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We reviewed three of the more popular 'pocket printers,' the Canon Ivy, Fujifilm Instax Share and Polaroid ZIP. Here's the one we recommend...
|Toshihisa Iida, Senior Manager of Sales & Marketing in Fujifilm's Optical Device & Electronic Imaging products division. Pictured at Photokina 2014.|
DPReview attended the Photokina trade show last week in Cologne Germany, and as well as stand reports and hands-on looks at the major new products we also sat down with executives from several of the major camera manufacturers.
In this interview, we speak to Toshihisa Iida, Senior Manager of Sales & Marketing in Fujifilm's Optical Device & Electronic Imaging products division.
Very well, not only in Japan but also in the rest of Asia and all over the world. Demand was twice as high as we expected, so we’re very pleased. A lot of people have told me that they consider the product to be a game-changer.
Yes. Our colleagues in Germany especially were asking us to increase capacity, but we’re catching up now, which is why we’ve introduced the new graphite silver edition of the X-T1 at Photokina. In terms of hardware, the main difference is the coating of the body material, which is in three layers. The finished product has a premium look, and the finish and all the dials have been carefully designed to match the body.
|Mechanically, the 'graphite silver' edition X-T1 is the same as the conventional black version but it is coated differently for added durability (and of course a different, silver finish).|
At the same time we’re releasing new firmware including electronic shutter, the new ‘natural view’ mode and classic chrome film emulation. And that firmware will also be available for the existing X-T1 from December. We’re also adding several other improvements, including manual exposure in video mode, customization of the ‘Q’ button and direct autofocus area selection and so on.
In the X30 and X100T products which we announced for this show our main focus is improvements to the viewfinder and to usability. We didn’t change the lens or sensor of either camera but we did make changes to usability including additional custom options, dial refinements and so on.
It’s basically the same, but the algorithms have been a little changed.
Yes, and that’s why we introduced the wide-angle and teleconverter lenses. There is some demand but there’s always a balance between quality and size. I think at the moment we’re doing the right thing by keeping the same lens but offering the converters.
Yes. We’re not playing for numbers anymore. Real usability is very important - it’s a key focus. In terms of battery life, we’ve changed the battery in the X30, almost doubling the number of shots. Plus we’ve introduced USB charging. With the X100T, although the battery is unchanged and the battery life is the same, the indicator is more consistent, and should show a more accurate indication of charge level.
In terms of mirrorless, our focus is on high-end. We want to lead the market for high-end mirrorless and in order to do that, a key factor is the lens lineup. We’re constantly doing our best to deliver and develop best-in-class lenses.
Yes. We’ve had some consistent feedback from many customers, especially professionals. Globally we now have more than 300 of what we call ‘X Photographers’ who have been invested in the X-series from the beginning and advise us constantly. For example the 90mm F2 was not in our previous roadmap but we got a lot of requests. So we listened and we added it based on that feedback.
|Among the lenses on Fujifilm's roadmap for 2015 is a weatherproof 16-55mm F2.8 standard zoom, which should make a good companion to the company's X-T1.|
The APD was actually suggested by our technical R&D team, who had this 'magical' filter, so we added it.
Of course we are committed to the APS-C format, and we’re still investing it. In terms of resolution, our lenses are so sharp, there’s scope for higher resolution to maximize the capabilities of the lenses. We could also improve sensitivity, which is already good, but there’s some room for improvement. Also speed - we can definitely look at this.
Yes, sure, we recognize that. Our customers have pointed it out.
Yes, for everybody. Of course the still image is still of primary importance but we can’t ignore video, which is getting more and more important.
It’s very important to maximize quality, especially in still images. I think we do need X-Trans. There’s no low-pass filter and moire is minimized.
|Fujfilm's new X100T features the same 16MP sensor as its predecessor but in a redesigned body and with an improved hybrid viewfinder.|
Bayer or X-Trans, the format is very important and at the moment I think that APS-C is the best format in terms of size, speed, quality and price. A full-frame camera would be bigger, more expensive and maybe slower too.
We don’t ignore anyone. Our cameras aren’t just for high-end users, and we keep trying to find the best way to communicate that.
The X-T1 is selling well, even in the USA which is very encouraging. There are customers who have been using big Canon and Nikon DSLRs with lots of lenses and they’ve been looking for something small and light without compromising quality.
Small, entry-level mirrorless cameras are hard to sell in the US, but in terms of high-end mirrorless there are a lot of enthusiast photographers in the USA and all over the world. Those customers are waiting for something small and compact which doesn’t comprise on quality. To be honest we’re pretty clear about what we need to do, and I think we’re moving in the right direction.
A lot has happened over the past few months. If you look at CIPA statistics for the first seven months of this year, the mirrorless market increased by more than 40% by value. SLRs were down by around 20%. The biggest reason is that we introduced cameras like the X-E2 and X-T1, Sony introduced the Alpha 7 and Olympus introduced the E-M1. All high-end mirrorless. That changes the perception of mirrorless in the market. Of course if Canon and Nikon get more serious about mirrorless the market will benefit, but whether they do or not…
Over the past three or four months I’ve been getting more and more confident about the future of mirrorless. At a recent internal conference I made the point that 100 years have now passed since the first rangefinder and sixty years since the first SLR. So what is the next revolution? The evolution from DSLR to mirrorless is our main message at Photokina.
Nov 8, 2016
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Curious about what lies beneath the black panels of your Fujifilm X100T? Wonder no more, as iFixit has just published a disassembly guide. With a Phillips #00 screwdriver, tweezers and a heavy-duty spudger you'll be well on your way to unlocking the mysteries of Fujifilm's beloved mirrorless model. Read more
After the official launch of the X-Pro2 recently in Tokyo, Fujifilm invited a select group of press to visit its Taiwa assembly plant in Sendai, to see the camera being put together. As well as the X-Pro2, we were also able to see the assembly lines for the X-T1, X100T and several lenses. So of course, being the nerds that we are, we took a bunch of pictures. Click through to check out our factory tour
Richard Butler's choice of Gear of the Year isn't a product launched this year (our choices of best products of the year were recognized in the DPReview.com Awards), instead it's the one that's prompted him to work on his photography. So what's so special about the Fujifilm 56mm F1.2 APD?
Whether you're traveling the world or the next town over, having the right camera at your side makes all the difference. We've picked out our best bets for the photographer who wants to keep things simple by carrying a compact camera rather than one with interchangeable lenses. Read more
Continuing our 2015 series of articles highlighting staff favorites of the past year, DPR studio manager Samuel Spencer takes a look back, yet simultaneously forward, at instant photography and the Fujifilm Instax Share SP-1 instant printer, and the experiences he had with it while shooting his sister's wedding last March. Read more
We reviewed three of the more popular 'pocket printers,' the Canon Ivy, Fujifilm Instax Share and Polaroid ZIP. Here's the one we recommend...
Following testing of the Panasonic Lumix DC-LX100 II, we've added it to our Pocketable Enthusiast Compact Cameras buying guide as joint-winner, alongside Sony's Cyber-shot RX100 VA.
If you're looking for a high-quality camera, you don't need to spend a ton of cash, nor do you need to buy the latest and greatest new product on the market. In our latest buying guide we've selected some cameras that while they're a bit older, still offer a lot of bang for the buck.
What's the best camera for under $500? These entry level cameras should be easy to use, offer good image quality and easily connect with a smartphone for sharing. In this buying guide we've rounded up all the current interchangeable lens cameras costing less than $500 and recommended the best.
Whether you've grown tired of what came with your DSLR, or want to start photographing different subjects, a new lens is probably in order. We've selected our favorite lenses for Sony mirrorlses cameras in several categories to make your decisions easier.
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Full-frame cameras get a lot of attention lately, but Technical Editor Richard Butler thinks that APS-C makes the most sense for a lot of people – and there's just one company consistently giving the format the support it deserves.
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Kosmo Foto has announced the release and opened pre-orders for its new Mono 120 black-and-white film.
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Want to know more about the Canon EOS RP? Dying to ask a question that hasn't been addressed anywhere else online? Join the editors of DPReview for a live Q&A about this new camera next Tuesday, Feb. 19 on our YouTube channel. Click through for details.
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We don't often get excited about $900 cameras, but the Fujifilm X-T30 has really impressed us thus far. Find out what's new, what it's like to use and how it compares to its peers in our review in progress.
The Fujifilm X-T30 is equipped with the same 26.1MP X-Trans sensor and X-Processor 4 Quad Core CPU as the X-T3, along with some autofocus improvements. The new camera arrives in March for $900 body-only.
Fujifilm's new XF 16mm F2.8 R WR is a compact, weather-resistant lens that weighs just 155g/5.5oz. It'll be available starting in March for $399.
Fujifilm's XF 16mm F2.8 is one of the widest lenses in the company's lineup of compact primes for its X-series interchangeable lens cameras. We've been up and down the streets of snowy Seattle - a rare sight - to see just what our pre-production copy of this petite prime is capable of.
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Get a closer look at Canon's second full-frame mirrorless body and its unique combination of features, capability and price point.
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Nikon has taken the wraps off a new standard zoom lens for mirrorless, the Z 24-70mm F2.8 Z. The new 24-70mm has been on Nikon's Z-series roadmap since the mount was announced last August, and it will ship in spring for $2299.
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