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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CORRECTION: Fujifilm Spain Says Classic Negative Firmware for Fujifilm X-T3 is NOT Confirmed… and I Wouldn’t Lose Hope Yet!

False Alarm

Just yesterday we reported how Fujifilm Spain said that the next X-T3 firmware update will include Classic Negative film simulation.

Now Fujifilm Spain is correcting their statement. They deleted the comment they made on Instagram and they contacted the Spanish website Fujistas and told them:

We have no official confirmation as to whether the new firmware update for the Fujifilm X-T3 camera will include the Classic Negative film simulation mode

Fujifilm Spain told Fujistas that they confused X-T3 with X-S10 (the latter one has Classic Negative).

That’s a huge pity, but if I was a Fujifilm X-T3 shooter, I wouldn’t give up hope.

Is there Still Hope?

Implementing Classic Negative to the Fujifilm X-T3 is something Fujifilm can do rather easily, as it shares the same processor of the X-T4 and X-S10. And I strongly believe that at some point somebody at the Japanese Fujifilm HQ will have a momentary lapse of reason and give out the order to put Classic Negative into the X-T3!

My idea? (not rumor)

Fujifilm might just want to wait a little bit longer to bring Classic Negative to the X-T3, to protect even more X-T4 sales, which started shipping only 6 months ago in the middle of a worldwide pandemic putting the world under lockdown and causing a worldwide economic crisis… not the best conditions to launch a new camera.

Don’t get me wrong, the X-T4 is like all other X-Tx cameras a hot seller for Fujifilm, but given how amazing* 2020 was so far, it probably didn’t meet the very high target sales Fujifilm envisioned for this camera.

Giving the X-T4 a little “artificial” firmware advantage helps a bit to bring its sales more in line with what Fujifilm was expecting and hoping.

And guys, we all want Fujifilm to survive and possibly even flourish in the camera market, and hence we must accept a bit of Realpolitik because of that.

With all that said, once X-T4 sales are better and probably passed its peak [which I expect to be in early spring 2021], I am confident Fujifilm will give us Classic Negative also on the X-T3.

*sarcastic statement

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Fujifilm Spain: Classic Negative Film Simulation Coming to Fujifilm X-T3 via Firmware Update on October 28 – UPDATE

UPDATE: Fujifilm Spain has now deleted the comment and told to Spanish news sites that Classic Negative for X-T3 is not confirmed. Read all details here.

Fujifilm has recently officially announced a major firmware update for Fujifilm X-T3 to come on October 28.

To know what it will bring, check out this post.

Missing from the official list of features is the lovely Classic Negative film simulation (which I love to use for my street photos).

But there is hope!

According to a report by the Spanish website Fujistas, they got confirmation from Fujifilm Spain that Classic Negative will be included in the big Fujifilm X-T3 firmware 4.00 update of late October. And indeed, if you look at Fujifilm Spain Instagram, you can see they told to their followers that Classic Negative will be included.

So, let’s cross fingers. I really love Classic Negative on my X-T4, and I strongly hope that also all X-T3 shooters will soon be able to enjoy this beautiful film simulation, too.

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RUMOR: Fujifilm X-T3 Firmware Announcement During Fujifilm X Summit Very Soon!

According to a last second rumor shared by a trusted source, Fujifilm will announce a new firmware for Fujifilm X-T3 very shortly during the Fujifilm X Summit.

The X Summit will start at 9AM New York time, and we will live stream the even here on FujiRumors.

What else will come (and what not) is listed in this overview article.

Pre-Order Open Very Soon!

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Fujifilm to Release Free Firmware Update – Upgrading the AF performance of the FUJIFILM X-T3

To our customers

FUJIFILM Corporation (President: Kenji Sukeno) plans to release free firmware update for the “FUJIFILM X-T3” (X-T3) on October 28, 2020.

The update will improve the autofocusing performance of the X-T3 to the same level as the “FUJIFILM X-T4” (X-T4).  This firmware will boost the AF speed, the camera’s AF tracking performance and the Face / Eye AF. In addition, the size of the AF area can now be adjusted during video recording. The update will bring new life to the X-T3, adding greater speed to make a great camera even better.

Main updated features:

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