The Camera Industry Crisis: Who Will Fall and Who Will Survive? My Opinion, Your Vote!

Recently we published an article, where Nikkei experts predicted a dark future for the camera industry. It’s an interesting one, that goes beyond the statement “smartphones are to blame for that“. Make sure to read if first here.

This is kind of a follow up article to that.

Here are a few considerations, and then feel free to say your opinion in the comments and to vote the survey down below.

Let’s start!

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This is How Fujifilm Welcomes Xiaomi Mi Note 10 108 Megapixel Samsung/Fujifilm ISOcell Sensor

in the green box: the original image shared by Fujifilm China

Fujifilm China has apparently given a warm welcome to the 100 megapixel Xiaomi CC9 Pro (or Xiaomi Mi Note 10), which features a 108 megapixel camera.

[google translated] 100 million pixels: Welcome new members!

And in the comments Fujifilm China say:

Encourage Xiaomi’s innovation for mobile phones

The image shared at the official Fujifilm China weibo page, shows a little box inside the massive Fujifilm GFX100 sensor, which has the size of the Xiaomi Mi Note 10 sensor.

Now why should Fujifilm do this? Here a few options:

  1. sympathy: they simply welcome another 100 megapixel camera
  2. mockery: they make fun out of of the small sensor (that would be such a bad taste)
  3. conspiracy: they hint to some secret future Fujifilm development
  4. proudly: Fujifilm co-develops the sensor inside the Xiamo Mi Note 10
  5. randomly: that little box and the whole post of Fujifilm mean nothing

I think we can agree that there is nothing more fun than a conspiracy theory, so I will focus on that one :).

The (Super-Short) Story

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Xiaomi Teases 108 Megapixel Smartphone with Fujifilm/Samsung ISOCELL Sensor Technology – Cancel Your Fujifilm GFX100 Order? :)

Xiaomi, world’s 4th largest smartphone manufacturer (as well as my weapon of choice to clean my appartment), has teased a 108 megapixel smartphone with ISOCELL technology on their twitter page.

There are currently not many details about this new sensor, but we know it will be an ISOCELL Samsung sensor, which, as we already reported, involves also Fujifilm.

In fact, Fujifilm delivers a special material that allows it to remove the metal barrier between pixels, making the ISOCELL sensor more light sensitive, color accurate, minimizing light reflections and more.

You can read the latest update regarding the Fujifilm / Samsung ISOCELL sensor in this article.

So here we are, a 108 megapixel smartphone! Anyone going to cancel his Fujifilm GFX100 order for this? ;)

Oh, btw, DPReview just said the Fujifilm GFX100 outperforms full frame and it’s the camera with best image quality they ever tested.

via Xiamoi Twitter – via Engaged

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SAMSUNG talks about ISOCELL Plus Next Sensor Generation in Cooperation with FUJIFILM

Fujifilm & Samsung

Back in 2018 Samsung and Fujifilm officially announced the development of a new CMOS image sensor technology for enhanced light sensitivity and color fidelity, called ISOCELL Plus sensor

The evolution of the first generation ISOCELL sensor was made possible by a special material developed by Fujifilm, which allowed it to remove the metal grid between single pixels, hence for more light to hit the sensor.

On July 1, 2019, Samsung published another article with additional details about ISOCELL Plus. You can read it summed up in practical bullet points below.

First you have to know about front-side illuminated (FSI) and back-side illuminated (BSI) sensors that:

  • FSI sensors block 20% to 70% of light from the photodiode
  • BSI sensors solved this problem, but there is the pixel crosstalk problem
  • Crosstalk happens when light ment for a specific pixel leaks into the neighboring photodiodes, causing noise in the final image

ISOCELL advantages over FSI and BSI sensors:

  • Thanks to a metal grid between pixels, ISOCELL sensors have 30% less pixel crosstalk compared to BSI sensors
  • increased full well capacity (FWC) by approximately 30%
  • higher color fidelity
  • tack-sharp images
  • greater dynamic range
  • wider chief ray angle (CRA) by capturing more oblique light, which ultimately allows for brighter lenses with wider aperture

ISOCELL Plus Advantages over ISOCELL

  • The metal grids in the ISOCELL sensors reduced crosstalk, but lead to some optical loss as they absorbed incoming light or reflected light to neighboring pixels
  • ISOCELL PLUS replaces the metal grid with an innovative Fujifilm material that minimizes optical loss and light reflection
  • ISOCELL Plus deliver higher color fidelity and up to a 15% enhancement in light sensitivity compared to first generation ISOCELL sensor
  • allows sensors to equip pixels of 0.8-micrometer (µm) or smaller without any performance loss, making it an optimal solution for developing high-resolution cameras
  • ISOCELL Plus will also bring performance enhancements for sensors with larger pixel designs

The technology is ment for smartphones, but it’s not forbidden for us to dream and hope that Fujifilm and Samsung will find agreements to make this sensor find its way into Fujifilm APS-C and MF cameras.

Especially the last sentence, where they say “ISOCELL Plus will also bring performance enhancements for sensors with larger pixel designs“, makes hope for that to happen one day.

Will there be a Samsung sensor in Fujifilm cameras?

If you want to know before anyone else, than just follow FujiRumors.

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Fujifilm X-H2, X-T4 and X-Pro3 with Samsung Pixel Merge Technology for Variable Megapixel Sensor

Fujifilm & Samsung

Back in 2018 Samsung and Fujifilm officially announced the development of a new CMOS image sensor technology for enhanced light sensitivity and color fidelity, called ISOCELL+ sensor (full report here).

This sensor structure also allows for the revolutionary “pixel merge technology“, already used in the Samsung Galaxy A7

This is how it works on the Samsung Galaxy A7: the 24 megapixel sensor can, for better low light image quality, combine 4 pixels into 1 pixel and end up with 6 MP files (via

The hot rumor today is:

Samsung will provide Fujifilm with APS-C and Medium Format pixel merge technology sensors.

The rumor is of a 36 megapixel APS-C sensor, that could be switched to 9, 18 or 27 megapixel according to your needs. You will also be able to switch between Bayer and X-Trans layout. Last but not least, the pixels will also be able to flip by 180° into black & white mode.

The source told me, this technology will be ready for the Fujifilm X-H2, Fujifilm X-T4 and Fujifilm X-Pro3, followed by a 150 megapixel medium format Fujfilm GFX 150.

This “universal all-in-one” sensor is Fujifilm’s answer to customers’ often impossible desires: one sensor, to satisfy them all!

But Fujifilm’s mission to deliver what we really desire and need does not stop here!

According to our source, the next step is the use of Vibranium from Wakanda for lens development, which should allow for a fully optically corrected XF 8-600mm f/0.85 pancake lens for less than $500.

It looks like our constant complaints finally pushed Fujifilm to re-invent the laws of physics.

This digital photography revolution starts today, with this rumor, on this special, very special day, that I will mark in my calendar… and you should do the same :).

stay tuned on FujiRuomors… not only April 1 ;)

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