Top 10 July Posts: Full Frame kills APS-C? :: Fujinon XF27mmF2.8 and XF50mmF1.0 Rumors :: Fujifilm X-H2 Dreams and More

I did my best to run FujiRumors during my holiday in South Italy, and I hope you did not notice all too much that I was busy with jumping into crystal clear water, eating ice cream and enjoying cool beers (my reward after months of COVID-19 caused home teaching).

But now I am at home again, and FujiRumors has all my attention again… so, get ready for some good stuff coming in August ;).

And in case you were busy with holidays too and missed some of our articles, here is a list of top ten July posts that you should better not have missed.

With that said, even on holidays, be careful, take your precautions and make sure to stay safe.

  1. Fujifilm APS-C is Dead? Nikon Z5, Sony A7III, Canon R6 vs the Fujifilm X Series Art of Balance
  2. RUMOR: Fujifilm to Launch Fujinon XF 27mm f/2.8 Mark II
  3. Fujifilm X Lab Episode 2: The ACROS Magic, Fuji X-T3 Autofocus Regrets, Kaizen Updates and Looking Forward to X Series Future
  4. Astrophotography with Fujifilm: Get Stellar Results with Fujifilm APS-C and Medium Format Cameras
  5. Nikkei: “Japanese Camera Industry Strangles Itself. 88% Decline in 10 Years. On the Brink of Extinction, Unless…”
  6. The Fujifilm X-Pro3 will Save Photography and More Companies Should Take the Risk to Do Unique Things
  7. FR-readers Wishlist Corner: Fujifilm X-H2 Dream Features, Fujifilm X-E4 Survey, Fujinon XF 135mm F3.5 and More
  8. Fujifilm X-T4 Firmware 1.02 Tested: This Pro Videographer is Blown Away by Improved IBIS and Wishes the Same for Fujifilm X-H1
  9. Fujifilm USA Explains How You Can Become a Fujifilm Ambassador in 3 Steps and Announces X Photographers Program Changes
  10. RUMOR: Fujinon XF 50mm f/1.0 Coming 2020 for Around $1,500

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Fujifilm APS-C is Dead? Nikon Z5, Sony A7III, Canon R6 vs the Fujifilm X Series Art of Balance

High End APS-C vs Entrly Leve Full Frame

First off let me say this:

I am a fan of competition. I want camera manufacturers to fight for customers, to work hard, to squeeze new tech into cameras as much and fast as possible for the most affordable price they can.

Hence, the more sub $2,000 full frame cameras hit the market, the more I am happy, that also Fujifilm ASP-C shooters like myself will profit from it in the long term, as this will push Fujifilm to work harder than ever.

So, I personally welcome the brand new Nikon Z5, the Sony A7III, the Canon EOS RP and also the Canon EOS R6.

But there is something I do not understand…

I blog on FujiRumors since almost a decade now, and over all these years, I have heard many times announcements of the death of the Fujifilm X series since the launch of the original Sony A7. And the same “Fujifilm APS-C is dead” voices come back today, after the announcement of the Nikon Z5.

Now, let’s look at a few facts:

  • after many years of death proclamations and multiple full frame mirrorless cameras, Fujifilm X is still here
  • not only “we are still here“, but even in times of COVID-19, Fujifilm is the only brand, that didn’t see a massive sales decrease (report here)
  • until 2018, in terms of worldwide mirrorless market share, Fujifilm came third very close to Canon, far ahead of Olympus, Nikon and Panasonic (report here)

So here is the thing: either customers are stupid, or they see it the same way as these industry insiders (DPReview included), who claim that APS-C is the sweet spot.

To be clear: the Nikon Z5, Sony A7III, Canon EOS RP and the Canon EOS R6 are all very nice cameras.

But there is one thing, that sets Fujifilm X apart from all those “entry level” full frame cameras: it can squeeze so much tech into sub $2,000 cameras, that other brands can not.

Or, in other words: their main selling point (full frame), becomes their main limitation, since if you want to deliver full frame cameras under $2,000, you have to cut costs on other sides.

Let me explain.

Entry Level Full Frame vs High End APS-C

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