Fujifilm has published its financial result for the 3rd quarter of the fiscal year 2022.

We remind you that the fiscal year in Japan ends on March 31. That’s why Fujifilm now launched massive lens deals to push the sales numbers before the final yearly report.

These are the results for the imaging division:

X-T4 – Remember the Good

My Fujifilm X-T4 is gone… sold.

Unlike when I sold my X-T1, there won’t be a huge emotional goodbye today.

But that’s not to say I didn’t appreciate my X-T4.

On the contrary, I have done lots of work (wedding included) and travel with it (taking lovely family images).

At a certain moment, I even fell madly in love with… with the selfie screen!

It was 2020, and since February I was in lockdown and teaching online. I filmed my lessons with my X-E3, but when I finally received the X-T4, it totally improved my workflow to be able to see myself during recording, but I also started to make more creative videos for my students (which they appreciated, as you can here from their Whatsapp feedback I’ve shared in this article – direct video here).

So I guess this could be called my best experience with the X-T4: it simplified my teacher life during lockdown and also gave me a creative boost.

• My First Trip with My Fujifilm X-T4: What I Loved, What I Hated… and Unveiling What I Really Teach at School

And to be honest, there were several other occasions where the fully articulating screen turned out very handy, as I have described here.

• So What, Did FujiRumors Fall in Love with Fully Articulating Screens?

So to be clear: it might not have been my all time favorite camera, but I appreciated it and had lots of fun with it.

The Sale

And yet, the day I’ve received the rumor that the Fujifilm X-T5 has a 3 way tilt screen (a masterpiece of a rumor btw, with quotes from V for Vendetta ;)), I did put my Fujifilm X-T4 up for sale. Because although I can see the advantages of fully articulating screens, for my style of shooting the disadvantages just outweigh the Pros.

I needed a couple of months to sell it. I feel like most buyers simply have unrealistic expectations on how much second gear should cost. I received messages from people who said they won’t pay more than 500 bucks.

Of course I declined such offers and wished them good luck to find an X-T4 for that price in 2038.

At the end I found someone living just 15 minutes car drive from my home who bought it at a fair price.

The new owner of my X-T4, Nicole, is more into video and prefers the fully articulating screen of X-T4. I am happy to see my X-T4 in the hands of someone who is going to appreciate and love it.

My Next Lens

And what should I do with the money earned from the X-T4 sale?

Buy more lenses, of course! :)

After lots of thoughts, I decided that it will be one of the new fast 40MP capable primes. But which one?

What Not

• the good old XF35mmF1.4 is source of eternal joy and happiness for me, snapping personal favorite images over and over again. It kills any desire for the XF33mmF1.4 for me
• I use the original XF56mmF1.2 mostly for portraits. I don’t need faster AF in those occasions. And I also don’t need the even sharper images of the new XF56mmF1.2 R WR. It’s portraits, people usually don’t really desire to have their wrinkles captured in high resolution 40MP glory. The current 56 is plenty of sharp enough. No need for even sharper portraits

What’s Left

• the original XF23mmF1.4 is a lens I have used in some of the most important moments of my life: it was the only lens I took with me when my son was born. It was a stunning performer during the weeding I photographed. I made some travels carrying only the XF23mmF1.4 with me. It’s just incredibly flexible and also fun and beautiful thanks to the focus clutch. But as much as I appreciate it, I am not madly in love with it like with my XF35mmF1.4. So the new XF23mmF1.4 R LM WR is an option
• XF18mmF1.4 R LM WR: I once owned the pancake XF18mmF2 lens. When I sold it I did miss the pancake style and the 18mm FOV every now and then. I replaced my desire for pancake with the XF27mmF2.8 R WR, but I still sometimes miss to have a nice 18mm prime

The Decision

One would say, so keep the old XF23mmF1.4 and get the XF18mmF1.4.

But here is the thing: as you’ve seen from the examples I made above, 23mm is a really nice focal length that I use in many important moments of my life. And the idea of having the stellar ultra sharp and fast focusing XF23mmF1.4 R LM WR is intriguing me.

So the masterplan is this: with the money from the X-T4 sale I will buy a new XF23mmF1.4 R LM WR (I give it 1/2 months and hope in a sale, otherwise I’ll buy full price). Once I have it, I’ll sell the old XF23mmF1.4 and have some more money to buy even more lenses. Maybe the 18mmF1.4 or why not, even the XF16mmF1.4.

2023 just starts as 2022 ended: I still struggle with my GAS :D

• XF 18mm f/1.4 R LM WR: BHphoto / AmazonUS / Adorama / Focuscamera
• XF 23mm f/1.4 R LM WR: BHphoto / AmazonUS / Adorama / Focuscamera / Moment
• XF 33mm f/1.4 R LM WR: BHphoto / AmazonUS / Adorama / Focuscamera / Moment
• XF 56mm f/1.2 R WR: BHphoto / AmazonUS / Adorama / Moment
• XF 56mmF1.2 R – $300 off: BHphoto / AmazonUS / Adorama

CineD gives us a look inside the Fujifilm factory and shows us how the Fujinon XF 150-600mm f/5.6-8 R LM OIS WR is made.

It’s one of the first factory tours we get after a long time, as during the pandemic no media was allowed into the Sendai factory about 2.5 hours north of Toyko.

There is not much new to learn, except for the fact that it takes 480 parts in order to assemble a single lens. But it is always nice to take a look inside the factory and see how much work and also care goes into the manufacturing of our gear.

Here on FujiRumors the XF150-600mm was a huge hit making it in the top three positions of the best selling lenses of 2022.

• Fujinon XF 150-600mm f/5.6-8: BHphoto / AmazonUS / Adorama / Moment

Eduardo Soteras has just been awarded with the UNICEF Photo of the Year 2022 for the image you can see above. The story is this one:

Although destroyed, the library in this elementary school in Ethiopia’s Tigray region is where two children have taken refuge in books. This little moment of happiness shows in their smiles. It is a rare moment. Because of the armed conflict with the central government, 5.2 million people in this region in northern Ethiopia are suffering from violence, displacement, malnutrition and a shortage of drinking water.

[…] The desire to discover and learn new things is often so great in children that it makes them forget the threat of a situation.

That is the message of the Unicef ​​photo of the year 2022,” said Unicef ​​patron Elke Büdenbender, wife of Federal President Frank-Walter Steinmeier.

“The winning image challenges us to do everything we can to ensure that children can play and learn even under the most adverse circumstances.

Because this is the only way they can maintain their hope and confidence in times of war and other crises.

Given the importance of this image, little it matters that the EXIF data shows it has been taken with the Fujinon XF 16mm f/1.4 R WR.

Here on FujiRumors we just want to congratulate with fellow X shooter Eduardo Soteras for his important recognition and for making the best possible use of our beloved Fujifilm gear: encapsulating meaningful moments and important messages into a single powerful image.

You can read more about this image and Eduardo Soteras at the dedicated UNICEF page here.

Thanks to Daniel Stocker (instagram) for letting me know about it.

And in case you are being brainwashed by some YouTubers that you can only get real Pro work done with Full Frame gear, check out the articles below.

• It’s a Triumph: FUJIFILM Wins Top 2 World Press Photo Awards and Even More… Despite not Being Full Frame ;)
• Avatar: The Way of Water: These Unbelievably Good Fujinon APS-C Lenses were Used to Film Large Parts of the Movie
• Avatar 2 First Official Photos Taken with Fujifilm X Series Gear
• The Guardian Nominates Fujifilm Shooter and WPP Award Winner Yasuyoshi Chiba “Agency Photographer of the Year”
• first interview – Alain Shroeder, winner of the World Press Photo overall stories category
• second interview – Luca Locatelli, 1st Prize for environment story in 2020 Word Press Photo Contest
• third interview – 2020 World Press Photo Winner Ricardo García Vilanova: “For my War Photography I use X-T3 and Only One Lens, the…”
• No Joke: Official JOKER Movie Images taken With Fujifilm X Series Gear ;)
• Mission Impossible: Official “Fallout” Photos Taken with Fujifilm X and GFX Gear
• Hollywoods’ Dunkirk Movie Official Photos Taken with Fujifilm X-Pro2 and XF 18-135!
• Marco Urso Snaps Wildlife Photographer of the Year 2017 Image with Fujifilm X-T2 and XF 50-140
• Fujifilm X-T1 Snaps World Wildlife Photography Image of the Year – Animal Portraits Award
• SIMPLY the BEST: Messi and Ronaldo Meet the Fujifilm GFX100S of Annie Leibovitz

Not enough? Well, then know that photographers using Fujifilm cameras also…

• won the world wildlife photography award (story here)
• made the cover of the TIME magazine (story here)
• won the World Photography Arts&Culture Award 2015 (story here)
• won the First Prize of the World Press Photo Category “Stories (stroy here)
• made the front page of the Wall Street Journal (story here)
• were good enough for God’s work (story here)
• captured America’s most hated man (story here)
• distracted a French presidential candidate during his interview (story here)