The Error Fujifilm is Doing (and Sony Not)

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Fujifilm vs Sony

Weekend thoughts.

There are a lot of differences between Fujifilm and Sony, and I believe each company could learn some things something from each other.

But today I’d like to focus on one aspect, that I believe Sony and other brand are doing right, and Fujifilm should copy.

Let’s talk about it.

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DPReview Declares Fujifilm X-T4 Best Hybrid Camera under $2,000 and Fujifilm X-T4 vs Sony A7III Comparison

DPReview updated its Buying Guide, and now officially recommends the Fujifilm X-T4 as the best hybrid video/stills camera you can buy for less than $2,000, hence, according to DPR, if you are looking for the best balanced video/stills camera, the X-T4 will serve you better than the second placed camera, the Sony A7III. That’s at least according to DPR here.

Fujifilm X-T4 vs Sony A7III?

Down below you will find:

  • don’t miss this – Fujifilm APS-C is Dead? Nikon Z5, Sony A7III, Canon R6 vs the Fujifilm X Series Art of Balance
  • a comparison between Fujifilm X-T4 and Sony A7III (with summary)
  • Hugh Brownstone calls the Fujifilm X-T4 the best balanced and least compromised camera on the market

Fujifilm X-T4: BHphoto / AmazonUS / Adorama / FocusCamera

Fujifilm X-T4 vs Sony A7III

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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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Fujifilm X-T4: About Overheating, X-T4 IBIS vs Olmypus EM-1 III, Comparison with Sony A7IV

I have been asked to keep it short. So I will. No summary, no recap, no nothing. Less is more, right? ;)

I really would like to tell you the Fujifilm X-T4 overheated after almost one hour constant video shooting under the direct early summer sun (but in his last act before shutdown, still saving the file on the SD-card), and that under similar condition the Sony A7III failed after 26 minutes…. but I must keep it short.

And how good is the IBIS of the X-T4 compared to widely acknowledge class leading Olympus E-M1 III? No words. Keep it short.

My thoughts on the image comparison between Fujifilm X-T4 and Sony A7rIV? None… keep it short ;).

So, down below is an X-T4 roundup.

X-T4 Roundup

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