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CP+ 2014: Fujfilm interview - 'The only way is to keep innovating'

By dpreview staff on Feb 15, 2014 at 08:53 GMT

We're at the CP+ show in Yokohama, Japan where Japanese camera and lens manufacturers show off their latest products to a domestic and international audience of journalists and enthusiast photographers. 

Day three of the show was cancelled due to heavy snow but Toshihisa Iida, senior sales and marketing manager at Fujifilm still found time to sit down with editor Barnaby Britton to discuss a range of topics including the reception of the new X-T1, firmware updates to older and existing models and the possibility of larger-format X-Trans cameras in the future.

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Comments

Total comments: 226
12
ulf l
By ulf l (4 days ago)

[quote] Yes. For example we will release new firmware for the X-E2 soon which will improve the refresh rate of the EVF bringing it to the same level as the X-T1 and also add an interval shooting function. [/quote]

I would like to know fujis definition of "soon".

Comment edited 59 seconds after posting
0 upvotes
9D63BE4BC6D84998B71732F330B50FEA

This is exactly why I'm more and more interested with Fuji products. Their customer service is excellent. Take the X-E1 as an example of how the camera improved over time with firmware updates. It just gives me more confidence to buy their products in the future. People are noticing and 'trusting' Fuji.
I never considered buying Fuji in the past but my mind was changed when I was talking to a photo editor of a local newspaper and how happy he was with his Fuji. At that point I started to follow Fuji more. Nothing beats good word of mouth. And because of my experience, two friends are planning to buy Fuji cameras within the next few months (both never considered Fuji until I spoke highly of them).

2 upvotes
Zoron
By Zoron (2 months ago)

looking forward to X-T2

0 upvotes
Esteban Mac Allister
By Esteban Mac Allister (2 months ago)

Soon will come!

0 upvotes
Provia_fan
By Provia_fan (2 months ago)

I half agree with Esteban, but I have found that that's because the industry demands it. In the golden days of photography, there was no such thing as 8fps or autofocus. Yet there used to be photojournalists covering sports and some great, iconic images were made.
This is just to say that you, individually, as a photographer, you can use whatever you want. As long as you know how to use your tools and produce the goods. I used to do photojournalism with either a Minolta 7D or a Fujifilm S3 and had works published in many reputable publications including The Economist.
If the Pic Ed likes the picture I doubt they will look at what the gear is and make a decision based on that. The problem is that competition for that picture has never been as fierce as it is nowadays and those specific pictures mean loads of money passing around, so agencies started requiring photographers to have the latest, fastest tools to get that money and a fraction of a second became decisive in getting the pic.

0 upvotes
Provia_fan
By Provia_fan (2 months ago)

...of course if you are a seasoned and knowledgeable photographer, you will know the value of pacing yourself to the moment rather than relying on the tools.

0 upvotes
Esteban Mac Allister
By Esteban Mac Allister (2 months ago)

Have Much Reason!

When photographers talk about teams, not talking about photographs .... That's not good!

I made many good images with Nikon FM2, MD12, 400/4, 180/2, 8, 85/1, 8, 35/2, 24/2, 8 and then tele photos with a UPI S-16 ....

I miss the Tri-X

I happen to live in Argentina, decided to buy a camera with a dollar 10-1 is terrible and if you buy a new digital, is obsolete minutes after ...

Anyway I prefer a classic SLR sports and more relaxed direct viewer ratings

If you have money for a single computer, be SLR

I want to buy a X-Pro 1, but is 2012

Here in Argentina, these decisions are difficult

regards

Mac .-

0 upvotes
Esteban Mac Allister
By Esteban Mac Allister (2 months ago)

Many here suggest the competition between Fuji and Canon - Nikon
Is it really necessary?
The World Cup in Brazil with a Fuji XT -1 ? ,I would not! .
A photojournalist team will always have a SLR !
There is a field of photojournalism where if Fuji can compete and is performing graphic stories
We all dream to accomplish this task with a Leica , for me from Argentina impossible because of cost , it was a great solution Contax G2
Fuji with his Pro X 100 and X -1, is a solution.
The X - Pro 1 has no competition , it's a rangefinder camera with good optics, including the possibility of having Carl Zeiss lens
The X10 and X20 are great competition for the Canon G -15 or G-16 , it is wonderful to have ring zoom
I need a X30 with zoom ring , aperture ring and manual focus ring , with a focal 24 -120 and a direct viewfinder like the X100
What is my concern , I'm ready to buy three bodies X Pro-1 and three lenses Touit Pro , Is a body presented in 2012

0 upvotes
Esteban Mac Allister
By Esteban Mac Allister (2 months ago)

Muchos aquí sugieren la competencia entre Fuji y Canon - Nikon
¿Es realmente necesario?
La Copa del Mundo en Brasil, con una Fuji XT -1? , No lo haría!
Un fotoperiodista siempre tendrá un equipo SLR!
Hay un campo de fotoperiodismo en la que Fuji puede competir, es en historias gráficas
Todos soñamos para realizar esta tarea con una Leica, para mí desde Argentina imposible debido su costo, fue una solución Contax G2
Fuji con su Pro X 100 y X-1, es una solución.
El X - Pro 1 no tiene competencia, es una cámara de visor directo con una buena óptica, incluyendo la posibilidad de contar con lente Carl Zeiss
El X10 y X20 son una gran competencia para la Canon T -15 o G-16, es maravilloso tener el anillo de zoom

Necesito un X30 con el anillo de zoom, anillo de apertura y el anillo de enfoque manual, con una focal de 24 -120 y un visor directo como el X100

¿Cuál es mi preocupación, estoy listo para comprar tres cuerpos X Pro-1 y tres lentes Touit Pro, pero es un cuerpo presentado en 2012

Comment edited 2 minutes after posting
0 upvotes
pixperfect
By pixperfect (2 months ago)

Something I think Fujifilm needs to consider if Fujifilm wants to fight the big iguys like Canon and Nikon.
I believe the XT 1 is an outstanding product but it is not quite at the level yet for the pro.
I would suggest the body 0.5" longer, 0.5" taller and 0.5" wider just to have a bigger battery. 350 shots per charge is not enough for a pro. Fujifilm is making an external grip for the XE 2 just to make the body a little bit thicker for a better grip,
why not a body a little longer, taller and thicker on the XT 1?
I would be nice to have 700 shots per charge instead of the current 350.

0 upvotes
Provia_fan
By Provia_fan (2 months ago)

I think Fujifilm does well in skipping Full Frame. Might be a long shot but I think they should concentrate their efforts and come up with a Medium Format X-Trans in the body of a digital GA645zi.

Come on Fuji you can do it! I know this! You're the innovators!

Comment edited 29 seconds after posting
0 upvotes
photosen
By photosen (2 months ago)

Very interesting interview, Iida comes across as very knowledgable of his markets. "Yes but it in the long run customer trust is very important" amen! Fuji's decision to update the X100 firmware has really made them stand out.

0 upvotes
km25
By km25 (2 months ago)

If you want to stay with mirror less cameras, the APS-C sensor is about the right size. Note Fuji is saying a given lens is the MM focal lenght of the 135, say the 23mm f/1.4, they do not all it a 35mm f/1.4. A full frame mirror less camera would be like th Sony A7/R. The lens would be close to the same size of the DSLR lens, making the package lens heavy. Then there is 24MP APS-C sensors. These are light hungry and rraedy to make noise. So 20MP to 24MP sensors are going to have this problem. So you go to 18MP, do you really think there is a great difference between 16MP and 18MP? Take a hint from people who shot for a living the Nikon D4 is 16MP and the Canon is 18mp. You do not see Prros dumping their Nikons for Canons. Because the difference is minor.
I think 16MP-18MP is the sweet spot for APS-C sensor for over all use. Therefore waiting for a 18MP or even 20MP Fuji X-Pro is a waste. If the 16MP creates great images now, it will later on.

2 upvotes
JohnEwing
By JohnEwing (2 months ago)

Great positive interview with straightforward answers - very impressive. I loved his answer re the X100.

Very refreshing after the woolliness of Nikon's four mouthpieces.

3 upvotes
Tango 55
By Tango 55 (2 months ago)

Your sincerity is appreciated, Iida-san.

0 upvotes
erichK
By erichK (2 months ago)

Innovation indeed, when they essentially copy not only the Olympus EM-1, but even the Olympus lens in a lensecap. But then I guess that imitation is the sincerest form of flattery!

(It is true that Fuji has come up with some really interesting new technologies in very attractive cameras, but the provenance of the design parameters for their new flagship is painfully obvious!)

Comment edited 25 seconds after posting
0 upvotes
binauralbeats
By binauralbeats (2 months ago)

How did they copy the EM-1? Be specific.

3 upvotes
zakk9
By zakk9 (2 months ago)

Actually, they copied the Contax RTS III. They copied it to a degree that I suspect they must have asked Kyocera for permission.

1 upvote
57even
By 57even (2 months ago)

They must have developed it pretty fast to "copy" the OM1.

Be serious, there is NO similarity except for the resemblance to the SLR form, which is hardly "new". Every major control point is completely different.

1 upvote
AbrasiveReducer
By AbrasiveReducer (2 months ago)

I'm sure Kyocera is really concerned about somebody copying the appearance of a camera they made when they were in the camera business.

0 upvotes
erichK
By erichK (2 months ago)

I should not have said "copy" (apart from the damn lensecap).

But my second paragraph about "design parameters" does state what I meant: the size and shape, the magnesium chassis, weatherproofing, the controls layout, tilt LCD, dials, etc are all very similar, and aimed at exactly the same market segment.

0 upvotes
TakePictures
By TakePictures (2 months ago)

Sure, as long as cameras have a body, a lens, and a sensor, everyone is copying everyone else.

0 upvotes
Jon Ingram
By Jon Ingram (2 months ago)

I love this company

3 upvotes
Esteban Mac Allister
By Esteban Mac Allister (2 months ago)

Barnaby Britton: Will we have a new X pro 1?

Barnaby Britton: ¿Tendremos una nueva X pro 1?

Mac.-

0 upvotes
QuarryCat
By QuarryCat (2 months ago)

Fuji has to redefine their first lenses, 18 mm; 35 mm, 60 mm and 50-200 mm are not as fast as they could be with the X-T1.

The talk about full frame is useless…
the APS-C is now already on the level of full frame and the next sensor-generation will be much better. There is no need for full frame. If you need more details for landscape - use a Pentax 645D or Hasselblad.

The benefit of smaller sensors is to big - no need for dinosaur DSLR 24x36!

Test the Fuji 14 mm; the Zeiss 12 mm; the hole new Fuji 4/10-24 mm OIS is fantastic - far better then any other wide-zoom.

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

Your a bit over reacting and that does not suit this real good interview.

For landscape an d800e will significantly outperform the Fuji's. This is no disgrace and i would rather have stellar quality in a small shoulder bag. Which is simply impossible.with the d800.

The best wide zoom is still the Nikkor 14-24mm. It blows.the Fuji away with ease
But have you seen the size and weight of it.

Fujifilm has the best image quality of all crop camera's. They also made an impressive lens line-up in an very limited time frame. But please do not over react on the hype.

4 upvotes
Esteban Mac Allister
By Esteban Mac Allister (2 months ago)

Do not asked about the future of the X1-Pro?
The professional DSLR users, come only as serious mirrorless camera only the X1-Pro
The X1-Pro is inexpensive Leica

¿No preguntaron sobre el futuro de la X1-Pro?
Los profesionales, usuarios de réflex, ven únicamente como cámara seria sin espejo solamente a la X1-Pro
La X1-Pro es la Leica de bajo costo

0 upvotes
tissunique
By tissunique (2 months ago)

An FF version of the X Pro1 would be most welcome, but with fixed and variable length lenses.

Comment edited 2 minutes after posting
0 upvotes
Tonio Loewald
By Tonio Loewald (2 months ago)

Really good interview.

My key takeaway — Nikon and Canon actually benefit from not releasing viable mirrorless cameras because if they did so it would "legitimize" the mirrorless cameras.

I like that they view releasing too many bodies as having been a mistake.

1 upvote
yabokkie
By yabokkie (2 months ago)

Canon said clearly that they are going mirrorless eventually and they have been working hard for years but they still have the best system built around SLR EF mount.

Canon and Nikon have by far the best systems for anyone serious with photography.

Comment edited 2 times, last edit 7 minutes after posting
0 upvotes
binauralbeats
By binauralbeats (2 months ago)

Canon has already gone mirrorless. Most people may not have heard about it because it flopped.

2 upvotes
binauralbeats
By binauralbeats (2 months ago)

Sorry, I am serious about photography and Canikon are the only ones that do *not* make a system that meets my needs.

1 upvote
Andy Crowe
By Andy Crowe (2 months ago)

@yabokkie Canon's M and Fuji's X systems are both the same age, Fuji has 6 bodies and 12 lenses, Canon has 2 bodies (one is Japan only) and 3 lenses.

When are Canon actually going to take their mirrorless system seriously?

2 upvotes
yabokkie
By yabokkie (2 months ago)

> When are Canon actually going to take their mirrorless system seriously?

at least four years ago (we know they have been doing dual-pixel AF at least since 2010 and marketed the first product in 2012). you can search the net and get the same information yourself.

Comment edited 1 minute after posting
0 upvotes
Andy Crowe
By Andy Crowe (2 months ago)

After 2 years 2 almost identical bodies and 3 lenses isn't a serious system. They may have been working on hybrid AF for 4 years, but when are they going to take their EF-M *system* seriously?

1 upvote
yabokkie
By yabokkie (2 months ago)

Canon and Nikon are not light weight. not like Pana or Oly, they need sound foundations to build their systems. but at least they know since 2010 that Pana and Oly are building a rubbish system they will have to abandon (which does have the best CDAF at the moment).

0 upvotes
David Stinson
By David Stinson (2 months ago)

Rubbish? Wow. Opinionated much. My Olympus is a darn good piece of camera that has some darn good features. The results are spot on and my customers are very happy with the work.

2 upvotes
calking
By calking (2 months ago)

Yabo isn't a photographer so pay no mind.

5 upvotes
Andy Crowe
By Andy Crowe (2 months ago)

@yabokkie come on, I've seen you make insightful comments as well, you don't have to carry on trolling all the time.

Anyway lets see, on one hand there is a system which after 6 years has 2 (about to be 3) body manufacturers with 18 current bodies and 5 official lens manufacturers with 45 current lenses.

On the other hand there is a system which after 2 years has 2 bodies and 3 lenses.

Which system looks like it has a better long term future right now?

0 upvotes
AlpCns2
By AlpCns2 (2 months ago)

Brilliant interview - you guys asked exactly the right questions. And the honest and open answers confirm much of what many have been expecting from Fuji. They got it right: "the only way is to keep innovating".

Great times to be a photographer.

0 upvotes
JohnEwing
By JohnEwing (2 months ago)

Great times to be a photographer with a generous budget, that is.

0 upvotes
talkdoc
By talkdoc (2 months ago)

I really appreciated this interview. It helps me to understand Fujifilm's game plan. I'm impressed by the commitment to building trust. I also value understanding sales patterns and preferences around the world. Thank you, Mr. Iida! Thank you, Mr. Britton!

2 upvotes
Barney Britton
By Barney Britton (2 months ago)

You're very welcome, I'm glad you enjoyed it.

0 upvotes
Winkofaneyedigitalmedia
By Winkofaneyedigitalmedia (2 months ago)

Quote from article

How important is video to your customers?

It’s becoming more important. For example we’re speaking to professional photographers who are telling us that their clients are demanding more and more video as well as stills.

First....very good interview. I hope Fuji follows through with giving us the tools to help our customers. WE NEED 24fps to do that I have been a avid canon 7d and 5d and cinema user. When 7d came out with 24fps a whole buncha of canon people got upset for the 5DII not having 24fps Poof Canon made the software change. I am one that does heleo work.. get the 24 and this goes to town on small air copters the weight is just in and easy to apply without a whole bunch of Go Pro Adobe post production. I am selling my 7d and preordered the T1 don't disappoint me or I tell David H. and Vincent L. Zack A. ;0) good luck

0 upvotes
gbvalli
By gbvalli (2 months ago)

i want an APS-C true reflex for Fuji XF lenses !!

1 upvote
Andy Crowe
By Andy Crowe (2 months ago)

Reflex as in TTL optical viewfinder via a reflex mirror? The lens mount is too shallow; There's no space for a reflex mirror, that's why it's "mirrorless" :)

0 upvotes
gbvalli
By gbvalli (2 months ago)

Ok, but let me hope in a further development !

0 upvotes
samhain
By samhain (2 months ago)

C'Mon Fuji, Lets get those lenses finished and get on the FF. Can't let Sony have all that mirrorless FF money.

*great interview btw.

1 upvote
Photato
By Photato (2 months ago)

Sony and Fuji made the same mistake in releasing too many products.
They should take a page from Apple and focusing instead in few refined products. Simpler, cheaper and customer doesn't get confused .
I would have only 2 models in the mirror-less segment. Basic and Premium with a 2 year hardware cycle but several firmware upgrades along the way.
If they need more variety, at least make a more distinct product like a mono chrome model. I know many people would buy a second body to have it .

2 upvotes
wy2lam
By wy2lam (2 months ago)

Oh my, don't put Fuji and Sony in the same sentence. For your reference: http://www.dpreview.com/forums/post/53109309

0 upvotes
km25
By km25 (2 months ago)

His last commet about FF. Do the lens they make now have focus circle large enough for FF? He said it was after the road map would be done. I just cannot see Fuji being like Sony and dumping a whole line of lens.
What ever they do I can only hope they will keep the lens, who wants to buy a new set of lens. I hope they will keep this in mind.

0 upvotes
John Carson
By John Carson (2 months ago)

No, the image circle is not large enough for FF. A complete new set of lenses will be required.
There won't be any dumping. APS-C cameras will still be made and supported.

0 upvotes
yabokkie
By yabokkie (2 months ago)

he said that their full-frame won't come before users get a whole line-up of their APS-C lenses.

1 upvote
Al Downie
By Al Downie (2 months ago)

@John: "There won't be any dumping."
There might be a lot of dumping on the part of annoyed consumers though, when they realise that the premium lenses for their premium cameras have all now been superseded by full-frame lenses and full-frame cameras. These guys are paying top dollar right now for the best kit that Fuji can produce. What d'you think they'll do when Fuji puts their £3,000 investment into the '2nd best' category?

0 upvotes
calking
By calking (2 months ago)

@ al downie:
People won't behave like forum heads do and dump their APS-c fuji investment to run to FF. That idiocy is the exclusive bastion of tech nerds, not photographers.

What's more, FF will be inherently more expensive but that doesn't mean "better" than the apsc product line.

0 upvotes
57even
By 57even (2 months ago)

FF is not an upgrade to APSC, its a more specialised format that has advantages in specific areas but it is NOT a replacement.

Any more than everyone with a 35mm SLR "upgraded" to MF. I had both, and used 35mm a lot more. MF was my landscape and portrait camera. Same is now true with APSC and FF. Weight and quality difference is about the same... about 1 print size (A2 - A1) advantage and double the overall system weight.

Fuji would do well to start with a new camera and mount optimised for FF.

Comment edited 1 minute after posting
2 upvotes
cgarrard
By cgarrard (2 months ago)

Excellent interview and honest answers- some makers ought to take notice of this interview and not be so dodgy and cryptic.

Comment edited 19 seconds after posting
13 upvotes
Samaistuin
By Samaistuin (2 months ago)

Yeah that was a refreshing interview, happy to read that Fuji acknowledged its mistakes regarding the confusing release of redundant cameras.

That's how you build TRUST!
By not serving BS to your customers but being honest with them.

7 upvotes
Retzius
By Retzius (2 months ago)

The title of this story says "Fujfilm" and not "FujiFilm"

FYI...

1 upvote
Jon Holstein
By Jon Holstein (2 months ago)

Oh please dont make me dream...
A X100 type full frame camera, with a fast/bright 35mm lens and with a bit higher resolution, wifi, ISO dial and a few more fn-buttons, and a hood that can be reversed (probably could with the longer lens probably needed for such a device), and no need for adapters for filters. Oh, and batterygrip accessory (with compartment compatible with standard batteries), and better batterylife to begin with.
All that and I could probably live well with a single lens system (well, with attractively priced adapters, for wide and tele, I would probably pick them up, but I wouldnt bring them all the time).

One can always dream

But I do really like what Fujifilm has done with sensor tech.

I also wish that they could bring some of that knowledge to the mobile industry. Would love to se a mobile with fujifilm sensor and optics (on the global market, since I'm european), since it would probably perform better than most.

0 upvotes
peevee1
By peevee1 (2 months ago)

rx1

2 upvotes
Photato
By Photato (2 months ago)

Great candid interview with good questions.
Innovation.....
Did I read that right?! Next firmware update, Time Lapse function Wow!
If We are lucky in 2015 a stitch assist will be incorporated for Panoramas.
Meanwhile I'll be doing that and more with my iPod and a Hacked EOS M today, no wait.
It is almost embarrassing that smartphones can do more these days, photography wise than dedicated cameras, even professional ones.
A smartphone 5S, reinventing the flash!
No wonder camera sales are in decline.

0 upvotes
Jon Holstein
By Jon Holstein (2 months ago)

reinventing the flash?
Dual tone leds are better than single tone ones, that's for sure. But the problem with LEDs is still the throwing distance.
Besides, with a Fujifilm (and many others), you could go without using the flash in many more situations than with your 5s, and that is even more desirble.

Features like panoramas, HDR, and such are often thought of as less professional approach as they can be done in post production, if you know how to use your camera and are willing to do post production. Therefore they havent been prioritized in higher end cameras. Sure, many buyers of higher end cameras would still use those features (as most buyers are pretty novice), but the manufacteurs are focusing on those who knows how to get the best result out of the camera rather than putting fetures in that would result in much less quality in the end.

0 upvotes
Photato
By Photato (2 months ago)

First, I am referring about the state of the camera industry, not just Fuji, at least they seem always to push the envelope in sensor development.
Second, I don't care much about assembling a panorama in camera but at least a feature that help you align the shots is something that enhance the process. Other things like Raw over and underexposure warnings, dual color xenon flash, 4:2:2 video etc etc. There are many other neat stuff App developers are creating that are interesting. In short camera makers could do much better, just in the software front. 4:2:2 Video is one of those low hanging fruits I don't see anybody implementing.

0 upvotes
PinPoint
By PinPoint (2 months ago)

the video of fuji x-e1 keeps on hunting for focus and is pretty useless...even fixed dead on tripod, a slight flicker of ambient light will cause the focus to re-hunt....can fuji fix this problem?

0 upvotes
wudyi
By wudyi (2 months ago)

Should I get the X100S?

I'm really enjoying my iPhone, RX100 and Holga film cameras, but I kind of want to spent some money on the X100S, extra battery and nice B&W filter in lieu of the lens cap.

What do you all think?

0 upvotes
OfcrMike
By OfcrMike (2 months ago)

No one else can tell you how to spend your money or whether your financial decisions are the right ones for you.
For my part, however, I spent my money on an X100S, the OEM lens hood, and a B+W UV filter (to do away with the awful lens cap). I'm glad I did. I love the X100S. I don't just like it - I absolutely love it!
...and soon I'll have a 35mm (52.5mm FF equiv) adapter for my beloved X100S!
Thank you, Fujifilm!
The only thing lacking now is an option for red highlights in focus-peaking...

1 upvote
expoboy52
By expoboy52 (2 months ago)

Are you reading this Nikon?

3 upvotes
John
By John (2 months ago)

I would like to openly thank Toshihisa Iida and Fujifilm for the absolutely wonderful X-E1 that I own. I've previously owned Nikons, Canons, Sigma DP2, etc, but my X-E1 has the best consistent auto color balance I've ever seen. Greens, reds, etc. all excellent! The kit lens which came with the X-E1 is superb, unlike other kit lenses from other cameras. User interface is the best, no fiddly massive button pushing to do normal tasks. Best camera I've ever owned and will hold onto it for as long as I can!

Keep in mind the camera is not perfect, focusing isn't the fastest for example. But I take landscapes, so those flowers, trees and mountains don't move too quickly for the focus. Plus the manual focus aids (including the zoom) work well from a user interface standpoint.

Thank you Fuji, keep up the good work!

4 upvotes
Naveed Akhtar
By Naveed Akhtar (2 months ago)

Cheers mate, would be good to see your experiences ... using x-e1 and the kit lens. would you mind sharing your flickr or other gallery!

1 upvote
NoelBphoto
By NoelBphoto (2 months ago)

I have owned and used my X-Pro1 since June 2012, I love using it and the results are great. It is incredibly light and portable.
I have retained my Canon 5D MkII and L series lenses for those times when I need quick auto focus, particularly with a long lens.
With the arrival of the X-T1, I think the time may have come to go all Fuji, particularly because of their firmware upgrade policy. A company that looks after its customers in that way is one that I will happily support.
And to all those naysayers in this and other forums who criticise these Fuji products all I can say is that you have to use one of their high end cameras and lenses to really appreciate them.

7 upvotes
Naveed Akhtar
By Naveed Akhtar (2 months ago)

+1 on firmware upgrade policy support!!

3 upvotes
minim3
By minim3 (2 months ago)

Thats great to read,the moment fuji launches FF i,ll swap all my nikon gear!No doubt!

0 upvotes
Dave Luttmann
By Dave Luttmann (2 months ago)

Don't need FF. I dumped my Nikon FF gear and am missing nothing.....other than some weird FF ego trip.

12 upvotes
Naveed Akhtar
By Naveed Akhtar (2 months ago)

I hope Fuji will never get in that FF trap!

5 upvotes
Ranford Stealth
By Ranford Stealth (2 months ago)

The MINUTE they go FF..."they're jumping on the bandwagon" "Its too late" "*** brand had this last year" yada yada yada. BTW, one of my lady colleagues is grabbing the X-T1 on a trip to NYC (from Oz) this April. It will supplement her D800. She couldn't care less if it's not FF, she's seen what I've taken with my Fujis and she wants IN ;-)

1 upvote
Daft Punk
By Daft Punk (2 months ago)

Love what Fuji are doing. Love it. Have an XT1 on preorder.

I have a huge request though - please please please please please embrace the idea of hybrid photo video by adding a 24p and 60p to your cameras. 30p alone is not enough.

Add these simple changes and Fuji becomes the absolutely perfect travel camera when you want to focus on stills but also do a little video as well. 30p sucks in a PAL region because interior lighting can flicker..

1 upvote
pew pew
By pew pew (2 months ago)

I agree, the Fuji jpgs are stunning reminds me of film, I would be all over it, if it had more video features.

Comment edited 2 minutes after posting
0 upvotes
John Carson
By John Carson (2 months ago)

60p is already supported on the X-E2 and I presume also on the X-T1. 24p is another matter.

0 upvotes
TheWhiteDog
By TheWhiteDog (2 months ago)

I like Fujifilm's attitude. Despite its name less than 13% of its income is derived from anything to do with photography so their level of care in firmware updating old cameras is very commendable and I may only own an X20 right now but I will grow with them. It is a great time for photographers, it is like ice cream, Canon & Nikon are vanilla & chocolate, the classics and will always be the most popular. But chocolate & vanilla are not perfect for everyone, hence the need for more flavors, and these days there are lots of great flavors in cameras. Pick & choose your favorite and be thankful the selection is there as it wasn't always so in great digital cameras.

3 upvotes
Timur Born
By Timur Born (2 months ago)

It's not all shiny on the Fujifilm support/firmware front, though. Leaving the X10 sensor debacle aside there are several firmware issues on the X10 that have never been fixed and are reported to be affecting other Fujifilm EXR cameras as well.

Still one has to recognize and appreciate how "old" models still get updates. Albeit the definition of "old" really is messed up nowadays.

At last Photokina Fujifilm did not offer a service counter and demonstrating any issues to the externally employed booth crew was rather useless. Other companies offered dedicated service and I even got a direct e-mail address from one of the Olympus support members. Of course the latter doesn't mean that issues get fixed, but at least you can communicate them properly.

Comment edited 58 seconds after posting
0 upvotes
Morpho Hunter
By Morpho Hunter (2 months ago)

"The only way is to keep innovating". Which reads "the only way is to keep copying Olympus".

0 upvotes
TakePictures
By TakePictures (2 months ago)

If Fujifilm had copied the micro 4/3 sensor, I wouldn't have been a customer.

14 upvotes
jennyrae
By jennyrae (2 months ago)

what a dumb post.

28 upvotes
BarnET
By BarnET (2 months ago)

Fujfilm invented several new colourfilters like the exr and now the xtrans. There is also a patent for a new array

They also had the rather brilliant hybrid viewfinder in the x100s and xpro1. There jpeg rendering is second to none. Skin tones are spot on.

I think fujfilm I doing really while with their complete focus on photography. Video is not their strong suit though.

8 upvotes
Daft Punk
By Daft Punk (2 months ago)

Copy Olympus? Seriously?
What a dumb ignorant thing to say. Other than having a vaguely similar appearance and an EVF, Fuji cameras are different in every way. Different sensor size, different sensor tech, different approach to controls, different approach to stabilization, different different different...
Do you actually know anything about cameras and photography?

11 upvotes
Dave Luttmann
By Dave Luttmann (2 months ago)

Copying Olympus? LMAO. Hardly.

4 upvotes
kewlguy
By kewlguy (2 months ago)

Another insecure small sensor user trying to justify its purchases...

4 upvotes
Ranford Stealth
By Ranford Stealth (2 months ago)

OK, fine, whatever. If it helps you sleep, great.

3 upvotes
carlnor
By carlnor (2 months ago)

Always amusing when the Olympusonians share their insight.

Comment edited 1 minute after posting
0 upvotes
VictorTrasvina
By VictorTrasvina (2 months ago)

I like how self aware they seem to be of not only their weaknesses: (too many models, a few of their lenses while optically very good could use an upgrade, etc) but also of all the things they need to work on to become a well rounded system (better video capabilities, more lenses, a flash system, more customization), oh little Fuji… Lean, mean and hungry for success, its getting harder and harder not like you. Regardless of whether you shoot Canon or Nikon its very hard not to admire what little companies like Pentax, Fuji, Olympus and Panasonic are doing for photography in general by constantly raising the bar. My X100s has quickly become an extension of my arm, thats how much i enjoy it !

17 upvotes
backayonder
By backayonder (2 months ago)

News just in the CEO of Nikon had this to say
"Today it snowed"

4 upvotes
Kevin Purcell
By Kevin Purcell (2 months ago)

Are you sure it wasn't a haiku and you only got the first part?

Today it snowed heavily
Mirrorless DSLR
will be ready soon.

5 upvotes
Ranford Stealth
By Ranford Stealth (2 months ago)

@Victor...well said, I agree. Regardless of which brand one chooses there is so much good stuff out there I simply can't think of a reason why anyone can't take a decent picture with his/her choice. Unless the photographer in question isn't up to the task, and for that shortcoming there's always education, the most overlooked part of the arsenal.

1 upvote
hayely
By hayely (2 months ago)

They think and speak as well as doing, I mean GOOD.

1 upvote
iAPX
By iAPX (2 months ago)

Where's innovation after X100 [X100s] and X-Pro 1?
There was a multitude of products based on them, but I am awaiting more from Fuji, I would like to see a X-SLR 1 (with thourgh-the-lens viewfinder), and maybe if we are lucky a true range-finder (hybrid naturally), with mechanical manual focus.

This last one would be a no-brainer for me.

1 upvote
Andy Crowe
By Andy Crowe (2 months ago)

The mount is too shallow for a TTL optical viewfinder, in fact that's why no "mirrorless" cameras have TTL optical viewfinders, because there's no space for a mirror!

6 upvotes
Jon Holstein
By Jon Holstein (2 months ago)

True manual focus might seem tempting. But then I guess in a x100 format, it would be a manual focus only camera, because of the different motordesign that would have to be used, and although that would probably grab the hearts of some entusiasts, it's really hard to get great focus with cameras with these many pixels manually. I think that the X100/s was a balanced product, that was right on the edge of beeing to niched to sell any volumes.

And the SLR, well, Fujifilm seems invested to mirrorless, and with the ever improving viewfinders, there will soon no longer be any real advantages with thru lens viewfinders. EVF already have the advantage of offering enlarged view for easier focusing, different of tools to help you focus, and the ability to show you menu options and information when trying to operate features that dont have dedicated dials.

You simply can not innovate every day. The T1 is out, and some new lenses, that's not too bad in my book.

0 upvotes
John Carson
By John Carson (2 months ago)

Your idea of innovation is apparently to go back to DSLRs. Strange view. Never going to to happen.
What Fuji is doing is gradually overcoming the weaknesses of mirrorless relative to DSLRs. That is the future.

2 upvotes
DaytonR
By DaytonR (2 months ago)

I like his last answer , a full frame Fuji with an X-Trans would be so tempting.....

3 upvotes
iAPX
By iAPX (2 months ago)

36MP with the same Dynamic and the same per-pixel resolution as the X100s would be incredible. D800E is not 36MP, at least niot if you consider the files, X100s is incredibly sharp even at full aperture (non-macro mode naturally).

0 upvotes
geoson
By geoson (2 months ago)

Do you like that he seems to be telling you to wait a long time? "After we have completed our lens lineup." That doesn't sound like 35mm in 2015 or even the following year. His description of the Asian market vs. the western market should also give you pause. The Asian consumer does not have the U.S. "go big or go home" mentality.

2 upvotes
Jon Holstein
By Jon Holstein (2 months ago)

@geoson
Well, we can't know for sure.
But looking at what Sony released. And how popular FF has become since the 5D mark II. Fujifilm is probably researching how that could be done. Beeing full format, they could end up just going for a Sony sensor, if they feel they capture enough details to beat their own X-trans APS-c sensors.

And if Fujifilm has problems upping the resolution with X-trans, without loss of IQ, they might feel that they have to release a FF to at least have higher resolution on offer.

There is nothing wrong with 16 Megapixels from a Fuji sensor, unless you want to do some heavy cropping, and you might, if you try to stick to one lens as much as possible. And the one lens charm is probably what made the X100/s concept work as well as it did.

0 upvotes
John Carson
By John Carson (2 months ago)

Fuji won't be doing a FF interchangeable lens camera for several years at least, by which time I suspect sensors will have progressed to the point where FF is redundant for most purposes.

1 upvote
stevo23
By stevo23 (2 months ago)

I love this man.

5 upvotes
JgnM
By JgnM (2 months ago)

Mr Toshihisa Iida, I feel you are absolutely right. Mirror-less is surely the way go and I am fed up waiting for Canon to come up with a good EVF on an APS-C interchangeable lens camera; complete with tilting screen. Can’t wait to check out the X-T1. Good bye Canon.

3 upvotes
Volkan Ersoy
By Volkan Ersoy (2 months ago)

Currently I don't own a Fuji camera but I'm seriously considering X-T1 as my next one, because Fujifilm has grown into the most likeable camera producer since the inception of the X-series.

8 upvotes
Superka
By Superka (2 months ago)

Barney Britton!!!! How could you!!!!
You should have asked about the possibility of film scanner production!

Comment edited 2 times, last edit 7 minutes after posting
5 upvotes
Biro
By Biro (2 months ago)

Fuji... how about a firmware update for the X-E1 that takes autofocus one more step forward... and, more importantly, improves the refresh rate of the EVF?

Comment edited 32 seconds after posting
0 upvotes
Raist3d
By Raist3d (2 months ago)

You are asking for something that may require new hardware. you can only go so far on software alone for things like that.

2 upvotes
ulf l
By ulf l (2 months ago)

The improvement of the EVF refresh rate of the E2 will happen without changing a piece of hardware. So there might be hope, to do this in the E1 to.

Comment edited 2 times, last edit 4 minutes after posting
0 upvotes
historianx
By historianx (2 months ago)

Sure would like to see one Fujifilm news post without all the wishful thinkers who have wood for FF complaining. Ain't gonna happen, not with APS-C *this* good.

Good interview, btw, very enlightening.

Comment edited 12 minutes after posting
7 upvotes
Carlos Loff
By Carlos Loff (2 months ago)

This is a lie, the only way is not to innovate - You can also produce top cameras using the best you can do on a very much complete model for a fair price - People pay for what is good - Just compare the best crop cameras from CaNikon and the best from Pentax and you will all see what I mean and you will see there is not a single way to sell

1 upvote
Just another Canon shooter
By Just another Canon shooter (2 months ago)

Fuji is trying to sell hope, where have I seen this before? People using their cameras to take pictures do not care whether there are innovations - they look at the results. Gearheads get excited by any innovation, even if it has negative effect on the IQ (the Fuji voodoo sensors, for example). This is OK, Fuji found their niche market, and it seems that this works for them.

0 upvotes
Mike in Kansas
By Mike in Kansas (2 months ago)

The iPhone and Mac are probably niche products too, eh?

1 upvote
Raist3d
By Raist3d (2 months ago)

@Just- the good news is that the Xtrans/Lens Fuji combinations do produce superb results. Of course, the photographer has to take photographs. High quality photographs or bad snaps can be taken with any equipment.

4 upvotes
Just another Canon shooter
By Just another Canon shooter (2 months ago)

The lenses, maybe, I was talking about the sensor. The sensor is a failure, easy to predict, because it claims to break the laws of physics and mathematics.

0 upvotes
JapanAntoine
By JapanAntoine (2 months ago)

The sensor is a failure??? are you sure you're commenting on the right thread?

2 upvotes
Just another Canon shooter
By Just another Canon shooter (2 months ago)

False patterns, mushy:

http://tinyurl.com/ktd5tjp

See the diagonal lines there? One problem only - the actual ones are perpendicular to them.

0 upvotes
Jon Holstein
By Jon Holstein (2 months ago)

@Just another Canon shooter
So you saw some false patterns, the D7100 in your comparisson does too, at least on some ISO settings.

And the mushyness, well, FujiFilm does look a bit soft in those studio tests (harder to judge in real life situations), but they retain more detail than you would think with that softer look.

Who claimed that FujiFilms sensors break the laws of physics? If you are talking about marketing, I would say that both Nikon and Canon claim so too in marketing, with marketing material talking about the amount of pixels, when in reality a lot of them are lost to noise.

I wonder what brand you should go for, it you cant accept any errors in the picture when zooming in. If it isn't false patterns, it is often visible noise reduction, or noise that eats the pixels.
If you dont like the softer look, when zooming in, well that is a matter of taste, but since it does not seem to affect the amount of details, anyone is free to enjoy it.

0 upvotes
Total comments: 226
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