PetaPixel posted a couple of articles relating—directly and indirectly—to the Fujifilm GFX100RF, which I found quite interesting. In the first, Every Design Decision on the Fujifilm GFX100RF Was Made to Keep It Compact, they interviewed Makoto Oishi, a Product Planning Manager at Fujifilm, to discuss the ethos of the new camera’s design. In the second article, Compact and Interchangeable Lens Camera Demand Is Diverging, PetaPixel looks at a BCN+R report about market trends between fixed-lens and interchangeable-lens models.
Makoto told PetaPixel, “[O]ur first priority was how to make it smaller and lighter weight.” That’s pretty much the entirety of the article, as the rest is simply explaining why the camera does not have IBIS or a larger maximum aperture than f/4 and other design choices. It’s worth reading, if you are curious about those things. The main point: Fujifilm set out to make it as small and lightweight as possible. Interestingly, they did create mockups of versions with IBIS and larger apertures, but it required the camera to be significantly larger and heavier, which went against their “first priority” of small size and less weight. IBIS alone, according to this interview, would have doubled the camera’s size, because the lens would have to project to a much larger area.
The lens is pretty remarkable in that it is extremely compact for medium-format, and it barely covers the sensor. That’s why IBIS wasn’t practical, as it would have required a different and much larger lens. That’s why the maximum aperture is “only” f/4, as a larger aperture would not only have required a larger lens, but it would likely begin to show vignetting and corner softness when wide open. All of the design choices make sense when viewed through the prism of Fujifilm’s top priority: size and weight. The engineers succeeded, and did so quite fantastically.
Now you might disagree with the “first priority” that Fujifilm gave the GFX100RF team. You might not appreciate that the GFX100RF is the smallest, lightest, and cheapest digital medium-format camera-lens combo that has ever been made. You might have wished that Fujifilm’s top goal was to make this as premium of a camera as possible, or balanced somewhere in-between premium and size/weight/cost. I think that’s where a lot of the criticisms are found. There are some (quite) vocal critics who disagree with the design ethos, and wished that this camera was different.
This is where the second PetaPixel article comes in. Interestingly, interchangeable-lens camera sales are declining year-over-year, while fixed-lens camera sales are increasing because of a renewed interest in compact cameras. Who is leading the fixed-lens camera market? Kodak. Surprised? It’s JK Imaging selling cheap point-and-shoots on Amazon under the Kodak PixPro name—cameras that are basically 15-year-old tech digicams. Second is Fujifilm, thanks to the massive success of the X100VI, which has already outsold all of the previous X100-series models, and also the Instax Evo line. Canon is third—largely because of their nine-year-old (but still in production) ELPH 360 digicam—but declining (the PowerShot V1 will certainly change that trajectory to some degree). Kenko Tokina is fourth with their tiny toy cameras and digicams. Panasonic is fifth and on the rise, due to the sales success of the DC-ZS99. Ricoh is sixth, thanks to the GR III and GR IIIx, and would probably rank higher if they manufactured those cameras at a higher rate to meet the current demand. Most of the fixed-lens cameras that are selling like hotcakes right now are cheap point-and-shoots; the exceptions are the Fujifilm X100VI and Ricoh GR III/GR IIIx.
If you are trying to understand why Fujifilm chose to make size, weight, and cost the priority for the GFX100RF, that’s why. Simply, it’s market trends. By making the camera as small, lightweight, and affordable as possible, Fujifilm gave it the best chance for market success. The early indicators seem to show that it was the best choice, but only time will tell. That’s not going to make those who wish that Fujifilm had made other aspects—like stabilization and maximum aperture—more important feel any better, but I hope it sheds some light on the why, even if you disagree.
With the massive success of the X100VI, if sales figures for the GFX100RF are good, and if Fujifilm were to release some other fixed-lens option (say, the half-frame camera that’s been rumored), it’s quite possible that Fujifilm will find itself at the very top of the fixed-lens market, which is a growing segment. But, I think it’s also quite possible that, as the months pass by, more and more fixed-lens cameras will be released by other manufacturers, heating up the competition, and making it more difficult to stay on top. Getting quality (and exciting) products out ahead of competitors is going to be a big long-term win for Fujifilm in my opinion; however, predicting the future is impossible, and I’ve certainly been wrong plenty of times before, so who knows? It does seem like smart moves to me, though. Overall, the GFX100RF is likely only going to be a small contributor to Fujifilm’s fixed-lens sales numbers (it’s a $4,900 camera, after all, and GFX models don’t move nearly as quickly as X-series), but it will probably do well for the company’s bottom line, which is good if you’d like to see them continue to make interesting cameras well into the future.
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Fujifilm GFX100RF in black:
Amazon, B&H, Nuzira, WEX
Fujifilm GFX100RF in silver:
Amazon, B&H, Nuzira, WEX
I like the fact, that they made size the priority.
A side question; What will be the price after the US administration started the tariffs? I just read, that this would be 10% base +24% for Japan.
Trying not to be political here.
I definitely don’t know what the tariffs will or won’t do to the camera industry and camera prices. There is likely to be some effect, I’m sure.
I don’t think it’s 10% plus 24% for Japan, I think it’s “just” 24% (I certainly could be wrong, though). I have no idea what the tariff was prior, but I’m sure there was one of some kind in place. So it might not be a 24% increase, just an increase to 24% from whatever it was (I read 17% somewhere, but I have no idea if that is true or not—it very well might not be—but if true, that means a 7% increase).
My best guess is that prices will increase a little, maybe 5% or possibly 10%, as some of the tariff fees are passed along to the consumer (the companies affected will likely eat some of it, because if prices are raised too much, sales will decline significantly). If it is a 5% increase in price, that would make it $5,150; if it’s 10%, that would make it $5,400. But I’m not an expert, and my “best guess” should be taken with a massive grain of salt, because I’m definitely not the person to ask about this.
I would also say that this might be some sort of negotiation tactic; perhaps some countries will reduce their tariffs on America in exchange for America reducing tariffs on them—and all this turns out to be much ado about nothing in a few months. This, of course, is mere speculation, and (like you) I’m trying not to be political. And I’m not saying that anything about this is “right” or “wrong” because I’m not a political or economical expert by any stretch, and I really have no interest in getting into any sort of discussions about that.
But as far as camera prices go, there is likely to be some markup, but it probably will not be a massive amount.
Hello Ritchie,
I just asked ChatGPT about the tariffs, it was apparently 0% for imports to the US of digital still image cameras from Japan. Below, see the full text. About the negotiation tactics, maybe it could be a negotiation tactic, but I do not really believe that anymore, I mean it’s hard to negotiate with the entire world, but that’s just my guess.
I did the same research for imports into the European Union as well, and there the import duty is 0% for cameras with no or limited video capabilities, i.e. below 30 minutes recording time.
The MSRP for the GFX100RF in countries with 17% (Luxembourg) to 21% VAT seems to be 5,499EUR including VAT.
So, let’s see, what the camera manufacturer will do in the US.
“Digital cameras imported into the United States from Japan are generally duty-free under subheading 8525.80.40 of the Harmonized Tariff Schedule of the United States (HTSUS), which covers “Digital still image video cameras.” 
However, there are important considerations:
• De Minimis Value: Shipments valued at $800 or less are typically exempt from duties under the de minimis rule. 
• State Taxes and Fees: Even if federal duties aren’t applied, state sales taxes or other fees may still be applicable depending on the destination state. 
• Customs Inspections: All imports are subject to customs inspection, and while digital cameras are generally duty-free, customs officials have the authority to assess duties if they determine the product doesn’t meet the criteria for duty-free status.
For precise information and to ensure compliance, it’s advisable to consult the latest HTSUS or contact U.S. Customs and Border Protection directly. ”
Looks like you found more information than I did. Thanks for sharing!
You’re welcome!
When it comes to size and weight…
The Nikon Z5ii just came out. With the 28/2.8 lens (which is pretty small for Nikon Z lenses) it weighs more than a GFX100RF, and has some dimensions slightly larger, some slightly smaller, but the GFX is certainly thinner. Canon EOS R8 with 28/2.8 is smaller and lighter, but R6ii with the same lens is larger.
That’s pretty wild.
It’s also pretty crazy to look at the size difference between a 50R with a lens and the 100RF. Much bigger than the gap between an X-Pro3 and x100vi.
While I really feel like the GFX100RF is mostly overkill, it really does offer something in terms of size over a lot of alternatives. More pocketable than a Leica Q, often smaller than a FF ILC with a 28/2.8. Significantly smaller than any existing GFX camera. And it does this while having one of the best still image sensors out there, with anything better costing considerably more.
While almost any other camera makes more sense, this is an accomplishment.
It definitely does not “make sense” for most people. It’s still a niche within a niche, no doubt. But it is indeed a crazy and wild accomplishment, and I wish more people recognized and celebrated that, even if they have no intentions of ever owning one. Thanks for the input!
I can actually see it being a good landscape photographer’s camera (so long as they mostly shoot 28mm through about 50mm… and not everyone can give up the telephoto option). Huge resolution and dynamic range, “tiny” size and weight. Really small 49mm filters, too. Great for long hikes and minimizing gear.
Yeah, great for landscapes, travel, adventure, etc.. Obviously not a good alternative to any telephoto lens, for those who need some reach.
So, I received my GFX100RF on Friday early afternoon. I tried it out a little during a couple of walks and also at our brunch in Luxembourg city.
I really love the small size, it’s hardly any heavier compared to the X100VI. My X100VI with Peak Design micro-clutch, a B+W Filter and the Haoge hood and an SD card, weighs in at 620g, the GFX100RF with the provided filter and the hood as well as battery and two SD cards weighs 840g, my Mamiya 6 with 50mm lens, a film and an orange filter is 1320g.
The image quality is just stunning, and I love the possibility to do different aspect ratios, which I started to use a little. I love the panoramic setting to 6/17 and 25/65, it allows you really to focus on the composition of your image. And since I have been using the Mamiya in the past, I also love the quadratic setting, that alone was worth it for me, to get the camera.
I somehow need to get exposure right, for some reason it seems a bit different, compared to the X100VI, maybe the metering setting I did is not identical.
Wow, congratulations! I know you’ll love the camera. The aspect ratio dial seems like an especially fun tool.