Thoughts on the Upcoming Fujifilm X-T30 II

I told you a couple weeks ago that Fujifilm was going to release one more X-series camera before the end of the year, and I speculated what it might be. Fujirumors has let the cat out of the bag, and now we know it will be the X-T30 II, which will be an X-T30 but with “firmware on steroids.” I have a lot of thoughts (and emotions) on this, which I’ll share below.

First, I do not think this is the smartest move by Fujifilm. Last year I said, “If Fujifilm were to update the firmware on the X-T3 and X-T30 to breathe new excitement into these models, these cameras could still be sold for another two years easily.” Some people are looking for an excuse to upgrade from the X-T10 or X-T20 (and maybe a few other models), and whether the camera is the X-T30 II or an X-T30 with a major firmware update doesn’t matter to them. They’ll buy either. Those with an X-T30 aren’t likely to upgrade to the X-T30 II (I know I won’t).

All this does to X-T30 owners is make unhappy customers. I know that Fujifilm has no obligation to offer firmware updates. I was very happy with the my X-T30 when I bought it almost two-and-a-half years ago, and I’m still happy with it. But when a company does a certain practice (such as Kaizen firmware updates) for so long, it becomes expected. It’s not only expected that Fujifilm would do this, it makes sense for them to do so, as it creates happy customers, which means they’re more likely to be repeat customers and even unofficial brand ambassadors. Offering a major Kaizen firmware update to the X-T30 would thrill X-T30 owners and make them very happy customers (a.k.a. repeat customers who tell their friends how awesome Fujifilm cameras are), and it would breathe new life of excitement into the X-T30, increasing sales from those looking to upgrade from older models. It’s a win-win!

Instead, X-T30 owners will have to shell out $900 (or whatever the X-T30 II will cost) to get the firmware update that they’ve been hoping for. They won’t—I won’t, anyway. It seems like a greedy move. Fujifilm painted themselves with a seemingly negative light. They did it to themselves, I’m just pointing out the obvious that everyone sees.

That is, if indeed the X-T30 II is an X-T30 with nothing more than a firmware update. It is possible that the X-T30 doesn’t have the internal memory, processing power, or heat dispersion capacity to receive this firmware update. It is possible that there is a hardware limitation that prevents it. Maybe Fujifilm was attempting to do this firmware update when they realized they couldn’t, and thus the X-T30 II was born. I have no idea if this is the case or not. Emotionally I hope it is (because it means that Fujifilm isn’t driven by mere greed). Logically I hope it is not (because it means that a firmware update is still possible for the X-T30, although that seems unlikely at this point). Internally the X-T30 II might not be 100% identical to the X-T30—it’s impossible to know right now, but either way there’s a negative aspect to it for Fujifilm customers.

The X-T30 II is actually a much-needed camera in the Fujifilm lineup. Really, the X-T30 with a Kaizen firmware update is what was needed, but since that’s apparently not happening, X-T30 II will serve as a stop-gap between the X-T30 and future X-T40. You see, there are people who don’t want the X-S10 because of the PASM dial and non-retro design, who don’t want the X-E4 because it doesn’t have enough dials, switches and knobs, who don’t want an X-T4 because it is too big and expensive, and who don’t want the X-T30 because it doesn’t have all of the JPEG options that those newer cameras have. The X-T30 II will be the camera of choice for those people.

There’s also an implication here for the X-T3. Those who have an X-T3, like those with an X-T30, have been hoping for a Kaizen update for nearly two years. Since the X-T30 isn’t getting one, the X-T3 isn’t likely to get one, either. Want a firmware update for the X-T30? Buy an X-T30 II! Want a firmware update for the X-T3? Buy an X-T4! That’s the message, unfortunately.

The Fujifilm X-T30 II will be announced on September 2, the same day that the Fujinon 33mm f/1.4 will be announced.

I don’t think that Fujifilm regularly reads this website. I don’t think they were even aware of Fuji X Weekly until a little over a year ago. I do believe that they have mixed feelings about this blog, because I often use a competitor’s brand name (Kodak, Kodachrome, Portra, etc.), which seems silly to me as Kodak hasn’t been a major player in photography in awhile, yet I bring them a lot of new customers due to the film simulation recipes. They also don’t like articles where I mention yet-to-be-announced products (such as this one). I don’t have a voice at the company, but I wish that I did because I do believe I have a pretty good pulse of their customers—thanks to you, the greatest community in all of photography! In the off chance that Fujifilm reads this article, I would like your opinions to be included. If you’d like Fujifilm to release a firmware update for the X-T30 and X-T3, let them know by commenting. They might not ever read your thoughts and ideas, but they might, so please let them know, and maybe—just maybe—it will make a difference.

See also: Additional Thoughts on the Fujifilm X-T30 II


  1. visor69 · August 30, 2021

    If Fujifilm released firmware for the X-T30, I would be happy. I need to store the white balance shift for each preset. And I want clarity, everything else suits me very much.

    • Ritchie Roesch · August 30, 2021

      It would be such a game-changer for the X-T30 users, for sure!

    • Michael Dreese · September 29, 2021

      I fully agree visor 69! Those 2 items would be a game changer for me. I would even upgrade to the new xt30ii for these issues alone. Does anyone know the specs of the new model?

      • Ritchie Roesch · September 29, 2021

        The new model is like the X-T4, X-S10, and X-E4. So, yes!

      • miked2019 · September 29, 2021

        Thanks, Ritchie! I use your film simulations and shoot JPEG on most occasions. Your recipes have changed the way I shoot in a very positive way.

      • Ritchie Roesch · October 1, 2021

        I appreciate your kind and encouraging words!

  2. Randy Kirk · August 30, 2021

    Agreed! On my X-T3, as much as I love the camera overall I’d really like to have Classic Negative, as well as control over grain size, Color Chrome Effect Blue and Clarity that the newer X-Trans IV cameras offer. I did make a customized version of your Kodachrome I recipe for my X-T3.. and while it’s very nice and I’m enjoying the results, the blue shades and overall “punch” of the images don’t quite measure up to the full-featured version of that recipe.

    Fuji, if you happen to be listening.. I’m not upgrading my X-T3 anytime soon but would LOVE more of the X-Trans IV capabilities that you’ve baked into your newer models. Thanks in Advance!!

    • Ritchie Roesch · August 30, 2021

      I hope that Fujifilm reads this and listens! Thanks for the comment!

  3. Marc Beebe · August 30, 2021

    This falls in line with what a lot of photographers are remarking on these days: that the companies are shoving out “updated/upgraded” models to generate sales, but the “improvements” don’t offer value for the money. In many cases all they offer is “glitz” with no actual benefit to the user at all (as it is with other products like cars and computers).

    • Ritchie Roesch · August 30, 2021

      Fujifilm should definitely be introducing new cameras less often. Periodic firmware updates extend the useful life of a “new” camera model. Replace models only when the upgrade is substantial. That’s my philosophy, anyway.

      • Jörg · September 1, 2021

        I totally agree, that‘s my philosophy as well (I‘m still using the X-T10), but it’s also true that we’re not obliged to buy each and every new camera model that comes to the market, and let‘s not forget that camera manufacturers need to earn money if they want to survive and they cannot earn money if they don’t sell cameras.

  4. kenwalker · August 30, 2021

    You’re 100% right Ritchie. May be they can’t update it for the reasons you say, but I won’t be buying a mark 11 version unless it is a lot more than an update that we were hoping for. I wonder if the pesky Q button will be moved on the mark 11 version, but it will still need more than that to persuade me to buy it.

    • Ritchie Roesch · August 30, 2021

      It seems to be, from what I have read and heard, 100% identical on the outside to the X-T30. But I haven’t seen any pictures or held it myself to know for certain.

  5. Miguel Tejada-Flores · August 30, 2021

    I have to agree with both your comments and the philosophy behind them, Ritchie. And I truly hope that someone at Fujifilm not only might be bothering to read this blog – but to also give some credence to what you say. Being a marketing or sales exec often requires a person to be more hard-headed or somehow ‘practical’ – but at the same time, listening to the thoughts of someone who ‘has the pulse’ of many of the users in the Fuji community (like yourself! and this blog!) couldn’t hurt… and probably would help immensely, over the long run.

    I personally will not be affected one way or the other by the introduction of a new or newer X-T30 – with or without upgraded firmware – because one of my current Fujifilm camera’s is basically a discontinued and ‘orphaned’ model – the wonderful small-sensor X30! – while the other, my X-Pro3, has more than satisfied me with its (latest) firmware and hardware.

    Of more concern is Fujifilm’s current reputation as a company which listens to the photographers who use Fuji’s – and attempts to introduce thoughtful and helpful ameliorations, like firmware upgrades, to existing models without always forcing users to acquire a newer (and pricier) model, to get one or two small features that might otherwise theoretically have been included in a firmware upgrade. Many (if not most) of the large and small Camera companies tend to operate this way; and yes, it boils down to ‘greed’ – though perhaps, it is not greed so much as a desperate hope to generate more income to keep a flagging camera division above the rising waves of a changing world that seems to be turning more and more cameras into endangered dinosaurs.

    If someone from Fujifilm IS reading these articles and the accompanying comments – please please PLEASE take what Ritchie is saying, seriously – not for his sake, but for yours.

    • Ritchie Roesch · August 30, 2021

      I really appreciate your thoughtful comments! Yes, “greed” isn’t always actual greed. But I think for a company like Fujifilm, the long-term view has to trump the short-term. Someone who buys the X-T30 two years ago and is given a very useful firmware update two years later for free is more likely to buy a new camera model later, instead of looking at the new Sony or Canon model. Thank you for the comment!

    • Jörg · September 1, 2021

      I also suspect that this might be more a strategy of surviving rather than greed. There is nothing wrong with having a good long-term view as long as you don’t forget about your short-term problems.

  6. Tony Harrison · August 30, 2021

    As an X-T30 owner since it was released, I have to agree with everything you say in this article. I was on the verge of buying the Olympus Pen-F when this camera appeared and straight away I thought, that’s the one! It was everything I’d been waiting for in an interchangeable lens camera since I’d sold all my heavy Canon camera gear 2 years before. It was light, small, capable and of course it looked and worked in the most wonderful of ways. I loved it and still do. I have however, been watching all the new features and film simulations coming out in the newer cameras since then and while I never expected to have a firmware upgrade that would incorporate them all for the the X-T30, I honestly thought it might at some point get at least a couple of the simulations or maybe the ability to use the more extensive customisation options. I do feel a little let down, especially as it’s been left to people like yourself and others to speculate on WHY a significant firmware upgrade hasn’t been forthcoming. Fuji could have explained that themselves. It is what it is though and I still love my X-T30. Upgrade or not, I won’t be trading it in.

    • Ritchie Roesch · August 30, 2021

      They should definitely be more communicative of the “why” part. I think even if Fujifilm were to update the X-T30 to be aligned with the X-Pro3 and X100V, people would be very happy with that. I appreciate the thoughtful comment! Thank you!

  7. Justin · August 30, 2021

    I’d be happy with receiving Classic Negative. Want it so bad.

    • Ritchie Roesch · August 30, 2021

      It should have been added immediately after the X-Pro3 was released.

  8. theBitterFig · August 30, 2021

    I mean, this isn’t entirely the first time, right? X-E2s only really gained one stop of max ISO compared to the X-E2, if I recall correctly.

    I guess there’s some differences in what firmware update the original X-E2 got compared to what the original X-T30 will get, but Fuji has already done something kinda like this.

    • Ritchie Roesch · August 30, 2021

      The X-E2 did eventually get a firmware update that made the X-E2 and X-E2S the same (is that what the “S” stands for?). Maybe the X-T30 will get the X-T30 II firmware (eventually) to make them the same? The X100S and X100T are pretty similar, but in that case the X100S wasn’t given an update with Classic Chrome.

  9. Jakub · August 30, 2021

    I totally agree!

  10. Chris G · August 30, 2021

    I’d largely just echo what others have said here, but I do have one observation from using CaptureOne for a while now. I can apply Classic Negative to my X-T3 images in post, just not in-camera. My X100V has bleach bypass (which I don’t personally care for myself, but whatever) and the same processor as the X-T3 in a smaller body. This isn’t an engineering problem – it’s a sales/marketing one.

    I don’t intend to update to the X-T4 – I’m holding out for the X-T5 to return to the tilt screen rather than an articulating one. Please put the articulating screens on the X-H series, Fuji – the ones targeted at pro video use. The X-T series can have the multi-directional tilt, and the X-Pro series can have it’s flip-down. Everybody wins! But in the mean time I don’t see a reason why they can’t push a couple of new film simulations down to us except that they believe it will sell a few more new cameras.

    • Chris G · August 30, 2021

      *its flip-down. I can’t believe that slipped by my inner grammar nazi. 🙁

    • Ritchie Roesch · August 31, 2021

      I appreciate the comment, Chris! I agree with the screen idea, although I’m not sure exactly how the majority of X-T owners feel about it. It makes sense to me, though. Thanks for commenting!

  11. walker · August 31, 2021

    I love my X-T30 and I really hope Fuji will release an update to add at least Color Chrome Effect Blue and Clarity features… and no, I will not upgrade whatever they will do

    • Ritchie Roesch · August 31, 2021

      Color Chrome FX Blue, Clarity and Classic Negative are the “big three” in my book that should be added.

  12. Anna · August 31, 2021

    That would be sooo disappointing and sooo frustrating. This is all together a strange idea. I love my xt30 for the size and all the dials and xe3 or xs10 doesn’t interest me from the design perspective. We need xt40 and next generations of small yet capable cameras. I really don’t know what to think.

    Fujifilm, it was a bad bad move!

    • Ritchie Roesch · August 31, 2021

      Really, all they needed to do was a firmware update to the X-T30 (and X-T3 while at it). Unfortunately, that’s not what they chose to do. They’re missing the long-term view of why this isn’t the right move, but maybe they’ll learn?

  13. jabreuh · August 31, 2021

    When I bought the XT-30, I had read everywhere that Fujifilm was updating the firmware of its cameras. This was a very important buying factor for me. I thought this philosophy was admirable. Today, I still love my XT-30, but I’m very disappointed that I didn’t receive any proper updates for it.

    • jabreuh · August 31, 2021

      I forgot to mention that from now on with this new business philosophy, Fujifilm will not be my first choice for a new camera.

      (sorry for my abstract english, I’m French 😉

      • Ritchie Roesch · August 31, 2021

        I’m sure you are not the only one who feels that way. Fujifilm could have easily fortified committed customers, instead they’re making some of their customers question if they made the right decision. For what? To sell a few more bodies than if they simply offered a firmware update? That’s a poor view, looking too close at the short term and not close enough at the long view.

    • Ritchie Roesch · August 31, 2021

      It is very disappointing! I’m right there with you.

  14. Mike Hurdiss · August 31, 2021

    I totally agree. Firmware update for the xt30!

  15. Dylan · August 31, 2021

    Well said! That is exactly what I’m thinking. I am what we can call a “fujifan” since some years now. Bought a lot of material but I don’t understand their choice, in terms of camera and lens. Nothing suits perfectly my needs. I have chosen fuji for the high quality and compact apsc gear they propose. New gear tends to get bigger. Was waiting for the xe4 to be an improved xe3 with WR (great for documentary work), but it got worse. Xt4 became too bulky. Xpro3 is too compromising with the tilting screen. Xf18mm f2 is too old now, same for the 35mm 1.4. 33mm 1.4 and 18mm 1.4 are too big. Still AF problem with the current firmware. Hope they’ll increase their battery life in all cameras…. I’m an xt30 and x100v owner…I am waiting more from fuji…

    • Ritchie Roesch · August 31, 2021

      The X100V is one camera where they “got it right” but it and the X-Pro3 are *premium models* that don’t have all the features of the X-S10 and X-E4 (not premium models). How is that right? Fujifilm has another firmware issue looming that hasn’t been discussed yet. I hope they’re listening.

  16. spacecadetjpeg · August 31, 2021

    Fujifilm should be working working with Fuji x weekly. Many Fuji users are loving their camera because of what fuji x weekly offers. i will probably hardly grab my fujifilm if Fuji x weekly didn’t make such cool recipes. These recipes gives a thrill to go out and shoot !!! i don’t see why they shouldn’t be listening in on this blog. makes no sense !

    • Ritchie Roesch · August 31, 2021

      I can’t tell you how many messages I’ve received like, “I bought my first Fujifilm camera because I wanted to try your recipes.” And, “I was going to sell my Fujifilm gear until I found your website.” And, “I had a Fujifilm camera that I barely used, but after trying your recipes I now use it more than my Canon.” Literally I’ve received at least 100 messages like those, maybe 200. That’s not including all the people who were already fans, who already loved Fujifilm cameras, but now like them just a little more. I think Fujifilm appreciates that (obviously), but I think there are people within the company who aren’t thrilled that I use other brand names. One thing is for sure, they won’t be inviting me to be an official X Photographer. That’s ok, though, because it’s better that I’m independent. However, there is so much more that could be done for the Fujifilm community if Fujifilm and Fuji X Weekly collaborated. I appreciate the comment!

  17. Emmanuel · August 31, 2021

    Totally agree
    Imagine a X-T30 II without back dial and focus button like X-E4.
    I have a very bad feeling, I’m afraid this is the future of this X-T30.

    • Ritchie Roesch · September 1, 2021

      I believe it will be 100% identical to the X-T30 externally. Only a different firmware.

  18. John · September 1, 2021

    I just bought an xt30 last month. I really hate that I’m missing out on newer firmware by a few weeks. I guess all things considered I’d rather it be a minor upgrade as opposed to something like IBIS. Still, I would really love to get some of the newer simulations on my xt30.

    • Ritchie Roesch · September 1, 2021

      Fujifilm should most certainly give a firmware update to the X-T30. Really, they should have done it awhile ago. They might still, hopefully they do.

  19. LAURENT CLERY-MELIN · September 1, 2021

    I still have the X-t20 and pretty happy with it. I don’t see any reason to go buy cameras every year or so. As long as you have good lenses, you carry your camera for a decade easily. Consumerism at its worst.

    • Ritchie Roesch · September 1, 2021

      Yeah, I really wish camera makers put more time between new models. They can keep existing models relevant through firmware updates, and replace them only when there is a big improvement worthy of a new model.

  20. John · September 1, 2021

    I’m 100% with you on that Richie.

    One of the key factors that make me choose Fujifilm is the firmware updates. I always had in mind that the company is working to improve our cameras to their maximum extent before they need to roll out a new one (i.e. hardware limitations).

    I hope that the rumour is wrong and/or that our voices will be heard. I will definitely pass on a potential X-T30 II. I will gladly embrace a solid firmware upgrade though.

    • Ritchie Roesch · September 1, 2021

      That’s exactly it. Fujifilm should introduce a new model when there is a hardware innovation, and not because of a software tweak. This reputation they’ve built should not be abandoned, because it is one reason people choose the brand over a competitor.

  21. London Rain · September 1, 2021

    Has it already been confirmed that the firmware upgrade won’t be applyable on the current model? It was this way with the X-E2/X-E2s, wasn’t it?

    • Ritchie Roesch · September 1, 2021

      It’s possible that Fujifilm will release a firmware to the X-T30 in the future, but it won’t be until after the X-T30 II is released, if it happens at all.

  22. shuttersoundtr · September 1, 2021

    Thank you for this beautiful article. I’ve been really sad since I heard the news of the XT30 mark 2. Because I bought my XT30 camera in February. And I’ve been waiting for the classic negative update for months. Now I understand that Fujifilm will ship some additional options with mark 2.This really made me feel cheated. The Xt30 is still a very powerful small camera that can take quality photos. Mark 2 is so redundant. Instead, it would be enough for them to update the classic negative simulation to the xt30. I don’t care about the blue chrome effect and the clarity, I just wanted the classic negative 🥲 Great disappointment ! I will not forgive you Fuji!

    • Ritchie Roesch · September 1, 2021

      It’s a shame that the X-T30 wasn’t updated to the X-Pro3/X100V firmware well over a year ago. That should have already been done. Will they still do it? Maybe, but definitely not certainly. Can they? With a flip of a switch, yes! It’s long overdue at this point. Thank you for the comment.

      • Jörg · September 1, 2021

        I don’t know their firmware update history in detail but did the X-T10/20/30 family of bodies ever receive such a major firmware update, including two new film simulations? For my X-T10 I cannot think of any… I mean, maybe it was unlikely anyway that the X-T30 would have received such a big firmware update…

      • Ritchie Roesch · September 2, 2021

        The X-T10 has basically the same firmware and features as the rest of X-Trans II, the X-T20 the same as the rest of X-Trans III, the X-T30 and X-T3 stand out as odd “bastard children” that do not have the same firmware and features as the other X-Trans IV cameras. Fujifilm left these two cameras on an island, which is fairly unique in their history (and not in a good way). Many of those who purchased these two cameras feel as if Fujifilm could have (and should have) done more for them, for the money they spent. All it means is that these people will be less eager to spend money on Fujifilm cameras in the future, and might be more open to trying another brand. Yeah, maybe they gain an extra camera sell now, but perhaps at the cost of two or three in the long run. This is the long-term view Fujifilm is missing.

      • Ken Walker · September 2, 2021

        You’re bang on right again Ritchie. I don’t know how I feel now about Fuji now. A few main camera chains, in the UK at least, are showing the mark 2 version of the XT30 cheaper than the original version. I wonder if that’s done on purpose. Obviously there’s no chance of anyone buying the original version if it’s dearer. Who’s going to pay more for less? Guess I’ll just hang on to my XT30 until it gives up working. Maybe I’m missing something with the pricing of the mark 2.

      • Ritchie Roesch · September 4, 2021

        I believe it is the same price, or at least is supposed to be. But, still, you shouldn’t have to pay $900 for a firmware update.

      • Ken Walker · September 8, 2021

        I couldn’t afford to buy the XT3 at the time I was looking for a new camera, and as I had heard so much about Fuji and the firmware updates they gave, I decided on the XT30. The firmware updates were a big part of my decision to go with Fuji and the XT30 and I am happy with the camera. If I buy a new camera at any time in the future I certainly won’t be relying on firmware updates from them, I’ll just choose based on the cameras available and it’s just as likely to be another brand and not Fuji.

      • Ritchie Roesch · September 8, 2021

        This is a point that Fujifilm seems to be missing, but hopefully comments like this will make a difference. Thanks for sharing!

  23. Ascoli Piceno · September 1, 2021

    I’ve read on fujirumors that the X-E2 got the same firmware as the X-E2s, eventually. If that’s correct maybe it’s early to feel so dejected as X-T30 owners, sell your kit or, worse, buy a sony.

    • Ritchie Roesch · September 1, 2021

      The X-E2S was slightly more than just a firmware update over the X-E2. The big firmware difference was Classic Chrome and I believe an extended ISO range. From all accounts (and not just Fujirumors) the X-T30 II is 100% an X-T30, except with the X-E4 firmware (basically). So it’s not exactly the same scenario as the X-E2/X-E2S, but certainly similar in some ways. We’ll see if the X-T30 gets a firmware update and how long it takes if it does. It’s definitely not a certainty, unfortunately.

  24. Pingback: Additional Thoughts on the Fujifilm X-T30 II (& X-T3 WW) | FUJI X WEEKLY
  25. Mark Healey · September 2, 2021

    The internal memory issues seem to me to be an excuse. If that really is a problem why can’t they offer a 3 option firmware update
    option 1: updated af
    option 2: additional simulations
    option 3: video enhancement
    Then the customer can choose and maybe change their minds on the option at a future date

    • Ritchie Roesch · September 4, 2021

      That’s a great idea! I doubt Fujifilm will do it, but it sounds very reasonable to me. Or simply one option with whatever they can include, and exclude whatever the memory can’t handle.

  26. Danil · September 2, 2021

    This is such a disappointing move by Fujifilm! All latest camera basically have almost identical hardware, so it would be a 1 hour job for the developers to port the latest firmware with all the film simulations to the X-T30. But no, this is marketing – you want new film sims? – buy a new camera!
    That is so frustrating and disappointing. Instead of making loyal customer happy, Fujifilm just show how greedy they are.
    As an X-T30 owner, this makes me very sad.

    • Ritchie Roesch · September 4, 2021

      I’m sad about it, too. Those with the X-T3 are in the same boat. It’s not a good move long-term, I’m convinced of it. Fujifilm still has time to rectify it if they start right now (or, really, they should have awhile ago).

  27. John Gerard · September 3, 2021

    I was also hoping for some kaizen for my X-T3. Hoping for the same firmware and filmsims like the X-T4. I assume that such an upgrade must be possible for the X-T3. If kaizen is no option, maybe something like a “Fujifilm (Upgrade) Store is an option?! I’m willing to pay for this upgrade or firmware update. How do other owners feel or think about this idea?! Paying for upgrades or filmsims? Could be an idea for Fujifilm I think…

    • Ritchie Roesch · September 4, 2021

      I’d pay for it. Maybe $50 tops, but it should probably be under $20. I won’t pay $900 for it, not for a minute. But offering updates for a small fee is not a bad business idea.

  28. skatercorpse · September 3, 2021

    When they create a new film simulation, they should add it on all camera if there are no hardware/software limits.

    I don’t see why the X-t30 should not have the same film simulation as other cameras that shares the same sensor and processor inside.
    Film simulation are a flagship for Fuji, so why limit it. Really, just for marketing? That would be so sad.

    I moved last year to Fuji for the film simulations, jpeg shooting AND because I was reading they update the cameras with great firmware updates.

    I could be wrong, but how memory could take a film simulation? C’mon… and we are 2021, storage is not a problem anymore for such things. Storage and ram are cheap now. I don’t see why they would just use the exact amount of memory enough to run a certain size of firmware. That would be so silly…

    And as a general thought for the camera world, I also think in 2021 a camera without stabilization should not even be produced. Small point and shoot cameras and smartphones have it. But lots of mid level (but also pro level) camera models doesn’t offer it. Really…

    The x-t30 could have been a real monster. It is already great. But with stabilization and firmware update, could have been a sacred monster as a camera to carry around! And then could have done it with the x-t30 II.
    Gonna cry now…

    Really hope they will offer a firmware upgrade. Reaaaally hope so.

    • Ritchie Roesch · September 4, 2021

      I personally don’t care one way or the other about image stabilization. It doesn’t effect my photography. But I know for some people image stabilization is a very big deal (a dealbreaker, really). I like that Fujifilm has some options both ways. I do think the X-T40 will be a good candidate for image stabilization.

      As far as the firmware update, Fujifilm needs to release some sort of update for the X-T30 (and X-T3). It’s long overdue, and I feel they’re obligated to do so based on the fact that they have a reputation for doing that, so it has become expected by their customers based on past practice.

  29. Philipp · September 3, 2021

    If Fuji wants the X-T30 to stay attractive to new users and there’s not enough memory to implement the full X-E4 firmware, then a slight hardware upgrade with almost no development effort is of course very reasonable, and also a good opportunity to stay relevant during the lengthy development phase leading to “real” innovations (X-H2 etc.). Of course, Fuji HAD to do this.

    But I can’t imagine that there’s a high number of X-T30 owners that will buy a X-T30II only for a firmware upgrade with no real breakthrough changes, so Fuji wouldn’t probably loose any sales if they upgraded the firmware of the predecessor as well. With a reduced functionality maybe, but showing long-term users “we still care about you!”.

    This would show a clear strategy: new customers can get state of the art functions and performance with the new model. Existing users will get an upgrade that enables as much of the new functions as possible. Maybe such an upgrade would only implement the better AF algorithms and some “minor” functions like clarity, color chrome blue and WB shift storage options, and NO new film sims. But if Fuji showed that they still upgrade their older models as far as possible, that would certainly calm down the anger of established users, who initially came to Fuji at least partly because of their Kaizen promise.

    • Ritchie Roesch · September 4, 2021

      I feel that the X-T30 II was necessary to an extent. I feel if they had given the X-T30 the best firmware that they could, the X-T30 II would be unnecessary. But since they’re not doing that, then, yes, they need an X-T30 II. Still, they should give X-T30 owners a consolation prize of some sort, and not leave the X-T30 (and X-T3) on a weird island of neglect. I appreciate your thoughtful comment!

  30. Anid patchett · September 3, 2021

    I too feel annoyed that the XT30 won’t be receiving a firmware update I certainly can’t afford the upgrade to the XT30 11 .I felt forking out for the XT30 was ok as it was sure to get updated this news has left me feeling cheated in some way . I think will also make potential customers think twice before buying I know I now might in the future I think a mistake in fujifilms PR Terms .

    • Ritchie Roesch · September 4, 2021

      Yeah, there will be some Fujifilm owners who will be considering other brands when the time comes to “upgrade.” I think that Fujifilm is missing the mark with this, and needs to think with longer-term vision.

  31. Wang · September 8, 2021

    Hello Ritchie
    I just watched this video, I think he also shared many people’s views on Fuji’s future
    Kaizen Is Dead..

    • Ritchie Roesch · September 8, 2021

      Well, Tony may be right. I think one point he misses is that brand loyalty = repeat sales, and brand disloyalty = one-time sales. Yeah, Fujifilm might be able to make more one-time sales, but at the expense of repeat sales, which long-term is much more valuable. I’m not a business expert, but this seems obvious to me. Thanks for sharing the video!

  32. T. Myers · September 30, 2021

    Fuji need to realise and rectify the fact that they don’t currently make an interchangeable lens X camera that has

    (a) classic negative;
    (b) weather sealing; and
    (c) a traditional LCD screen (non-hidden or ‘flippy’)

    They need to bring classic negative to the X-T3 to rectify this!

    • Ritchie Roesch · October 1, 2021

      Hmmm, that does seem like an oversight, doesn’t it?

Leave a Reply