In a recent interview, Theo Georghiades, general manager of Fujifilm Imaging Solutions UK, told Amateur Photographerthat there is a possibility of a Fujifilm film camera coming in the future. Some have called this a “bombshell revelation”, but is it really?
Theo was asked, “Would Fujifilm ever consider launching a film camera again, especially if it had the retro look of an X100VI?”
He responded, “I’ve been with Fujifilm for 25 years, so have learned to never say never—but I don’t know. There is without doubt a massive resurgence in film as we see from film sales. Go down to the markets around Westminster in London and you can see the popularity of film cameras again. And it’s the same in Japan, as I found on a recent trip. As I say, I’ve learned to never, ever say never! However, any business needs to analyze the prospects for a long-term opportunity over a short-term fad.”
I’m not sure how some have interpreted this to mean Fujifilm is in development of a film camera (outside of Instax), but some have insinuated that. Others are taking a more pragmatic interpretation, that Fujifilm simply hasn’t shut the door on a film camera, which is probably the more accurate analysis.
My guess is that Theo was speaking off-the-cuff, and didn’t mean to make any official statements on this topic. In other words, a large grain of salt should be taken. Perhaps there has been water-cooler talk of the possibility, perhaps not even that. I think he is simply saying that Fujifilm does unexpected things sometimes, so you just never know what they might do in the future, but there are no current plans at this time.
If I were Fujifilm, this is what I would do: rerelease the Fujica Compact Deluxe. They already have the designs. Maybe modernize the light meter, but mostly it should stay the same. I’m sure it would sell well enough to justify manufacturing it. But time is of the essence, so if they want to do this, they should be quick about it. If they hesitate, the market for 35mm film cameras might decrease by the time it hits the shelves. You’ve got to ride the waves while they’re high and before they crash.
Fujifilm currently makes “digital film” cameras, which isn’t the same thing, but in some ways it’s better. In my opinion, the X-series bridges the gap between the positive aspects of both film and digital photography. It’s still apples-to-oranges, and I’m not suggesting otherwise, but there is enough crossover that it’s worth pointing out, and even celebrating. I have no idea whether or not Fujifilm will release a 35mm film camera, but I’m extremely happy with my X-series gear. Still, it would be really cool if they did make a brand-new film camera, so I hope they do.
Fujifilm released a new set of firmware updates, which they had promised would come before the end of the year: one for the X-T5, one for the X-T50, one for the X100VI, one for the X-S20, and one for the GFX100S II. This is simply an autofocus fix for the bug introduced earlier in the year that was partially fixed already, and should be fully fixed now. Unlike the firmware updates last month for the X-H2s, X-H2, and GFX100 II, this one doesn’t include F-Log2 C or some of the other improvements that were given to those cameras, only the AF fix. It’s possible those things might still come in a future firmware update, but I’m not sure.
I haven’t yet updated any of my cameras, because I always like to wait awhile—you never know if there will be some unexpected issue. For example, Sony famously released a firmware update earlier this year that cost their customers $700 to fix. A good rule of thumb is to wait a week or two to see if any issues arise. Most of the time there is not an issue, and I don’t suspect any problems with this one specifically, but since it does happen every once in awhile, it’s prudent to wait at least a few days, and if something major comes up, it should be well known by then.
I’m sure that you’ve read about the AF woes somewhere, or seen a YouTube video or two about it; however, in my opinion it has been largely overblown and misunderstood. Let me explain why.
First, most people weren’t affected. Some were, for sure, but not the majority; however, the large vocal outcry caused a bit of hysteria, which made it seem like a much bigger issue than it actually was—essentially, trolls took over the Fujifilm corner of the internet for awhile. A few different people told me something to the effect of, “I didn’t know my camera was broken until I saw it demonstrated on a YouTube video, and now I’m mad because I paid a lot of money for it.” It didn’t affect them personally and they would have never known without someone telling them, but since they did know, they were pissed. A lot of people got angry over something that had no negative implications for them personally, only the idea that it possibly could.
Second, Fujifilm’s AF can perform very different depending on the specific lenses used and the specific settings programmed, and if you are using lenses and/or settings that are not ideal for the specific situation, you might get less than ideal results. An example of this comes courtesy of Camera Conspiracies, as Kasey discovered that his prior criticisms of Fujifilm’s AF—including the bug—were at least partially user-error by him. I suspect that is true of a lot of the criticisms, but people tend to get offended when you suggest that the gear isn’t the primary problem. Perhaps something can be said of the intuitiveness of the AF system—there’s certainly room for improvement—however, a lot of the blame that was directed at the camera wasn’t fully the camera’s fault, but largely the lens and/or setting choices made by the one using it.
Third (and this is related to second), some people seem to want AF to automatically focus precisely as they wish it would without any input from the user. It’s like if you put your exposure triangle into full-auto, and then complained that it didn’t choose the specific aperture, shutter speed, or ISO that you wished it had. Autofocus doesn’t necessarily mean that you should set-and-forget it; like with the exposure triangle, a little control can go a long ways. After all, we’re photographers, not merely button pushers. I see people all of the time create wonderful images and videos with the gear that supposedly has sucky AF, and it isn’t a limiting factor for them (proving that it isn’t sucky after all). As Ansel Adams famously stated, “The single most important component of a camera is the twelve inches behind it.”
Fourth, I think some people have unrealistic expectations of how Fujifilm’s AF should perform, ignoring that the Canikony brands have been developing autofocus systems since the 1960’s and ’70’s, have significantly larger R&D budgets for it, and have even prioritized AF over image quality in recent years. Of course theirs is better, but that does not mean Fujifilm’s AF is bad, because it is not—far from it. If you could take any current Fujifilm model back in time 15 years, you’d shock the camera world with seemingly impossible technology. Photography has been around for nearly 200 years, and videography for over 135 years, and not just since the invention of our incredibly capable modern gear. People created amazing photos and videos in the past with their subpar gear (as compared to what is available today), so literally nothing should stop you from doing so with your superior gear. If something is stopping you, it is only you, and you have the power to change that.
Thankfully, Fujifilm’s AF has been fully fixed. Can it be improved? Sure, just like everything else, there is always room for improvement (there is no such thing as a perfect camera). Those who continue to moan about it are either haters, constant complainers, or trolls, or they are experiencing user-error and are blaming the gear instead of themselves. It’s beyond time for all that negativity to end—I’m sick of it, and I know a lot of other people are, too. Let’s get back to enjoying our gear, and creating awesome content with it.
Over the years I have accumulated quite a collection of photography gear. I have cameras and lenses that I rarely—if ever—use. They’re on my shelf collecting dust, or packed away in a box. I’ve been meaning to get rid of some of these items, but I just never seem to get around to it.
The number one reason why I hold onto my old, unused gear is not because I want to keep it, but because I dislike the process of selling. Over the years I have used sites like Craigslist, eBay, Facebook Marketplace, and even Instagram Stories to sell my stuff, but it has rarely been an easy and smooth process. I’ve been ghosted more times than I can count, and even scammed a couple of times. It’s such a headache!
I want to be transparent upfront: MPB is the sponsor of this article. If you don’t know it yet, they are the largest global platform to buy, sell and trade used photo and video gear—each piece checked by hand before being MPB Approved. MPB asked me to create a series of articles sharing my honest opinion about using gear loaned from their platform (you can find the links at the bottom of this article).
A couple of weeks back, they asked me about testing the selling and trading process for myself—and since I’d been putting off selling my old gear to raise funds for a camera I had my eye on, I jumped at the suggestion to try (fingers crossed) an easier way. It is important to note that they didn’t give me any special treatment or pricing. So while I have purchased from MPB a couple of times in the past, this article is about my experience going through the sell and trade process as a normal customer for the first time. Free, fast, and fair is how they describe their instant quote process, so let’s put that to the test.
When you visit the MPB platform, you are presented with a path choice: “Shop” or “Sell/Trade”. When you click “Sell/Trade”, you are prompted to provide information about the gear you’re looking to sell—what exactly is it, and what is the condition it’s in (there’s even a quick guide if you’re not sure how). After that, you just select “Get Instant Quote”, provide some basic information (name, email, and optionally your phone number), and MPB presents you with a tentative offer. All quick, easy, and painless.
For my Fujifilm X-M1, since I was planning to trade, I added the TCL-X100 II lens to the Buying category, selected my desired cosmetic condition, and chose the specific one that I wanted to trade for. When I clicked “Get Instant Quote”, I was presented with a price for the X-M1 that was well above what I had anticipated being offered—I didn’t expect so much! I added some batteries and accessories to the trade, and still had ample cash leftover. The next step was to box up the camera, and ship it for free via FedEx. I should note that trading gear doesn’t increase or decrease the price of whatever you are buying or selling.
A few days later I received an email from MPB that my item was received. The next day another email came stating that my item had been inspected, and my quote updated. They reduced the amount they wanted to pay for it by a little and I could either accept or reject it. I had the option to reject the offer and get my gear returned for free if I wasn’t happy, but I accepted. It was still more than I had anticipated, and there was still cash leftover after the trade. I provided MPB with banking info, and two days later I was paid. Just yesterday, the TCL-X100 II, batteries, and accessories arrived in the mail, and I couldn’t be happier with the whole process.
Next, I went through the same process to sell my Fujinon 100-400mm lens and Canon 5DS R camera; however, the quote for these two items were both less than I had hoped for. I needed them gone fast, so I decided to send them in anyway. When MPB reviewed the lens and camera, they once again adjusted the quote, this time significantly increasing the value of the Canon DSLR. It was still less than I would have liked to have sold them for, but the overall increase made me feel a little better about it. I later learned they use MPB Re.Value—the world’s leading proprietary dynamic pricing engine for used cameragear with millions of data points—to provide real-time prices for buyers and sellers.
I was curious how much of a markup MPB would give my items (after all, they’ve got to earn a profit), so I found them on their website. The X-M1 has a markup of $149, which seems quite reasonable. The Fujinon 100-400mm has a markup of $339, and the Canon EOS 5DS R has a markup of $333, which leans in their favor. You could say that I left money on the table, had I sold these items myself instead of using MPB, but that’s assuming I would have been able to sell them for that price, and that I wouldn’t have had to pay shipping and other fees. Add to that the time and hassle of doing it, plus the risk of being scammed or worse, and I would say that selling to MPB was undoubtedly preferable.
After selling gear through MPB for the first time, I’ve learned that it’s a quick, easy, and painless process. While I would have liked to have received a little more for two of the three items that I sold, overall I am pleased with the outcome, and I will certainly use MPB again in the future.
My latest camera purchased arrived in the mail a few days ago: a Fujifilm GFX100S II. Along with the camera I also got a couple of lenses to go with it: Fujinon GF 80mm f/1.7 and GF 30mm f/3.5. This was, by far, the most money that I’ve ever spent on gear, and it was with some apprehensiveness that I clicked the Proceed with Purchase button. Let me explain why I bought it.
My first GFX experience was with the GFX 50S, which I was able to borrow for a couple of weeks in early 2021. It was a dream-come-true to try, but I was not convinced that it was something I wanted to own. Not only was it pretty far outside of my budget, but it was big, heavy, and slow, and didn’t provide any major advantages to my photography over the X-series. If I was given one I wouldn’t say no, but I wasn’t about to shell out many thousands of dollars for it.
The next GFX experience came earlier this year when Fujifilm invited me to a retreat in the Catskill Mountains of New York. Some photographers, including myself, were loaned preproduction Fujifilm X-T50‘s to try out, and some were loaned preproduction GFX100S II’s. While I didn’t get a chance to use one myself, I did get to see the amazing images that other photographers created with it, including Bryan Minear. I’ll never forget when Bryan and I got completely drenched on an early-morning photo outing in the rain.
A few days later Fujifilm had a rooftop launch party for the GFX100S II and X-T50 in New York City (above Foto Care), and myself and Bryan were enlisted to help. We were placed together at a touch-and-try station for the GF 500mm f/5.6 lens. I didn’t know much about the gear, so I wasn’t particularly helpful. I did get to touch-and-try very briefly, though, but not enough to form any sort of opinions of the gear. I met a number of interesting and talented people, and had an amazing time, so I’m extremely grateful and honored for the opportunity.
Most recently, when Bryan and I cohosted a photowalk in Ann Arbor last month, he let me try out his GFX100S II camera with the Fujinon 80mm f/1.7 lens attached. It was a beast, but also produced amazing images. It was that experience that pushed me over the edge to want one. Prior to this, I would have said that there’s no way I’m buying one, I can’t afford it. Instead, I began looking at what it would take to buy one. I had already began saving for the next camera purchase, so I was already partway along the path, but, you know, GFX is quite expensive.
It might seem like I just suddenly wanted one, like I was smitten with G.A.S., which is partially true. Actually, I’ve been thinking about it for some time now. Specifically, I have had an interest in creating 65:24 XPan panoramas, and the GFX cameras are especially excellent for that. I also want to explore square photographs, and GFX is quite good for that, too. My hope is to make large prints of these images, if I should capture any worthy of being printed.
Above: Me, as photographed by Bryan Minear using a Fujifilm GFX100S II & Fujinon 80mm f/1.7 with the XPan aspect ratio, in Ann Arbor, Michigan.
There’s also the benefit of figuring out which Film Simulation Recipes work best with the camera, and what modifications, if any, need to be considered. I haven’t made much headway with that just yet, but hopefully over the coming weeks I can publish some findings. I’ve had a number of requests for GFX Recipes, but, without any GFX gear, that’s tough to do. I should be able to make some big strides regarding this now that I have a GFX100S II in my hands.
I’m not a big fan of the heft, or the non-tactile controls, but the images are incredible! However, for everyday use, there’s no way that you can tell it’s GFX, and not X-series. In fact, I published a few pictures on Fuji X Weekly that were captured with the GFX100S II, and nobody noticed. You have to crop deeply and/or print very large to really appreciate it, I think. Those who truly “need” GFX are a small group, and I’m not one of them …yet, anyway. I’m making plans where I hope the GFX100S II proves to be a necessity for what I’m creating, so we’ll see if it does.
Above: Vultures circling a desert ridge; photo by Ritchie Roesch with a Fujifilm GFX100S II & Fujinon 80mm f/1.7 with the XPan aspect ratio and Kodachrome 64 Film Simulation Recipe.
I had to sell a couple of items to afford the camera (and to make room on the shelf for it). Even then, it was a stretch to pay for it. I had some trepidation when I ordered it, but I think it might eventually be worthwhile. Now I’ve just got to get it to the places I want to take it to—mostly, National Parks—in order to create the images that I imagine capturing with it.
I’ll try not to bombard you with GFX articles. I plan to keep this website primarily focused on X-series gear, and only sprinkled with with GFX content. But I can’t guarantee that. I might end up absolutely loving the camera, and speaking more about it than I initially intend. Or maybe it will mostly collect dust, as I choose smaller, lighter, more fun gear. Time will tell. But, for this first post, I will share with you some of my first pictures captured with the new camera.
I’ve received a bunch of feedback from Fujifilm photographers over the last few years about one specific thing, and I have never had a good answer to it. But just today I received a note from Fred Miranda with an excellent idea on how Fujifim could possibly fix the issue without too much trouble.
On some X-Trans IV and all X-Trans V cameras, the Custom Settings presets (often called C1-C7) save a lot more than IQ parameters. Focus settings, self timer settings, and even sound settings (and a whole lot more) must be programmed into the Custom Settings. The problem is that if you adjust some parameter because of the situation you are photographing in, the camera will forget this setting and restore whatever is saved into C1-C7 whenever the camera is powered off or goes to sleep.
One example is the focus mode on my Fujifilm X-E4. Since Fujifilm did not include an M/C/S switch, you have to set this within C1-C7. Since I mostly use autofocus lenses, this isn’t typically a problem, but whenever I use a manual focus lens, I need to set it to “M”. Whenever I power the camera Off and then On or change to a different C1-C7 Custom Settings preset, I have to set it back to “M” again. Otherwise, I must reprogram my Custom Settings to be “M” instead of “S” or “C”, and remember to change it back the next time I use an autofocus lens.
Another example is in situations with bright highlights (such as shooting into the sun), I prefer to use DR400 with the Reggie’s Portra Recipe, instead of DR-Auto, which will only choose DR100 or DR200. If I make this change and the camera goes to sleep, when I wake it up, it will be back at DR-Auto, unless I reprogrammed the Custom Settings preset with DR400 (which I’ll have to remember to change back).
There are probably a thousand different examples that I could give, and the specific ones that might annoy you the most might be different than what annoys me, but the larger point is that this is an annoyance for a lot of people. Some learn to “deal with it” (it is what it is) or sometimes they sell their X-Trans V model and return to their older camera. I think it is something that Fujifilm should address, and it might even be an easy fix.
The Custom Settings presets used to not behave this way—in fact, it doesn’t on my X-T30, X-T4 and X100V. C1-C7 used to be just for the IQ settings, which are the Film Simulation Recipe parameters. All the other settings—focus, sound, etc., etc.—were set within the menu. I think this worked well, except that “Base” was confusing (until you realize that it simply means the settings you are currently using). There are advantages and disadvantages to both concepts, so I don’t think simply going back to the old way is the answer. But the new process has some problems, for sure.
Fujifilm’s solution is Auto Update Custom Settings. If you Enable it, when you make a change, the camera will remember that change, and automatically adjust your C1-C7. However, one issue is that if you Enable Auto Update Custom Settings, your C1-C7 will most likely drift out of whack over time, and eventually not resemble what you programmed. This probably works for some, but it isn’t a good option for everyone. I always select Disable.
The proposed solution that Fred Miranda shared with me is a simple firmware update. In the Edit/Save Custom Settings menu, when you select (for example) C1, there are two empty lines: one above Edit/Check, and one below Edit Custom Name. Perhaps at the bottom Fujifilm could add Save IQ Settings Only, with the option to Enable or Disable. It could be default disabled (and, out of the box, the cameras would work the same as they do today), and enabled only if the user wants it to be enabled (what I would choose).
If you Enable Save IQ Settings Only, then all of the other options—AF/MF, Shooting Settings, Wrench, etc.—are greyed out when you program your C1-C7, as you won’t be able to set those within C1-C7. Whatever you have programmed into the Menu when no C1-C7 is selected (a.k.a. “None Selected” or, in the Q-Menu, “A/S/M/P”), is what those settings will be. Basically, it would make your C1-C7 function like it used to, and only be IQ (Recipe) settings.
What’s cool about this is that not only would it give you the choice, but it would give you the choice for each Custom Preset. You could Enable some, and Disable others. It gives you a lot more flexibility with how C1-C7 operates (make it work best for you). This seems like a fairly simple firmware update to create, so it shouldn’t require a lot of resources to implement. An easy fix, as they say, that should make everyone happy.
Now I don’t know if it would work with the PASM models, like the X-H2s, X-H2, X-S20, X-S10, or X-M5. The concept might need to be modified or completely nixed for those cameras, I’m not sure (I don’t own any, personally). But for the X-E4, X-T30 II, X-T5, X100VI, and X-T50, it should work like a charm. The X-T5, X-T50, and X100VI might be a good starting point. And it should definitely be implemented in future cameras—there’s plenty of time to bring this to whatever is in the pipeline.
I want to thank Fred for sharing this idea with me. I hope that Fujifilm reads this, and, if they do, takes it into consideration. This would improve the experience for many on the newer models, and I think it will prove itself worthwhile in the long run.
Back in May, Teiichi Goto, Fujifilm President and CEO, in response to a question about their inventory situation and plan, stated, “The most important point is how much brand strength to create and how to maintain it. Therefore, it would be quite unfortunate to manufacture too much and lower the price. What Fujifilm has been trying to do for a long time is finally coming true now. We intend to drive the entire imaging business, including Instax, while concentrating on building brand strength and not reducing the value of the properties purchased by our customers.” When asked if the current inventory situation is normal, Mr. Goto replied, “Yes.”
A lot of people interpreted that to mean that Fujifilm is purposefully causing market shortages. But they’re wrong, and I’m growing a bit tired of seeing this myth perpetuated over and over. I addressed it once, back in July, making a strong case that Fujifilm is not purposefully creating market shortages, but is simply getting better at “Lean” production. Unfortunately, based on what I keep seeing online, I think it needs to be said again, so here we go.
First, you have to understand that Mr. Goto spoke those words in Japanese, and they were later translated into English. Translating isn’t as easy as Google makes it seem. These two languages are very different. Fujifilm, for a number of years, translated “Daylight” White Balance as “Fine” in English. It’s as much an art as it is a science, and it is quite easy to get wrong, even subtly—small misinterpretations can cause big misunderstandings. This article that I’m typing right now might not fully translate well into Japanese, and could perhaps be misunderstood in that language. With that perspective, I think it’s important to read Mr. Goto’s words with a bit of grace and with a grain of salt.
In order for someone to come to the conclusion that Mr. Goto’s intended communication was “purposefully create market shortages” one must have zero grace for translation errors, plus make a mental pretzel, because nowhere is that sentiment overtly stated, only vaguely implied. If you squint your eyes just right, it’s right there in-between the lines. Yet people go around stating it as fact. It’s not fact, it’s simply a misunderstanding.
Which brings me to the second point. You cannot understand what Fujifilm said without a basic understanding of the Lean Business Philosophy. If you don’t have that understanding, your local library or book store has an excellent selection on this topic, I’m sure. Just as a teaser, you can read this Harvard Business Review article, which gives a very brief synopsis of what the Lean strategy is. Like a lot of Japanese companies, Fujifilm operates under this philosophy, so understanding it will provide you with the context in which to best understand Mr. Goto’s words.
I have read a book or two on the topic. My interpretation of Teiichi Goto’s statement is this: – “Brand strength” = not overproducing, which devalues the products. – “Maintaining brand strength” = better forecasting future market trends, so as to not overproduce. – Overproducing is bad for both Fujifilm and Fujifilm’s customers. – Fujifilm has always strived to not overproduce products, but not very successfully; however, they’re getting better at it. – Getting better at not overproducing is a driving force for Fujifilm.
Now you might think, what’s so bad about overproducing? In the Lean Business Philosophy, overproducing—and overbuying, which is related—is a sin. It’s bad. It’s better to buy one too few parts than one too many. It’s better to produce one too few products than one too many. Overproducing and overbuying means you now have warehousing issues, which cause all sorts of headaches across multiple departments. In order to deal with that, the company will often sell the products at a nice discount in order to get it out of the warehouse. This is bad for the company, because they are likely taking a loss, and it’s bad for the consumer because it reduces the resell value of the product they spent a bunch of money on. Those looking for a bargain might desire overproduction, but the discounts come at a price.
In a perfect world, every company would manufacture just the right amount of every product, so that the demand would be perfectly met, and there would never be any over or under production. But, we don’t live in a perfect world. Demand is difficult to predict, and it is being predicted months and months in advance. It takes quite some time to secure all of the parts from various suppliers, assemble those parts into cameras, and get them onto store shelves. The camera that just came in stock at your local camera store likely began six months ago or more, as Fujifilm approached the various vendors to get the necessary parts to build it, and schedule the manufacturing to get it assembled. They predicted back in the summer that you would be buying the camera in December, and built it based on that prediction. If it was possible to make the exact number of a copies of all of their products to perfectly meet the demand, I’m 100% convinced that Fujifilm would do it. But, like The Price is Right, they don’t want to do that at the expense of going over (especially way over), which is the same as losing.
Fujifilm has guessed wrong many times in the past. Some cameras that were overproduced are the X-E3, X-H1, and X-T4. Those aren’t the only ones, but those are some recent examples. Fujifilm had to sell them at a discount, which reduced their resell value for those who purchased them new. It’s a lose-lose. So they’re working hard to not repeat that. It might mean the camera you want hasn’t been sitting on the shelf at your local camera store collecting dust as it is waiting to be sold, but that’s not a bad thing when you think about it.
But what about the never-available Fujifilm X100VI? That’s an extreme case. It’s not everyday that a camera goes viral, and no camera has ever gone as viral as the X100VI. It holds the record as the most preordered camera in the history of cameras, and the most in-demand camera of 2024, and probably ever. Nobody could have anticipated that, but people think they should have, and, despite manufacturing the X100VI at four-times the rate of the X100V, people accuse Fujifilm of purposefully producing too few in order to artificially inflate demand.
Let’s say that Fujifilm decided to increase production of the X100VI to 60,000 units per month (basically, doubling current numbers). It would take them months to acquire all the parts and get assembly scheduled, meaning that Fujifilm would be predicting that the global demand for the X100VI would be at least 60,000 units per month next summer. But let’s say the market flips between now and then, and demand for the X100VI plummets to only 10,000 units per month (which, incidentally, is closer to what the demand was for the X100V). Because Fujifilm has set into motion six months of 60,000 units, they will have over-manufactured 250,000 copies before the end of next year, a shocking number! Fujifilm has the tough position of trying to keep up with shifting demands while being careful not to overproduce, and predicting all of it months in advance.
Let’s cut Fujifilm a little slack, and have a bit of grace, as they navigate changing market conditions. I don’t envy them, as I’m sure it’s not easy. If Fujifilm is getting better at the Lean strategy, I think that’s good, and not something they should be criticized for. I’m all for maintaining brand strength, because it’s good for all of us.
I’ve had several people ask me what my opinions are of the upcoming Fujifilm GFX100RF fixed-lens X100-like GFX camera, which will supposedly be announced in the first quarter of 2025. Apparently, according to Fujirumors, the camera will be about the size of an X-Pro, have the 100mp GFX sensor, a 35mm (28mm full-frame-equivalent) f/4 lens, and will not have IBIS. That’s all that they’ve reported so far.
I don’t currently own any GFX cameras. They’re outside of my budget, are large and heavy compared to the X-series, and I think my use-case for one would be fairly limited. But, something like the GFX100RF would be interesting to me because the size and weight are likely to be less than typical GFX gear, and probably less expensive than a GFX100S II plus a lens. It would be a good way to dip my toes into GFX without having to buy a whole new system, or lug around something large and heavy.
One criticism that the camera is likely to receive is the lack of IBIS, but I think not having IBIS is just fine for a camera like this. First, outside of video and low-light situations, IBIS is really unnecessary for wide-angle lenses. Second, it adds size, weight, and cost, so its exclusion might actually be beneficial. Third, I think the whole “you need IBIS on 100mp because you can see even the smallest blur” argument is overstated. On this camera, IBIS would be occasionally nice to have, but far from essential, so it doesn’t bother me that the GFX100RF will apparently not have it.
The lens choice will probably be debated for a long time. Since fixed-lens cameras are stuck at whatever focal-length they are, you have to really like what it is. The 35mm lens on a GFX is like 18mm on APS-C (think Fujifilm X70 and Ricoh GR), or 28mm on full frame (think Leica Q3). That’s obviously a very popular focal-length, but it’s not for everyone. I personally prefer less wide-angle lenses most of the time (the X100VI, for example, is sometimes too wide for me). I completely understand the focal length choice for the GFX100RF; however, I kind of wish it was more like 50mm (40mm full-frame-equivalent), but that’s just my preference, and probably not what would be most desired by the majority of potential buyers.
And let’s not forget the maximum aperture of “only” f/4. That’s not an impressive maximum aperture, but also not unusual for medium-format. A larger maximum aperture would require a larger and heavier (and more expensive) lens, which would defeat the purpose of the GFX100RF. Back in 2021 I talked about this a bit: while GFX has a potentially smaller depth-of-field and better low-light capabilities, the fact that the maximum apertures are often smaller means that you oftentimes can’t fully realize those advantages. It’s a catch-22. Although f/2.8 would have been nice, f/4 as a maximum aperture is completely unsurprising to me, and probably required some engineering magic to even make that work.
We will have to wait a few more months to really know what the GFX100RF camera will be like, but what I can tell you is that this is the most excited I have been for a GFX model in a very long time. I need to prepare now—make room in both my budget and in my camera bag—for when it is announced. I’m sure, like the X100VI, if you’re not quick to order, there will be a wait to get your hands on one, as I’m pretty sure that this will be a popular camera.
It’s the holiday season, and Christmas is right around the corner. Maybe you want to give a gift to your photographer friend or family member something that they will absolutely love. Perhaps your spouse, child, grandchild, or niece/nephew is interested in following in your footsteps, and are hoping to find their first “real” camera under the tree. If you are shopping for a fellow photographer or budding photographer, I’ve got some gift ideas for you!
For my 40th birthday, my wife got me a Fujifilm X100V, which was such an incredible gift! For her 40th birthday, I gave her a Fujifilm X-T4. While those were certainly wonderful presents, they were very unusual for us, as we don’t typically spend anywhere near that much for birthdays and Christmas, and probably a lot of you reading this don’t either. There are tons of great more affordable options and it’s easy to get overwhelmed, so for this article I’m going to narrow the premise, which hopefully will provide some of you with a little better clarity.
First off, I’m assuming that you don’t have a small fortune to spend, and so you don’t mind buying used gear, which is more affordable, and perhaps a bit more practical as a gift. MPB, the sponsor of this article (where all my suggested gift ideas can be purchased from), is the largest global platform where you can buy, sell, or trade used photo and video gear—each piece checked by hand before being MPB Approved. If you’re thinking about upgrading or gifting gear this holiday season, embracing used is a great way to keep costs down without compromising on quality. Secondly, this website is Fujifilm-centric, so all of my suggestions will be related to that brand of gear.
Let’s jump right in!
Fujifilm X-T1 — Best learning camera
For someone who wants their first “real” camera to learn photography on, the Fujifilm X-T1 is my top recommendation. First, it has manual tactile controls to learn the principles of photography with (such as the exposure triangle). Second, while it is “old” for digital technology (released in 2014, a full decade ago), it is still very capable. This was Fujifilm’s flagship model when it was introduced, and 10 years later it holds up pretty well. Interestingly, in 2021, Antonio Faccilongo won the World Press Photo Story of the Year with a photograph captured with this model. Third, the X-T1 is quite affordable, and can be purchased for less than $500. You will need a lens to go with it, and my top recommendation is the Fujinon 35mm f/2, which can be had for less than $300 used. Depending on the exact copies you pick, you can get a camera and lens combo for under $800, and even under $700 if you don’t mind a few scuffs.
Fujifilm X-S10 — Affordable hybrid for videography
While many cameras are great for photography, some don’t excel at both stills and video. My top recommendation for an affordable hybrid—a camera that’s good for both stills and video—is the Fujifilm X-S10, which has in-body-image-stabilization (IBIS), an important feature for videography. If you are buying for someone who has shown an interest in creating TikTok or YouTube videos, you’ll want to strongly consider the X-S10. It can be had for under $900, which makes it the most expensive camera in this list; however, I think it pairs well with the Fujinon 15-45mm f/3.5-5.6, which is one of the more affordable lenses at about $150.
Fujifilm X-A2 – Most affordable camera
I get asked somewhat frequently what is the cheapest way to get into Fujifilm, usually from those wanting to buy a camera for their child or grandchild. Is it possible to do so under $500? Well, it is possible, but just barely. The Fujifilm X-A2 can be had for under $350, and the Fujinon 15-45mm f/3.5-5.6 is about $150, which brings you in right around $500. The X-A line was Fujifilm’s most budget-friendly series. The X-A2 was released in 2015 and is approaching 10 years old; however, it is still surprisingly capable, with similar technical stats as the Fujifilm X-T1.
Fujifilm X30 — Fun for the one who has everything
For the photographer who has it all, the Fujifilm X30 is a fun little camera! There’s a pretty good chance that the photographer you are shopping for doesn’t have this model. It’s older, and doesn’t have particularly impressive stats, but what it lacks technically it more than makes up for in pure joy. Nobody is going to make a career out of this camera, but for fun snapshots that have a ton of character, the X30 is one to take a close look at. It’s not necessarily cheap at around $700, but at least you don’t have to buy a lens for it, since it is a fixed-lens camera.
Fujinon WCL-X100 II & TCL-X100 II — Conversion lenses for X100-series cameras
If you are searching for a holiday gift for the photographer or budding photographer in your life, I hope that this list provided you with some clarity. I always enjoy receiving camera-related clothes and coffee mugs and things like that as gifts, but if you really want to give a camera or lens, those do cost a lot of money, and I think that this list has some excellent suggestions; however, feel free to browse MPB’s current inventory, as you just never know what you might find.
Photographing with Fujifilm – New York City, NY – Fujifilm X-T4 ES – Aerochrome v2
A little over two years ago Fujifilm stated that they’re working on “wow” products, so I gave my Top 10 suggestions for that in an article entitled 10 “WOW” Products Fujifilm Should Be Making Right Now. I thought it would be fun to revisit the article. Did Fujifilm make any of those suggestions? What “wow” products have they released that didn’t make my list? Which ones should they still pursue?
To recap, my 10 ideas were:
10. Minimalist Model — no rear LCD or video mode 9. 135mm lens — really, any focal length prime in-between 90mm and 200mm 8. A new pancake lens — I suggested 15mm, 23mm, and 40mm as potential options 7. GFX 100R — 100mp successor to the GFX 50R 6. ISOCELL — bring the Fujifilm/Samsung joint technology to the X-series 5. Infrared — I suggested the X-T30 II as the model of choice 4. Digital XPan — a dedicated 65:24 aspect ratio camera 3. X200 — full-frame X100-like camera 2. X80 — successor to the X70 1. Acros-Edition — monochrome-only X100 or X-Pro camera
Fujifilm Photowalk – Ann Arbor, MI – Fujifilm X-T4 ES – Aerochrome v2
How does it look 27 months later? With nearly zero promotion, Fujifilm released the X-T4 ES (“Extended Spectrum”) infrared camera over the summer. It flew completely under the radar! While few own it, whenever I show my X-T4 ES to people, it always gets a strong “wow” reaction. As far as I’m aware, B&H is the only camera store currently selling it, and you have to order either in-person or over the phone—it’s not available online right now. So far, I’ve published two Recipes for the Fujifilm X-T4 ES: Aerochrome v1 and Aerochrome v2. If Fujifilm were to do even a little promotion for this camera and made it easier to buy, it would sell decently well, I’m certain of it. Of my 10 ideas, this is the only one so far that has come to pass.
There are “rumors” circling about potential upcoming gear. I’m not sure what may or may not come, but a few of the items (or similar) in my list have been floated on websites like Fujirumors. Even though only one has become reality, it’s possible that in a year or two more can be checked off (I’m sure that some probably won’t ever happen). My top choices would be a new pancake lens, digital XPan, X200 (perhaps GFX instead of full-frame), X80, and a monochrome-only X100 or X-Pro. It’s hard to know what the future holds, but I do believe several “wow” products are in the works right now (including the GFX Eterna cinema camera that Fujifilm recently teased).
NY Photographer in IR – New York City, NY – Fujifilm X-T4 ES – Aerochrome v2
Of course, the most obvious “wow” product released by Fujifilm is the X100VI, the most in-demand camera by any brand ever. Fujifilm is getting closer to fulfilling all of the preorders and backorders… word on the street is that if you don’t mind the black version, you might be able to get it real soon without much of a wait. Since demand is higher for the silver model, that one will likely require more patience. This camera has the potential to become the most-sold model ever. It will be interesting to see if demand remains high over the next few years—I think it certainly could.
Now it’s your turn. Let me know in the comments which wow product you’d like to see Fujifilm make next! I’m pretty excited for what’s coming down the pike, whatever it might be. I think there will be plenty of upcoming announcements over the next couple of years to get especially excited for.
Fujifilm just announced that they are creating a GFX Eterna cinema camera to be released sometime in 2025.
When I was at Fujifilm’s Create With Us event in Austin back in September, they had a Fujinon Duvo HZK 25-1000mm f/2.8-5.0 Box Lens on display. For those who don’t know, this is a quarter-million-dollar broadcast lens, used for sporting events. The camera attached to the lens was a Sony.
Fujinon lenses are renown in the cinema and broadcast world, but Fujifilm doesn’t have a filmmaking camera. Actually, Harlem Fragments was filmed on an X-H2s. A number of short films and mini documentaries have been filmed on an X-H2s, too. But, setting that aside, a true pro cinema camera—something ESPN would use, or Universal Pictures—was missing. I recognized this in Austin, and mentioned to the sales rep that Fujifilm should develop a camera to go with the lens, instead of using a competitor’s model. I guess they were already pretty far along in development, but I had no idea.
I don’t anticipate many, if any, reading this will ever buy the GFX Eterna. Maybe a couple of you. I’m sure it will be very expensive. But if you are a broadcaster or filmmaker, perhaps this is something you’re excited for. I can imagine some IMAX pictures being filmed on this.
One last thing: kudos to whoever at Fujifilm named the camera. It’s brilliant. A monochrome-only X100 Acros or X-Pro Acros would be really cool, too. Just throwing that out there.
This article pits the Fujifilm X-T50 and Fujifilm X-T30 head-to-head on an autumn photowalk in Ann Arbor, Michigan. Just to warn you, this will likely be the most unfair camera comparison anywhere on the internet. Nonetheless, I hope that you find it worthwhile, or at least enjoyable.
Fujifilm introduced the X-T30 in February of 2019. It features a 26mp X-Trans IV sensor, and was Fujifilm’s mid-tier SLR-styled camera until it was replaced by the nearly identical X-T30 II in November of 2021. Fujifilm announced the X-T50 in May of this year. It features a 40mp X-Trans V sensor and IBIS, as well as the contentious Film Dial. While it is not the X-T30 II’s successor (I assume that means an X-T30 III is a possibility in the future), the two models are clearly in the same family. They are similar in size and design, but the X-T50 is slightly larger and heavier (to accommodate IBIS), with rounded corners and is more expensive. According to the spec sheets, the X-T50 is better in pretty much every aspect, but not necessarily by leaps and bounds. Overall, these two cameras are pretty similar for stills photography; however, for video, the X-T50 is the winner.
This last Saturday, Bryan Minear and I cohosted a photowalk in Ann Arbor in conjunction with PROCAM and Fujifilm. We had an excellent turnout: I counted 48 people, including myself and Bryan. The weather was nice—a nearly perfect crisp autumn morning—and the scenery beautiful. It was a massive success, and just a ton of fun. It was so great to meet those who came out!
One especially great aspect of this photowalk for me is that my seven-year-old daughter, Johanna, was able to join us. I gave her my Fujifilm X-T30 to photograph with, set with the Kodak Portra 400 v2 Film Simulation Recipe. I’ve let her use some of my old digicams before, but not a “nice” camera like the X-T30. I wasn’t sure how well she would do with it, but gave her a quick tutorial and let her have at it. Honestly, she stole the show.
Above left: Johanna with an X-T30, captured by me with an X-T50 using the Fujicolor PRO 160C Warm Recipe; Above right: me with an X-T50, captured by Bryan Minear with a GFX100S II.
I bet you can already see where this article is going. Yes, this totally unfair camera shootout is between myself with a Fujifilm X-T50 and Fujinon 27mm f/2.8 lens and my seven-year-old daughter with a Fujifilm X-T30 and TTArtisan 27mm f/2.8 lens. Even though I had the better gear, I had absolutely no chance of winning. Johanna—with an X-T30—won in a landslide. We’ll get to the pictures in just a moment.
The Fujifilm X-T30 has a few fewer film simulations and JPEG options than the X-T50, but it is still a very, very capable camera. Even in the hands of a child, it can capture excellent images. Between the two, I’ll grab the X-T50 every time; however, if I were trying to decide to buy an X-T50 or X-T30 II, that would be a much tougher decision—the X-T30 II is a better value, while the X-T50 is a little more capable. I don’t think you can go wrong either way. Between a used X-T30 and brand-new X-T30 II, I would lean towards the X-T30 II due to Classic Negative and other firmware upgrades.
Above, top-left: by Rickey White. Above, bottom-right: by Bryan Minear. Above, all others: by my wife, Amanda Roesch. Amanda used a Fujifilm X-T5 + Fujinon 56mm f/1.2 lens + Fujicolor Negative Recipe.
The reason why I declared Johanna the winner is because I’m her dad (she was always going to win… I never had a chance—all the dads out there understand), and also because young children are oftentimes good photographers. They are naturally curious and creative. They don’t think about all the “rules” and what they “shouldn’t” do; instead, they’re just having fun. Also, their perspective is so much different—quite literally, because they are smaller, but also figuratively—so it’s a completely different take from what most adults see—they notice things that others completely overlook. If you have a child, I definitely recommend allowing them to photograph with you sometimes. Don’t be afraid to let them borrow one of your cameras (I know, it’s a risk… my oldest son dropped and broke one of mine when he was little). Those experiences might be pivotal for them, and at the least it’s something you both will remember and cherish for many years.
Below are straight-out-of-camera JPEGs captured during the Ann Arbor photowalk by Johanna using a Fujifilm X-T30 and the Kodak Portra 400 v2 Recipe and by me using a Fujifilm X-T50 and the Film Dial Recipes.
When I introduced the Evergreen + Fuji X Weekly Protective Case for Fujifilm X100-series cameras four weeks ago, I mentioned that there isn’t enough free space for a neck strap to fit into it. Many wrist straps fit, but there’s not enough space inside the case for a neck strap. An alternative that I suggested was to use a quick-release strap (and store the strap elsewhere), which would certainly work, but it may or may not be a good solution for you. Well, I’m very happy to report that the Evergreen 28″ Short Strap will, in fact, fit inside the case!
I was a little worried that this neck strap would be a bit too short, but it wasn’t (at least not for me). It’s made from genuine leather, with a soft microfiber suede back for comfort. Evergreen calls the design minimalist vintage-modern; I’m not sure what that means, but it is stylish, and matches the X100VI aesthetic quite well. So if you are looking for a neck strap that will also fit into the Evergreen + Fuji X Weekly Protective Case, the Evergreen 28″ Short Strap is an excellent option—and it’s only $30. This is what I’m currently using on my Fujifilm X100VI (for about two weeks now), and I’m very happy with it.
If you own a Fujifilm X100-series camera—such as the X100VI, X100V, or X100F—and you want to protect it when you travel or are on some amazing adventure somewhere, this case will do it. The Evergreen + Fuji X Weekly Protective Case is waterproof, shock-resistant, and tough. You don’t have to worry about your camera getting damaged. And it’s only $50.
Also, I’m excited to announce that the Evergreen + Fuji X Weekly Protective Case for Fujifilm X100-series cameras is now available at B&H. Yeah, that camera store. This is a really big deal! So currently it’s available for purchase from Amazon, B&H, and directly from Evergreen Cases.
One more thing: I need your help! Evergreen and I would like to make another case, this time a larger one for an interchangeable-lens model. If you have a couple moments, please answer the two questions below. It will help me out immensely. Thank you so much!
Not everyone is aware of which cameras are currently available in the Fujifilm X-series lineup, or who each one might be for. I did this last year, and thought it would be good to update it for 2024. These are my opinions, and not everyone is likely to agree with them, but I hope that some of you will find this helpful.
If you are looking for the too-long-didn’t-read version, it’s simply this: the X-H2/X-H2s is the premium flagship, the X-T5 is the top-notch retro-styled option, the X-T50 is nearly as good as the X-T5 but with a few notable differences, the X100VI is impossible to get, the X-S20 is the smaller sibling of the X-H line, the X-T30 II is the oldest option but is the best value for stills, and the X-M5 is the newest camera and is pretty good for a base-level model. Oh, and there’s a bonus at the end.
Fujifilm X-H2 / X-H2s
The X-H2 and X-H2s are Fujifilm’s flagship X-series models. These are top-of-the-line hybrid cameras with the greatest features. The X-H2s has a stacked 26mp X-Trans V sensor for maximum speed—think sports and wildlife—while the X-H2 has a high-resolution 40mp X-Trans V sensor. I’ve met a number of talented and successful photographers and videographers who use these models for their professional work, and they speak quite highly of them.
Fujifilm intended the X-H2 and X-H2s to compete against the Canikony brands. Fujifilm wanted those unhappy with their Canon, Nikon, or Sony models—particularly the lower-to-mid-tier full-frame bodies (the GFX line competes more against higher-end full-frame)—to take a close look at these cameras. It seems to be a successful strategy; my rough guestimate from my own experiences within the community is that more than half of those who purchased an X-H2/X-H2s did so as their first Fujifilm model.
If you are coming from another brand and want the easiest transition and also the top-of-the-line model, the X-H2/X-H2s is my best recommendation. For a pro (or aspiring pro) photographer or videographer, this definitely should be strongly considered. Personally, I don’t like the PASM dial philosophy, and so these models are not for me. For those who appreciate Fujifilm’s traditional tactile controls and vintage styling, the X-H2 and X-H2s might not be for you, either; however, no camera is for everyone, and just because this camera “isn’t for me” doesn’t mean that it shouldn’t exist, because there definitely is a need for it, and some people really love this line.
The Fujifilm X-T5 is nearly as capable as the Fujifilm X-H2, but smaller, lighter, and cheaper, and with traditional tactile controls and vintage styling. This camera is no video slouch, but it is a bit more stills-orientated than the flagship line. It has the 40mp X-Trans V sensor, and competes well against some full-frame models. If you want the full Fujifilm experience, this is my top recommended camera. I know some who use the X-T5 for both professional stills and video work, so it is more than capable for whatever it is you need to capture.
From what I can tell, the majority of people who own an X-T5 have previously owned other Fujifilm models. It’s not typically one’s introduction to the X-series. I purchased the X-T5 immediately after it was released, and I have no regrets—it’s a great camera! If you have an older Fujifilm model that you’d like to upgrade from—or a lower-tier body that you want to step-up from—the X-T5 is one to strongly consider.
The Fujifilm X-T50 is the X-T5’s little brother—the technical specs are pretty much identical, and it is essentially equally as capable. The X-T50 is smaller, lighter, and cheaper. It is not weather-sealed (although I’ve taken it out in the rain a few times with no issues), has only one SD-Card slot, and a lower-quality EVF. Also, instead of an ISO Dial (something that the X-T00 series has never had, but the X-T0 series does have), the X-T50 has a Film Dial, which I personally like, but not everyone does.
Between the X-T5 and X-T50, I think if you are new to Fujifilm, I would steer you towards the X-T50; however, if you’ve been in the system awhile, the X-T5 is better and not all that much more expensive. Since the X-T50 is smaller and more lightweight, it might be the better option for travel or walk-around photography. You cannot go wrong with either, but the X-T5 is the more premium option of the two, if you are simply after the best. I like both models, and appreciate them for different reasons.
This is the camera that everyone wants but few can get. The X100VI is by far the most pre-ordered camera in the history of photography, with unprecedented demand. Some who ordered one on the first day that it was available for purchase are still waiting. If you want to buy one, you’ll have to get in a really long line. I was quick to get my preorder in, but I still had to wait a little while; those who weren’t quite as fast have been waiting a lot longer, unfortunately.
The Fujifilm X100VI is my desert-island camera. If I could only ever have one model for the rest of my life, it would be this one. I almost always have it with me. I love the 23mm f/2 fixed lens, the leaf shutter, built-in ND filter, hybrid EVF/OVF, etc., etc.. This camera is extremely difficult to get right now, but hopefully it will be a little easier in 2025. Fujifilm has been manufacturing them at about 4 times the rate that they did the X100V, and eventually they’ll get caught up.
The X-S20 is the little brother of the X-H line. It has a 26mp X-Trans IV sensor paired with the X-Trans V processor. While it is a very capable stills camera, it is more video-centric, and is especially appealing for video content creators. I talked with several professional videographers who own both this and an X-H model, and they like using this camera over the flagship model for more casual work, such as social media videos and shorter-length YouTube videos. A couple even told me that the X-S20 is their top favorite Fujifilm X-series model.
This is another Fujifilm camera that has PASM and is intended to attract Canikony brand photographers. It competes well against Canikony brand APS-C and even some low-tier full frame offerings. From my experience, the majority of people who purchased it did so as their first Fujifilm model. It’s a great option for someone just getting into the system—especially if they’re more interested in video than stills—or as a smaller and lighter companion to their X-H2/X-H2s.
The Fujifilm X-T30 II is the oldest X-series camera that Fujifilm is currently selling. It is quickly approaching the three-years-old mark, but it was an extremely minor refresh (mostly, just a firmware update) over the nearly identical X-T30, which was released in 2019. It uses the same X-Trans IV sensor as the X-S20, but with the X-Trans IV processor (not X-Trans V).
While the X-T30 II is quite similar to the X-T50, Fujifilm has stated that the X-T50 is not its successor. Aside from the newer sensor and processor, as well as a Film Dial instead of a Drive Dial, the X-T50 has IBIS, is marginally larger and heavier, and is significantly more expensive. While I have seen some amazing video work created with an X-T30 II, the camera is definitely more stills-centric. If you’re not especially interested in video, and simply want the best value camera that will do well for photography, the X-T30 II is my top recommendation, and is an excellent introduction to Fujifilm or a good upgrade from an older model. If video is important, or if you just want the more premium option, the X-T50 is a great alternative.
The X-M5 is the newest camera from Fujifilm. It is both their smallest and most affordable model, and is very well equipped for its price point. One notable feature that its missing is an EVF. Like the X-S20, it has a 26mp X-Trans IV sensor paired with the X-Trans V processor. I think it could be an excellent first camera for someone, a solid upgrade from an old X-A model, or a good travel option due to its diminutive size.
For stills photography, if you can spend a little more, the X-T30 II is a step up despite being much older. For video, the X-M5 is better than the X-T30 II, but not quite as good as the X-S20 or X-T50; however, those cameras are a lot more money.
This is kind of a bonus. The Fujifilm X-T4 ES (Extended Spectrum) infrared camera is a unique model that’s not necessarily easy to get. It’s an “ordinary” X-T4, but without the IR filter that is normally over the sensor, which means it is sensitive to the invisible light spectrum—both IR and UV (a.k.a. “full spectrum”). As far as I’m aware, you can only buy it from B&H right now, and only as a special item, which means that you either have to call them or go in-person to their store. I’ve been having a blast with it, the X-T4 ES is so much fun!
This post contains affiliate links, and if you make a purchase using my links I’ll be compensated a small amount for it.
I’m a little late to the party, but in case you haven’t heard, Fujifilm announced a new camera: the tiny and inexpensive X-M5.
My alarm sounded at 3:30 AM Eastern Time this morning, so that I could catch my flight from JFK International to Phoenix Sky Harbor. After running through the airport Home Alone 2 style, I barely made it, just as the gate attendant was announcing the last barding call. I made it nonetheless, and am now home after a whirlwind tour of New York City and Connecticut. It was such a great time, and I look forward to sharing more about it with you in the coming days.
In the meantime, here’s my take on the Fujifilm X-M5. I will do my best to say something different than the many reviews that have already been published across the web. To be clear: this isn’t a review. I haven’t used, touched, or even seen the camera in-person. I know as much about it as you, and maybe not even that much. It does seem to pack a lot into a tiny and inexpensive body, from what I’ve read.
I have been saying for a couple of years now that Fujifilm needs an affordable entry-level model. They used to have two, but when the X-A7 and X-T200 had sputtering sales in 2020, Fujifilm discontinued both. I’ve stated several times that, in my opinion, there is a sufficient market to justify one entry-level model—but probably not two—so if Fujifilm were to make an X-A8 or X-T300 (but not both), it would likely do just fine. Instead (and after a few years), they did something really unexpected and better, and revived the long-dormant X-M line.
Fujifilm released the X-M1 in 2013. It was unusual in that it had an X-Trans I sensor paired with the X-Trans II processor. It was announced just a few months before the X-A1, which was basically the same camera, except with a Bayer sensor instead of X-Trans. Because the X-A1 and X-M1 were nearly identical, yet the X-A1 was cheaper, the X-M1 struggled to sell, and it never had a successor… until now.
The X-M5 has been imagined and designed with the idea of what an X-M series camera would look like had it not been discontinued. How would it have evolved over the last decade? Fujifilm used their imaginations, and created the new camera. And, in the spirit of the original, it comes with the “old” X-Trans IV sensor paired with the “new” X-Trans V processor.
It is currently the most affordable X-series model, at only $799 for the body-only, and $899 when paired with the 15-45mm f/3.5-5.6 lens. For those wanting to get into the Fujifilm system but have found it to be a little outside of the budget, the X-M5 might be your best option. This is an easy camera to recommend for beginners, as it fills an obvious void in the X-series lineup.
The X-M5 is also the smallest interchangeable-lens X-series camera. It is tiny and lightweight, which makes it compelling for travel or walk-around photography. I would pair it with the Fujinon 27mm f/2.8 or Fujinon 18mm f/2… but, here is the problem: the 27mm lens is very difficult to find, and the 18mm is overdue for a refresh. This is an ideal camera (along with the X-E line) to showcase one big advantage of APS-C: size and weight; however, the lack of pancake lenses makes it less compelling than it should be. My suggestion to Fujifilm is to increase production of the 27mm f/2.8, design a new-and-improved 18mm f/2, and introduce one or more new pancake options (maybe to be released in conjunction with the next X-E camera?).
While the X-M5 is a bit video-centric, it does not have IBIS. I don’t think the lack of IBIS is a big deal whatsoever for stills photography, but I do see it as a potential problem for videography. However, for the price and size, I think its exclusion is acceptable. You can use OIS lenses, a gimbal, and/or the digital stabilizer, if necessary.
Perhaps the two biggest drawbacks are the lack of an EVF and the PASM dial. It’s understandable why the camera doesn’t have an EVF—the X-M1 didn’t have one, and if the X-M5 did, it would require the body to be both larger and more expensive—but the lack of one will be a dealbreaker for some. The PASM dial was also expected, but for me, personally, I much prefer the traditional dials instead; some people like this setup (different strokes for different folks), but it’s nearly a dealbreaker for me—nearly.
The Film Dial… I like it, but it’s controversial. You may or may not like it yourself; however, I suspect that many will find it both fun and useful on the X-M5 specifically. I’m quite happy to see its inclusion on this camera.
From what I can tell, the Fujifilm X-M5 is not for me, but it might be good as my teenage son’s first camera. Christmas is around the corner, so we’ll see. Maybe it will be wrapped under the tree (if it’s still even available…). I think it will sell very well, and serve as a gateway into the Fujifilm ecosystem for many. For those already in the X-series family, this might be a good compact camera for travel, or an inexpensive companion to a larger body.
This post contains affiliate links, and if you make a purchase using my links I’ll be compensated a small amount for it.
A couple days ago pal2tech posted a YouTube video explaining the Film Dial on the Fujifilm X-T50 (which, apparently, will also be found on the upcoming X-M5). To my surprise, Chris gave a very kind shoutout to Fuji X Weekly, and he even included a link to one of my YouTube videos in the description of his video. I’m really honored to be mentioned by Chris; I’m a big fan of pal2tech—it’s one of my favorite YouTube channels, and one that every Fujifilm photographer should subscribe to, in my humble opinion. If you haven’t seen his video, go ahead and give it watch.
The Film Dial is one of the most controversial design decisions Fujifilm has implemented, right up there with the X-Pro3’s backwards LCD screen. I actually really like the dial, personally. It’s a lot of fun to use, and adds versatility for the SOOC photographer. But not every camera is for everyone, and not every camera feature is for everyone, so it is understandable when some don’t like it; however, I think a lot of the negativity surrounding the Film Dial is simply a misunderstanding of how useful it can be.
NAB Photowalk Group 3 – New York City, NY – Fujifilm X100VI – Nostalgic Americana
I was just at the NAB Show in New York City, because Fujifilm brought me out to lead three photowalks around Manhattan. Fujifilm loaned cameras to those on the photowalks, and some folks were handed a Fujifilm X-T50. Before beginning, I took a few moments to help set up these loaner cameras, and for those with the X-T50, I programmed my universal Film Dial Recipe, and explained how to use it.
As the photowalks were wrapping up, I asked those with an X-T50 what they thought of the Film Dial. One person answered that it was a lot of fun. Another said that they really liked it. Another showed me some images they captured with Eterna, a film simulation they had never tried before but now love. Only one person gave negative feedback, and their complaint is completely understandable.
Could the Film Dial have been implemented better? Absolutely! An easy way for Fujifilm to improve it would be to allow each film simulation to be customized into a Recipe. In other words, make it possible to custom set Highlight, Shadow, Color, White Balance, etc., etc., with each slot on the Film Dial. When the Film Dial is set to C, that’s when the C1-C7 presets would work. This could be done with a Firmware update someday in the future. Even though it’s not perfect, that doesn’t mean the Film Dial isn’t a fun and useful feature, because in its present state it very much is.
I’m looking forward to the Film Dial being included on more models. I think putting a much-loved feature of the camera front-and-center on the top plate is a smart move by Fujifilm. I’m also looking forward to seeing how it might evolve in the future, and possibly become even better.
NY Photographer in IR – New York City, NY – Fujifilm X-T4 ES – Aerochrome v2
In other news, while at the NAB Show, I spoke with someone at B&H, and they told me that the Fujifilm X-T4 ES (“Extended Spectrum”) infrared camera is available from them right now. It’s not something that can be purchased online, so you either need to call them or drop by in-person to buy it. So if you want to try my Aerochrome v2 Recipe—which I love so much, personally—you may want to contact B&H and inquire about the Fujifilm X-T4 ES. For those who wanted to get one, it’s not too late.
There’s one last thing I want to mention. I was walking around Central Park recording some content to help promote the new Evergreen + Fuji X Weekly Protective Case for Fujifilm X100-series cameras. I had my case, and Alex from Evergreen also had one with him. While meandering, we ran across someone with a Fujifilm X100VI, so we said hi to him and had a short conversation. He told us that he had ordered the camera when it was first announced, but his copy had just arrived, and this was one of his first opportunities to use it. We were very happy to gift him one of the two cases to go along with his new camera. The protective case is a great way to keep your X100VI, X100V, X100F, etc., safe while traveling or out on an adventure.
New Fujifilm X100VI & New Case – New York City, NY – Fujifilm X100VI – PRO Negative 160C
I’m still traveling, but as soon as I’m back home I have a lot more to share with you, so stay tuned!
According to Fujirumors, Fujifilm is working on a new camera that will have a sensor size never before used by Fujifilm. I have no idea what that means, but I thought it might be fun to speculate what some of the possibilities are. Who knows if this is an X-series camera… it could be GFX. It could be a digicam or something like the XP80 waterproof camera. It could be Instax, since they have the EVO and PAL models. It could be something else entirely. For the sake of this article, I will assume that it is X-series; however, it very well might not be. I think this is one of those times where it’s best to keep expectations in check and not get your hopes up too high. Still, it can be fun to guess.
My very first thought is that it could be an X30-like successor—perhaps called X50—with a 1″ sensor. The Fujifilm X30 had a tiny 2/3″ 12mp X-Trans II sensor, but was still a good compact zoom, and is fun to use even in 2024. While a successor would need to be significantly different, I do believe that if it has a 1″ 20mp X-Trans V sensor, a 9mm to 37mm (24mm to 100mm full-frame-equivalent) f/2-4 zoom lens, IBIS, EVF, and retro tactile controls (no PASM, please), it will do quite well. There is a renewed interest in these types of cameras right now. Alternatively, a fixed-focal-length wide-angle option could be good, too.
Another idea would be to use the sensor found in the latest GoPro models. It has a tiny 1/1.9″ 27mp sensor with an unusual (almost square) 8:7 aspect ratio. The benefit of the unusual sensor shape is it allows for vertical videos without having to tilt the camera sideways, so obviously it would be a video-centric model, perhaps in the action camera realm. Most likely this would not technically be an X-series model, but it is possible that Fujifilm could use an X-Trans array. I don’t think this is a likely option, unless Fujifilm has thought of some way to stand out in what is already a crowded scene.
I doubt that Fujifilm has any interest in Micro-4/3. I think that MFT is too close to APS-C that they would only compete against themselves; aside from that, MFT is basically a declining market. Still, it is possible that an X100-like or X70-like compact fixed-lens MFT camera is in the works, I just see it as highly unlikely.
An intriguing option that I’ve suggested a couple of times (first in 2019, actually) is APS-H. There aren’t a lot of APS-H cameras anymore, but it used to be more common. Canon made some, as did Sigma. Since APS-H is about 15% larger than APS-C, not all APS-C lenses cover the entire frame. Sigma’s solution was to automatically crop to APS-C for the lenses without full coverage, and I would suggest that Fujifilm take the same approach. While some Fujifilm lenses will fully cover APS-H, some—the majority, actually—won’t; for those that don’t, the camera would automatically crop to APS-C.
The reason why Fujifilm might do this—and the camera that Fujifilm might do this for—is XPan on the future X-Pro4 (or maybe called X-Pro5). Where APS-C lenses struggle to cover APS-H are the corners, so the not-fully-covered lenses would be just fine for the XPan aspect-ratio, since the corners are cropped out. The roughly 50mp APS-H sensor would produce roughly 27mp XPan images. For lenses without full coverage with the 3:2 aspect ratio, you’d still get a 40mp APS-C photo; however, for the lenses with full coverage, you’d get the full 50mp-ish picture.
The only other option I can think of that makes sense is perhaps a full-frame X100-like camera. I don’t believe that Fujifilm has any interest in creating a new lens mount, so I would be completely shocked if Fujifilm made any interchangeable-lens full-frame models. Fujifilm would mostly be competing against themselves, and would undercut both their X and GFX lines; aside from that, the full-frame market is quite crowded and highly competitive. But, a premium fixed-lens full-frame camera might sell very well. Fujifilm would have to do something to differentiate it from the X100VI so that they aren’t directly competing against each other, and I have no doubts that they can.
If I were to bet on what it will be, my guess is none of these, that it’s not an X-series camera. If it is in the X-series, I think the top odds are that it is a 1″ sensor compact camera of some sort. An APS-H X-Pro with the XPan aspect ratio would be super cool, but unlikely in my opinion. With the massive demand for the X100VI, a full-frame version could be a huge sales success. Eventually we will know for sure, but for now we can only speculate, and most of those guesses will turn out to be wrong. Still, it’s fun to dream.
I’m very proud to introduce the Evergreen + Fuji X Weekly Protective Case for Fujifilm X100 series cameras! It’s available in both clear and black for $50.00 USD.
This new camera case is dust-proof, watertight, and shock-resistant. It is intended for the outdoor adventurer who needs to keep their camera safe while backpacking or camping or exploring or other similar activites. If you’re the outdoors type who takes a camera along on your adventures, but are concerned about keeping your gear safe, this case is for you.
The Evergreen + Fuji X Weekly Protective Case is specifically designed for the X100VI, X100V, and X100F cameras. It will also fit older X100-series models. While not specifically intended for it, my Fujifilm X70 with a leather half-case fits well. My Fujifilm X-E4 with the Fujinon 27mm f/2.8 pancake will also work, but only without the lens cap. I found that a Fujifilm X-M1 with a 7Artisans 18mm f/6.3 pancake lens fits. Optimally, this case is for the latest X100-series models, so if you have an X100VI, X100V, or X100F, the Evergreen + Fuji X Weekly Protective Case will keep your camera safe as you explore.
Within the case there is space for one spare battery and one SD-Card. There’s also one slot on each side for filters. I fit both a 49mm Moment CineBloom filter and 49mm Fotasy Ultra Slim UV filter in one slot; in the other I put a Hoagle filter adapter. I can also fit a Hoagle Ultra Thin Lens Hood into the case, but not in the filter slots. It’s important to note that most lens hoods will not fit, nor will the wide or tele conversion lenses. You will most likely find that your camera strap is too big and won’t fit (it all depends on what you have); however, one strategy could be to use a quick-release strap from Peak Design and keep the strap elsewhere. Personally, I use a wrist strap, which does fit into the case.
This Evergreen + Fuji X Weekly Protective Case was a collaborative endeavor. I providing design ideas and input, and then feedback after testing various concepts. It was a team effort, so I can only take a small amount of credit. The folks at Evergreen Cases are truly professional, and they did the heavy lifting. I’m thrilled that they invited me to be a part of it, and have a hand in the design. Also, we co-created a Portra-inspired Film Simulation Recipe, called Fuji X EG400, which is included in each case.
The Fujifilm X100VI is the most preordered camera in history by far. There were more orders placed prior to the release date than there were X100V’s produced in its entire four-year run. Completely unprecedented! I quickly made my order within minutes after it was announced, and I still had to wait over a month for it to arrive. There are people who placed their preorders on day-one who are still waiting, and some have been told that it might be closer to Christmas before it can be delivered. Even though Fujifilm is right now manufacturing the X100VI at somewhere around four-times the rate that they did the X100V, they still haven’t cleared out the preorder list, let alone begin to tackle the backorders placed after the release. It’s nuts! If you’ve been patiently waiting for yours, I hope that it arrives soon. If you haven’t already ordered yours, the wait could be quite significant.
Quite obviously before Fujifilm even thinks about offering alternative versions of the X100VI, they need to catch up on all the orders already placed. I have no idea how long that might take, but I highly doubt it will be anytime in 2024, and maybe not in 2025, either. However, once they’ve managed to get this situation under control—perhaps in the spring of 2026—I would encourage Fujifilm to consider producing variations of the X100VI. While this is something I’ve suggested for awhile (first with the X100F, actually), this is the first time that I’ve dedicated an entire article to the topic.
Leica just announced a 43mm f/2 version of the Q3, called Leica Q3 43. For those who don’t know, the Q3 has a 28mm f/1.7 lens, which is equivalent to 18.6mm on Fujifilm, the same focal-length as the X70. The new 43mm version has more of a standard field-of-view, and is equivalent on Fujifilm to 28.6mm (Fujifilm doesn’t offer that exact focal-length, but it is pretty close to both 27mm and 30mm, which Fujifilm does make).
Offering multiple focal-length versions of a fixed-lens camera is nothing new. For the Ricoh GR III, which has a 18.3mm (27.5mm full-frame-equivalent) lens, there’s a 26mm (39mm equivalent) variation called GR IIIx. Sigma had up to four versions of the DP cameras: 14mm (21mm equivalent), 19mm (28.5mm equivalent), 30mm (45mm equivalent), and 50mm (75mm equivalent). Fujifilm has never taken this approach, but I think they should.
What Fujifilm does offer are conversion lenses, which screw onto the end of the camera’s fixed lens. There’s a wide-angle (WCL-X100 II) and telephoto (TCL-X100 II) option. The wide conversion lens has a 0.8x magnification, which means that the 23mm (34.5mm equivalent) lens on the X100VI becomes 18.4mm (27.6mm equivalent). The telephoto conversion lens has a 1.4x magnification, which means that the 23mm lens on the X100VI becomes 32.2mm (48.3mm equivalent). Essentially, it’s like having three versions of the camera: 18mm, 23mm, and 32mm. The downside to the conversion lenses is that they add a fairly significant amount of size and weight (especially the telephoto) to the camera, which, to an extent, defeats the purpose of it. While the teleconverters do indeed add quite a bit of versatility, I would like to see one or two alternative focal-length versions in the future, where the dimensions and weight of the camera are about the same, just with different fields-of-view.
My top two recommendations would be a 16mm (24mm equivalent) f/2.8 version, and a 35mm (52.5mm equivalent) f/2 version. Obviously 18mm f/2 would be a popular choice, so I’m sure that would be high on their list of potential focal-lengths. Fujifilm has a pancake 27mm f/2.8, and modifying those optics for use with an X100 series camera could be intriguing. Fujifilm could offer just one variation (like Leica did with the Q3, and Ricoh did with the GR III), or they could offer multiple options (like Sigma did with the DP series). Personally, I’d like both a more wide-angle and a more telephoto version.
This should not be a priority for Fujifilm whatsoever, but something to consider for down the road. Maybe it could be announced in the fall of 2025 in time for the Christmas shopping season, or in spring of 2026, or sometime later. Or maybe they don’t see any reason to offer it at all, because perhaps they don’t believe it will gain any net camera sales, only take away X100VI sales. Personally, I would likely buy whatever alternative focal-length version(s) that they do release, if they ever do, to be an addition to my X100VI. I don’t know how many other people would do the same, but it might be worthwhile for them to consider.
I don’t see Fujifilm going down this path in the near future. They may have no interest in doing it ever. But I like the idea, personally, and would encourage them to at least consider the possibility. Not everyone appreciates the 23mm (34.5mm equivalent) focal-length of the X100-series cameras, and even if they do, they may want a little variety sometimes. While I believe that it would do quite well for Fujifilm, obviously it is something that they themselves must believe in order for it to ever happen. I hope that someday it does.
In this article we’re going to discuss Fujifilm’s X-series Autofocus, which is a hot topic right now. A lot of things are being said about it on YouTube and social media and especially in the comments section of photography websites. I’m a little afraid to give my two cents, because I know it will not be well received by some of you reading this. I think most regular visitors of this website will not have any qualms about it, but no doubt this will be shared on Reddit or DPReview or a Facebook group or someplace like that, and I will receive some aggressive disagreements by some of those folks.
I cannot tell you how many times I’ve seen people online call Fujifilm’s Autofocus “garbage” or “bad” or some other negative term. Every once in awhile a person will comment on Fuji X Weekly with a similar sentiment; however, it’s vocalized a lot less here than elsewhere, it seems. This is a controversy that I’ve tried to steer clear of—people have strong opinions about this topic, and my opinions are different than many. I did write about it two months ago, but I think it needs to be addressed again.
As I’ve pondered this topic, I think there are a number of issues that are often lumped together, but need to be discussed individually. They are related in that it affects Autofocus, but otherwise they are unrelated, and lumping them together doesn’t help bring about any solutions. We’ll get to it all, but it will take some time to navigate through it. Be patient, as this will be a journey.
First and foremost, I believe that much of the negativity is a type of hysteria. Someone points out a “problem” and now everyone (it seems) is experiencing it. Echo chambers and groupthink on the internet can make people especially susceptible to this. I’m not a psychologist and offer no professional medical advice, but I did listen to a podcast recently on a flight that made me consider this as a strong possibility.
The podcast was Cautionary Tales with Tim Harford and the episode was entitled Sonic Poison? The Genesis of Havana Syndrome. It explains how hysteria can have a real affect on people, such as causing nuns to meow, or children to experience sickness that they don’t really have, or millions of dollars of perfectly good Coca-Cola dumped down the drain for no good reason, or spies “poisoned” by loud cicadas in Cuba. While these things were in their heads, they manifested in real physical ways.
What clued me in to the potential that this phenomena might also be happening to those who own Fujifilm cameras is when someone told me that they were really upset at Fujifilm because their Autofocus was not working as it should be and that Fujifilm needed to fix the problem right now; this person admitted that they had never experienced the issue personally, but they knew it was a problem because they had seen it in a YouTube video. Later, another person stated to me something very similar: while the “problem” had had no affect on their photography, they were aware of its existence because they had seen it on the internet—and they were demanding that Fujifilm fix it ASAP or else they would quit the brand.
I’m not suggesting that Fujifilm’s Autofocus woes are “all in your head” and that it is just psychological, but I do believe it explains a good deal of it. I think if some certain YouTube videos had never been published (and it’s fine that they were, I’m not condemning them, I’m just observing), there would not be nearly so much discussion and outrage right now. A lot of people “became aware” of a problem that they likely would not have noticed on their own otherwise, and it wouldn’t have affected them in any real way (in other words, it wouldn’t have been an issue at all). When you spend a lot of money on something, and especially if your livelihood (or hopes of a future livelihood) depends on that thing, and you believe that it is not working right, it’s easy to understand why there would be some hysteria. Nuns meowing, Coke getting dumped, and Fujifilm’s “sucky” Autofocus are related, if you ask me, and it’s something that we can all be susceptible to. But, again, I’m not a psychologist and offer no professional advice on this.
While I believe a significant amount of the outrage can be attributed to that hysteria, there are real issues that should be discussed rationally. Something that I find interesting is that for the first five or six years of this blog, Fujifilm’s Autofocus was not a big issue whatsoever. It wasn’t a hot topic. What changed? I think it was Fujifilm’s enticement of Canikony brand photographers. I think many of the complaints are by people who used to shoot Canikony brand cameras—particularly Canon and Sony—and when they switched to Fujifilm over the last couple of years, they were disappointed by Fujifilm’s Autofocus system. It’s not as good as those found on Canikony models, especially Canon and Sony.
There are three reasons why Canikony cameras have better Autofocus than Fujifilm. First, they’ve been doing it for much longer. Sony (through Konica and Minolta) have been making Autofocus cameras since the 1970’s, and had what was considered the first “good” AF system (not good compared to what we have today, but good for back then) with the Minolta Maxxum in the mid-1980’s; Canon and Nikon both introduced their first Autofocus cameras in the 1980’s. Second, Canikony brands have had significantly more R&D money to invest in their Autofocus systems. Finally, as PetaPixel pointed out, the Canikony brands over the last handful of years have spent very little effort on image quality improvements, while placing much of their efforts on Autofocus improvements, and in some specific cases, actually to the detriment of image quality (a path that I do not want Fujifilm to pursue, personally). Most of the Canikony cameras that Fujifilm models are often compared to are also significantly more expensive, and usually larger and heavier.
Anyone who expects Fujifilm’s Autofocus to be at the same level as the Canikony brands have not put much thought into it. Still, it’s surprising to me, considering the disadvantages that Fujifilm has faced, that they’re not very far behind, either. Fujifilm’s Autofocus is by far more than good enough for most people and situations, including for the many professional photographers who use these cameras each day even under difficult circumstances. In preparation for this article, I reached out to five highly talented and successful photographers/videographers who use Fujifilm—people I met in person this year while traveling across America—and asked if they find Fujifilm’s Autofocus “lacking” or “detrimental” to their work. All five answered no; one added a caveat that for a specific use-case this person prefers their Sony model—they could do it with their Fujifilm, but it’s a little easier on their Sony, so for that particular situation this person doesn’t use Fujifilm.
Photography has been around for a very long time. It didn’t begin two, five, or ten years ago. People have been capturing amazing photographs for well over 100 years. If you were to grab a Fujifilm X-T5, jump into a DeLorean, and travel back in time just 20 years, you’d blow away the photographers of that era with what would seem like to them impossible camera technology. Yet the photographs captured today are no more impressive than than they were then. Camera gear has advanced tremendously over the last two decades, but the great photographs from today are no more great than they were 30, 40, 50, etc., etc., years ago. I love finding vintage photography magazines and admiring the incredible photographs captured on significantly inferior gear than what we have readily available today—we’re so spoiled!
In other words, if they could do it on their lesser gear, you can do it on your greater gear. No excuses. Fujifilm’s Autofocus is really good, especially compared to what existed over the last handful of decades. No, not quite as good as the Canikony brands are right now, but really good nonetheless. The negativity just never made sense to me. It’s like complaining that a Corvette isn’t a Maserati, and calling the Corvette garbage because it isn’t more like a Maserati. If you want a Maserati, buy a Maserati! Otherwise, appreciate that you have a Corvette.
Many years ago I was given this advice: Either you are controlling your camera, or your camera is controlling you. I think that a lot of people allow their cameras to control them, which might typically work out fine because the current tech is so advanced, but, when it doesn’t work out, it’s an easy scapegoat to blame the gear instead of looking inward. Without self reflection, you are robbing yourself of the opportunity to learn and grow. Your gear is only a limitation if you allow it to be, and if you don’t allow it, then it’s no issue whatsoever. That might require learning some new skills or sharpening some skills that you already have but could be improved upon.
A lot of people don’t like that advice, but it is completely true. You have it within you to not allow any limitations on any gear get in the way of creating whatever it is that you want to create. The difference between those that are having a ton of success with their Fujifilm gear and those complaining about it saying they can’t is the person holding the camera, and not the camera itself. I get it: it’s much easier to blame the gear. But, if you blame the gear instead of yourself, your camera is controlling you, and you will not improve—that success will be elusive.
All that I just said is the most important part of this article. You might disagree, and that’s ok. Sometimes the truth hurts. It might be a bitter pill that you were not ready to swallow. I didn’t say anything that’s not true; perhaps it is deserving of a second read-through, and with an open mind. With all that said, there are some other things that are important to address.
I think a good deal of the negative attention regarding Fujifilm’s Autofocus issues came after Fujifilm released a firmware update earlier this year with an Autofocus bug. I didn’t experience the issue caused by that firmware personally because I always wait awhile to update the firmware. This is a good idea regardless of camera brand. Sometimes there are bugs, and sometimes the bugs are significant. If you wait a week or two, if there is some major bug, it should be well known by then—if so, just skip that firmware and wait for the next one. Fujifilm did fix that Autofocus bug; however, to a much smaller degree there is still some AF problem that seems to only affect certain use cases. It’s my understanding that Fujifilm is aware of it and working on a solution. It will get resolved, just give it a little time.
As Fujifilm has grown, I think one department that may not have upscaled enough is the one that is in charge of firmware. Perhaps Fujifilm needs to add a couple more to the team, or maybe they have already and are experiencing some growing pains as new folks are brought in (or combination of the two). From my perspective, it just seems that this team is stretched a little too thin and needs more resources to allow them to keep up. My advice to Fujifilm is simply to invest more in the team that is in charge of firmware, as I’m certain it will pay off in the long run. A lot of negative attention today could have been avoided had this team been given all of the necessary resources a couple years back.
The remaining Autofocus woes are related to hardware and settings. It could be that you are not using the best lenses, or don’t have your camera settings programmed optimally.
Fujifilm’s older lenses are slower. The newer options with a Linear Motor (designated with “LM” in the lens name) are often the fastest. The larger and heavier the glass elements, the slower the AF will likely be. In other words, there’s a pretty significant performance difference depending on the lens that you have on your camera. Use the right lenses and you’ll have more success; however, for most people and circumstances, all of the lenses are plenty good enough—this is more for those who demand peak performance for their situation. Also, ensure that the lens firmware is up-to-date, not just the camera—this might resolve it for you, so it is worth looking into.
Fujifilm cameras have a lot of customizable fine-tuning options for Autofocus (especially on the newer models); if those settings are optimized for your situation, you will have much success, but if not, you may have more “misses” than you’d like. There are resources online that can help you find the right AF settings for you—it’s a very individual type of thing, so what works for one person may not for another; I recommend that you look for advice from multiple sources, and experiment—try different settings and see what happens. Also, I have found that several complaints were resolved with one specific thing: Release/Focus Priority should be set to Focus and not Release. I have a feeling that this one setting is the root of many people’s AF woes.
Political Skateboarder – Nashville, TN – Fujifilm X-T50 – Kodak Film Recipes
In my opinion, Fujifilm’s Autofocus problems have been significantly overblown—Mount Everest has been made out of an ant hill. The internet has spread hysteria. Some people have unrealistic expectations. For others its user-error, and could be resolved with a little effort. Blaming the camera is easy to do, but it stifles your growth. Control your camera, don’t let it control you. Many people have the same exact gear as you do and they do not experience your issues. It’s not the camera—it has never been the camera, and it never will be the camera. Your gear is much more than capable. As Ansel Adams stated, “The single most important component of a camera is the twelve inches behind it.” You have it within you to not allow it to adversely affect you, but it might require some practice or learning new skills. That’s not a message that people usually want to hear, but it’s one that needs to be said. If you require optimized peak Autofocus performance, make sure that you are using the right lenses and have the best settings selected for your situation. For Fujifilm: provide more resources to the firmware team so that they can ensure they are not producing buggy updates (by the way, this is not an issue unique to Fujifilm by any stretch).
Please keep your comments civil. I know that chronic complainers, haters, and trolls will come out of the woodworks when an article like this is published. Unlike most websites, I don’t put up with that here. If you disagree, please be kind in your disagreement. I feel like this article needs to be published to counteract all the negativity that is much too prevalent across the internet. My hope is that—if you have experienced issues with Fujifilm’s Autofocus—you’ll be encouraged to create amazing content with the gear you own, because your camera is, in fact, more than capable just so long as the one using it is also capable (and you can be!). Excuses get in the way, but you don’t have to let them. That’s the message of this article.
Fujirumors posted a poll today asking whether people would prefer the (someday upcoming) Fujifilm X-E5 to have the same Shutter Knob as the X-E4, or replace the Shutter Knob with a Film Dial, or use a Shutter/ISO combo Knob like the X100/X-Pro cameras. As of this writing, a little over 70% would prefer the Shutter/ISO Knob, according to the poll.
Way back in March of 2021 when the X-E4 was brand-new, I said “It would have been a nice touch if Fujifilm had included an ISO ring around the shutter knob.” It should not surprise anyone that my vote is for the Shutter/ISO combo. In my opinion, if the X-E4 had had that combo Knob, had kept the M/C/S switch, and had kept the rear Command Dial, the camera would have been pretty much perfect. I understand that the Shutter/ISO combo Knob is much more complicated and more expensive, but it would be worthwhile to include it on X-E series cameras, in my opinion.
There’s a vocal group of people who didn’t like the X-E4, but prefer the X-E3 instead, and want the X-E5 to be more similar to the X-E3 than the X-E4. That’s because the X-E4 was slimmed down with a minimalistic approach, but perhaps just a bit too minimalistic. It’s completely understandable that not everyone appreciated it. The reason why the X-E5 is much more likely to have more in common with the X-E4 than the X-E3 is simple: the Fujifilm X-E3 did not meet sales expectations, while the X-E4 exceeded them. Fujifilm had to steeply discount the already affordable X-E3 just to clear the warehouse, and even then had trouble selling them (the X-E3 could be found rather easily a year after it was discontinued, and for a discount). The X-E4 was difficult to find in-stock throughout its production life, and had months-long backorder lists when it was suddenly discontinued, presumably because Fujifilm ran out of parts and couldn’t secure enough to justify keeping the assembly line open. Now, the X-E4 sells for a few hundred more used than it did brand-new. I’m not saying that the X-E3 is a lesser camera, only that Fujifilm had trouble selling it and had trouble meeting the demand of its successor, so it is logical that they’d follow the formula that worked well for sales.
The less that Fujifilm changes from the X-E4, the better in my opinion. If it ain’t broke, don’t fix it. Give it the X Processor 5, an improved EVF, the M/C/S switch, rear Command Dial, and that combination Shutter/ISO Knob, and you’ve got a really compelling camera. But, who knows, Fujifilm might do a complete overhaul. I have no idea.
While I actually really like the Film Dial on the Fujifilm X-T50, and I found a way to make it work quite well, I would not replace the Shutter or Exposure Compensation Knobs with it. That just doesn’t make any sense. If Fujifilm really wants to include the Film Dial on the X-E5, it would need to be an additional feature, and not a replacement of something already existing. Maybe similar to how Leica integrated the ISO Dial into the M11?
It will be interesting to see how Fujifilm evolves the X-E line. It’s much beloved by those who have owned them, but always on the chopping block, it seems. Apparently it’s not mainstream enough to have a secure spot in the X-series lineup, but the passionate fanbase prevents Fujifilm from axing it. If the X-E5 existed today, it would sell like hotcakes; heck, if the X-E4 was still being manufactured, it would be selling like hotcakes right now. Whenever the X-E5 is eventually released, perhaps next year, it will likely do very well for Fujifilm. But, I do think it’s important to strike while the iron is hot, and it’s hot at this very moment—so the sooner the better.
