Earlier today Fujifilm has shared a video with their “October announcements“. You can check out all details in this article.

Among the others Fujifilm promised firmware updates to come in November.

First off: they did say that they got lots of feedback from customers especially regarding the autofocus. Based on that feedback, Fujifilm is now working to improve the firmware. But there is more, so let’s check it out:

The Good

• Firmware update coming in November
• Cameras mentioned: Fujifilm X-H2, X-H2s and GFX100 II
• Improved Subject Tracking while video filming
• Face/Eye detection while video filming
• F-Log2 C for wide color gamut
• Timecode Synchronization by Ambient Lockit devices through wired connection

The Questions

• are other 5th generation cameras (X-T5 & Co) also getting the improved AF while filming?
• what about AF-C tracking in stills?

The Surprises?

It almost passed unnoticed, but Fujifilm also said that they are considering further enhancements. So it looks like we are not yet done with Kaizen love for 5th generation cameras.

What could it be?

Well, I don’t have that much anymore on my wishlist, but if I could pick one thing, then I’d like to get the fully automatic subject tracking of the Fujifilm X-S20. I also suggested Fujifilm how this could be implemented on other Fujifilm cameras in this article here.

Of course, feel free to share your wish with the Fujifilm community in the comments down below.

My Thoughts

Fujifilm (like many other brands) often tends to conceal significant bug fixes under the vague term “minor bug fixes.” This article dives deeper into the issue, offering real examples of what Fujifilm has masked with this phrase—some of which were rather embarrassing. Read more here.

This time, though, Fujifilm is putting a spotlight on the autofocus improvements. To me, this signals that they’re taking it more seriously than ever, with a firm commitment to finally getting it right.

It’s also evident that while Fujifilm recognizes the issues, they’ve chosen not to rush a fix like they did with the June firmware. Instead, they’re taking extra time—and probably conducting more thorough testing—to ensure this firmware update works as intended.

I guess they’re well aware they can’t afford to get it wrong this time and it looks like Fujifilm has embraced this challenge, as evidenced by the emphasis they placed on the upcoming autofocus improvements in the video released today.

But again: I believe it only when I see it.

And the Fujifilm X-T5 & Co?

We will see what happens in November, but I would not be surprised if the Fujifilm X-T5 and other cameras would get a bunch of improvements too. Maybe not everything the flagship X-H and GFX cameras will get, but it just makes sense that some of the improvements find its way down also to lower end models.

But again, that’s a pure speculation of mine, not a rumor whatsoever.

Overall, after today’s firmware announcement I am definitely more confident. Fujifilm Japan has spoken and finally addressed the issue publicly. But I have learned not to celebrate too early and wait to see what happens in November with the new firmware.

Fujifilm has just announced three things:

• GFX challenge grant program updates
• Firmware updates coming in November
• Fujifilm X Summit on October 14 at 1PM GMT in Tokyo at the Clay Studio (Fuji’s design center). The theme of the X Summit will be “design”. From product design to engineering design, Fujifilm will deliver “new information to you” from design perspective. “You won’t be disappointed with the X summit.

As for the firmware updates they say:

We strive to improve our products by making improvements and adding new features through firmware updates guided by feedback we receive from our users.

Recently we have received comments especially about autofocus, to improve performance.

In response, we are developing a new firmware for X-H2, X-H2S and GFX100 II.

This updated enhances subject tracking stability when shooting video.

The improvement by firmware updates are not limited to autofocus. We will add two new functions for video shooting. It’s F-Log 2C, which has a wide color gamut, and timecode synchronization by Ambient Lockit devices through wired connection.

[…] We are currently considering further enhancements.