Fujifilm Manager: “70% of GFX Users Came from Full Frame. X-H and X-T Line Will Both Evolve in Future” – Hope for Fujifilm X-H2

Fujifilm GFX100

Fujifilm Channel X has published an 45 minutes interview with Fujifilm managers from Fujikina 2019. See the video above (sadly not so good audio quality) and a summary down below.

Fujifilm GFX 100: B&H Photo, AmazonUS, Adorama, Focuscamera, CalumetDE, ParkcamerasUK, JessopsUK, PCHstore

The Market

  • Fujifilm GFX100 market is not the traditional medium format market
  • GFX 50 already aimed to amateur customers in addition to high-end photography
  • 70% of Fujifilm GFX 50R/S buyers come from full frame. So not only people switch from Hasselblad and Phase One to GFX, but also FF users
  • the GFX system expanded the larger format market, and GFX100 will continue to expand it
  • GFX100 should expand market also towards movie shooting photographer

The GFX100 strenghts

  • compared to full frame, GFX system has better image quality in terms of ISO performance, dynamic range and resolution
  • traditionally large format camera (including film) are big and for tripod use, but GFX system is smaller, and GFX100 has also IBIS, hence less need for tripod
  • GFX100 is about autofocus, mobility, quality

EVF

  • Fujifilm GFX 50 EVF works on GFX100, but GFX100 EVF on GFX50 will not work

GFX Lineup and GF lenses

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Fujifilm X-H2 may NOT Even Come in 2020

Fujifilm X-H2

Here on FujiRumors we already told you in November 2018 here, that the Fujifilm X-H2 will not come in 2019.

Now a new source told me that the Fujifilm X-H2 may not even come out in 2020.

The Fujifilm X-H1 is in my opinion a great camera, and with the new price tag, it is absolutely fantastic value for money. But sadly the Fuji X-H1 was not a financial success and let’s see what the future of this line will be.

TO ANONYMOUS / NEW SOURCES: Thanks for what you told me about the Fujifilm X-H2. It is not yet included in this rumor, since it’s fresh and I need to make my mandatory checks. But even if I won’t be able to confirm, I will share at some point. Thanks a lot.

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Fujifilm X-H1 Body Marked as Discontinued. Only Grip Kit Sold from Now On. No Fujifilm X-H2 on the Horizon

UPDATE: Our sources quickly contacted us and said the Fujifilm X-H1 will only be sold as a grip kit from now on

The Fujifilm X-H1 body is now marked as discontinued at BHphoto.

You can still find the X-H1 available bundled with the vertical grip, though.

Other stores, like Adorama, have the Fujifilm X-H1 body still in stock.

Now I hear you say, that the Fujifilm X-H2 is around the corner. Of course I am investigating, and I think I can post an update about the Fujifilm X-H2 pretty soon.

But for now all I can say is: no, there ain’t going to be a Fujifilm X-H2 anytime soon, as we already told you here.

Thanks for the anonymous tip ;)

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Fujifilm X-H2, X-T4 and X-Pro3 with Samsung Pixel Merge Technology for Variable Megapixel Sensor

Fujifilm & Samsung

Back in 2018 Samsung and Fujifilm officially announced the development of a new CMOS image sensor technology for enhanced light sensitivity and color fidelity, called ISOCELL+ sensor (full report here).

This sensor structure also allows for the revolutionary “pixel merge technology“, already used in the Samsung Galaxy A7

This is how it works on the Samsung Galaxy A7: the 24 megapixel sensor can, for better low light image quality, combine 4 pixels into 1 pixel and end up with 6 MP files (via samsung.com).

The hot rumor today is:

Samsung will provide Fujifilm with APS-C and Medium Format pixel merge technology sensors.

The rumor is of a 36 megapixel APS-C sensor, that could be switched to 9, 18 or 27 megapixel according to your needs. You will also be able to switch between Bayer and X-Trans layout. Last but not least, the pixels will also be able to flip by 180° into black & white mode.

The source told me, this technology will be ready for the Fujifilm X-H2, Fujifilm X-T4 and Fujifilm X-Pro3, followed by a 150 megapixel medium format Fujfilm GFX 150.

This “universal all-in-one” sensor is Fujifilm’s answer to customers’ often impossible desires: one sensor, to satisfy them all!

But Fujifilm’s mission to deliver what we really desire and need does not stop here!

According to our source, the next step is the use of Vibranium from Wakanda for lens development, which should allow for a fully optically corrected XF 8-600mm f/0.85 pancake lens for less than $500.

It looks like our constant complaints finally pushed Fujifilm to re-invent the laws of physics.

This digital photography revolution starts today, with this rumor, on this special, very special day, that I will mark in my calendar… and you should do the same :).

stay tuned on FujiRuomors… not only April 1 ;)

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Fujifilm Managers Interview: IBIS in Smaller X-T Body is Necessary, XF Video Lenses, Why No Full Frame, XF 33mm f/1.0 and More

Fujifilm Managers Interview

The French site Phototrend interviewed Fujifilm Managers Shinichiro Udono, Jun Watanabe and Takuya Noguchi at CP+ in Japan. Here are the key points of the interview. For the full interview check out phototrend (google translated).

Hybrid Market

  • hybrid market had already reached 48% of annual sales (in value)
  • in the second half of 2019, the hybrid market has already exceeded the 50% mark
  • the managers think in 2020 year it we will be around 55 or 60%
  • Fujifilm launched first hybrid in 2012
  • now Fuji has already has 31 XF lenses + 10 GF lenses (roadmap lenses included), so the Fuji system is well established in relation to new entrants, both in terms of lenses and a very wide range of products

Why many lenses close or same in focal length (for example XF35mmF1.4, XF35mmF2 and XF33mmF1.0)

  • we want to offer different options to photographers, not only in terms of focal length, but also according to the shooting style. That’s why we have many fixed focal lengths with different focal lengths and apertures. It’s our concept

XF Cine Lenses

  • when Fuji launched X-Pro1 seven years ago, focus was on still images, hence lenses for stills
  • Fujinon XF 16-55mm f/2.8 R LM WR and Fujinon XF 50-140mm f/2.8 R LM OIS WR zoom lenses are very good lenses for video
  • maybe in the future Fujifilm will offer XF zoom and prime lenses with a mechanism optimized for video shooting
  • The current Fujinon MKX lenses cover alreary most of the needs of professional videographers
  • Fujifilm thinks of making XF lenses with better video performance, and not more MK lenses

Fujifilm X-H2, IBIS in Fujifilm X-T3

  • with the XH series, Fujifilm targets professional users, while with the XT series they focus on enthusiasts
  • IBIS: Fuji does not want to compromise on image quality so they need a bigger package for now to get excellent image quality and image stabilization
  • IBIS is currently not possible in cameras of size of Fujifilm X-T3
  • But in the future, Fujifilm believes that it is necessary to offer IBIS technology on more compact cameras (X-T line).
  • Fuji X-H1 size is not only due to IBIS, but because Fujifilm wanted to create larger body with better grip and ergonomics for Pros. Even without IBIS, the X-H1 would have the same size/style

Full Frame Fujifilm?

  • we do not really know what’s in our customers’ heads (laughs). But in our case, we also have the GFX medium format camera system
  • we believe that the combination of medium format and APS-C is the best option
  • Canon, Nikon or Sony offer great full format products
  • Fujifilm had an internal discussion on the sensor format they had to use
  • they did a lot of simulations with engineers. They decided not to go FF, because APS-C allows for a smaller system, also lenses are smaller and lighter
  • Fujifilm is a photography company and they really want customers to take more photos. If the camera is bigger and heavier, they will not necessarily want to take it all the time with them and we do not want that
  • we want our customers to take their camera everyday and enjoy photography. This is the concept of our APS-C system
  • but Fujifilm knows that some customers want a system with a higher resolution and a larger sensor. For them, we have a system with a larger sensor than the full format and it’s the GFX

Fujifilm X-T30

  • Fuji does not intend to stop X-T20 production. The X-T20 will be sold cheaper than the X-T30

Fujinon XF33mm f/1.0

  • the goal is to deliver a lens with the most beautiful bokeh effect
  • at f/1.0, the manual focus is very difficult and that’s why we made this lens with autofocus
  • we already had this idea in mind, but we needed the technology to integrate an autofocus system on such a bright lens

Fujifilm GFX 100 Megapixel and GFX50R

  • the GFX100 will have much faster autofocus than current GFX50S and GFX50R
  • it will have IBIS
  • Our development team is working very hard on IBIS, because the sensor is much larger and it is very difficult to control the movements of the sensor
  • 4K 30p without cropping
  • GFX100 target are professional photographers, especially in the world of fashion, advertising and portraiture. But since this camera is faster, we may be able to extend the audience
  • Fujifilm GFX 50R sales are bigger than expected. Many advanced amateur photographers are buying the GFX 50r, especially for landscape or street photography

Modular GFX (Report & Images & Videos Here)

  • The modular GFX body was of course only an idea, there was no technical research on how we could achieve this result
  • For the moment, we have no plan to develop a modular GFX. But once we have the right technology to produce this type of device, maybe we will consider that option
  • Fujifilm was surprised by the huge reaction there was about the modular GFX. Some customer misunderstood, and thought it’s an actual prototype and future product

Kaizen Firmware

  • software technologies evolve on a daily basis, and new features are developed
  • we are always looking for the benefit for the consumer, it’s our way of thinking
  • when a new feature is developed for latest sensor/processor, it is very hard to bring it to cameras with older sensor/processor. It requires much more complex work. It’s not impossible, but it depends on situatuin and development resources

Market Trend

  • SLR market, each year this market will shrink, by 10 to 20%
  • Fujifilm is in the hybrid market for 6 to 7 years, it’s a good thing more manufacturers are coming up with more products because it creates a strong message for the hybrid with customers

A few product images from the interview below.