Right now, people are talking about Fujifilm Recipes. Thanks to models like the new Fujifilm X-E5, which is the first camera to use the term “Recipe” inside the menu, more and more people are discovering the joys of Film Simulation Recipes. Interestingly enough, not only are camera-made JPEGs no longer stigmatized, they’re actually “in” right now—they’re cool.
Yesterday, DPReview posted an article by Mitchell Clark entitled Why the Fujifilm X-E5 turned me into a film recipes fan. The article specifically mentions two Fuji X Weekly Recipes: Ilford HP5 Plus 400 that Anders Lindborg created and 1976 Kodak that I created. Interestingly, it’s written from the perspective of someone who’s always dismissed camera-made JPEGs and Recipes. But, after trying some while preparing for an upcoming Fujifilm X-E5 review, not only did the author have a change of heart, but it also affected how he thought about the scene he was photographing (in a positive way). This article makes it ok for those who have never tried Recipes to do so, and explains that you might not realize what you’re missing out on.
“Photos look great right out of the camera,” Ben wrote. “Strange as it may sound to seasoned photo nerds, I went into my trip with the GFX100RF with the intention of shooting JPEGs—essentially using this $5,000 camera the way my parents documented family vacations with their film point-and-shoots. And guess what? It worked spectacularly well.” He went on to specifically mention my Kodachrome 64 and Kodak Portra 400 v2 Recipes.
Above, clockwise from top-left: Kodachrome 64, Kodak Portra 400 v2, 1976 Kodak, and Ilford HP5 Plus 400 Recipes
Of course, it’s not just large photography sites or major newspapers that are talking about Fujifilm Recipes. I’ve had the privilege of visiting many camera stores recently, from the small but up-and-coming Nuzira that’s local to me in Arizona, to B&H in Manhattan, and a whole bunch of others in-between. I was even interviewed recently by Mike’s Camera. No matter the store, the story is the same: people are interested in Recipes, and they’re being talked about by both customers and employees. As one sales representative told me at a major store, “Half of my sales of Fujifilm cameras are a direct result of your App.”
I didn’t make Film Simulation Recipes to sell cameras, but nonetheless it has become a major selling point, and now even an official feature. I made Recipes to help people—including myself—more quickly and easily achieve desired picture aesthetics, in a way that’s often more fun and authentic. It’s simply a way to help others, and be a positive part of the photography continuum. As I wrote last week: Shoot more, edit less, and let your camera become your darkroom.
Round Window – Pismo Beach, CA – Fujifilm X100V – Kodak Tri-X 400
There’s been a lot of talk lately on the subject of limitations. Can a camera with fewer features actually make you a better photographer? Does the restraint of straight-out-of-camera photography force you to consider more deeply your creative choices? Were the autofocus woes of 2024 actually a blessing in disguise for some because they used that opportunity to learn new techniques and better anticipate the decisive moment? It seems counterintuitive, but can limitations actually improve your photography?
Many artists, including photographers, have discovered that constraints—whether intentional or unintentional—can actually improve creativity and technical skills. Composer Igor Stravinsky famously stated, “The more constraints one imposes, the more one frees oneself of the chains that shackle the spirit.” Simply put, less is more.
Photography, like any other art form, thrives on creative problem-solving. When you limit your tools, you’re forced to think outside-the-box. For example, if you self-imposed the limitation of using just one prime lens for an entire month, you’d quickly learn how to frame shots differently, how to move to get the best composition, and how to make the most of the gear you have. Instead of endlessly swapping lenses (or constantly zooming in-and-out), you’d refine your eye.
Film Simulation Recipes are an excellent example of how restrictions can fuel creativity. In order to choose the most appropriate Recipe for your style and the specific situation, you may have to consider more deeply the colors and light of the scene in front of you. This might help improve both your vision and execution.
11th Avenue – New York City, NY – Fujifilm X100VI – SantaColor
Another benefit of limitations is technical improvement. When you take away some of your tools—perhaps some features that you’ve convinced yourself you need—it forces you to master the fundamentals. Let’s say you decide to shoot fully manual for a week. It might be frustrating for the first few days, but then your ability to judge exposure, your understanding of the exposure-triangle, and your manual-focus skills will skyrocket.
The same applies to using a single film simulation for a project. You’ll gain a deeper understanding of how color and tonality interact. You’ll learn when Classic Chrome’s Kodak-like palette works best, or when Velvia’s vibrant colors are more appropriate. The more experience you have with film simulations and Recipes, the better you will be at getting the most out of them.
Flowers & Fruit – Austin, TX – Fujifilm X100VI – Fujicolor Blue
Pablo Picasso once said, “If you have five elements available, use only four. If you have four elements, use only three.” Working within a framework forces us to be more deliberate, more thoughtful, and ultimately more innovative. This is where creativity lives. Orson Wells put it this way: “The enemy of art is the absence of limitations.”
If you want to push your photography further, try setting some limits. Use only one camera and one lens for a month. Or shoot only black and white for a week. Stick to a single Film Simulation Recipe for an entire project. Maybe try an older, less capable camera for awhile. Or disable a feature that you often rely on, like auto-ISO or IBIS. If a certain limitation is forced on you—you didn’t choose it—don’t fret; instead, let it propel you to greater heights. You might be surprised at just how much you grow as a photographer. In the end, art isn’t about having the most or best tools—it’s about how well you use the ones you have. Limitations aren’t roadblocks; they’re opportunities, stepping stones to mastery. Constraints aren’t just a path to creativity, they are the path.
This is a one-year photo-a-day project called 52 Weeks of Photography. Even though it is a year-long undertaking, I’m taking it one week at a time, because it’s a little easier to manage many small blocks than one large chunk. This is the fifth week, so the fifth set of seven images.
The reason why I’m doing this 365 Day project is because I noticed some gaps in-between my images last year. I didn’t pick up my cameras daily. On several occasions, four or five days passed by without a single picture created. Twice in 2024, I skipped a whole week. I want to rectify this, and get back into the habit of daily photography. I also want to elevate the quality of my craft in 2025, and am hoping this will help with that.
Toilet Trash – Buckeye, AZ – Fujifilm X-T4 ES & 35mm f/2 – Upcoming Recipe
The plan is to capture a year’s worth of notable images, either personally or artistically. Ansel Adams famously stated, “Twelve significant photographs in any one year is a good crop.” It’s important to keep expectations realistic, but I’m also trying to avoid thoughtless snapshots just to fulfill the day’s requirement. I want to push myself to be better, and hopefully that will happen. Not every photo will be great—in fact, most won’t—but I hope they are all at least decent enough to be shared without embarrassment.
I had three especially productive days this week, and four not-so-productive ones. On two of the days, I barely met the minimum obligation, and nearly chalked them up as losses; however, I decided that there was one photo on each day that was just good enough to share, so by the skin-of-my-teeth I made it. I have built into this project two days that I can miss, just knowing that life happens, and it would have been a shame to have used both of them on week five, especially since I didn’t have a good excuse. Thankfully, I didn’t have to, but I do need to be a bit more careful and purposeful moving forward.
Below are the fifth set of seven pictures from this 52 Weeks of Photography project.
Tuesday, January 21st, 2025
Red Tree Trunk – Buckeye, AZ – Fujifilm X-E4 & 90mm f/2 – Provia Summer
Wednesday, January 22nd, 2025
Bougainvillea Blossom Bunches – Buckeye, AZ – Fujifilm GFX100S II & 80mm f/1.7 – Fujicolor PRO 160C Warm
Thursday, January 23rd, 2025
Light, Color, Texture– Buckeye, AZ – Fujifilm X-T4 ES & 35mm f/2 – Upcoming Recipe
Friday, January 24th, 2025
Orange Desert– Phoenix, AZ – Fujifilm X-T4 ES & 35mm f/2 – Upcoming Recipe
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.
Above: Aurora Borealis captured in Central Park NYC on an iPhone 13 using the Vibrant Color filter in RitchieCam.
I’m very proud of my iPhone camera app, called RitchieCam. But this last weekend I broke it, and I’m very sorry about that. For some of you, the app stopped working a couple days ago. But now it’s fixed! Let me explain what happened and why.
When Apple introduced the iPhone 16 and iOS 18 a couple of months ago, they included some new features. I wanted to incorporate those into RitchieCam so that you could take advantage of them. Whenever Apple introduces something new, that doesn’t mean that it is easily implemented into third-party apps. Sometimes they exclude it from even being available, and in order to include it one must take unconventional and roundabout paths. The volume button as a shutter release is one example of that: it was only fairly recently that Apple officially supported it for third party apps like RitchieCam, and so (until they did) it was quite crazy the programming necessary to make it work. Some things have been figured out, and some things haven’t. RitchieCam has a very small team working on it in their spare time, yet we’ve been able to do a heck-of-a-lot, all things considered. There’s a lot more that we’d like to do, and are currently working on.
Thankfully and amazingly—and really because of Sahand Nayebaziz, who is an incredibly talented app developer—we were able to get most of the new iPhone 16 and iOS 18 features added to RitchieCam. We finished it up late last week, submitted to Apple for approval, and over the weekend it went live. I was really excited, but then reports began to come in: the app keeps crashing and is unusable. Yikes! I’m very appreciative of all those who reported the problem.
The issue was actually very small, but it was a matter of finding and correcting it. It was related to iOS 17—if you were on iOS 18, you didn’t experience any issues; if you were on iOS 17, simply updating the iOS would clear it up. Some people hadn’t done that yet, and also some people have older devices not capable of updating to iOS 18. Those are the folks who experienced the problem, which essentially rendered the app useless—I apologize for the problem and inconvenience. We figured out the issue, got a new update built, submitted it to Apple, and yesterday afternoon it was approved and made available. If RitchieCam isn’t working on your device, make sure to update it right now.
Above: Various photos captured on an iPhone 13 using the RitchieCam app.
We didn’t find the problem while beta testing because all of our iPhones were updated to iOS 18. There’s a simulator that allows you to test the app on various devices and iOS versions, and it had worked well on it with no problems—the simulator didn’t catch the crash. Once we found an iPhone with iOS 17 to test it on, the problem was immediate and obvious. Figuring out why and resolving it was another issue, but we got it done. It’s now fixed, and RitchieCam should be working just fine for you (if you’ve updated it).
For iOS 18, one cool new feature is launching RitchieCam directly from the Lock Screen. It’s easy to setup, and makes accessing the app much quicker. If you have an iPhone 16, you can use the new Camera Control Button for various functions, such as exposure adjustments. This isn’t a major update, but hopefully these new features will be helpful to some of you. I don’t use RitchieCam for serious work (although people do use their iPhones for such, so it’s certainly possible…), but it’s very convenient for casual images that most likely will be sent in a text or posted to social media. In particular, I like to use it for the 65:24 XPan aspect ratio (something Fujifilm should include in their 40mp X-series cameras). RitchieCam is available for free in the App Store; become a Patron to unlock all of the features and filters, and to support future development.
This comes from Fujirumors, and not Pentax Rumors, so I’m not sure how much salt needs to be taken with it. On the one hand, Fujirumors has a reputation of accuracy; on the other hand, you’d expect it to break on Pentax Rumors first. One the one hand, the GR III series is five-years-old now (approaching six), so it’s pretty old for a still-in-production digital camera and very logical that an update is imminent; on the other hand, Ricoh has done a good job of keeping it fresh with firmware updates, and demand for this camera is still sky high. I don’t think Ricoh “needs” to release a GR IV, but it would sell like hotcakes if they did.
Why am I talking about this on Fuji X Weekly? For starters, I have Recipes for Ricoh GR cameras, so this is an excellent excuse for a shameless plug. If this camera does indeed come, I will buy it. If a B&W-only version comes later, I’ll buy that, too. GR cameras are great because they are so small. They’re more pocketable than Fujifilm, which makes them excellent for travel or everyday carry. I don’t think they’re as fun (or quite as good) as Fujifilm cameras, but for casual photography, they can still be quite fun (and good). Which brings me to this: Fujifilm should fast-track the long-overdue X70 successor, presumably called X80.
The X70 was Fujifilm’s closest competitor to the Ricoh GR. It has traditional tactile manual controls—one aspect of what makes Fujifilm special—and Fujifilm’s excellent Film Simulations. An X80 would be immensely popular, and its exclusion from the X-series lineup is a missed opportunity. I hope that it is in Fujifilm’s plans, and if it’s not, I would encourage them to add it to the plans as quickly as possible. Many of us are eager for an X70 successor. And also for a B&W-only camera (maybe called “Acros Edition”), perhaps in an X100 or X-Pro body.
I’ve been asked many times over the last couple of weeks which Film Simulation Recipes are the best for autumn photography. Sometimes the Recipes that work really well for the endless sunshine of summer aren’t quite as good for photographing fall foliage. I live in the desert; for the most part, the leaves here don’t change colors until November and December, and the show is rather mundane compared to most other places. Because of that, whenever I do get to experience the brilliant colors of the changing season, I’m learning as I go which Recipes work well and which ones don’t.
Last year I traveled a few hours up the road to the mountains near Flagstaff, Arizona, where there is an impressive autumn display. I tried seven different Recipes that I thought might do well, and it was interesting to compare the results. As you’d probably expect, some did better than others. If you are trying to figure out which Recipes to try this fall, I definitely recommend taking a look at that article (click here). I also published an article two years ago with some fall Recipe suggestions (click here), which is also worthwhile. Between those two posts, there are 17 potential options for your autumn photography.
Fujifilm X-T5 – Velvia Film Recipe
Last week I was up in New York and Connecticut. It might be “peak fall” right now—or maybe next week—for those up that direction. It was absolutely gorgeous when I was there, despite not being quite peak colors. I was thrilled not only for the opportunity to photograph the incredible scenery, but to also try out different Film Simulation Recipes for autumn photography. Specifically, I wanted to use ones that were not included in those two articles I mentioned in the last paragraph—between all three posts, you should now have a pretty good selection of potential options.
Everyone has different tastes, and the light and subject will be different wherever you go. That’s why it’s good to have options. My hope is that a few of these Recipes—or maybe some from those other two articles—will stand out to you to try for yourself. The idea here is not that you’ll use all 11 of these on your next fall foliage outing, but that you might try some. You might even decide that some of these are definitely not for you—knowing which ones to avoid can also be valuable.
Fujifilm X100VI – PRO Negative 160C Recipe
For myself, I did find a few that I will certainly use again whenever I have the opportunity to photograph fall foliage in the future. And I also found a few Recipes that I probably won’t. Just because I like (or don’t like) something doesn’t mean that you’ll agree with that assessment. Hopefully, though, if you are unsure which ones to program into your Fujifilm camera, this will give you some direction.
Without any further delay, below are 11 Film Simulation Recipes that I tried for fall photography in New York and Connecticut last week.
Velvia Film was one of the Recipes that I was most excited to try out for fall photography. I had high hopes for it, and it didn’t disappoint. In retrospect, I only wish that I had used it more—a lot more, actually. I will definitely utilize this one on my next autumn adventure!
This Recipe is quite vibrant, slightly warm, and fairly low contrast. If you want to emphasize the vivid colors of the changing leaves, this one will do it. Velvia Film is one of the Film Dial Recipes, and you are likely to get good results with Provia, Astia, PRO Neg. Hi, Reala Ace, Classic Chrome, Classic Negative, and Nostalgic Negative (and maybe others); however, Velvia is top-notch for this type of photography, and what I most recommend. It is compatible (as of this writing) with the Fujifilm X-T4, X-S10, X-E4, X-T30 II, X-H2s, X-H2, X-T5, X-S20, X100VI, X-T50 and X-M5 cameras.
I thought that I was going to love Vibrant Velvia for autumn, but I didn’t. Not that it was bad (because it wasn’t), but it didn’t quite emphasize the colors like I hoped it would. Green and blue stand out, but the warm colors of the changing leaves surprisingly get a little deemphasized. Situationally specific, it could still be a good choice for fall photography; however, I think there are several better options.
Where I think this Recipe works best is in a situation like the photo directly below this paragraph. The fall foliage add pops of warmth to the green and blue, which are the two most prominent colors in the scene. As of this writing, this Recipe is compatible with the Fujifilm X-Pro3, X100V, X-T4, X-S10, X-E4, X-T30 II, X-H2s, X-H2, X-T5, X-S20, X100VI, X-T50 and X-M5 cameras.
I like Appalachian Negative in general, so I thought I might also appreciate it for fall. Sure enough, I do! It has the right retro Kodak-like vibes to trigger nostalgia. This is another Recipe that I wish I had used more, because I like the results. I can imagine it being especially appropriate for photographing a pumpkin patch or fall decor or things like that.
Because this Recipe uses the Nostalgic Neg. film simulation, it is only compatible with the latest cameras, which (as of this writing) are the Fujifilm X-H2s, X-H2, X-T5, X-S20, X100VI, X-T50 and X-M5. Of the three Recipes in this article that use the Nostalgic Neg. film simulation, Appalachian Negative is my favorite for autumn pictures.
I had pretty high hopes for 1976 Kodak when I programmed it into my X-T5, but ultimately I decided that it is just a bit too warm and contrasty for my tastes. It definitely does make the pictures look like they were captured in another era, but it just feels like too much warmth, particularly whenever the scenes are already especially warm. Situationally specific it might be a good choice—such as low-contrast cool light scenes—but overall it was not my favorite for fall photos.
If you are going for a 1970’s magazine vibe, you might consider this Recipe; otherwise, I would instead recommend the one directly below this or especially the one directly above. As of this writing, 1976 Kodak is compatible with the Fujifilm X-H2s, X-H2, X-T5, X-S20, X100VI, X-T50 and X-M5 cameras.
As far as the Nostalgic Neg. Recipes that I tried, I feel that Kodak Negative sits in-between Appalachian Negative and 1976 Kodak; however, it is divergent enough that I could see having it programmed as a companion to one of those Recipes. For fall photos, I like this one much more than 1976 Kodak, but not quite as much as Appalachian Negative.
In the right light, this Recipe is phenomenal for capturing autumn colors. Next opportunity, I will definitely have this one programmed into my camera. Kodak Negative is compatible (as of this writing) with the Fujifilm X-H2s, X-H2, X-T5, X-S20, X100VI, X-T50 and X-M5 cameras.
I didn’t expect to like this Recipe for fall foliage because it is soft with muted colors; however, I ended up liking it for that very reason. The Kodak Portra 160 Recipe produces results that are somewhat the antithesis of what one expects from fall photos, which is what makes it work.
This isn’t a Recipe that I would use for all of my autumn images, but, as occasional relief to the vivid pictures that dominate this season, it is quite excellent. This Recipe is compatible with the Fujifilm X-Pro3, X100V, X-T4, X-S10, X-E4, and X-T30 II cameras; for fifth-generation models, simply set Color Chrome FX Blue to Weak instead of Strong.
Kodak Portra 400 v2 is one of my absolute favorite Recipes, so it should be unsurprising that I appreciate the results for fall photographs. Interestingly, there are some similarities between this and Appalachian Negative, so perhaps having both Recipes programmed into the camera is a bit redundant; however, they are definitely divergent enough to justify both.
This particular Recipe is the version for the fifth-generation models, which (as of this writing) are the Fujifilm X-H2s, X-H2, X-T5, X-S20, X100VI, X-T50 and X-M5. There is also a version for X-Trans IV cameras, and one for the X-T3 and X-T30.
Astia Azure is a Fuji X Weekly App Patron-only Early Access Recipe, which means that only App subscribers have access to it at this time. Eventually it will be made available to everyone once a different Early Access Recipe replaces it. I found it did alright in certain light situations (such as the above photo), but was mediocre in others.
While I didn’t necessarily dislike it, Astia Azure wouldn’t be my top choice for autumn photography—I think it’s more of a summertime Recipe, especially if there’s a lot of blue sky… it’s pretty good for nighttime, too. As of this writing, the Astia Azure Recipe is compatible with the Fujifilm X-T4, X-S10, X-E4, X-T30 II, X-H2s, X-H2, X-T5, X-S20, X100VI, X-T50 and X-M5 cameras.
I liked the PRO Negative 160C Recipe a lot for fall photographs. It combines a somewhat soft tonality with vibrant and slightly warm colors, producing anologue-like results. This is another one that I wish I had utilized more, and will use again for autumn images at the next opportunity.
Because this Recipe uses the Reala Ace film simulation, it is only compatible with fifth-generation models, which (as of this writing) are the Fujifilm X-H2s, X-H2, X-T5, X-S20, X100VI, X-T50 and X-M5 cameras. There is a version that uses the PRO Neg. Hi film simulation, which is compatible with the X-T4, X-S10, X-E4, and X-T30 II.
This is another Fuji X Weekly App Patron-only Early Access Recipe, which means that only App subscribers have access to it at this time. Eventually it will be made available to everyone once a different Early Access Recipe replaces it. I like this one, although it can be a bit too contrasty in high-contrast situations, so it isn’t for every scenario.
While I would certainly consider having this as one of my seven C1-C7 Recipes, I’m not certain if it would make the cut or not. It’s close, and it definitely can be useful, so if it didn’t, it would be a tough cut. The Ektachrome E100 Recipe is compatible (as of this writing) with the Fujifilm X-H2s, X-H2, X-T5, X-S20, X100VI, X-T50 and X-M5 cameras.
Last but certainly not least is Pacific Blues. This is another of my favorite Recipes, so it should not be surprising that I also like it for fall photography. This one has a lot of contrast, so it can be challenging to use, and is clearly not for every fall image. Even if the situation where it works well is only encountered occasionally, I would still have this as one of my C1-C7 Custom Settings presets.
This particular version of the Pacific Blues Recipe is for X-Trans IV cameras, which are the Fujifilm X-Pro3, X100V, X-T4, X-S10, X-E4, and X-T30 II cameras; for fifth-generation models, there’s a version for your camera.
Fujifilm X-E4 – Pacific Blues Recipe
Fujifilm X-E4 – Pacific Blues Recipe
Of these 11 Film Simulation Recipes, which seven would I program into my Fujifilm X-T5 or X100VI? Velvia Film, Appalachian Negative, Kodak Portra 160, Kodak Portra 400 v2, PRO Negative 160C, Ektachrome E100, and Pacific Blues—I think, anyway. Kodak Negative was a tough cut in that scenario, so I would probably take a longer look at it, and really consider if that’s what I want to do. In any event, that seems like an excellent set of seven for fall photography that covers most subjects and situations. But, don’t forget, there are also the seven I used in Flagstaff last year, and I would certainly consider including some of those, namely CineStill 400D v2, Kodak Ektar 100, Fujicolor Superia 100, and The Rockwell. This would be a lot easier if we had more than seven slots. More likely, the next opportunity to capture the autumn leaves, I will have different Recipes programmed into two or three cameras, so that I can use more than just seven.
The fall colors won’t last long. If you’ve been wanting to photograph them, don’t procrastinate. Grab your Fujifilm camera, program in a few of these Recipes, and head out the door. The time is now, so make sure that you don’t miss out.
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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.
A straight-out-of-camera B&W IR picture from my Fujifilm X-E4
I’ve had a fascination with infrared photography for a very long time. Using light beyond the visible spectrum to create pictures often produces unusual results—an ordinary scene can become extraordinary with infrared photography. While I’ve been interested in this type of photography for awhile, I’ve not experimented much with it. Many years ago I shot a roll of IR film, but it didn’t turn out very well; that’s mostly my entire IR experience. I’m an infrared novice.
Even though digital cameras have a filter to block infrared light, many cameras are still IR sensitive. You can test your camera by pointing a TV remote (which works via infrared light) at it. When you press a button on the remote, if your camera is IR sensitive, you’ll see the infrared light in the LCD or electronic viewfinder. It turns out that my Fujifilm X-E4 is indeed IR sensitive (I believe that many Fujifilm cameras are). A few years ago I experimented using a non-IR converted X-E4 with a 720nm IR filter, and I indeed got some infrared pictures.
The big problem with IR photography, of course, is that—at least for color pictures—it requires significant editing, including swapping color channels. If you are a JPEG photographer who doesn’t want to hassle with all that, your options are quite limited. Black-and-white IR is a completely different story; you can get dramatic results out-of-camera without much trouble. For color, either you’ve got to be happy with a red picture, or you’ve got to edit. If you have a full-spectrum camera, there is one option that doesn’t require editing, but it does require that the camera be full-spectrum and not just IR converted.
SOOC JPEG from my Fujifilm X-E4 using a 720nm IR filter.
Same picture after a crude R/B color channel swap and a quick edit.
Anyway, I’m writing all of this because I told you that I’d update you regarding the Fujifilm X-T4 ES (Extended Spectrum) camera that I ordered from the Fujifilm website. Right in the middle of my move, I received an email from Fujifilm (the “monthly content roundup” email that many of you might also receive), and towards the bottom of it was an add for the Fujifilm X-T4 ES. “Look into the infrared extended spectrum and document the results in beautiful detail with this specialist version of the popular X-T4.”
There was a link in the email to the official Fujifilm online store where the X-T4 ES was listed with very little information about what it is exactly. Even though I did not know much about the specifics of its IR capabilities, I decided to order the camera anyway. The link no longer works (and hasn’t for a week-and-a-half), and the X-T4 ES can no longer be found on the website. I assumed that either the listing was a mistake, or it was sold out quickly.
Then today (two weeks after ordering) I received an email stating that the camera has shipped. Apparently the Fujifilm X-T4 ES has traversed from New Jersey to Tennessee, and just departed Memphis for Arizona within the last few minutes. It’s supposed to arrive at my door on Monday. Yea!
I searched the internet, and found very little information about the Fujifilm X-T4 ES. It was briefly listed at B&H (apparently mistakenly) back in February of last year. Fujifilm has made two other IR models—the X-T1 and GFX100—but those were specifically for “forensic, scientific, and cultural preservation applications, and will not be made available to general customers for personal use.” But the X-T4 ES was made available to the general public, just in a very limited quantity and without much fanfare. I’m not sure what “extended spectrum” even means, so that’s something I look forward to finding out.
It won’t be much longer before I’m capturing infrared pictures on a dedicated Fujifilm IR camera, but in the meantime, I have a lot of questions and very few answers. Once I have the Fujifilm X-T4 ES in my hands, I’ll be able to tell you a lot more about it. Stay tuned!
The short answer is no. The longer answer is below.
There’s a controversy that’s been brewing for awhile, but has really gained steam over the last couple of weeks, that suggests Fujifilm is purposefully crafting market shortages of products so as to create hype (or, really, FOMO), in an attempt to ensure that their products are constantly in high demand. The roots of this controversy are in the constant shortages of Fujifilm’s products. At one time, you could walk into most camera stores on any given day and buy the camera or lens that you wanted; however, over the last few years, that hasn’t always been the case. Then, just recently, Fujifilm seemed to confirm it.
Manhattan from Pulaski Bridge – New York City, NY – Fujifilm X-T50 – PRO Negative 160C
“The most important point is how much brand strength to create and how to maintain it,” said Teiichi Goto, Fujifilm President and CEO, in response to a question about their inventory situation and plan. “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 responded to this with something to the effect of: “This proves it! Fujifilm is purposefully creating camera shortages to manipulate the market.” But I think they misunderstand it. I wasn’t planning to write this article, but, since I’ve had several people ask me to comment on the controversy, I thought I’d type out my opinion.
I’m completely convinced that if Fujifilm could produce the precise number of gear (cameras, lenses, etc.) for the current demand, so that everyone who wanted to purchase something could do so without waiting, they would. But that’s nearly impossible to correctly estimate. When PetaPixel asked for clarification if they consider insufficient supply to be part of a marketing strategy, Fujifilm responded, “No. Our marketing strategy is to showcase the innovation behind our lineup of digital cameras and lenses to provide creators with a variety of options so they can choose the right tools for their craft.”
Sign on the Roof – Gila Bend, AZ – Fujifilm X100VI – Classic Color
It takes many months for a camera to be manufactured and end up at a camera store. Fujifilm has to secure the parts, get them assembled, and shipped across the world. They are guessing in December what the demand might be in July. And there are limited resources for manufacturing. How many parts can a supplier produce at any given time? How many cameras can an assembly line put together each day? The whole process is much more complex than I think many people assume. Fujifilm not only has to anticipate future demand, but they have to figure out how to meet that within the constrains of many and various limitations.
Demand isn’t steady, but constantly fluctuating. It can spike unexpectedly, and fall off a cliff unexpectedly. If the demand for a certain camera suddenly ceases, Fujifilm needs to anticipate that months and months in advance, or they’ll continue to manufacture tens of thousands of copies of a product that few are buying.
Let’s look at the Fujifilm X100V. It was released in early 2020, and, for about two-and-a-half years, Fujifilm was more-or-less manufacturing the number of copies it needed in order to meet the demand for that camera. Then, suddenly, demand spiked, due to several viral TikTok videos. Fujifilm did not ramp up production (or, if they did, it wasn’t nearly enough) of the X100V, likely because they assumed the hype would quickly dissipate, especially since the camera was approaching three-years-old at the time; however, they guessed wrong.
Sentinel & Merced – Yosemite NP, CA – Fujifilm X100V – Vintage Color
For the X100VI, Fujifilm assumed that doubling the production of the X100V would be enough to meet the anticipated demand for it. Fortunately or unfortunately, depending on your perspective, the demand for the X100VI was historic and unprecedented. There were more preorders for the X100VI in China alone than there were X100V’s manufactured in total. Fujifilm has said that they will be increasing production of the X100VI, but I’m not certain to what extent exactly (I’ve heard that it could be 30,000 units per month by sometime in the summer, but I have no idea what the precise numbers are right now).
This is uncharted territory for not just Fujifilm, but for any camera maker. Fujifilm has to try to meet steep current demand while being hyper alert for any changes in future demand. If, for example, they are actually making 30K cameras per month, and suddenly the floor drops and nobody wants one, and they’ve already set in motion the manufacturing of 150K cameras, that could be enough to bankrupt the company (at least the camera division).
Another example is the Fujifilm X-E3 and X-E4 cameras. Fujifilm anticipated that demand for the X-E3 would be greater than it actually was, and made too many copies. Fujifilm had to discount the X-E3, and sometimes significantly, to clear the warehouse. You could still find brand-new (and discounted) X-E3 bodies 18 months after it had been officially discontinued. Fujifilm used the sales figures of the X-E3 to estimate the demand for the X-E4; however, the X-E4 was much more in-demand than the X-E3 was (largely because it was viewed as a top alternative to the impossible-to-find X100V in the aftermath of the viral videos). Fujifilm did not secure enough parts to manufacture nearly enough copies to meet the demand of the X-E4, and likely assumed (incorrectly) that the spike in demand would be short-lived. If you look at eBay, X-E4’s are listed for double the price of X-E3’s, and much higher than the MSRP when they were brand-new.
I bring that up for a specific reason. While consumers prefer over-manufacturing (especially since it usually means one can find bargains, and you can readily buy what you want), producers prefer under-manufacturing. Most ideal is precise-manufacturing, but that is really difficult to achieve; between over and under, every company—including Fujifilm—would much prefer to err on the side of making too few of something than too much. And, if you want the gear that you spent a lot of money on to retain its value, you, too, will prefer them to err on the side of caution.
Toyota created the Toyota Production System in the aftermath of WWII. This system invented what is now referred to as Lean Manufacturing (or Lean Business Philosophy or Lean Strategy Process). Many books have been written on this topic—I have a few on my library shelf, although I’ve only actually read one. To understand Fujifilm’s approach to manufacturing and inventory means understanding the Lean approach, which is used worldwide, especially in Japan. This Harvard Business Review article gives a very brief synopsis of what the Lean strategy is, just to give you an idea; even better, I’m sure your local bookstore has a few books on this topic.
The conclusion is that Fujifilm (along with all manufacturers) is in the tough position of trying to accurately gauge demand for each product they offer, and attempt to produce just the right amount; if they are going to err on one side or the other, they much prefer to err by producing too few copies than too many. Making too many of something reduces its value, while making just the right amount or too few does not. They have to guess what the demand will be many months from now, not just what the current demand is. The current demand might be an indication of future demand, but it also might not. Fujifilm would love to make and sell 50,000 copies of something, but just because they make 50,000 copies of something doesn’t mean that they will actually sell them all. A much better position for Fujifilm is to make 30,00 copies of something, and sell them all. That’s not manipulating the market, but simply good business strategy that provides some stability in a turbulent market.
For those of you with a Ricoh GR camera, a new version of the GR III and GR IIIx, called HDF (or, Highlight Diffusion Filter), was just announced. There’s not much different between the HDF model and the regular one other than the built-in ND filter has been replaced by a built-in diffusion filter. From the sample pictures produced by Ricoh, the effect of their “Highlight Diffusion Filter” is rather weird, and I think it is because they used ink. A CineBloom or Black Pro Mist would be much preferable, but attaching filters to the front of the camera requires an adapter which makes it not-pocketable; being able to slide the GR into my pants pocket is the main reason why I own one, so I don’t use filters with it personally.
I like the concept of the change. The built-in ND filter is nice to have available on a rare occasion, but, generally speaking, I use diffusion filters more often than ND, and having it built-in is pretty cool. Unfortunately, I don’t think the execution was all that impressive. I haven’t tried it personally, so I don’t have any first-hand experience, but just look at the sample pictures here (especially this one), and make of that what you will.
Ricoh GR III + Vibrant Nostalgia Recipe
Anyway, with the extreme success of the Fujifilm X100V and now X100VI coupled with the difficulty in actually getting one, Ricoh has seen a big boost in demand for the GR III/GR IIIx cameras, since they’ve been suggested as a top alternative. I think, if anything, it should encourage Fujifilm to make an X80, the long-overdue successor to the X70, which was Fujifilm’s closest competitor to the GR models. I really like my Ricoh GR III when I need something ultra-compact, but I definitely prefer Fujifilm overall. I believe that an X80 would be highly successful if Fujifilm was offering it right now.
Between the non-HDF and HDF versions of the Ricoh GR III/GR IIIx, my recommendation is the non-HDF, not only because the diffusion filter seems to produce odd effects sometimes, but also because the non-HDF version is a little cheaper. But, a bird in the hand is worth two in the bush; you might have an easier time finding the HDF model, as the regular version has been often out-of-stock, so finding one has been hit-or-miss. A camera like the Ricoh GR is excellent to have just because it can go anywhere with you without ever getting in the way. Is it my favorite camera? No, absolutely not; however, it is my favorite when an ultra-compact pocketable model is needed, as there isn’t really anything else comparable right now by any other camera maker.
Just today, Fuji X Weekly surpassed the 10,000,000 page view mark for 2023! Amazing! This is an unbelievable milestone.
Specifically, 2.3 million visitors (it’s projected to reach 2.4 million by the end of the year) have viewed over 10 million pages and articles on this website this year. That’s a lot of visitors, and a lot of page views! I broke this down not very long ago, and the number of actual regular readers is nowhere near 2 million. Still, nearly two-and-a-half million visitors viewing over 10 million pages in one year is just incredible, well beyond anything I ever thought possible! I’m stunned by it.
Looking at all-time stats—from when this blog began in 2017 through today—over 6.5 million visitors have viewed 29.5 million pages (sometime in January it will surpass the 30 million mark). Over 1/3 of those visitors and page views happened in 2023. Interestingly, visitors increased by about 30% from 2022, while page views increased by 25%, which means each visitor viewed fewer pages in 2023 than 2022. A few different things could cause this, and I’ll have to dig more deeply to see if there’s something that I should be doing better. There’s always room for improvements, and I’m constantly trying to do a little better as I learn new things and gain more experience.
Most people visit this website for Film Simulation Recipes. Those are always the most popular articles. The Kodachrome 64 Film Simulation Recipe is by far the all-time most viewed, with double the views of second place: Vintage Kodachrome (which has been around for twice as long). I write about a variety of topics (mostly related directly to Fujifilm, but sometimes just photography in-general), but (with a few exceptions) those articles that are not about Recipes tend to not get a lot of attention compared to the Recipe posts.
One more note that I want to discuss: I’m back to having ads. After my expenses for running Fuji X Weekly increased earlier this year, I experimented with one ad company, but had an absolutely awful experience with them. It lasted a few months, and then I pulled the plug. I’m just now trying a new company, and so far am having a much better experience; however, I’m concerned about your experience. Please let me know if the ads are detrimental to your use of the website or are causing frustrations. I’m doing my best to keep them minimal, opting for an optimized user experience (within all of the options that the ad company provides). There’s a limit to what they’ll allow me to do (I’ve already had to fight for some things), but if there is something that they do allow that I can do, if it makes the user experience better (or, with regards to ads, less worse), then I’m happy to do that. So I guess I’m asking for your feedback. Please speak up if the ads are causing you problems. I can’t guarantee that I can fix or change it, but if I can I certainly will.
Peter McKinnon’s recent YouTube video entitled The Valley really struck me. It was highly relatable, and not just because it was filmed in Arizona and Utah. There were several interesting takeaways, and a lot that could be discussed. For now, I want to focus on one thing in particular: the wrench.
I think it’s important to feel a little uncomfortable sometimes. “The enemy of art is the absence of limitations,” Orson Welles famously stated. Oftentimes restricting ourselves in some way will propel us forward or allow us to achieve what we otherwise could not, as we have to approach the situation differently than we are comfortable doing. That perspective shift is where growth happens. Wrenches are good.
If you haven’t yet seen the video, go ahead and watch it now.
“I mentioned I’ve been shooting for 20 years,” Peter McKinnon states at about the eight-minute mark. “Digital gets a bit—maybe not even digital, it’s not even the way to say it—just photography itself just gets a bit monotonous after two decades. There’s a formula that you can follow, and it works—you’ve got a style and you’re used to it and you’re used to everything. So it’s nice to throw a wrench into that mix, and that wrench—for me—that’s film. Really needing to understand what feels like an entirely new craft in so many ways with so many facets to it—it really puts you on your toes. It takes you out of the comfort zone and forces you to see the world through a new perspective.”
“There’s something that connects you with nature,” he continues. “There’s something that connects you to the landscapes you’re standing in when you’re out there loading a roll of film that you’re going to shoot [but] that you can’t see after. There’s something that just feels like true photography. And that feeling I plan on chasing for as long as I can.”
Initially, I saw this through the eyes of a long-time film photographer. Yeah, there is something about loading the roll of film and not knowing what you’ve got until much later that connects you with the scene. But then I saw it through my eyes when I neared the 20-year mark (there’s something about that date…), which was a handful of years back. I desperately needed a wrench, as I was feeling burnt out and uninspired. That wrench for me was Film Simulation Recipes. Shooting straight-out-of-camera was the limitation that I needed to be propelled forward. It’s what rejuvenated and inspired me (still does!), and what I plan to chase as long as I can. For Peter it’s film, for me it’s JPEG Recipes—which, incidentally, do have some similarities.
Mitchell Mesa – Monument Valley, AZ – Fujifilm X-T1 – Velvia Recipe
Of course, Peter McKinnon still edits his film photographs. He spot-removed the horse poop, for example. He very obviously used masks to brighten up the subjects. Nothing wrong with that, as it’s his art. For me, though, post-editing just sucks the life out of me. It’s just not my thing anymore, after having done it for so long without any enjoyment. Thankfully, using Film Simulation Recipes allows me to not worry about editing, and focus more on capturing.
I also saw Peter’s video through my current eyes. For several months now I have been feeling that I need some new limitation—a brand new wrench—to force myself to see through a new perspective. And this video was the aha moment. I grabbed my Fujifilm X100V, turned off the EVF so that it was just the optical viewfinder (no image preview), and turned off the rear LCD. Then I determined not to review my pictures until later, sometime after I was done photographing. This would emulate to an extent that film experience Peter talked about, and that I kind of miss (now that I don’t shoot much film anymore). Doing this, I load the Film Simulation Recipe that I want to use into the camera (or, choose one of the seven that I already have saved), capture some photographs, and then I don’t know what I have until sometime later. It’s definitely a different approach than what I’ve been doing, but so far so good. I think I’m going to appreciate this new wrench.
I just started doing this. Below are a few of the first handful of exposures captured using this technique. The Recipe is one that’s not yet been published, but is coming soon, so stay tuned for that. I can only do this on my X100V and X-Pro1, and not my other models, since it requires an optical viewfinder. Maybe this will be a good excuse to buy the X-Pro4 whenever Fujifilm decides to release that someday in the future. In the meantime, this is how I will approach photography whenever I’m out with my X100V. I think it’s the wrench I need right now.
Pink Arm – Buckeye, AZ – Fujifilm X100V
Empty Cage – Buckeye, AZ – Fujifilm X100V
Twin Palms & Concrete – Surprise, AZ – Fujifilm X100V
I have to admit that the announcement of the Nikon Zf has given me G.A.S. (Gear Acquisition Syndrome). The camera looks stunning! And it seems to be nicely equipped, spec-wise.
There are some who will say that the 24mp sensor is unimpressive—and, yes, it’s not—but it’s all that most will ever need. Some cars have a powerful turbocharged V8, but do you really need it? It might be a whole lot of fun on occasion, but not likely a necessity, unless you’re towing something heavy or maybe on a raceway. That fuel-efficient V4 is a lot more practical, and probably plenty for your purposes. Similarly, the 24mp sensor in the Zf is more than enough resolution, unless you plan to crop deeply or print posters. On Fujifilm, I actually prefer the 26mp X-Trans IV sensor to the 40mp high-resolution X-Trans V sensor, just because more resolution is more cumbersome and can create storage issues, and I simply don’t need that much resolution. I think, for most people and purposes, the 20mp to 30mp range is ideal, and 24mp to 26mp seems like a sweet spot. More than that is overkill for the majority of photographers.
The problem, though, with the Zf is fundamental: there’s no aperture ring on Nikkor Z lenses. Because the lenses don’t have an aperture ring, Nikon was forced to include PASM. Just like the Zfc, the Zf has a shooting mode (a.k.a. PASM) switch, which enables and disables the knobs on top of the camera. For example, if the switch is set to A, the shutter knob doesn’t do anything, and is there only for looks. Of course it makes sense that it does this, but if designed correctly, the step of moving the switch to the correct position in order to activate the knob so that the shutter speed can be adjusted is unnecessary. Also, it’s unintuitive. No aperture control on the lens means that it can’t be set when the camera is powered off. Oftentimes, when I am photographing a scene, as soon as I see what it is that I’m going to capture, I have an idea what I want the aperture to be, and I’ll set it even before I power on the camera. Can’t do that on the Zf or Zfc. Just like the Zfc, the Zf makes the most sense when used in Manual mode, and especially when paired with a third-party lens with an aperture ring.
If you want the full Fujifilm experience, you’d better get a Fujifilm, as the Zf won’t deliver that. The Zfc couldn’t match it, and the Zf won’t be able to, either. That doesn’t mean the Zf isn’t an excellent camera, because I’m certain that it is very good, maybe one of Nikon’s best ever (I’m saying this having never used it personally). I would certainly love one myself, just because I’m a sucker for beautifully designed digital cameras that look and handle retro-like. I think the Fujifilm X-T5 and Nikon Zf will be compared very closely by reviewers and YouTubers, and, in my opinion, the X-T5 wins for several reasons, including size, weight, price, JPEG output/Film Simulation Recipes, and user experience (no PASM); however, the Zf will have strengths that beat Fujifilm, so it depends on what’s most important to the user as to which one wins, as I think they’re very comparable. If you’re in the Fujifilm system, you’re not likely to jump ship for the Zf, but if you’re in the Nikon system, the Zf will be quite tempting, and maybe it will convince you to stay with Nikon instead of switching over to Fujifilm, if you were considering that.
I want the Nikon Zf, but $2,000 could fund a nice weekend getaway somewhere. I think experiences matter much more than gear, and oftentimes it’s better to invest in using what you have in an epic way than to buy something new and miss out on the adventure. G.A.S. is an unfortunate problem, especially when combined with F.O.M.O. (fear of missing out); however, the best way to overcome it is to accept that what you have is plenty good enough—simply use it to the best of your ability whenever the opportunities come, and see what happens.
This post contains affiliate links, and if you make a purchase using my links I’ll be compensated a small amount for it.
“I seem to have trouble loading your site and posting comments… Most comments never got through.”
-TheCameraEatsFirst
I’m not a web designer. I’m not an IT expert. I’m not a programmer. Yet, here I am, playing each of those roles.
I’m a photographer. That’s what I want to spend as much of my time as practical doing. I’m also a writer to an extent, which is something else that I enjoy doing. The Fuji X Weekly website is my outlet for both. I like helping other photographers, and am truly honored that my Film Simulation Recipes have had such an impact on so many and even the industry at large—it’s far more than I ever imagined!
Sometimes, though, I have to set my camera down, and be the Fuji X Weekly webmaster. Who came up with that name, anyway? Webmaster sounds so dramatic. Was it on Peter Parker’s shortlist, and after a coinflip he went with Spiderman instead? Surely it was an IT guy—his office was probably in a dark corner of a basement and he felt really under-appreciated for all his hard work maintaining some large company’s website—who coined the term, so that he might get more respect and maybe a pay raise.
When I first enrolled in college many, many years ago, I didn’t really know what I wanted my career to be. A lot of adults advised me to major in a technology field, like coding or engineering. So that’s what I did. In the very first semester I took this class called Computer Basics, which was mostly about how to use Word and PowerPoint and the internet, which was fairly young at that point—DPReview wouldn’t launch for several more months, and Ken Rockwell wasn’t even on the scene yet. The final project for that class was to write a simple DOS program, something like if you prompt it to answer 1+1 it would give you 2. I struggled so much, and passed the introductory-level class with a C. The very next semester I changed my major to photography.
Problems with the Fuji X Weekly website have been ongoing since it first launched on August 21, 2017. I’ve had to learn how to design a website, and to an extent how to code. I was suddenly a webmaster. I didn’t feel much like the master of the web, and I still don’t. I’ve learned so much about it over the years; however, I’m far from an expert. Mostly, I limp along, and hope that Google has the answer to whatever problems I’m trying to solve. YouTube University has been invaluable!
Lately, though, the problems have grown. It started several months back when I needed to upgrade hosting, because I was pushing the upper limits of the plan I was paying for. Unfortunately, what should have been a seamless switch wasn’t, and I was suddenly experiencing both small and big issues. Next, because my expenses expanded—for both the website and apps—I brought back ads, but through a different company that promised a better experience. That’s been a huge headache, and it hasn’t exactly gone well. I’m fighting to get the ads to be minimal, unobtrusive, relevant, and appropriate (yet cover the expenses)—it’s been a battle, and we’re still not there. I’m on the fence on how I’ll move forward with this. I’ve almost pulled the plug several times on the ads—and I still might—but I’m hoping to get it right at some point soon. I appreciate your patience with this.
Some of the website problems are definitely significant. Probably the biggest one is that some people are experiencing an error, and the page won’t load. The message is “too many attempts” or “too many redirects” or something like that. I haven’t found the root of this issue, but clearing the cache and cookies has sometimes resolved it (so try that if you’re experiencing this problem). I don’t know why some people get this error while most don’t, or why clearing the cache is sometimes the fix. If any of you know the answer, please reach out to me, because I’d love to fix it.
Another issue that just recently came to my attention is that a lot of comments aren’t coming through. There are two aspects to this. First, I moderate the comments. Someone who has never commented before, or who has included a link to a website, will often get flagged for moderation. I get a lot of troll and spam comments that I don’t want published because it ruins the experience for everyone, so moderating these are important. This is my website, so I have the authority—and, really, obligation—to do this. Comments held for moderation haven’t changed as far as I can tell. The second aspect is that WordPress will flag obvious spam comments as spam. I get probably 100 of these type of comments each day, sometimes much more than that. Unfortunately, many non-spam comments are getting flagged as spam for some reason. I dug through the spam folder, and found intermixed with all the spam comments a handful of clearly not-spam comments, some by regular readers who have commented many times before. There are so many spam comments that it’s not practical to go very far back looking for the few non-spam that got flagged, but I know that I need to dig through it daily now. I’m really sorry if your comment didn’t come through. I don’t know why this happened or even when, but hopefully I’ll be able to find and approve all of the non-spam and non-troll comments going forward.
Are there other issues that I’m not aware of? I hope not, but I’m certain there are. Whenever I put on my webmaster cap, I do my best to fix them, but I cannot fix what I’m not aware is broken. If you’ve experienced some sort of issue, don’t hesitate to let me know—it’s greatly appreciated whenever someone does. And if you know how to fix the problem, please share with me the answer! I might technically be in the IT field, and I’ve certainly learned a heck-of-a-lot over the last six years, but I’m still in over his head on some of this stuff. Besides, I’d rather be out with my camera, capturing photos for next Film Simulation Recipe—especially during golden hour, when the light can be magical.
I had never heard of Gear Patrol before, so I had to look them up. Even though DPReview’s traffic has been shrinking (well before the announcement from Amazon, but especially after), they still have more visitors—and those visitors view more pages and stay longer—than Gear Patrol. Obviously they hope that this acquisition expands both audiences with crossover between the two websites.
When I was on the Central Coast of California tour two weeks ago, DPReview was brought up several times. There were a few interesting points made and insights that were discussed. I don’t have any inside information into the business dealings of any of these companies, but I do know a little about the industry in general, so I thought it would be worthwhile to talk about it here on Fuji X Weekly. It’s a hot topic, so perhaps you’re interested in my opinions—if not, that’s ok, just ignore this article.
Amazon conducted a financial audit of their company, as they routinely do, and some alarming statistics were discovered. In response, Amazon looked closely at their divisions that were not profitable (or were perhaps trending towards and forecasted to be not profitable), and made determinations on layoffs, selling “assets” that were no longer so, and shuttering departments. DPReview, which was owned by Amazon, was chosen to close.
Two points that I believe are important, but I think were overlooked in the emotion of the closing news, are: 1) DPReview was either not profitable or was trending in that direction and forecasted to be that soon, and 2) Amazon did make some effort to sell it before deciding to close it. I don’t have any personal information on either of those two points, but it only makes sense, and thinking otherwise doesn’t make any sense. No matter how “evil” or “heartless” you think Amazon is, they wouldn’t close a profitable division—they are much more business savvy than you or I, and profits are profits, and an “asset” that’s losing money isn’t one. I doubt Amazon put much effort into selling DPReview, but they probably sent out a handful of inquiries to some companies within their circle to see if any would take the bait, and apparently none bit, so they decided instead to turn out the lights. They must have thought that there wouldn’t be much interest in it.
But then there was a huge outcry from the photo community. I believe that some offers to buy DPReview began to come in, including from Gear Patrol, so Amazon decided to keep it running for a couple months longer as they worked out the details. For Amazon, it makes a lot more sense to sell than to close, so they were quite happy to have a buyer, and probably sold DPReview at a discount.
So why would DPReview, which has a very large and devoted audience, have trouble turning a profit? The answer is simple: cost. The biggest expense for every company is almost always employees. I don’t know how many work for DPReview, but Google says that it’s at least 11 (I have no idea if that’s accurate). Ken Rockwell, for example, only employs himself, so even though he has a significantly smaller audience than DPReview, he’s able to turn a profit. Another big expense for DPReview is data storage and hosting. Now obviously they use Amazon Web Services (AWS) for this, which means they’ve either received this service for free or at a significant discount as a perk of being owned by Amazon. I use AWS for a couple of really small things, and I pay monthly for it. I can only imagine how expensive it would be for something as huge as DPReview! Not to mention that it’s constantly expanding daily (particularly thanks to the forums). Finally, DPReview is headquartered in an high-cost city, which in prosperous times is no big deal, but in lean times might make a significant difference.
I imagine that Gear Patrol negotiated (as a part of the sale) the inclusion of AWS for DPReview, and probably for a specific time. It could be three months, it could be six, but more likely it’s at least 12, if not up to 36. That gives Gear Patrol time to figure out how to run DPReview leaner before having to absorb that big expense.
What’s in it for Amazon? Well, first, there’s however much money Gear Patrol is paying them to buy DPReview. All of those affiliate links are still there, too, bringing customers to Amazon. And if DPReview can stay afloat, there will be the AWS money, too. Even if Amazon practically gave away DPReview (which they might have), it’s still better for them than to just close it down.
What’s in it for Gear Patrol? Suddenly their audience has more than doubled. If they can incorporate some crossover, there’s a real opportunity. However, they have to be careful, and it’s possible they’ve bit off more than they can chew. The challenge will be running DPReview leaner while not degrading the experience, and not making the crossover off-putting to visitors.
What’s in it for DPReview? The people who work there don’t get a pink slip—at least not everyone, and not right away. People who have worked hard for years to build the website and brand will be able to keep doing so. For those at DPReview (and their families), this must feel like a huge relief, although I’m sure there will still be a lot of stress with the transition.
Open Window Reflection – Pawhuska, OK – Fujifilm X-Pro2 & Fujinon 60mm – Kodachrome II
What’s in it for the photography community? DPReview has been around for a really long time, and there are so many resources on their website, which almost completely disappeared. Now—and at least for now—those resources will still be available to the photography community for some time to come.
Unfortunately for DPReview and Gear Patrol, the very best part of DPReview is now at PetaPixel: Chris and Jordan. That’s a huge win for PetaPixel!
So it seems like a win-win-win-win-win situation. Amazon won. Gear Patrol won. DPReview won. PetaPixel won. The photography community won. Amazing!
I doubt that Gear Patrol reads this website, but just in case, the advice that I’d offer them is this: in 2023, people are a little less interested in the fine details of the specs of camera gear than they used to be, and are more interested in how to use their gear to achieve what they want to achieve. We’ve reached a point (really, surpassed it) of diminishing returns, and the small differences between makes and models matter much less than they used to. Nowadays, anyone can achieve what they want to achieve with whatever gear they have, if only they knew how. There are people who either don’t know this, or who ignore it because it’s easier and more convenient to blame their gear than themselves, so they still get worked up over the insignificant differences, but most people are beginning to realize that the gear they own (or are about to own) is actually much more capable than they are. What they want to know is how to use their gear. They want to know how to achieve what they desire either the simplest way or the best way. If you focus more on that, you’ll find tons of success moving forward in this changing environment.
It’s been widely reported that DPReview is closing down on April 10th. This is huge news! Not only is DPReview one of the oldest photography websites—first launched in 1998 when digital photography was a small niche—but it is one of the most popular. Its closure was a shock to me, and it probably was for you, too.
I’m not afraid to admit that I didn’t know DPReview was owned by Amazon. I was still shooting film when that purchased happened (and I think the only thing I had ever ordered from Amazon by that time was used school books), so it’s understandable that I didn’t notice. I suppose it makes sense that Amazon would want to own a camera tech website at the peak of digital camera sales. I’m sure that DPReview drove a lot of sales for them, and helped Amazon become one of the largest—if not the largest—camera seller in the world. Now that Amazon has a clear hold on that market—which has been a shrinking market over the last decade—DPReview has run its course and is no longer worthwhile to its giant parent company. After all, the many websites with affiliate links back to Amazon—which includes Fuji X Weekly—probably drive more sales nowadays than DPReview does.
Going Out of Business – Prescott, AZ – Fujifilm X-T5 – “1970’s Summer” Recipe
DPReview had its time and place, but I think its demise was inevitable. I suppose that could be said for every website—including mine—but why I say that about DPReview specifically is this: digital camera tech has gotten to a point where it’s all pretty excellent and everything is more than good enough for most people, and forums are outdated. That’s DPReview’s bread-and-butter.
The bread is pointing out the small differences in digital camera tech that at one time actually mattered, but now matters a whole lot less. If you cannot do amazing things with your gear, it’s not the gear’s fault! At one point it might have been, and that’s where DPReview came in handy. Nowadays your gear can do more than you can, so it’s more important to learn how to achieve what you want with it than to spend your energies studying the extraordinarily tiny differences in dynamic range or high-ISO performance or autofocus speed or lens sharpness. In other words, the attention to fine detail that made DPReview relevant is also what made it eventually irrelevant—or at least less relevant—as the fine details themselves mattered a lot less.
This almost decade-old budget camera takes pretty good pictures.
The butter is the forums. This was a popular digital hangout for photographers for a long time. But, forums just aren’t cool anymore (and haven’t been for awhile). The problem is that trolls and jerks ruin it for everyone else. There’s someone genuinely trying to learn something and gain some insight, and there’s someone with pure gold to offer, but there’s someone else who belittles the person for asking, and another who argues why the pure gold is garbage. While a lot of good happened in those forums, there was also a heck-of-a-lot of toxicity. One bad apple spoils a whole bunch, but unfortunately the forums had a lot of bad apples. I just hope those trolls don’t find their way here, because their behavior is not welcome and will not be tolerated. DPReview shouldn’t have tolerated it, either, but they surely seemed to do so, which made their butter taste bitter for many good-hearted people.
There’s a lesson here that I think might get overlooked but shouldn’t. Technical reviews of camera gear are less important now than they were 25, 20, 15, 10, and even just five years ago. All of the gear is plenty good enough nowadays. What people want to know is how to use what they own. How to get the most out of it. How to achieve what they want to achieve, either the simplest way or the “best” way. That’s what most people are looking for. Fuji X Weekly is successful because I help people achieve the look they want the simplest way (and what I would argue is also the best way, but I understand that’s certainly debatable). DPReview didn’t do enough, in my opinion, to help people in the way that they increasingly needed it. The opportunity was there—they had the audience—they just failed to recognize it and seize it, or perhaps because it wasn’t in the interest of the owner to do so. Now DPReview is dead.
I think it’s easy to say that DPReview’s closure is a result of the economic times—and there’s certainly an aspect of that to the situation; however, I believe that its failure is pointing out an opportunity for whoever will listen. It’s not to fill the void. Certainly some are already eagerly trying to do that—attempting to capitalize on the failure by attracting their audience. No, that’s not where the opportunity truly is. What DPReview’s failure is showing you is that if you can help people in the way that they desire to be helped, there’s an opportunity for success—even in a struggling economy with a shrinking market. Figure out what help people need, and provide them with the easiest and/or best solution. If you do that, you’ll find success. Maybe I should write a book about this?
The best part of DPReview was their YouTube channel. Chris and Jordan will be moving over to PetaPixel’s YouTube channel (which I didn’t know was a thing), and certainly that will quickly become the best part of PetaPixel. I wish them much luck!
I was actually very nervous for several reasons. First, I’m an introvert, and meeting new people always makes me a little apprehensive. Second, Leigh and Raymond are big names in photography. They have been successful YouTubers for many years. They are well connected within the industry. It’s kind of like meeting an actor, musician, or sports star. Third, Raymond does ultramarathons; while I might make a special effort to get to Dairy Queen if Blizzards are half off, I’m definitely not doing normal marathons let alone the David Goggins kind—and we were scheduled for a hike through the desert. I wasn’t sure what it would entail, or how intense this adventure might get.
It turns out that I had nothing to worry about. Raymond was super nice. The hike was easy and relatively short—definitely something someone with my “skills” and “experience” (or lack thereof) could accomplish. We had a great time. It was really good to meet up for some desert photography.
Raymond and I — Captured with RitchieCam on my iPhone
I used my Fujifilm X-T5 and Fujinon 18-55mm f/2.8-4 lens for this outing. I chose and programmed into the camera my Kodachrome 25 Film Simulation Recipe because I thought it would do well in this scenario (which I’ll get to in just a moment) and because I’m converting this Recipe for the X-T5. You see, X-Trans V renders blue more deeply on some film simulations, but the fix is simple: if an X-Trans IV Recipe that uses Classic Chrome, Classic Negative, Eterna, or Eterna Bleach Bypass calls for Color Chrome FX Blue set to Strong, change it to Weak on X-Trans V, and if it calls for Color Chrome FX Blue set to Weak, change it to Off. The Kodachrome 25 Recipe calls for Color Chrome FX Blue set to Strong, so I adjusted it to Weak on my X-T5.
I decided that the Kodachrome 25 Recipe would be good for this scenario because of its characteristics. Kodachrome 25 film had low contrast (for slide film), slightly subdued saturation, and true-to-life (yet Kodak-warm) colors. It was regarded as the sharpest, most fine grained emulsion on the market, and was a popular choice for commercial photography. With an ISO of 25, some found this film to be challenging to use, so the higher-ISO Kodachrome 64, which had a little boost in contrast and saturation, was a more common option. Still, plenty of Kodachrome 25 pictures graced the pages of publications such as National Geographic and Arizona Highways, and I wanted to replicate that classic aesthetic for my desert images. It was forecasted to be overcast with perhaps some peeking sun, and the Kodachrome 25 Recipe does well in that weather—not too warm or cool, and not too much or too little contrast.
If this had been film, I would have shot two rolls of 24-exposure Kodachrome 25 (yes, it was by chance exactly 48 exposures). Of course, Kodachrome has long been discontinued, so shooting with this Film Simulation Recipe on a Fujifilm camera is probably the closest you can get to shooting with the emulsion. The Kodachrome 25 frames in this article are my 12 favorites from that desert outing with Raymond. I hope you enjoy!
Rock Ridge – Goodyear, AZ – Fujifilm X-T5 – Kodachrome 25 Recipe
Raymond Photographing Flowers – Goodyear, AZ – Fujifilm X-T5 – Kodachrome 25 Recipe
Flowers in the Dry Desert – Goodyear, AZ – Fujifilm X-T5 – Kodachrome 25 Recipe
Remnants of a Tree – Goodyear, AZ – Fujifilm X-T5 – Kodachrome 25 Recipe
Captured with the new “Negative Film” Picture Control Effect on my Ricoh GR III.
Fujifilm, pay close attention: Ricoh just did with their GR III and GR IIIx what you won’t do with your X-series cameras.
Fujifilm has stated that they’re moving away from Kaizen and to expect less of it going forward, but some other camera makers—including Ricoh—are embracing it. In fact, Ricoh just added a new Picture Control Effect, which is their Film Simulations equivalent, to their GR III and IIIx cameras. This new Effect is called Negative Film, and it looks pretty good so far to me. It’s not really like anything on Fujifilm exactly—perhaps it could be described as somewhat similar to a cross between Classic Negative and PRO Neg. Std—but it does produce an aesthetic that’s easy to appreciate.
I want to point out that the GR III was released almost at the same exact time as the Fujifilm X-T30. Since the release of the X-T30, Fujifilm has introduced three new Film Simulations—Classic Negative, Eterna Bleach Bypass, and Nostalgic Neg.—plus some other JPEG options like Color Chrome FX Blue, Clarity, and Grain size. None of it has trickled down to the X-T30 (or X-T3). Even the X-Pro3 and X100V—premium models, supposedly—weren’t given the Kaizen love that they (really, Fujifilm’s customers) deserve. Yet little ol’ Ricoh not only created a new Effect for apparently no reason other than the fun of it, and they gave it to the almost four-year-old GR III just because they wanted to make their customers happy.
Captured with the new “Negative Film” Picture Control Effect on my Ricoh GR III.
I have a ton of advice that I’d give to Fujifilm if they were ever interested in hearing my opinions. I mean, I have a pretty good pulse on a big chunk of their customer base, and I’ve done more than most to bring them new customers, whether directly or indirectly, so you’d think they would be interested in hearing what I have to say. The very first suggestion that I would have for them is to do more Kaizen and not less. I get that it costs time and money, but fostering a happy long-term repeat customer base is priceless, and well worth whatever it takes to do that. A lot of photographers go from brand-to-brand-to-brand, or they begrudgingly put up with a brand for a long time because they don’t want to endure the cost and headache of switching, and there is a surprisingly large amount of disloyalty among customers. Yes, there are the outspoken fanboys—I am one for Fujifilm—but while their voices are loud, their numbers are surprisingly small. So if a brand can actually make more of their customers loyal, which they do by showing them that they matter and are appreciated, it can have a significant long-term impact. Of course, if your customers don’t think you care about them, they’ll be more quick to leave when another brand offers something new and exciting, or if they think that another brand cares more about their customers than the one they’re currently using.
Ricoh just made sure that their customers know that they care. Fujifilm, make sure that your customers know you care!
Below are some examples of photos captured using the new Negative Film Picture Control Effect on my Ricoh GR III.
