Fujifilm Managers Q&A: Canon is Wrong, Full Frame only 1/3 of Market, X-T3 sold 40% Better than X-T2, Fast Lenses for GFX and More

Fujifilm Managers Interview

Just yesterday we shared a CP+ interview with Fujifilm managers here. Today it’s already time for another one, this time with Toshihisa Iida (the manager who said Fujifilm will never go full frame) and Makoto Oishi.

It’s again an interesting one, that also becomes very technical when it comes to analyzing the autofocus system and lets imaging-resource conclude that Fujifilm’s PDAF technology is arguably the most advanced on the market.

Down below you can find the key points and some images of the interview. The complete one can be checked out at imaging-resource here.

Market Future & Canon Predictions

  • Fujifilm totally disagrees with Canon’s prediction, that ILC business is going to contract by half over the next two years
  • Market will depend on innovation that will come
  • Fujifilm believes there is room for further grow
  • Some markets will decline, but other markets have still potential to grow (Asian market)

Full Frame

  • Customers should have different options
  • Currently full frame has 1/3 of the market by value
  • 2/3 of market is predominantly APS-C, Micro Four Thirds, and some medium-format
  • other manufacturers focus on full frame, this might open opportunities for Fujifilm as long as they keep up innovating APS-C and MF
  • mainly X-T3 and GFX 50R helped Fujifilm to grow by 10% total volume growth
  • APS-C vs FF is not just about sensor size, but also the lens size, lens weight, overall cost, or the speed, the 4K movies
  • people judge the system more on the overall package

Fujifilm X-T3 vs X-H line

  • sold better than expected
  • Fujifilm X-T3 sold 40% better than X-T2 if you compare to same period since launch
  • X-T3 and X-H1 have cannibalized each other
  • with the new lower X-H1 price tag, X-T3 and X-H1 sit nicely next to each other
  • H-series and T-series will coexist for the future, but we need to clearly differentiate the lineup without confusing customers

Lenses

  • XF200mmF2 is not only for sports, but also for portraits for very creamy bokeh and concerts for example

GFX System

  • Fujifilm GFX 50R sales are above expectation and factory is very busy
  • Fujifilm GFX 100 design is almost final, very early firmware, and IBIS still does not work
  • GFX 100 megapixel autofocus: same sensor structure as the X-T3
  • GFX 100 has almost zero competition, because FF is only at 50MP and other medium format cameras are very expensive
  • Fujifilm thinks at multi-shot high-res shooting mode for GFX100, but has not decided yet
  • designing IBIS is a real challenge for big MF sensor
  • Fujifilm has no idea about how many stops IBIS they will achieve [FujiRumors leaked internal press sheets that show they aim at 5 stops]
  • Fujifilm is still improving image quality via firmware
  • GFX100 launch in first half 2019 for around $10,000
  • Fujifilm GFX 50S most popular lens is the GF 32-64mmF4
  • Fujifilm GFX 50R most popular lens is the GF 45mmF2.8
  • GFX 50S owners have more lenses than GFX 50R owners
  • GFX owners complaint about the lack of more fast lenses for the system and Fujifilm is taking into consideration their feedback
  • Fujifilm listens to customers and tries to make their wishes happen, but sometimes their wishes become reality is very difficult and challenging
  • As bright as possible, as small as possible, as affordable as possible…
  • same team works on GFX and X. One R&D budget and depending on needs they are flexible to shift their focus

Autofocus

  • X-T30 has improved algorithm which will come to X-T3
  • CMOS sensor is always reading by lines. So it isn’t very suitable for horizontal phase-difference […] technically we can make a cross-type system but normally, subjects are more… and horizontally-arranged PDAF pixels support them better
  • Fujifilm could do vertical AF correlation, but hasn’t felt the need to do it
  • 8% of pixels are phase detection pixels (high density), good for low-light and high-frequency subjects
  • signal and phase pixel are read separately
  • we used to have like 60 regions within each AF point, but now 240
  • depending on the light level, the X-T3 can “bin” PDAF pixels together (basically just adding their contents) to get a better signal/noise ratio, and so be able to determine focus even in very dim lighting. Depending on how you do this, you’ll trade-off some ability to see the finest details, but it can really help in very low-light conditions

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Unconfirmed Speculations: Fujifilm Working on Ultimate Fujifilm X Sports Camera – Should Fujifilm Really Make it? (POLL)

The Ultimate Fujifilm X

Michael The Maven published his full Fujifilm XF200mm f/2 video review. He praises this lens a lot and says it’s a step above anything Fujifilm has ever made so far.

In fact, he says the XF200mmF2 is so spectacular, that it does not make sense mounted on any current Fujifilm camera.

This is why he speculates that Fujifilm will release a professional APS-C flagship sports camera in not so distant future aimed to compete with the Sony A9.

Déjà-vu anyone?

Back in early 2017 (rumors of March 3, March 14 and April 14), we told you how Fujifilm was planing “the ultimate Fujifilm X“, a feature packed APS-C hybrid stills/video camera with IBIS, that could cost around $3,000 (if not more).

However, Fujifilm hesitated if such a camera would be successful, hence vastly revised the project (rumors of July 12, July 17 and July 24).

The result was the Fujifilm X-H1, an ergonomically fantastic camera with IBIS and a new ninja-shutter, but with the core specs and battery of the Fujifilm X-T2.

Rumors and Poll

Let me say it clearly: I have no indication at the moment that would allow me to say with confidence that Fujifilm revived plans for the ultimate Fujifilm X. Hence I can in no way confirm Michael’s speculation.

All that is sure is that Fujifilm had such plans in the past (2017), and Fujifilm can put that same project on the “to-do” list anytime again, just like it happened with the Fujinon XF33mm f/1.0, another project Fujifilm froze in for a few years, and then revived later on (also thanks to the pressure the FujiRumors community made).

Coincidence wants that a few days ago FR-reader Nathan contacted me with a survey suggestion, that fits perfectly into today’s article. Nathan wrote:

“I would like to purpose a simple survey for your readership. Should Fujifilm create a Fujifilm X-T3Pro to compete with the Sony a7000“

IMHO, a Fujifilm X-H2 with latest technology and bigger battery below $2,000 (vertical grip included) would be more than enough to satisfy the needs of wildlife and sport photographers and there is more urgent need for something like the Fujinon XF400mm f/4 to attract more of them into the X system.

But let me know what you think in the comments down below and feel free to vote the survey on if you would you like (or not) Fujifilm to revive plans for the ultimate feature packed (and expensive) Fujifilm X.

Should Fujifilm make and expensive "ultimate Fujifilm X" hybrid stills/videos sports flagship camera

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Overpriced Fujinon Lenses at Launch? Fujinon XF 8-16mm (save $500) and XF 200mm (save $1,000) and More XF Lens Deals

Fujifilm XF Pricing

We recently compared here the Fujinon XF8-16mmF1.8 and XF 200mm F2 to equivalent full frame DSLR lenses, and we saw that the Fujinon lenses are generally cheaper.

However, the Fujinon XF 8-16mm f/2.8 LM WR was still more expensive than the Sony FE 12-24mm f/4 or the Sigma 12-24mm f/4. You can check out the specs comparison here.

With the latest rebate, though, the Fujinon XF 8-16mm f/2.8 price has been reduced by 25%, and it now beats in terms of pricing also the other full frame lenses.

So the question arose amongst the FujiRumors community: was the Fujifilm XF 8-16mm f/2.8 overpriced at launch?

Difficult to say, since the price is justified or not also depending on factors you can’t really read on specs papers, like image quality, build quality and more.

At the bottom of this article you will find a poll, where you can let us know what you think.

Regarding the Fujinon XF200mm f/2 LM OIS WR, (which is now $1,000 off), I believe the XF200mmF2 launch price was not overpriced, considering how it performs and that it comes with 1.4x teleconverter. But let us know in the poll below.

The launch price of $2,000 for the Fujinon XF 8-16mmF2.8 was...

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The launch price of $6,000 for the Fujinon XF 200mmF2 with 1.4x Teleconverter was...

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Fujinon XF 8-16mm F2.8 and XF 200mm F2 Compared to Equivalent Full Frame Glass, Owner Manuals, Reviews and More

Fujinon APS-C vs Equivalent Full Frame Glass

The Fuji year 2018 saw the arrival of two high-end, fast and top quality lenses, the Fujinon XF200mm f/2 LM OIS WR and the Fujinon XF 8-16mm f/2.8 LM WR.

Both Fujinon lenses are still smaller, lighter and cheaper than perfectly equivalent full frame glass, as you can see in this comparison, where we compare the Fujifilm XF200mm f/2 (with 1.4 TC) versus the Canon EF 300mm f/2.8L and the Fujinon XF8-16mm f/2.8 with the Canon EF 11-24mm f/4L USM.

Check out the comparison here.

Price and size is one of the advantages of an APS-C system. For more advantages, read this article.

And as soon as the Fujinon XF33mm f/1.0 hits the market in 2020, Fuji’s APS-C system will have also an equivalent to something like the Nikkor 58mm f/1.4G and the Sigma 50mm f/1.4.

So, that was the fast glass.

But many people, who buy into an APS-C system, probably do it because they look for the best balance between size, weight, price and performance.

Lenses like the Fujinon XF 16mm f/2.8 (which will come soon) and the Fujinon XF 16-80mm f/4 (which will come later), perfectly fit into the philosophy of the “balance“. Great performance in a compact, flexible, portable and affordable package.

My prediction: Fujifilm will sell the XF16mmF2.8 and XF16-80mmF4 like hot cakes, just like they do with their f/2 trinity, the XF23mmF2, XF35mmF2 and XF50mmF2.

Good that Fujifilm is boosting up its lens production by 70%.

But today’s roundup is all for the big and fast guys, the Fujinon XF 8-16mm f/2.8 LM WR and Fujinon XF200mm f/2 LM OIS WR. Enjoy it.

Fujinon XF 8-16mm F2.8: BHphoto, Adorama, AmazonUS, Focuscamera
Fujinon XF 200mm F2: BHphoto, Adorama, AmazonUS, Focuscamera

Fujinon XF 200mm f/2

** CLICK HERE to Read the Rest of the Article **

Fujinon XF200mmF2 Review by Kai Wong: “Fujifilm’s Full Frame Temptation? They are Killing it with APS-C”

Fujinon XF200mmF2

Kai Wong (video above) tested the Fujinon XF200mmF2, and he is impressed with it. He says:

  • no drop-in filters
  • smaller than equivalent FF lenses
  • with 1.4x teleconverter you get still very usuable images
  • crispy details
  • OIS works incredibly smooth, and combined with IBIS of X-H1 works very well
  • Focus is so so quick when used on Fujifilm X-H1
  • continous AF for stills and video is freaky reliable
  • Kai is sure there is a temptation for Fujifilm to go full frame, he’s sure they can. But with APS-C they are properly killing it
  • Bokeh: tree branches look a bit distracting
  • aimed for Pros and enthusiasts. Competing with Sony & Co in a smaller package

And here some more Fujinon XF200mmF2 reviews:

Fujinon XF 200mm F2: BHphoto, Adorama, AmazonUS, Focuscamera

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