Fujifilm Manager Talks Full Frame Market Shift (and Why Fuji Sticks with APS-C), WR Versions of Older Lenses, Market Situation & More

As we reported here, Toshihisa Iida has just been promoted to new President and Managing Director at Fujifilm Europe.

He is also the guy who said in the past that Fujifilm will NEVER go Full Frame.

Now he gave an interview to the amateurphotographer. Here are some excerpts:

COVID-19 affects on Fujifilm

  • Before the pandemic struck, there were more than 8,000 professional photography businesses operating in the UK alone
  • global demand for digital cameras has dropped by 40% since the start of April 2020 according to CIPA, but thanks to the performance of products like the X-T4 and X100V, Fujifilm is performing significantly better than that
  • Fujifilm also worked hard to supply medical imaging technologies to those on the front line, as well as working to realize the manufacture of COVID-19 vaccines and therapies at scale with pharmaceutical partners

Biggest Industry Future Challenges for Fuji: the drift towards full frame or the rise of smartphones?

  • biggest challenge is to ensure to keep innovating in R&D
  • Finding a real consumer demand’ is a key
  • provide a better experience of taking photos and videos
  • Customers don’t buy a sensor, but an experience
  • Fujifilm is not a company to simply follow the same path as others
  • Consumers demand more and are no longer wanting to invest in a product; they want a service and an experience.

The Market Differences over the Globe

  • X-T4, X-T3 and X-T30 are all popular around the world, and the X100V has been the bestselling high-end compact globally.
  • GFX is almost evenly split except in the Chinese market [admin note: I have been told the GFX100 sells extraordinary well in China]
  • piqued popularly of the X-A series in some Asian countries
  • Globally, instax is one of Fujifilm’s biggest consumer success stories

And Full Frame?

  • in the last two years the market shifted strongly towards full frame
  • for Fujifilm, APS-C is the best-balanced system
  • APS-C is the best answer for those downsizing due to the smaller, lighter lenses, as well as the camera body
  • GFX provides the best image quality without requiring a high level of investment.

Fujifilm X-S10

  • It was demand coming from customers used to DSLR cameras and from those who prefer to have more usability for video shooting
  • very rich features such as IBIS, 4K30p video with long recording time – but with a small weight of just 465g
  • X-S10 offers a very smooth transition for DSLR customers to enjoy the latest mirrorless technologies with the advantage of a smaller, handy size.

Weather Resistant Versions of older lenses?

  • WR versions of older lenses requires to completely re-design the inside structure, hence in some cases needs R&D from scratch

Should Fujifilm work closer with Sigma and Tamron?

  • I cannot be specific about our working relationships with other companies but we have received and understand our customers’ request.

You can read the full interview at amateurphotographer.

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Fringer EX-FX (Pro) II Smart Autofocus Adapter Firmware 1.90 Released

Fringer has released firmware 1.80 for the Fringer EF-FX Pro II and Fringer EF-FX II smart autofocus adapters.

Fringer EX-FX (Pro) II – Version 1.90

  1. Added following lenses to the tested and optimized lens list:
    – EF 400mm f/2.8L IS II USM
    – EF 400mm f/2.8L IS II USM + 1.4X
    – EF 400mm f/2.8L IS II USM + 2X
    – EF 70-210/3.5-4.5 USM
  2. Fixed PDAF issues for some lens of the following models: Lens didn’t get recognized by the adapter due to different lens firmware version.
    – Sigma 24-105/4 ART
  3. Fixed a compatibility issue with X-T3 firmware 4.0: under certain circumstances, contrast AF may fail. This issue may also affect other cameras like X-T4 and X-S10.
  4. Fixed camera freeze issue on cameras equipped with X-Trans IV CMOS. When
    – In bright environment,
    – Adapting telephoto, ultra-fast or macro lenses,
    – Aperture is NOT wide open,
    – Subject is far away from current focus point and is so blur that phase detection doesn’t work,

Auto focus may fail. Sometimes, especially when using AF-ON button or touch screen to AF, it may freeze the camera. Even the power switch doesn’t work. This problem has been fixed. Affected cameras include X-T3 (firmware 2.0 or later), X-T30, X-T4, X-Pro3, X-S10.

As the bug fixes are important, upgrading is highly suggested.

Please visit the Fringer website here to download the new firmware and its release notes. Follow the instructions in the release notes to upgrade your adapter.

Top 10 October Posts: New Fujifilm GFX100 Rumors, New Firmware, Fujifilm X-E4 Rumors, X-S10 Attack on SONY, New Roadmap & More

So, here are the top 10 posts for October.

  1. Fujifilm X-S10 rumors (several posts with the top 3 being the leaked images, the layout explanation and the press release)
  2. New Firmware for Fujifilm X-T3 and X-H1 Released
  3. RUMOR: New Fujifilm X Lens Roadmap Coming Soon
  4. Next Fujinon X Mount Roadmap to Include Fujinon XF 18mmF1.4 WR
  5. Fujifilm X-E4 Coming in First Quarter 2021
  6. Fujifilm X-S10: Attack on SONY (& Co), Why it is NOT an X-T40/X-H10
  7. Fujifilm Digital Camera Range: Making Sense of the Line-Up, What Should be Dropped, What Should Stay… and Where is the X-H Line?
  8. Next Fujifilm GFX with 102 Megapixel (not Monochrome) and Much Smaller than Fujifilm GFX100
  9. IBIS COMPARISON: Fujifilm X-S10 vs X-H1 vs X-T4 – Smarter Wiring, 30% Smaller Side by Side with Older IBIS Units
  10. New Fujifilm Camera FF200003 Registered: Fujifilm X-E4, New Fujifilm GFX or Surprise Camera X-T40 or X80?

Bonus Posts You Should not Have missed:

  1. Fujinon XF70-300mmF4-5.6 vs XF55-200mmF3.5-4.8 vs XF100-400mmF4.5-5.6 vs XC50-230mmF4.5-6.7
  2. SIZE COMPARISON: Fujinon XF18mmF1.4 vs XF16mmF1.4 vs XF23mmF1.4
  3. Fujinon XF Wildlife Photography Lenses Needed, Base ISO 100, Firmware Wishes and More
  4. Good Bye, X-T1: I Sold my Fujifilm X-T1 Today – About Love for Dials and the Story Behind my Favorite X-T1 Image
  5. The X-Pan Rebirth of Fujifilm X-Pro1

Stay tuned for more fun coming in November ;).

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Fujifilm X-T3 New Features Guide for Firmware 4.00

Fujifilm has just released firmware 4.00 for Fujifilm X-T3.

It’s a major update, and hence it requires an update to the manual.

You can download the new features guide in several languages:

For more details about the firmware and the download link, check out our previous article here.

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Fujifilm Digital Camera Range: Making Sense of the Line-Up, What Should be Dropped, What Should Stay… and Where is the X-H Line?

Fujifilm shared this Pyramid explaining their Current Camera Line-up
Fujifilm shared this Pyramid explaining their Current Camera Line-up

I already said it in my X-S10, Attack on Sony article: the Fujifilm X-S10 makes a whole lot of sense.

And yet, I do understand one of the critiques made to Fujifilm: their line-up is huge and potentially confusing.

There are indeed some lines, that in some occasions do not not differentiated themselves enough from each other.

But this is an issue Fujifilm realized and I feel that they are taking care of it, for example:

  • the Fujifilm X-Pro3 is a unique machine, with a concept, so far nowhere to find
  • Fujifilm is aware that the the Fujifilm X-H2 must differentiate stronger from the X-T* line in order to continue to evolve separately

Fujifilm understands the problem and is finding ways to separate the lines better.

And yet… there are some lines that should be dropped, in my opinion.

Let’s take a look it at, by using an official Fujifilm media sheet that has been sent to me, which shows a pyramid with all Fujifilm X series cameras listed and ordered by Fujifilm itself.

The Red Zone

** CLICK HERE to Read the Rest of the Article **

Additional Fujifilm X-S10 Media Slides: 27% Lighter IBIS, New Heat Sink Design for Longer Video Recording and More

I have received additional official media slides about the Fujifilm X-S10.

I’ll share them all down below for you to check out. You’ll maybe learn a few more little tidbits, for example:

  • a new heat sink has been designed, which transfer the heat to the magnesium allow body of the X-S10. This allows for more efficient heat dissipation and therefore allows for longer movie recording times
  • not only the X-S10 has a 30% smaller IBIS, but it is also 27% lighter IBIS unit compared to X-T4 and almost twice as light compared to X-H1 IBIS

You can see the slides with the new heat sink design, the IBIS data, and more down below.

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Media Slides

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Oh, Look! Blockbuster MONSTER HUNTER Poster Image Snapped with Fujifilm X Series Gear… Although it’s Not Full Frame ;)

Evidently some still don’t get it that APS-C is not for Pros, and this is why we continue to see this:

And now we can add another one to the bunch.

The upcoming Hollywood blockbuster “Monster Hunter” poster image has been taken on a Fujifilm X-T2 (with XF50-140mmF2.8 lens) by fellow Fujifilm X shooter Coco Van Oppens (IG: Cocostills  – IG: monsterhuntermovie)

Coco has shared this information here at our massive X-T group.

I will share the trailer of the movie below, as well as a 1 hour interview with Coco (I’ll let it start at minute 47:08 for you, which is when she talks about the gear she uses. But make sure to watch it all as soon as you have time).

Here is some of the gear she uses:

  • Fujifilm X-T2 / X-T3
  • Fujifilm X-H1
  • XF 16-55mmF2.8
  • XF 50-140mmF2.8

She is looking at the Fujifilm X-T4 as well.

Why does she like Fuji? A lot of reasons:

  • the dials – she does not need to go through the menu
  • electronic shutter
  • fast autofocus
  • out of camera quality

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Video + Interview

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Fujifilm X-S10 New IBIS Small Enough for Fujifilm X-E4?

Recently FujiRumors broke the rumor about the Fujifilm X-E4 to come in early 2021.

The rumor triggered a stunning number of 230+ comments, and many of them are, as to expect, speculations and wishes about the features of the Fujifilm X-E4.

One of the hot topics was if the X-E4 has IBIS or not.

At this point in time I do not know the answer to this question.

All I could do is to try to imagine if the new smaller IBIS of the Fujifilm X-S10 would fit in the small body of the Fujifilm X-E3.

So I searched long on the internet, until I found a nice and clear technical Fujifilm official sketch of the Fujifilm X-S10 IBIS.

Based on that sketch, I was able to virutally mount the IBIS unit of the X-S10 with high accuracy on the Fujifilm X-E3.

The result is clear: it fits!

And not only it fits, but it seems that it would leave still enough room for the other components, as it would not take away precious space to the EVF, the battery compartment, etc.

Again, I have no idea if the Fujifilm X-E4 will have IBIS (and if anyone out there knows the answer to this question, feel free to let me know via fujirumor@gmail.com or via personal message on social media).

But it certainly looks like if Fujifilm wanted, they could squeeze IBIS into the Fujifilm X-E4, of course provided that the X-E4 keeps the body size of the X-E3 and doesn’t make the X-E4 much smaller than the current X-E3, which is another thing I have no idea of (if X-E4 will have same size of X-E3).

So, there is still a lot we have to find out about the Fujifilm X-E4, and if you are interested, then you should definitely follow FujiRumors.

With all that said… take care, share love, take pictures and see you soon in the next article.

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ePhotozine Fujinon XF50mm f/1.0 Review: “Top Tier Performance, Impressive Chromatic Aberration Performance… Magical!”

So, you are waiting for your pre-ordered Fujinon XF50mm f/1.0 to finally be shipped?

Well, then don’t read this post, or it will just make the waiting harder ;).

ePhotozine’s has just published their Fujinon XF50mm f/1.0 review, and it’s a very positive one.

For example, they write:

we suddenly realized we have shot about three times as many images than usual for a review. Clearly there is something that really gels with this Fujinon lens. It has that sense of being a “pixie dust” optic, one that has a little magic attached to it.

I like the reference they make to its “magic”, because Fujifilm deliberately tried to “copy” the magic of the Fujinon XF35mmF1.4. How? Well, Jonas Rask said it best:

The images coming from XF50mm f/1 R WR has those exact same undefinable traits that makes me love my XF35mm f/1.4 so much. The sharpness that is sharp, yet not overly sharp. A flattering kind of sharpness that seems more rounded, organic and less digital/clinical.

[…]You know that “magic” that everyone is referring to when talking about the old XF35mm f/1.4? […] The focus on making a character lens instead of a “perfect” lens. And that is EXACTLY what the XF50mm f/1 R WR is. A lens full of character, but not a perfect optical creation.

Now, Fujifilm can easily create clinically perfect sharp lenses (just look at the XF80mmF2.8 for example), but evidently this time, considering the goal of this lens, they decided that creating one with a special character was the smarter way to go.

Let’s move on.

As for the chromatic aberration, which is a serious challenge for any ultra-fast lens out there, ePhotozine writes:

CA (Chromatic Aberration) performance is also very impressive, centrally being close to zero as we stop down slightly. The edges are also kept under one half of a pixel, which is very satisfactory.

PROS:

  • Excellent sharpness
  • Low CA
  • Low flare
  • Low distortion
  • Portrait friendly at open aperture
  • Weather-resistant
  • Handles light sources at night well
  • Balances well with camera body

CONS:

Verdict:

[…] It performs really well, right in the top tier […]. Focusing is razor accurate. It is an absolute joy to use on the Fujifilm X-T4. It is an exciting lens to use, and has the aforementioned “pixie dust” magic ingredient. […] Overall, it has to be Highly Recommended.

You can read the full review and see the charts at ePhotozine here.

As you might know, Fujifilm is currently overwhelmed by the huge amount of pre-orders, a Fujifilm manager officially apologized for the shipping delay during the X summit, and here on FujiRumors it skyrocketed to the very top of the 2020 lens sales, far ahead of any other Fujinon lens.

Fujifilm crafted a massive winner.

Let’s hope they will also be able to ship it one day!!!