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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This Photographer Left Fujifilm APS-C for Sony FF and then Switched Back Fujifilm APS-C… Here is Why!

From Sony to Fuji – Why?

Italian photographer Roberto owned Fujifilm X series gear, but at some point followed the siren songs of full frame Sony.

Now, after using Sony for a while, he switched back to Fujifilm.

In his (Italian) video he explains why.

But don’t worry, you are lucky that FujiRumors is a polyglot (I speak 4 languages), so I am going to translate it for you ;).

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Fujifilm X-H1, Still Worth Buying? Fuji X-H1 IBIS Compared to Sony a7iii (with a Clear Winner)

Fujifilm X-H1 vs Sony A7III IBIS Comparison

When the Fujifilm X-H1 came out, it was the first Fujifilm camera with IBIS (well, after this one actually, but…).

Inevitably everybody started comparing Fuji’s IBIS to the ones available on other systems, especially on Sony… and so did Lee Zavitz now!

He now grabbed a Fujifilm X-H1 and tested its IBIS using the latest Fujifilm X-H1 firmware.

If you click the video above (which will start at 4:55), you will see it compared side by side to the IBIS on the Sony a7iii. The difference is hugely in favor of the Fujifilm X-H1. Actually it’s that bad on the Sony a7III, that one might think IBIS was disabled.

On the Sony IBIS side, things do not really get better with the smaller Sony A6600.

As we reported just yesterday Gordon from Cameralabs said that:

“in some cases tuning on IBIS on Sony A6600 almost gives as shaky results as with IBIS turned OFF“.

Don’t get me wrong, Sony is great and we are all lucky to have such a wonderful camera manufacturer on the market. They deserve all the success they have, and in some areas they lead the pack (eye-aufofocus).

But sometimes, like IBIS and weather sealing (as reported here), one could get the impression Sony wants to put those specs on paper as a selling point, but they don’t really put all the R&D necessary to make them work at their best.

Not sure if Fujifilm should do the same, meaning don’t care much about how well the IBIS on their smaller X-T prototypes currently works, and just release an X-T4 or X-T40 with IBIS as soon as possible.

At the end of the day it will show up on the specs sheets, and hence become a selling point, no matter how well or not it works.

Or maybe Fujifilm should remain obsessed by how well their stuff actually works, and just wait until their smaller IBIS unit works properly.

Fujifilm X-H1, Still Worth Buying?

So, is the Fujifilm X-H1 still worth buying?

Well, now that you can get it with vertical grip and 2 additional batteries for $999 only, there can be only 1 possible answer: I don’t know, it’s up to you! :)

But if your answer is “yes”, then you have on big problem: the Fujifilm X-H1 is back-ordered on many stores, so good luck finding one.

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