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Back from the dead: Fujifilm boosts X100 with major firmware upgrade

By dpreview staff on Oct 18, 2013 at 05:00 GMT

Following recent updates to the X-Pro1 and X-E1, Fujifilm has released a major upgrade to the X100, the original (now-discontinued) X-series model, which was announced back in 2010. Since its release, the X100 has benefitted from a series of major firmware improvements, and the latest - likely to be the last - offers faster startup time, and improvements to automatic and manual focus. Firmware v2.0 is available for download today.

The X100 has benefited from a string of firmware updates, which greatly improved the product over its lifespan. Firmware v2.0 is notable for being released after the camera has been discontinued.

This update is significant in two ways. Firstly, X100 owners are going to love it, since it promises to significantly boost the performance of their camera for no cost. It doesn't turn the X100 into an X100S, but we suspect that for a lot of owners of the original model, increased AF speed and a decent manual focus aid will keep them very happy, and will extend their relationships with the X100 for some time to come. 

And this leads us to the second respect in which Fujifilm's announcement is significant. We're pretty sure that no one has ever done this before. We've seen major updates to relatively old products before (Canon's venerable EOS 7D was given a serious shot in the arm last year) but never to a camera that has been superceded and discontinued. Updates to 'end-of-life' products are generally released to ensure compatibility with newer dependent accessories or software.

It's worth noting that reenergizing the X100 in this way won't in itself make Fujifilm any money. In fact, if it prevents some X100 users from upgrading to the X100S, the company might even lose out in the short term, without even taking the cost of research and development into account.

This looks very much like a gesture of goodwill. Plus, knowing Fujifilm's engineers as we do, we suspect that there's a degree of simple, gleeful enthusiasm here - they figured out how to do something, got excited, and went ahead and did it. Not every manufacturer would take this kind of a risk. But if there's one thing that we've learned, it's that while gestures like this might have a short-term cost, keeping your customers happy always pays off in the end. 


Press Release:

FUJIFILM LAUNCHES SIGNIFICANT FIRMWARE UPDATE FOR THE ORIGINAL X100

New firmware v2.0 delivers focus peaking, faster AF and improved close-up focus

Mississauga ON, October 18, 2013 – FUJIFILM Canada today announced a new firmware v2.0 update that dramatically improves the performance of the original FUJIFILM X100, the first model in the premium X-Series line of digital cameras.

Since its release in March 2011, Fujifilm has received meaningful feedback from X100 photographers throughout the world and this firmware upgrade reflects many of their requests.  This new firmware update delivers improved autofocus and manual focus, as well as other convenient features for users who apply the update.

“Photographers around the world have trusted their images to Fujifilm and the X-Series, and this new firmware update is concrete evidence that we are not only listening to our customers, but also working hard to improve our products on a continuing basis,” says Greg Poole, Vice President, Imaging and Recording Media Products, Fujifilm Canada.

Key Features of New X100 Firmware v2.0

Improved Auto Focus

  • Approximately 20% faster AF speed and enhanced focus distance compared to the previous firmware version
  • Close-up focus distance shortened by 30% before needing to switch to macro mode

Improved Manual Focus

  • New Focus Peaking function assists in manual focusing by enhancing the outline of the subject in high contrast
  • Improved focusing via the EVF or LCD when using wide apertures

 Improved Operability

  • The camera start-up time has been shortened by approximately 0.2 seconds.*1
  • Pressing the AF button now toggles the focus area selection screen and the area of your choice can be selected

The X100 firmware v2.0 update will be available on October 18, 2013.

To download the new firmware and instructions on upgrading your X100 camera, please visit:
http://www.fujifilm.com/support/digital_cameras/software/

*1 QUICK START mode [OFF]

549
I own it
73
I want it
130
I had it
Discuss in the forums

Comments

Total comments: 206
123
RFC1925
By RFC1925 (6 months ago)

Fujifilm and Ricoh/Pentax really stand out from the rest with their firmware updates to older models.

10 upvotes
ageha
By ageha (6 months ago)

Ricoh? Not on the same level...

1 upvote
wayne131
By wayne131 (6 months ago)

Ricoh GR...... simply stunning :-)

3 upvotes
Raist3d
By Raist3d (6 months ago)

Why would Ricoh not be on the same level? They sure have followed up with the Pentax and Ricoh lines very well.

2 upvotes
udris
By udris (6 months ago)

Thanks..........no new camera buying by me and for that I am grateful

4 upvotes
Lift Off
By Lift Off (6 months ago)

Someone please forward this news to Nikon.

Well done, Fujifilm.

16 upvotes
motobloat
By motobloat (6 months ago)

I have a Nikon system now, but every day I think about dumping it all and switching to Fuji.

3 upvotes
tallguy600
By tallguy600 (6 months ago)

I did.

0 upvotes
JDThomas
By JDThomas (6 months ago)

Might be a good incentive to pick up a used X100.

4 upvotes
Brian OReilly
By Brian OReilly (6 months ago)

Fellow X100 users

If you are as happy as I ma that Fuji have released new firmware for an 'obsolete' camera - then let them know. Perhaps, positive feedback might encourage Fuji to continue to offer such excellent service on other models in the future.
Amazingly - they actually have a web page where you can contact them at head office in Japan.
I suggest we all do so, in order that they know that their excellent customer care is appreciated.

Go here:
https://www.fujifilm.com/cgi-bin/mail/form.cgi/contact_tokyo_headquarters

26 upvotes
Tommyjonsson
By Tommyjonsson (6 months ago)

Excellent! I just sent them a letter.
I want the exposure-compensation to work in manual mode when using Auto-ISO, so that the camera changes ISO to match my exposure-compensation.

T

2 upvotes
minim3
By minim3 (6 months ago)

I will !

0 upvotes
gabriel67
By gabriel67 (6 months ago)

I did soemtime ago, when firmware was just an announcement.

0 upvotes
BelePhotography
By BelePhotography (6 months ago)

This is customer commitment! Thanks Fujifilm!

10 upvotes
dgc4rter
By dgc4rter (6 months ago)

In a time where the customer seems to have become simply ignored by the major brands, Fuji continue to buck the trend. They listen, act upon the feedback and give us what we ask for, even when it doesn't make too much economic sense.

DPR state this "goodwill gesture" might not make them any money. Well, I certainly think it will in the long-term. It will make existing owners even more loyal and tempt others to switch to a brand that really know how to look after their customers.

I love my X100s and hope to see the same dedication to its improvement over time. Well done Fuji! I applaud you.

14 upvotes
Marty4650
By Marty4650 (6 months ago)

Lets not go overboard with praise here.

Essentially, Fuji made a smart business decision by trying very hard to fix a defective product that their customers paid $1200 for. And they have done a good job of fixing that product.

All of these firmware fixes are genuinely appreciated by their customers, simply because very few companies today think that far forward. Once they have your money the transaction is considered complete. They usually feel they owe you nothing more.

We can commend Fuji for doing the right thing, but just remember it was their flawed product that made these firmware fixes necessary. These problems weren't caused by a tsunami or earthquake. They were caused by poor design and engineering.

This wasn't an act of generosity but a business necessity going forward. It's not shocking that one smart company would fix a defective product... the shocking thing is that so many other companies won't.

8 upvotes
dengx
By dengx (6 months ago)

So adding a focus peaking is suddenly a fix?

9 upvotes
GMart
By GMart (6 months ago)

What are you on about?
Focus peeking has been there for ages!
They added Focus Peek Highlighting.

You have not actually looked at the Fuji site for the changes, have you?

5 upvotes
Raist3d
By Raist3d (6 months ago)

Marty- sorry but what nonsense. Did you look at what exactly this firmware added or "fixed?" How exactly was it at this point "defective?" What about other upgrades they didn't have to bother with in the other lines?

Yes, sure, it's part of a smart business move. But as you mentioned given the scarcity of this (Pentax/Ricoh is the other one I can think of ball park this level), why exactly are people going "overboard" again?

And people aren't exactly shocked Fuji did this, they are pretty much grateful. And yes, if Fuji is at the top of the heap doing this, they should get the praise, no?

7 upvotes
Marty4650
By Marty4650 (6 months ago)

I don't own a Fuji X100, and I have never used one.

When Dpreview reviewed the camera they found 29 serious bugs and glitches. Most of which were corrected with various firmware upgrades since then.

It is commendable of Fuji to fix all the problem they created. In fact, it is more than commendable. It was necessary if they had any hope of selling their products for premium prices. This was also a very smart business decision, and I wish every camera maker did the same thing.

These problems were due to Fuji's failure to adequately test their product before they sold it to their customers for $1200. Every camera maker should know the things Dpreview will test for. There is really no excuse for selling a product with so many serious problems. Fuji had no choice but to fix them. At least if they want to be "the Leica of MILC cameras" they need to offer similar quality and service.

So, should we all heap praise on Fuji for doing what was obviously in their own best interest to do?

1 upvote
gabriel67
By gabriel67 (6 months ago)

I do not agree on this.
Many brands improve slightly an existent model, but the fact is that they overcome the bugs fully in the next ( if it ever arrives to market ) commercialized model of it.
Eos 1d was a perfect example of it. ( so did Nikon and produced a myriad of models that crash against each other and none was good in full )
But definitely no one of them offered improvements on a discontinued model.
Specially if the successor is a giant leap compared to original.
Which is the case regarding X-100 and X-100s
Most of the times they just forget about it, and expect you to do so either.
I guess this time is a great service they offer.
If you would have a camera of this model perhaps you would think different.
All the best

Comment edited 5 times, last edit 9 minutes after posting
0 upvotes
jacksonkwan
By jacksonkwan (6 months ago)

My X100 has always worked great out of the box, many of the 'flaws' that were touted in forums were from users that didn't learn how to use the camera properly. Many of the DP review glitches in the firmware were fixed by version 1.30. None of these were "serious problems" to me and I have taken 20,000+ great photos with this supposedly "flawed" product.

You don't own an X100 nor have you used one, please stick to talking about what you have experience with.

Fuji deserves all this praise for continually improving this phenomenal camera. It has worked spectacularly for me since I first took it out of the box and has only gotten better.

0 upvotes
Raist3d
By Raist3d (6 months ago)

Yes Marty, when the X100 came out it had many issues but this very firmware upgrade is a firmware upgrade that hardly desperately needed to solve "any issues" as the camera was in reasonable shape with all the other firmware upgrades that preceded it. Fujifilm had zero obligation to improve it. Focus peaking is hardly a "needed fix" and yet they added it.

Looks like you are not familiar at all with the X100 as you say, and do not know the state of the camera at this level. People are commenting on *this* firmware upgrade, not the first one Fuji "had to do".

As for "everyone" -no, you clearly don't known the X100 you don't need to heap praise. What's wrong with giving praise for doing the right thing whcih again, it's well above and beyond at the point this firmware is coming out? The camera was "hardly broken" by the time of this firmware.

Did you bother looking up what they added?

And finally, I can tell you from experience regardless of this being done for business only...

Comment edited 3 minutes after posting
1 upvote
Raist3d
By Raist3d (6 months ago)

Or love that the engineering department must be more than happy to see the public reaction. Maybe this comes from your lack of experience at being in a similar position in tech, but I can't tell you enough how rewarding is for the engineering team see their hard work so well received by the end user they worked so hard for.

So yes, I and many think Fuji deserves it. They could easily leave the X100 as it was because of several upgrades they already "fixed it." This is enhancing the product more than a "desperate needed fix." We can only wish other companies do this (btw, Ricoh and Pentax do- Pentax did a very late last update to the Q that vastly improved its AF one more time).

Comment edited 2 minutes after posting
1 upvote
Marty4650
By Marty4650 (6 months ago)

I think you completely missed the part where I said:

"All of these firmware fixes are genuinely appreciated by their customers, simply because very few companies today think that far forward. Once they have your money the transaction is considered complete. They usually feel they owe you nothing more."

I really do think it was commendable for Fuji to fix their problems. Most other companies just make you buy the upgrade model.

My objection was to the elaborate lavish praise heaped upon Fuji for simply fixing the problems that they themselves created. It's not like the X100 was sabotaged by Canon or Nikon. Fuji did this to themselves.

They deserve credit for doing this, but not lavish praise. They did the right and decent thing. This shouldn''t get them sainthood.

I don't think you have to own, or even have touched an X100 to come to that conclusion. It's just common sense.

0 upvotes
jacksonkwan
By jacksonkwan (6 months ago)

Marty you completely miss the point of what everyone is saying, Fuji fixed many of the launch glitches by version 1.2, most companies would have just stopped there. If you look at the changes in version 2.0, you will see these are improvements to the camera that are very much a 'bonus' to current X100 users based on their experience making the firmware for their newer cameras. They are not 'fixing' anything but giving loyal customers a bonus update. You don't have to be an owner of a camera to be able to read the change log.

0 upvotes
minim3
By minim3 (6 months ago)

Im so freaking happy,thats all i was missing on my x100,no do a nikkor compatible FF DSLR and ill go blind for it!!!

Bravo Fuji!!!

0 upvotes
Dames01
By Dames01 (6 months ago)

This is fantastic news for Fuji users and I wish it is followed by other manufacturers like Canon. Software features, focus peaking, for example, which are available on newer models should be made available to existing models...

4 upvotes
photo perzon
By photo perzon (6 months ago)

Fantastic speed. Fast Manual focus. Better IQ than X100S. Dark areas in pictures have shadow gradients as opposed to just being black, as with X-trans.

0 upvotes
ageha
By ageha (6 months ago)

lol

1 upvote
Raist3d
By Raist3d (6 months ago)

We must be using two very different versions of Xtrans.

2 upvotes
skalsa1
By skalsa1 (6 months ago)

:) i used x trans with X-E1 and jpg was not so great as with original X100. still really good but images had way more contrast and poor green color

0 upvotes
gabriel67
By gabriel67 (6 months ago)

What?
I work on X-Pro 1 and nothing is further than this.
Are you serious?

0 upvotes
martijnkruiten
By martijnkruiten (6 months ago)

You probably mean the X100S Provia setting, which has more contrast (on par with the X100 Astia setting). This is not a hardware fault, but a software change. So many people were shooting the X100 in Astia mode, that Fuji copied the same contrast to the default Provia mode.

0 upvotes
plevyadophy
By plevyadophy (6 months ago)

I am SERIOUSLY impressed by this.

I don't own any Fuji gear, but have long been an admirer of the X Series. Unfortunately, the cams had a number of irritating schoolboy flaws that prevented me buying into the system.

But this kind of attitude from Fuji (provided it's a long term attitude and not just a short term thing to get publicity) makes me yearn even more for an updated X-Pro 1 (X-Pro 2?). This is the kind of attitude that makes one feel safe in getting in to bed with a particular system; you are not going to be "nickle and dimed" by the manufacturer by having simple firmware fixes ignored until the next expensive hardware update.

Other manufacturers would do well to learn from this Fuji example.

Bravo Fuji.

5 upvotes
caver3d
By caver3d (6 months ago)

SHAME ON YOU, DPREVIEW! What a poor choice of words: "back from the dead"? I have news for you. Just because a camera is no longer produced, does not mean it is useless or in the reject bin. Great cameras live on, and on. You of all people should know that. Sheesh!

I have the X100, I use it, and have no intention of ever letting it go. Last rites were never performed for this camera.

Long LIVE the X100.

20 upvotes
Chabi Kowski
By Chabi Kowski (6 months ago)

It´s incredible! This kind of gestures make people loyal to a brand. I´m tired of seeing companies that treat us like walking money. When you realise that there is a brand which listen to you, your needs, and make this kind of things, you know that you want to be with them. Great!

11 upvotes
caver3d
By caver3d (6 months ago)

Now, that's what I'm talking about! Fuji takes care of us X100 owners with another firmware upgrade.

3 upvotes
MayaTlab0
By MayaTlab0 (6 months ago)

Brilliant ! May the others see the light.

2 upvotes
mwgnz
By mwgnz (6 months ago)

From old fella from way back, who's been around cameras for 65 years and digital for at least 16 years - Fuji, you are da man! This is the kind of customer care that will become the stuff of text books. I'm thrilled to be able to update my X100 - and I look forward to being a first adopter of an XPro2.

8 upvotes
DanK7
By DanK7 (6 months ago)

Thank you, Fujifilm! Major kudos for doing this.

8 upvotes
HelloToe
By HelloToe (6 months ago)

I haven't really been considering a Fujifilm for my next camera, but I gotta say this does improve my opinion of them.

11 upvotes
anonrei
By anonrei (6 months ago)

I hope they will do the same with my X20!

1 upvote
Stephen Scharf
By Stephen Scharf (6 months ago)

I don't own an X100, but as someone who teaches and leads teams in the "Voice of the Customer" business best practice for the company I work for, Fuji is to be lauded for really, really listening to, and more importantly, CARING about their customers. The use and ownership experience of my X-Pro1 has markedly improved with Fuji's commitment to "kaizen" (continuous improvement), and this release for a discontinued and superceded camera is a first, in my experience, and as a result, is noteworthy and remarkable.

Just goes to show that when a company truly puts quality and it's customers first, *everyone* wins.

Very well done, Fuji!

Comment edited 1 minute after posting
19 upvotes
caver3d
By caver3d (6 months ago)

Fuji gets it. Treat your exisitng customer base well - even with older camera products - and they will come back and purchase another Fuji product down the road. A simple business concept that seems to escape a lot of companies. Brand loyalty in action.

Comment edited 31 seconds after posting
7 upvotes
plevyadophy
By plevyadophy (6 months ago)

@caver3d

And of course that feel good factor is transmitted to the friends of customers, some of whom also become customers.

This gesture, has definitely for me made it more likely that I will buy a Fuji cam (i have long been hoping for an update to the X-Pro 1, and this kind of attitude on the part of Fuji, especially if it's going to be continued for many years to come, has pretty much ensured that I will be a new Fuji customer).

Bravo Fuji

5 upvotes
Stephen Scharf
By Stephen Scharf (6 months ago)

@Caver3d"
" Treat your exisitng customer base well - even with older camera products - and they will come back and purchase another Fuji product down the road.A simple business concept that seems to escape a lot of companies. "

+1!

It's remarkable (and tragic) how many companies do not understand that simple concept.

1 upvote
Neodp
By Neodp (6 months ago)

Fuji is a class act. Meaning of good character, listens to their customers, and is trying to make a better camera. Others should wake up.

Comment edited 2 minutes after posting
14 upvotes
Digitall
By Digitall (6 months ago)

Very good for who use the X100, well done Fuji!

8 upvotes
saelee
By saelee (6 months ago)

Just did the upgrade and WOW, there is a very noticeable difference between 1.3 and 2.0.

The AF IS faster and the biggest joy was the non-macro focusing distance. I always hated the fact that I had to use macro if the subject is somewhat close to me.

The final test will be when I take the camera out tomorrow and use it on my 4 years old son.

2 upvotes
P@l
By P@l (6 months ago)

Thank You Fuji! ... I really mean it!

At times we (users) are quick to pass the blame and point at the manufacturers faults (product shortcomings) ... when the revere is happening ... and the manufacturer is really listening to the users and making their products better even if they do not directly gain financially from it ... we might be again slow to respond ... so I would like to Thank Fuji again for their stance and commitment ...

P.S.
I am pretty sure we still be friends in the future :-)

Comment edited 2 times, last edit 2 minutes after posting
2 upvotes
brudy
By brudy (6 months ago)

Just installed and this is great. A noticeable improvement in af speed in low light. General operation feels faster. Focus peaking works ok, not great, but ok. It's really pretty amazing that Fuji would release a huge firmware upgrade for a camera that is so old at this point. Thanks Fuji!

6 upvotes
AlpCns2
By AlpCns2 (6 months ago)

Fantastic. Lots of X100 owners are going to be delighted. Fuji is becoming a business case study in how to do Customer Relations properly! THIS is how you create brand loyalty and confidence.

Are you listening, Nikon, Canon, et al? Kudos to Fuji.

13 upvotes
encar
By encar (6 months ago)

I don't own one, but kudos to Fuji!

7 upvotes
saelee
By saelee (6 months ago)

THANK YOU FUJI for doing this. I was planning to sell my x100 due to the poor AF but I will give the new firmware a try.

0 upvotes
Raist3d
By Raist3d (6 months ago)

I don't have an X100 but I must say with this firmware upgrade Fuji has gone well above and beyond customer support. Best in class in after-sales support at least on firmware upgrades and improvements.

33 upvotes
Total comments: 206
123