I find the Fujifilm X-M5 gently priced. Even with kit lens you don’t go beyond the 1K mark in £ and €.
Keep in mind: the Fujinon XC15-45mm has OIS, so you get optical stabilization with this combo
despite being basically twins (with slight differences in terms of weight and size as we can see from the press release), the Fujinon XF500mmF5.6 is a bit more affordable than its G mount counterpart, the GF500mmF5.6 which costs £3,499 in UK and €3,899 in Germany.
at launch, the original Fujinon XF16-55mmF2.8 did cost £1,099 in UK and €1,299 in Germany. The new version will come with a slight price increase in Europe (+£50 more in UK and +€50 more in Germany)
Fujifilm said they are aware of the “comments” of the Fujifilm community regarding the latest autofocus issues and they promised firmware updates to fix that.
The fix will come in November for their flagship Fujifilm X-H2s, X-H2 and GFX100 II cameras, but also other fifth generation cameras such as the X-T5, X-S20 and “more” will get firmware updates this year, as Fujifilm officially said here.
Sure, it takes time. But to a certain degree I can understand that.
Fujifilm knows they have to get it right this time, so they’re likely testing the firmware more rigorously than ever, which is surely costing a lot of time and money.
But the big question is: how well will the autofocus firmware really work?
Well, maybe we might not have to wait until November to see these autofocus improvements in action.
In fact, we could get our answers as early as October 14 with the launch of the Fujifilm X-M5.
Why?
Well, Fujifilm has been aware of the autofocus issues for months now. They already began addressing them with a firmware update back in June. Since then, they’ve continued working on the improvements, so the firmware must have evolved significantly from the June version.
And I’d not be surprised if the first camera to actually incorporate the enhanced autofocus capabilities won’t be the X-H2s, X-H2 and GFX100II in November, but the Fujifilm X-M5 coming on October 14.
After all, why not equip the brand-new Fujifilm X-M5 with the most up-to-date firmware available, especially since it’s a fresh release that requires a new firmware anyway? And maybe that’s also why Fujifilm has published a X-M5 teaser poster where they write big “fast autofocus“.
If that turns out to be the case, if the X-M5 is indeed the first camera to feature the new AF algorithm, then by October 14, we’ll already have a glimpse of how well the latest autofocus firmware performs.
Nikkei has published the global sales number and market share of digital stills and video cameras sold in 2023. The numbers are based on data from CIPA and JEITA and have been reported by the Japanese website dclife.
Here are the numbers for 2023:
Canon … 3.34 million units (46.5%)
Sony … 2 million units (27.9%)
Nikon … 810,000 units (11.3%)
Fujifilm … 430,000 units (6.0%)
Panasonic … 260,000 units (3.6%)
OM Digital … 180,000 units (2.5%)
Ricoh Imaging … 60,000 units (0.8%)
Nikkei writes that the decline in the global market share of digital cameras is slower than before, and the demand for high-performance mirrorless cameras is increasing. Nikkei says “high-performance mirrorless is strong, and the market is recovering“.
Considering that Fujifilm has no dedicated video camera, nor DSLRs in offering, it is safe to assume that the vast majority of the 430,000 units are X and GFX camera sales. Not sure if the (almost dead) Fujifilm Finepix line is included in the list, but even if it would, it would be a negligable number.
X-E4 shipping debacle, discontinued in 2023 with harldy ever being in stock due to Fuji’s incompetence to produce what people actually ordered
The list could go on forever, but bare with me if I stop it here to avoid to turn this article into a rant.
All I’ll say is that the number, 430K, is way below of what Fujifilm could have shipped if only they figured out a proper way to produce more gear rather than relying on creative, flawed and no-cost solution like using blockchain to improve parts procurement.
They did not increase production (except now for the X100VI). They did not hire more workers. They did not expand factories. They just accepted things as they are and so we got to absurd situation like the one of the X-E4, which was launched in January 2021. I noticed the X-E4 in stock only once in October 2021 and then it was mainly out of stock everywhere until it got discontinued in 2023 while tons of people still had one on pre-order.
The Fujifilm CEO calls this a “normal” situation, but I have not seen other brands struggle as much with deliver as Fujifilm. Sure, it’s not all Fuji’s fault, as nobody could have thought that Fujifilm’s popularity would expload like this. But the years passed, and Fujifilm failed to adjust to the new high demand.
Anyway… it is what it is.
Fujifilm sold 430,000 cameras in 2023. But it could have been easily twice as much if they’d have been able to ship their gear properly worldwide.
It’s been a long time that I have not done a “famous X Shooter” roundup and a roundup of Fujifilm gear used in ads.
Today I am going to catch up with it by delivering a rather big one :).
Thanks to everybody who has passed what they’ve spotted around!
Lady Gaga
Lady Gaga, a renowned American singer, recently starred in a T.V. commercial where she is seen using a Fujifilm X-T3 camera! The commercial is for Nurtec ODT, a migraine medicine. You can see the full ad on YouTube here (screenshot above)
Fujifilm US Manager Victor Ha had an interesting interview with CineD.
The interview is 1 hour and 20 minutes long. I strongly recommend you to watch it all. But if you are in a super hurry right now, here are the main takeaways:
X100VI Success
a lot of the X100VI success has to do with luck and timing
but also a lot of if has to do with the fact that the camera has gone through 5 generations
a lot of people want to make high quality images. Sometimes they are not really photographers, but artists in other areas, chefs, or a different profession or something that requires high quality imaging
in today’s world, no matter which you profession you are in, you do need a certain level of image quality that could exceed the phone
a large number of people who bought the X100VI are new to the Fujifilm brand
traditionally the X100 line always was also a camera that was grabbed by people who have other brands
customer base has expended a lot into first time buyers, first time users, first time camera owners
the X100VI is also a great product
all these things came together
Fujifilm has a great reputation in providing tools that are response to feedback of customers, and also balance it with what the market wants and what’s possible technologically
X100VI is special because it is a combination between esthetics, design, tactile feel
photographers (image makers) are moving towards the desire of having dedicated devices. You want to spend a certain amount of time engaging with a device where you can look through a viewfinder and there won’t be notifications popping up
the job of camera manufacturers is to create devices that offer the best image quality possible in different sensor sizes and from entry level to professional market
when asked about features like in-camera editing, Victor says the thought of it makes him sick. First, because the JPEG’s coming out of his camera are the best in the business. And there are some options in-camera like push and pull etc (admin note: via the internal RAW converter), so Fujifilm has at some degree on-device editing
Fujifilm wants to offer users different ways to get images off the camera, and that’s evolved in the last couple of years (Camera to Could, new XApp, etc)
but Fujifilm’s first mission is to provide the best image quality possible. For that you need a good lens, a sensor, processor, image science etc.
Fujifilm is very pleased in seeing how Camera to Cloud is being adopted and they see continuous growth and more users try the service
C2C is used by photographers and videographers
WiFi congestion interfere and create problems with Camera to Cloud
internal memory storage? Victor Ha says he would be reluctant to that. He was taught that it’s important to have physical backups. Also, in some cases taking a file from the card can be easier than getting it from the cloud. And taking the files through a cable when you do not have a reader is easier than pulling the card.
manufacturers must understand that they need to offer different ways to get files off from the camera, not just one
Victor is currently on a trip through Europe with his GFX100SII (+GF50mm and GF80mm) and shooting also street photography with it is very satisfying
he did not use GFX so much before, but during this trip he got in deep love for that camera
[when asked what if Hasselblad, now owned by DJI, comes out with an attractive MF camera] of course Fujifilm pays attention what other competitors are doing. Victor hopes that competitors come out with tools that challenge their tools.
he believes that Fujifilm’s tools will always win in the end because “we have great fans, we have great image science, great colors, great optics“
the industry needs to grow and make better tools. Fujifilm needs competition
Without a vibrant and strong industry, lots of things will go away and nobody wants that
There is more to the interview, so make sure to check it out in full.
Just a few quick comments:
As far as in camera editing goes, for me the internal RAW converter is one of the big reasons why I stick with Fujifilm (Sony for example does not offer it as far as I know). Because truth be spoken: for hard core editing nothing beats the RAW file and a proper editing software. But I am often around with busses and trains to do my day hikes, and one of the things I love is when, on my way back from a long day of shooting, I can sit in the train, go through the images and pass some time having fun editing the images with the internal RAW converter. By the time I am home, I might have already edited enough images to a point that I feel completely happy with it and I can upload them on my phone and share them… and of course without the need of edit them later on with an editing software.
In the interview they talk about having kind of Lightroom like controls directly in camera, like on the Zeiss ZX1, but personally I think that’s an overkill. I’ll just use my computer for more heavy editing. I prefer to have the simplicity and immediacy of the internal Fujifilm RAW converter to do quick adjustments.
As for the internal storage, I think that would be nice to have, if that would allow for even faster writing speeds over a CFexpress Card, but only if there would still be a memory card slot for a backup. I probably would be too scared to go on vacation with internal storage only, and maybe get my files corrupted 1 or 2 weeks into the holiday. So Victor Ha makes a great point when he talks about having a backup solution somehow.
Camera to Cloud on the other hand sounds like a great idea that faces some real life challenges when it comes to the transmission of those files. I don’t know if any of you uses it. If so, please let us know your experience with it.
Better late than never: Adobe has added Reala Ace support for X-H2S and X-S20 with their latest August 2024 update. You can check out details here.
We remind you that the Fujifilm X-H2S and the X-S20 (as well as other Fujifilm cameras) got Reala Ace film simulation in-camera via firmware update in June.
And the point now came in which I thought I should not even talk about these awards anymore here on FujiRumors.
However, I also noticed that every time I post about them, there are quite a few out there who in the comments on social media rejoice about Fujifilm winning an award.
And who am I to take away such an easy and genuine joy to people. It’s a messy world that needs more joy, not less.
So, let’s be happy and celebrate the fact that EISA declared the Fujifilm X100VI the best compact camera.
That’s a legit question, also considering that, in rare occasions, updating the firmware can actually introduce new bugs (this happens with every brand, Sony, Nikon, Canon and Co. They all struggle with that).
So why update the firmware for a minor thing if your gear works just fine?
Well, unless your gear has a specific issue that the firmware update addresses, it’s generally a good idea to wait a bit before updating. Just to see if some issues come up with the new firmware.
I don’t do that, honestly. I update immediately. But I also don’t photograph weddings or do professional work with my gear (oh well, except for this wedding, but that one I shot for free).
And yet…
even if the firmware addresses a “minor bug”, I strongly recommend to update anyway sooner or later..
Why?
Well, because sometimes the bugs are not really “minor”.
For example: in 2020 Fujifilm released a firmware also for X-T4 and it gave us a “minor bug fix”. At that time I was in holiday in Southern Italy and I took some time to try to find out what it really fixed. Well, it turned out the minor bug fix was actually a major one, as it drastically reduced the exposure stepping in video.
This was a major complaint and a major bug fix, but Fujifilm did hide it behind the phrase “fix of minor bugs“.
Other times, the “minor bug” might be better called an “embarrassing bug fix”. In fact so embarrassing, that Fujifilm (but that’s valid also for other brands) doesn’t want you to know what it is, hence they don’t elaborate on that.
For example, I think it was the X-Pro1 that got a “minor bug” fixed, but what it really fixed was that the focus point worked “mirrored”, so if you moved the AF box to the bottom right of the frame, the camera would actually focus on the top left of the frame.
This is why ultimately I always recommend to update your gear, even if Fujifilm calls it just a smaller bug fix.
If you want, wait a couple of weeks and then see if there are reports here on FujiRumors or in Fuji Forums about problems with the firmware. And if there aren’t, update! What Fujifilm calls “minor” might not really be that minor in the end.
And in any case remember: if for some reason a firmware would break certain features of your camera, Fujifilm will release a free follow-up firmware fix and don’t charge you $700+ like Sony :D.
A firmware update was released, and after some users installed it, they noticed the firmware was flawed and the camera is now buggy. So far, nothing new. This just happens.
But when one of these photographers contacted customer service, the representatives acknowledged that the issue could have been potentially caused by the firmware update. Despite this, they are asking customers to send in their cameras for repairs, which will cost (at least) $700.
That’s a shame and should not happen.
And luckily it does not happen to Fujifilm shooters, because this is what happened to a Sony shooter, whose Sony FX3 got apparently broken by firmware 5.00 (see video below).
The video made by Camera Nerds Media runs you through this unreal experience (including recorded calls with customer service).
Camera Nerds Media also went on various Sony forums and he saw that many other FX3 users got the same issue with firmware 5.00. He ends up saying:
I don’t think users should be responsible for faulty firmware updates. That is crazy. […] Now my camera does not work and I lost lots of functionality and I am required to pay for that.
[…]
I posted about this on a bunch of Sony Forums, and the overall theme is that nobody updates the firmware on their Sony cameras because it is historically unreliable and a lot of problems can happen”
To be clear: Camera Nerds Media is a Sony shooter and not a secret agent paid by Fujifilm or Canon or whoever to trashtalk Sony.
Sh*t Happens
Why this intro?
Well, it’s simple: we are used to look at our own garden (the Fujifilm world) and we rightfully moan when something goes wrong there.
But here is the thing: we are so focused on our own world, that we don’t see what’s going on elsewhere.
The Sony issue we reported about today is just one of many. I saw posts with freezes on Sony camera and users have to remove the battery to make the camera work again.
So yes, it’s good to moan, when something goes wrong in the Fujifilm world. But we should be at least aware that modern cameras are high tech computers with lots of complicated coding inside, and that every brand stumbles on that. That’s just normal.
What really matters is how brands react to those issues.
Fujifilm releases free firmware updates to fix errors, whereas in the story we shared today, we can see that this is not always the case with Sony cameras.
Fujifilm Bug Reports
But let’s go back to our little Fujifilm garden.
When I posted the article about a rare bug that drives me nuts, other fellow Fujifilm X shooters wrote me with their own bug reports.
And because I pay full price for my gear and have no connections to Fujifilm, I can freely report about those bugs here on FujiRumors, in the hope Fujifilm Japan will read this (they will), and possibly even release a fix in the near future (of course for free ;) ).
If you have your own bugs to report about, feel free to drop it in the comments.
I have the GFX 100S II and it happened to me it froze too a couple of times in the past month and yesterday I found when it happens:
Using the camera in portrait mode, but turning it 90 clockwise, not counter clockwise (as natural it is)
I know it happened in other models like the GFX 100 II, do you know if that bug has been resolved?
UPDATE: I took the camera to the store where I bought it and the seller said he would contact the Fuji rep about that. Then he sent the camera to be repaired. It Looks like there is an electronic problem, that is what he said to me a few days later. Hopefully the camera will be back soon.
by Cipulot – The Disappearing Indicators
I am sharing with you a pretty interesting thing that is happening with my X100VI with the latest 1.11 fw.
In particular, out of nowhere, in the OVF mode, the indicators stopped being shown even if I had them selected in the settings (video below).
Funnily enough, though, if I enable large indicators, they still do not show up, but if I half-press the shutter, they pop up and then go away as soon as I take a shot/release it.
I tried disabling them, re-enabling, power cycle, and even removing the battery, but the issue persists.
I forgot to mention that even when pressing the DISP BACK button multiple times, the issue persists, even tho that should fix it usually.
UPDATE: As a last effort I reinitialized the camera and it went back to working order. [if you encounter this issue too, reset your camera]
by Alan – the Silent Focus Priority Override in AF-MF
Your July 10, 2024 post entitled “This (Rare) Fujifilm Bug Drives Me Nuts…” got me thinking about the one Fujifilm bug that most bothers me. Actually, mine is more than a bug… because mine interacts with a known Fujifilm autofocus issue that can produce more out-of-focus images than expected. Combined, the bug and issue have the potential to badly effect the AF experience of users and, I expect, reviewers.
The Bug: With AF+MF* enabled, the camera will, without warning, override FOCUS/RELEASE PRIORITY** if it has been set to FOCUS.
Potential Bug Remedy: At the very least, Fuji should grey-out the RELEASE/FOCUS PRIORITY menu option when AF+MF is enabled.
The Issue and its Importance: The potential advantage of AF+MF* is paradoxically counterbalanced by the potential disadvantage of RELEASE PRIORITY**.
Fujifilm’s competitors allow their users to manually fine tune autofocus (with focus aids such as peaking and magnification), while maintaining control of when the shutter will release in AF-C or AF-S modes (ie, with or without autofocus confirmation/acquisition).
For example, if AF-C loses a bird amongst leaves, manual override will be necessary to regain focus. The rest of the time, when manual override isn’t necessary, the camera should be allowed to acquire focus before releasing shutter, should the user so desire.
Please feel free to post my note on FujiRumors if you think that it would be of interest.
* XT-5: MENU > AF/MF SETTINGS > AF+MF = “OFF
** XT-5: MENU > AF/MF SETTINGS > RELEASE/FOCUS PRIORITY
Fujifilm has announced the financial results for the first quarter of the fiscal year 2024 (April 1st, 2024 to June 30, 2024).
In short we can say the professional imaging division is growing strong with revenue up +33.8% compared to last year.
Always in terms of revenue, the professional imaging division (+33,8%) grew even stronger than the Instax division (+17.8%). Now the revenue difference between Instax and professional photography gear is of 18.5 billions of Yen (74.6 for Instax and 56.1 for X, GFX and Fujinon lenses) compared to the gap of 21.2 in 2023.
No wonder that the Fujifilm CEO called their photography business their new goldmine.
With all these great numbers, Fujifilm increased their imaging division financial forecast for 2024:
+ 6.3% revenue (from 480 to 510 billions of Yen).
+12% operating income (from 100 to 112 billions of Yen).
Despite…
So all good and keep going like this, Fujifilm?
Well, not really. We will always find something to moan about. ;)
And particularly, it’s a pity to see that these wonderful data coming in despite Fujifilm having had much more trouble to ship their gear than any other brand.
I can only imagine how the numbers would have skyrocketed, if only Fujifilm would have been capable of matching the terrific demand there is for their cameras and lenses.
Dear Fujifilm:
you have to understand that meeting your sales targets is not enough. What you have to meet is the true demand for Fujifilm gear.
That’s why I can’t find huge joy in the numbers you’ve shared today: I keep thinking at the figures you could have achieved, if only you’d have been able to produce more gear with proper hard work and solid investments instead of trying out some creative solutions that brought no results.
