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!
Triggered by recent failure of the Olympus imaging division (which FujiRumors dedicated an own – and very personal – article here), Nikkei deputy editor Masamichi Hoshi has published a rather dark overview over the current camera market situation and an even darker forecast.
The article starts by taking into account two rather obvious reasons, why the camera industry struggles, and that surely Japanese camera makers are not responsible for:
The numbers of the decline are dramatic:
A special mention in regards of struggling companies goes to Nikon, which has photography as a core business (unlike Fujifilm), but also all other brands are having hard times.
Nikon’s imaging unit, which has focused on digital cameras, finished the fiscal year that ended in March with an operating loss of 17.1 billion yen ($158.7 million), down from a profit of 22 billion yen the previous year. In November, the unit drafted a rebuilding plan focused on the “pro-hobby class,” which consumes 3 million interchangeable lenses per year. It aims to cut 50 billion yen from its fiscal 2019 operating costs by the end of fiscal 2022. The cuts will come from a reorganization of production plants, a narrowing of products and a personnel reduction.
The digital camera operations of companies like Ricoh and Panasonic also continue to struggle. The operating profit at Canon’s imaging system units fell by 48.2 billion yen in the year through December, a 62% drop the previous year.
But beyond smartphones and COVID-19, there is a third reason highlighted by Masamichi Hoshi, which is the one we want to focus on here today: excessive competition.
Here is what Masamichi Hoshi writes on Nikkei:
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:
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.
Tokina just announced the Tokina 400mm f/8 reflex MF lens, which you can use on any Fujifilm X camera with the Tokina Mount Adapter TA-014 for Fujifilm X.
Here is the fact: a Fujifilm manager said back in February 2020, that, within the next 12 months, there will be 4 new Fujinon X mount lenses.
FujiRumors has investigated, and thanks to our sources we were able to tell you back in May here, that two existing Fujinon X mount lenses will be updated.
Now we can unveil (thanks :)) what the new MK II prime lens will be: the Fujinon XF27mm f/2.8 MK II.
I know, this will divide many of you.
Personally, as a happy owner of the Fujinon XF27mm f/2.8, a MK II version of this lens would make me very happy.
Just, dear Fujifilm, don’t make the same error you did in the past, and don’t forget to put an aperture ring on it, and keep it as you showed us in the XF 27mm mock-ups of 2013 here.
I included the XF27mm in my “5 most underestimated Fujifilm X-series products” trilogy, and Antonio calls it “the best unnoticed lens on fuji world“
With that said, here is the updated FujiRumors X mount lens roadmap.
If you are a long time FR-reader, maybe you’ll remember the FR-birthday quiz I made back in 2016.
In that quiz, we discovered that the XF27mm f/2.8 was the second best selling Fujinon prime lens of all time until December 2015 (find out who was the best seller here).
Let’s hope the new version will repeat that big success.
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Back in May, Viltrox issued a statement that their X Mount AF lenses can damage the Fujifilm X-Pro3 and FujiRumors later on reported about a free return service Viltrox offered.
Now they are redesigning those lenses, so that they won’t damage your X-Pro3 anymore (see damage in this post).
Just a few days, Viltrox has also released a MK II version of the 85mm f/1.8. Now the updated Viltrox 23mm f/1.4 AF has been released too.
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I apologize, because…
… I try and I think I succeed to reply to every single one of the 20+ emails and personal messages I get every single day.
However, not always I am able to give you the comprehensive reply you’d deserve, for a simple reason: time!
In fact, I have day job as a teacher and I run FujiRumors totally alone. Hence, in order to be able to reply to everyone with the limited time I have left, sometimes I just must give a shorter reply, even if often your emails would deserve a comprehensive answer.
Now, some of the most interesting emails I get, are those, with input, ideas and wishes for future Fujifilm products.
And since also to those emails, often I can’t reply as comprehensively as I’d love to, I had the idea to share them with the entire FujiRumors community, and extend the discussion to all of you.
Last time we discussed:
Today I’d have selected a few more of those wishes.
So, if anyone reading this is interested, feel free to drop your thoughts in the comments.
You have wishes about the Fujifilm future, too? Well, then write me at fujirumor@gmail.com.
Have a wonderful weekend,
Patrick
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I have received word (thanks), that the price of the Fujinon XF50mm f/1.0 should be about $1,500.
Of course the price is one of those things, Fujifilm can change until just a few days before official launch, so take it with a grain of salt for now. But the fact I share it today, means I got multiple confirmation that Fujifilm is targeting that price.
Curiosity: just recently a fellow X-T group member here, asked people how much they think the XF50mmF1.0 will cost. Lots of people guessed a price around $2,000. So for many the rumored price tag will come as a pleasant surprise.
As Fujifilm managers said in various interviews (such as here), the Fujinon XF50mmF1.0 will come in 2020.
In previous coverage about the XF50mmF1.0, such as in this dedicated XF50mmF1.0 article, we got some initial specs:
Back in February, Fujifilm managers officially said there will be 4 new lenses within the next 12 months, and thanks to our sources we know that they will be:
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Here is our roundup of the top ten posts for June.
Stay tuned on FujiRumors also in July, because I think I will have something to tell you ;).
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Half a year of rumors is over, and it was probably the most successful we ever had on FujiRumors.
With a total amount of 44 rumors shared, we are currently sharing more rumors than ever in the years before.
The Fujifilm X-T4 was without a doubt the big one in 2020, and I frankly can’t remember if FR ever leaked so much about one single camera, as we did with the Fujifilm X-T4.
At this point BIG thanks to all our sources, for helping me to keep the Fuji X community on fire. Being a Fuji X/GFX shooter is just more fun, if every now and then we get something hot to talk about… ;).
But…
Sharing rumors is one thing, sharing accurate rumors is another. And since we don’t want you to believe in fake rumors like the death of Fujifilm X-H2 or fake X-T3 firmware leak 4.00, we try to honor the time you decide to spend reading FujiRumors by delivering dry and verified rumors.
Did it work out well so far in 2020?
Let’s check it: