Mullins and other X photographers follow it, and I thought it is official. But is is not. And yet, if you like Africa and Fujifilm, you can always give it a follow.

Anyway, this is not an official teaser by Fujifilm. I feel I needed to make this clarification in order to be 100% accurate with you guys.

And look, right now when I am typing these words to inform you all, I checked again the account and I see they added “fan page” to their Instagram description, meaning it is run by a fellow Fujifilm lover who probably reads our rumors and looks forward to the Fujifilm X-H2 just as much as we do.

So the story is:

Fujifilm managers never teased anything regarding the Fujifilm X-H2.

Oh well, except for saying that…

Hm, it actually looks like Fujifilm said a lot already!

Fujifilm X-H2 Rumor Recap

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Fujifilm Confirms: Long Wait for Fujifilm X-H2 is Almost Over (Coming May 2022)

Just yesterday Fujifilm announced the Fujifilm X Summit for May 2022, with the introduction of the 5th generation X series cameras.

Now, they didn’t give any hint on which camera will come, but thanks to FujiRumors you guys know it’s the Fujifilm X-H2, or the two Fujifilm X-H2 I should better say.

But if you still doubt our rumors, look at what Fujifilm Africa shared on their social media:

The long replacement wait is almost over #fuji #fujifilm #xh1 #xh2

I guess it does not get much more clear that this.

What I do not know for sure at this point, is if both X-H2 cameras will be announced in May or if there will be separated announcements.

On the other hand, I am making great progress on other X-H2 rumors (but not only X-H2 ;) ). So definitely stay tuned on FujiRumors. As soon as I have it all multiple checked and I have green light from sources, it’s going to be very fun here on FujiRumors.

Fujifilm X-H2 Rumor Recap

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Fujifilm X-H2 Announcement in May and Celebrating 10 Years of Fujifilm X Series

So now we know it:

As we reported earlier today, Fujifilm has announced the 5th generation X series camera to be launched in May 2022.

No more than that.

However, FujiRumors readers know it since May 2021 already: the first X series camera to feature an all new sensor and processor will be the Fujifilm X-H2. And actually, not only one, but two Fujifilm X-H2 will come in 2022.

Sure, that’s the huge news of the day.

However, I allow myself to bother you for the second time this Sunday, to hightlight something that otherwise probably would pass unnoticed.

In fact, Fujifilm has released a couple of videos to celebrate the 10th anniversary of the Fujifilm X mount (the X-Pro1 was launched in January 2012), and in addition to the Fujifilm X Summit in May, they also annouced a new video project called “Reflections” and a #10YearsOfXMount hashtag campaign.

So we have the following:

  • Fujifilm X Summit in May: 5th generation Fujifilm X Series cameras – Fujifilm X-H2
  • Video Project “Reflections”: Fujifilm would like to feature X-users who they came to know during their 10 year journey. The first video will be released on the 26th of January.
  • #10YearsOfXMount hashtag campaign: Fujifilm will set a theme each month, and you can share a photo about that theme on your social media using the hashtag. The theme for January is “my best photo” (you know which one is mine)
  • GFX Challenge Program (we reported here): Fujiflm will select 50 projects, then narrow it down later on to 15 and in the final round 5 projects will be selected

What we know from previous teaser is that Fujifilm will launch a stacked BSI X-Trans APS-C sensor.

In the same video (you can see below), the Fujifilm manager also says:

  • X-Pro1 was announced 10 years ago on January 9, 2012
  • customers feedback was very positive especially due to the X-Trans sensor and high quality lenses
  • Since then, Fujifilm as introduced about 30 camera models and over 40 lenses

You can also find other celebration videos down below as well as chech out the dedicated Fujifilm X 10th anniversary website.

Also the Fuji Guys and X Photographers started sharing their celebration videos. You can see them all down below, and I will add more videos to the article once they go online.

Fujifilm X-H2 Rumor Recap