The TRUTH about Fujifilm Cameras
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- čas přidán 6. 09. 2021
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Tony Northrup covers Fujifilm's new cameras: the Fujifilm GFX 50S II (sdp.io/gfx50s2), the Fujifilm X-T30 II (sdp.io/xt302), and the Fujifilm X-T3 WW. He also discusses the past, present and future of Fujifilm cameras. The fact is, Fujifilm seems to have changed their strategy. Kaizen no longer seems to be a priority for them. Updates seem to be incremental. They're driving the medium format GFX system down-market to compete with full-frame. Whereas Fujifilm was previously the mirrorless technology leader, features like autofocus and video resolution have fallen further behind Sony and Canon every year.
Fujifilm has changed their strategy and this reveals a great deal about the future of Fujifilm cameras.
There's a difference between "TRUTH" and speculation, just sayin.
I was expecting your comment dear sir. @pal2tech is one of the reason for which I have switched to Fujifilm from Canon. And I am very happy using Fujifilm. They feel so good. Love and respect from Bangladesh 🇧🇩
Totally agree!!
Totally agree. This analysis seems weird, as if he didn’t actually watch the x-summit. Fuji still has a lot of life in it. He didn’t even mention the new stacked sensor coming.
Don't mind these Canon fan boys
Not if you make a shit ton of money by clickbaiting your way through CZcams there isn't...
Bought Fuji instead of Sony just because of the experience. I switched from analog to digital so it felt just right to choose the Fuji classic design over a very modern Sony, it was a great decision! My xt30 gives me so much fun and I think that’s the brand purpose- all around experience! It’s the unique design, ergonomics, film simulation modes, jpg quality that make people buy these cameras, hope they don’t give up on business
Having watched their latest release event I'd say you miss the mark on those predictions. There might be an admission on Fuji's part they're not going to catch up with Sony and Canon but what they're aiming for is an 8K APS-C camera with the X-H2, keizen is not dead given the amount of updates they will push to their other cameras (BRAW on the gfx100 and gfx100s for example). Their latest cameras are minor refreshes to potentially adress the inconsistent pricing and very outdated egos on the GFX line, and possibly a forced update for the X-T30 caused by both parts constraints and threats from the Zfc. Sure the GFX50S II is a disappointment (1080p video? Are you kidding me Fuji?), but looking at the GFX100S it's clear they have much bigger plans for the GFX line and they have the ability to execute.
Looking at their lens strategy they are refreshing their X-mount lenses with more focus on video, faster AF and higher resolution, and creating interesting glass for the GFX to attract the high end pros (tilt shift lens for example). All this to say that this doesn't sound like a company shifting it's strategy to cash in but rather doubling down on its strengths. Sure CZcamsrs don't use Fuji but can we also acknowledge that CZcamsrs have an obsession with full frame? AF aside, the X-T3/4 is a phenomenal value for hybrid shooters who are ok with manual focus in critical scenarios. The "full frame 900 USD" eos RP doesn't compete with that (4k60, 10bit internal, high bit rate...).
There are plenty of people outside of CZcams who shoot with gear that CZcamsrs would never touch. Just today i found out that the Greta Thunberg cover for Vogue was shot using an X series camera...
Evan Ranft shoots fuji.
Well said mate 👍
@@clarkie6454 Exactly
Kaisen is most definitely NOT dead. There's even a firmware update for my X-E1 for the 50mm f/1.0 (which I've no chance of owning by the way 😉)
"AF aside...." - that's the deciding point. It makes no sense to leave this beside. Missing shots. Just because their AF system is so far behind. Or ruining a video.
This feels a bit like you’ve finished trashing Nikon and now it’s Fuji’s turn...
No, like many other reviewers (who are performance oriented) they both never really loved Fuji cameras.
Toward the end of your video you hit on something I hear from most professional shooters... "I pick up CaSonyNik for jobs, but when I'm pursuing a passion project or just want to get back to enjoying the art of photography I always grab my Fuji." Fuji cameras make people excited to go out and shoot, excited to create and find ways to look at the world differently. I think Fuji's future has to be an embrace of that experiential side with hardware that taps into the joy of photography. Continue to build on that youth experience with the Instax but also build cameras and push out updates with the artisan in mind.
Couldn't agree more. I am just an enthusiast, and always shot Sony. I purchased a used X-T1just to see what the hype was about the manual dials, and while the dials didn't impress, the results did. The combination of the colour science (not a myth) and the clarity with the absence of an AA filter, absolutely blew me away. I sold all my Sony gear and purchased an X-H1 to go along with my oldie but goodie X-T1. I enjoy taking photos with these cameras much more than I ever did with the Sony, even though 'technically' the Sony is a much better camera.
They should indeed focus on the fun photographic experience, keep with the dials and feel. They're not on the bleeding edge but that's okay as long as the specs are current, it's the camera I enjoy using the most.
I'm pretty much of the same opinion
I think it's important to note that Fuji usually is on the cutting edge in their niches when they release their new platform. No reason to believe that won't be true in APS-C and Medium format when it happens in 2022, again. Tony is kind of treating the September 3rd product announcements like they were the announcement of Fuji's new line, but they weren't. These are devices based on platforms that are several years old.
Agreed, at least keep the xt line that way for future version
@@martinreport oh yeah that's a good point, fuji stretches a single generation of processor and sensor. My original comment is more on what keeps me in the system. I could use an older outdated body and still have a good time, however I do understand the importance of being in the leading pack. It's just Sony provides the sensors so Fujifilm is reliant on those so they can't get too ahead of them.
I just wish their software design actually worked with that philosophy and made using it fun. Anyone who's used the Fuji app to connect to another device will know it is not a fun experience! It's just so dumb. You'd think it'd be a much cheaper investment to hire a few new smartphone app devs in to overhaul the app and camera UI than it would to compete in hardware R&D. Apple learned that years ago and they're still thriving. Fuji can get away with losing on specs, but only if they can win on user experience.
It is curious that Tony & Chelsea, who are very good photographers, when evaluating a camera are based only on its specifications or the size of the sensor. They have never talked about the quality of Fuji's colors, the character of their lenses and that "something" that their images have compared to the rest of the brands.
For them, Fuji cameras are a toy to play with, a whim, but they have never taken it seriously as a professional camera. It may be more difficult to use than a Sony or Canon if you want good results, but the result is usually more organic, less synthetic. And that is something that a good photographer should always value.
Of course they had
They made a big blind test some years ago and the conclusion was sony and fuji on top, canon and Nikon at the buttom.
But it was nothing significant. I love my fujifilm for a lot of reasons and the film simulations are a big part of it. But that is nothing exclusive. There are tons of lighroom presets you can apply to every other raw
I love fuji and i am using fuji but I think Tony is right as a professional sony and canon would give you better time working as a professional. More lenses to choose from and some of sony 3rd party fullframe lenses are just cheaper and give a bit better reault as they are on Fullframe body.
For me I think fuji is great for their looks and experiences when using it. And it great if you are not chasing fullframe look or greatest image quality (I think it just cheaper to get full frame and f1.8 lense)
But fuji is great on thier f2 lenses. They are not so expensive and give great results. For people who just having fun taking photos maybe a travel blogger who need to go light or a family camera to film you kids with. (Im not saying fuji is better than sony apsc line but it is one of the choice that you could pick and try it yourself)
For last what ever camera you pick just see what you need and get the ones that most fit you and that's it I guess
I think the Fuji colour quality is a bit of a myth. It’s grown out of selling the x-trans sensor idea and the Fuji film simulations. Owners have jumped onto the marketing and wax lyrical about it to the point it’s self perpetuating without a lot of reality. Yes, there’s aspects of difference to other brands that come from the sensor and their colour science but it doesn’t make fuji images broadly more appealing. More quirky I would say. And that’s not a bad thing, it’s carved out a loyal following like Pentax have with their loyalists for their blend of features that set them apart. Vive la difference! Oh and I shot both Fuji and Pentax but I’m not sure I’ve bought into the Fuji colour thing, more that they’ve gone their own way. Canon and Sony will never have my money because they represent the successfully boring mainstream
If you are usung tools like Capture One, the results aren't really different. The colors are fine, no matter what brand you use.
Very good photographers? Someone lied to you.
I sold all of my Sony and Canon full frame systems and switched 100% to Fujifilm Camera system. Fuji should continue on the path that they have chosen.
@M Tech I am using Medium Format and the X-T4. You stated “FF is the future.” LOL Really?
@M Tech just based on your comments, you are not a professional photographer and there lies the problem. Most of the people on CZcams doing camera reviews are not working photographers. Non of that stuff you stated is important to professionals who have determined what system they want to use and have the financial means to purchase it. I will end this conversation with a saying, “More Than Full Frame!”
@M Tech Professional Photographers that used Fujifilm Systems are like Marines, "The Few, The Proud!"Fuji users are mainly concern with quality output. You can't get Full Frame quality from a APS-C System, and you can't get Medium Format Quality from a Full Frame System. The future is now. Use whatever you want to use, but stop trying to convince others on what camera system they should use. Full Frame has had its day in sun, but unless it can get bigger and match the pixel density of a medium format, when it comes to output and quality, it will always be a tad behind. The only thing that matters is the final output.
@M Tech LMAO, I didn't say what GFX System I have, did you google me? :) lol (you didn't mention anything about the 100MP system). You either work for Tony or this is a burner account used by this channel. You are still talking tech spec, which has nothing to do with photography. You sold like a salesman, whatever Full Frame System you are using, I hope you are being paid very well to promote them. I just recently purchased the GF 110 f2 R LM WR Lens, and I say this with all honesty, it's one of the sharpest lens that I have ever owned (and I have owned many). Fuji is providing its USERs :) lol exactly what we want. Stay on path Fuji!
@@LashahVideo Let's not forget that the Pentax 650Z is still one of the best medium format camera's around in terms of image quality and used bodies start around £2000. Why spend more on an APSC or full frame when you can pick up a medium format camera at that price,?
As a Fuji (and Leica) owner I've always thought Fuji was leaning into the niche brand....didn't think that was breaking news. The camera announcement wasn't a "this is our latest and greatest tech...lookout Canon and Sony" statement...it went over updates and things to come. I may have missed it but did Tony even mention the new sensor coming in 2022...or the lens updates?? I think that is a better indication of where they are going. If you didn't watch the Fuji Summit and just watched this you'd think Fuji was on the brink of disaster LOL. Oy Vey!!
I agree he never mentioned the new layer sensor either
Agreed, the new sensor is exciting news in its self I can't believe that wasn't mentioned by Tony must have forgotten about it it lol
I agree although Tony brought out some points I agree with such as Fuji R&D limitations compared to canon and Sony I do not think it can be so clear cut. I think the turning point for Fuji in the past was the xt-3, that camera really grew Fuji’s fan base. And based on the sensor they have in development coupled with the 3 new 1.4 trio of lenses and Fuji starts a strong foundation on growing it’s video focused fan base ie xh2 or xt 5. Once Fuji is reliable in video autofocus it opens up itself to more customers. My take is once Fuji has a near Sony/canon like autofocus, pansonic like video features/preamps, a stop or two more sensitive to light, and goes comparable with the Sony/canon flagships for features Fuji will easily take up some of the Sony/canon share. Right now Fuji’s real draw is it’s color science and bang for buck overall. Imagine an xt5 or xh2 that has features like the r5 or a1 for 2500. It will easily eat up market share.
@@warrenbutler7747 He didn't forget. Fuji updates just didn't fit his narrative lol
@@andrewjoseph1363 but I think the pont Tony tried to make is 'from where is the R&D budget for all of this going to come?'
I love how the Fuji X-Pro series and X-T3 feel and how I interact with them. My characterless Sony A7riv can't give me that. It's a sterile black blob with tremendous specs. The Fuji just makes me happy to hold and show off. I think the best thing you mentioned is for Fuji to make a Leica like product. The X-Pro 3 is not it. It's as close as they come but it needs it's own specialty lenses to make it a memorable product. Kudos to the Fuji film sims though. I almost never use my raw files when I shoot on a Fuji.
This is a really interesting point of view. I cannot say it is absolutely right :I do wholeheartedly agree with it. I had a bunch of Fuji gear and sold it for a really light Sony kit: Sony A6600, Tamron 11-20, SONY 16-55 and 70-350. Fuji zooms are really heavy if spectacularly good. I still have a Fuji X-T3 and a 50-140 which is by far the best lens I have ever owned. But they’re going. I have started buying camera systems for the lenses instead of the camera. A very thoughtful video, Chelsea and Tony. It’s good that yoiu go ont on a limb now and agan. Just don’t give out your address. Stay safe. .
I have the opposite view. I hate the xt3 ergonomics. Its just too uncomfortable in the hand.
Great colors rite out of the box.
@@SDW2000 picture profiles or creative styles? (Light/Deep/Portrait and so on?) I use the last also for my jpgs but they lack the customisability of Fujis Film Sims...
what you're describing is a fashion statement. You like the fuji because you can "show it off", call it what it is, a fashion accessory.
Others have pointed out that FF glass is always going to be heavier/bigger than APS-C glass - negating the size similarities in the bodies. There is also cost.
I built 2 "bundles" on B&H with a body (Sony A7 III vs Fuji X-T4) and 6 comparable lenses - 3 zooms, 3 primes - with the FF equivalent APS-C lenses in the Fuji bundle. Sony G-Master compared to Fuji XF.
Sony Primes: 24mm, 35mm, 50mm / Sony Zooms: 16-35mm, 24-70mm, 70-200mm
Fuji Primes: 16mm, 23mm, 33mm / Fuji Zooms: 10-24mm, 16-55mm, 50-140mm
The Sony bundle was $13,186.
The Fuji bundle was $8,193.
For a savings of nearly $5000 for the Fuji kit.
Also with a weight penalty of 50% for the Sony (12 lbs vs 8 lbs for the entire kit)
APS-C will continue to have cost/size advantages over FF and, right now, Fuji is the only APS-C system with a lens selection comparable to the best of the FF systems.
Yes!! Sony sucks when it comes to the lens selection. A6400 user here. No compact, weather sealed lenses for the weather sealed a6400/a6600. Good cameras held back by pretty poor lens selection.
I have used the Olympus EM10 Mk2. Wonderful camera backed up by great great lenses.
@@kaushaltiwari9773 Great classic mirrorless with Olympus but a brain dead company and leader. No point in investing anything into Olympus until it proves that it can sustain itself again.
@@kaushaltiwari9773 Not only that, but IMHO, Sony color rendering is just awful. Blah, bland, just bad. yeah, you can pump them up in LR, but you're starting from behind compared to _any_ other brand. Especially Fuji, whose cameras produce beautiful colors.
those zoom are not equivalent tho.. and i suspect the prime aren't either, you didn't say the aperture
@@JetBen555 The focal length is matched up perfectly with every single lens in this setup.
16mm * 1.5 = 24mm
23mm * 1.5 = 34,5mm
33mm * 1.5 = 49,5mm
10-24mm * 1.5 = 15-36mm
16-55mm * 1.5 = 24-82,5mm
50-140mm * 1.5 = 75-210mm
*all calculations vary a slight bit, as the crop factor isn't exactly 1.5 but more like 1.52, which is negligible
Thanks for your insight Tony. I switched to Fuji from Nikon and Canon full frame because Fuji lenses are so much lighter than their full rame equivilents. This makes a big difference when carrying a selection of lenses anywhere. I love the experience of shooting with Fuji because of the manual dials and the quality of the photos, the quality of the camera and the lenses. The importance of mpx is very over-rated hype. How many photo enthusiasts print large enought to warrant a full frame camera? How may enthusiasts print at all?! 16mpx is really more than enough for most enthusiasts. I appreciate the kaizen culture of Fuji and that was another reason I changed from Nikon and Canon who at the time would launch new cameras with very little improvements. They gave me the impression they were holding back on purpose to make more money out of me. Fuji was a refreshing change from that. I currently own the X-T3 and was going to wait unil the X-T5 appeared at some stage. Now I’m not so sure; maybe I should grab an X-T4 while the going is still good and wait to see what develops. I don’t shoot video and I can’t think of any material improvements I would need over an X-T4 that would be a big difference. Perhaps Fuji is coming to the end of the road in developing the X series because they are so good already and there must be a finite limitation to making improvements. Well done Fuji you’ve done us proud.
They arent good enough in Terms of AF. You should try canons AF, incredible
I completely agree with your characterization of Canon-prior to the introduction of the RF mount. Now it is Fuji holding back kaizen updates and re-introducing old hardware as a “new model” based on firmware differences. That’s a total Canon move. I’ve owned over half of the XF lenses available including the entire red badge line of zooms. If you’re a zoom shooter, the XF lenses aren’t materially lighter or smaller than the equivalent RF model. The XF100-400 is nearly identical in size and weight to the far superior RF100-500. The XF is cheaper but it should be given its inferior IQ. The XF50-140 is at great lens but it is almost the exact same price as the RF70-200 while being bigger and 50% heavier than the Canon lens. The excellent XF8-16 is larger, heavier, and more expensive than the excellent RF14-35, and the RF lens takes filters. (The new XF10-24 trails the RF lens so badly in IQ that it’s hard to argue they are equivalent.) Finally, the excellent XF16-55 has no RF24-70 F4 counterpart but it is nearly as big and heavy as the RF24-105-and in the same price range. At least when it comes to their best zooms, a Fuji kit is not materially lighter or smaller.
@@timothylinn Not sure what shop you are buying your gear in but the XF50-140 is around £1,200 and the RF70-200 costs £2,700...im not sure that can be classed as being the same price? Also your scales must be playing up as the XF50-140 weighs 995g and the RF70-200 is 1070g...comparable but clearly not the "50% heavier" you state above? I know im being slightly pedantic but...
@@richardmurray1858 he's comparing the Fuji XF 50-140 f/2.8 to the Canon RF 70-200 f/4 because of the crop factor equivalence.
@@rockatanescu Yes im fully aware he is comparing the two lenses. He is also making bold statements that the new Canon RF 70-200 is 50% lighter and the same price. This is simply incorrect information. As such comparing a nearly £3k lens to the fuji £1.2k but stating the canon is better value and "50% lighter" skews the point he is making a bit. Look I'm not doubting the RF lenses has slightly better image quality but if he is going to start specifically comparing lenses its needs to be done with some accuracy...you can't just make up stats to fit the point.
If they give me an X-H2 with a 40MP+ sensor, a regular tilt screen, and keep the dials like the X-H1 (or if they do this with the X-T5), introduce a useable animal eye AF, I will be totally happy with Fuji for a long time. I chose Fuji over other full frame options because I loved the look and experience of using it. It's just a fun camera to use, and I like having something different than most people.
🤣🤣🤣
I think we will see a 20 odd MP, perhaps Bayer filter X-H2 with highly 4k /120, 1080p/240 10bit 4:2:2 internal video focused features. Plus a 33mp X-Trans X-H2 with a focus on stills and 4K/60 10 bit internal 4:2:0.
I agree. Fuji is fun. Having something different is a big part of Fuji’s appeal.
@@thegeneral123 FujiRumors has stated that it will shoot 8K, so it will probably be closer to 40MP due to the aspect ratio of the sensor. That's why the rumor of two different X-H2 cameras is confusing. I would think they would want to market a dedicated video camera as having 8k. Photographers will also want the higher megapixels. At that point it doesn't seem like there would be enough difference between them to justify two different cameras, so you might very well be right. I'm hoping they give one with a flippy screen and one with a tilt screen. I will never shoot video, so I hate the flippy screen.
@@aaronclinesmith2286 I genuinely doubt it will be 40mp. I think as it's a stacked sensor, it will be more like 30 something MP. 33-36 at a guess. Splitting hairs but I don't think an X-Trans and 8k is a good combo. It would need a huge increase in computational power to work well. I don't think Fuji has invested in that. I still think they will go lower res sensor for video 4k and high mp for stills. Fujirumours is hit and miss a lot so I don't trust anything much they say till a month or two before a release. They lie to get views.
lmao this is exactly what I expected from these two about Fuji. I like Tony and Chelsea but their hate/dislike for fuji is a magical joke.
Very interesting, thanks! Now as much as I loved my full frame Canon I never felt my Fuji APSC files were inferior by any means. Actually I like them better because they are sharper, have more character and texture and give me that special output I love so much.
Also the system works better for me than Sony's because overall it's more compact, more intuitive and a much more fun and rewarding shooting experience.
Also Nikon is on the edge of bankruptcy and their Z fc, as sexy as it may look, is not on par with Fuji, at least for professionals, and Canon is still way behind and have much better DSLR than mirrorless cameras.
So basically it comes down to Sony producing more cameras but no updates, better for video but not for stills, and Fuji. Sure it's a niche market, and it comes with vulnerability, but the same goes for Leica.
Fuji hopes they found a better spot for the future with their GFX system but that's not certain either and they'll keep improving their APSC sensors and lenses in the same time. This may not generate as much growth as Sony's 'consumer products' approach but Fuji users can rely on 3 things: amazing image quality, one of a kind loyalty and a wonderful shooting experience.
This was enough for Leica to survive and I believe this will be enough for Fuji as well. Now Leica has history on its side and it sure helps but Fuji is a legend in film history and the cameras they've been producing for 10 years might well become legendary too.
Beside they don't count on their camera department to make profits, which means they can keep it as some sort of showcase for their brand or as a 'contribution to society'... Cheers!
I have owned X-series cameras since 2013. I have always appreciated that there have been free firmware updates that improves the performance of my camera each year! Please keep the upgrades coming! Thanks!!
I’d like them to bring back the D-pad. We’re losing 5 useful buttons.
On my X-H1, I use the d-pad and the swipe gestures for a total of eight function buttons (plus the AE and shoulder button which I map). I agree with you, there can never be too many function buttons and the d-pad is a really compact and easy-to-remember way to provide them.
Totally agree
I've been shooting local & regional commercials on Fuji cameras for the past 3 or 4 years. I just like the Fuji IQ more than our C200. As long as the camera division is not losing money, I would bet my X-T4 they will not sell it off. I'm sure quite a few of us have more invested in lenses than camera bodies and people seem to forget that Fuji is a major player in broadcast lenses. They have been for decades.
I feel like Fuji is the MacBook of the camera world. I bought into both systems and I'm more than happy with the products they bring to market. It would be interesting to see if Fuji can create an M1 type innovation in the camera market.
I shoot Sony for most of my work as of the past few years, but I recently picked up an xt4 because I felt that I was falling out of love with photography. I wanted a camera with a tactile experience that could spit out files that look good while not needing much (if any) processing. I take that xt4 everywhere with me now and have even shot a few gigs with it over my Sonys. To me, they’re simply so much more fun for me to use. My Sony’s have their place in my product photography (my main income source), but when it comes to portraits, weddings, and recreational shoots, I can’t help but gravitate toward my fuji.
Interesting. out of curiosity, did you try the Fujifilm 80mm macro?
@@Elazarko I haven’t yet, but the 80mm macro is on my list of lenses to try. it looks very interesting!
Amen brother 👏🏼👏🏼👏🏼👏🏼
I am not a professional but the Sony A7 just feels like a machine to me and I would rather pick up my X100F 95% of the time. Unless I really really need that full frame sensor and f1.4 aperture, then i'll suffer.
Similar here, my Sony a9 stays home more often and my SL and my EM1 II
GO WITH ME INSTEAD
"Kaizne is dead" is exactly what was said just before Fuji made a major upgrade to the XT3 auto focus to bring it to virtual parity to the XT4. I really don't understand why you think Kaizen is dead, and provide an example on the XT30 vs XT30 MKII- like not porting back the AF. How do you know that the XT30 simply can't handle the new AF algorithm and needs the new more memory of the XT30 II?
I see a lot of weird assumptions here.
Kaizen. What’s not to understand? As far as firmware updates, the Kaizen has slowly dissolved. The West doesn’t really understand the concept of Kaizen. Kaizen involves small changes in order to maintain a quality product. As such, the same cameras can go on for years with just some firmware upgrades. Like for example the Toyota Camry and Corolla. However, no new firmware updates were announced at the X Summit. That’s the concern, you need to buy a new product to enjoy some little bells and whistles added to the camera. No more free firmware; you have to get a new camera if you want the new improvements. Like an updated Camry, to get it you must sell or trade in your old Camry to enjoy some new modern features. So, it could be the end of Kaizen firmware; although they’ll still improve the camera, just not with free firmware. I was wanting some new film simulations, autofocus m, and few other firmware updates for my X-E4, but there was only that was to solve some technical problem I’ve never personally experienced. But last week my X-E4 got the ‘take off lens and put back on’ message. I cleaned the connections, but nothing changed. So I send it back for a refund. They refunded 80% of its value, because I only had it for a couple months. 🤷♂️
People like yourself make this argument as though the AF upgrade lets Fuji off the hook for all the other features it is holding back from the X-T3. There's a long list of them. The X-T2 was the second camera introduced in that generation of bodies. Nearly two years later, the X-H1 was the final body introduced and it was only weeks later that the X-T2 was given feature parity (except for Eterna) with it. We haven't seen anything like that level of kaizen with this latest generation of bodies-particularly the X-T3. As for the AF "upgrade" to the X-T4 system, it was appreciated but too little and too late. And anyone who has really pushed the X-T3's original AF system and compared it to the X-T4's will tell you that the X-T4's system is actually a step backwards in certain situations. Its reliance on color for tracking makes it worse for tracking a particular basketball player, for example, when s/he is surrounded by teammates wearing the same color jersey. To be clear, I'm not saying either AF system is bad. They are both very competent. I'm saying let's not act like that upgrade turned the X-T3 into a totally different camera. It was a modest upgrade that should have included all of the other features added to even less expensive Fuji bodies in the time since the X-T3's release. That is the way Fuji handled things up until this current generation of bodies.
I know what Kaizen is. My point is simple- I don't agree that we can categorically say Fuji is moving away from it. Simply put the cameras that have come out more recent already have many of the improvements and yes, at some point you STOP simply because the hardware can't keep up- if anything else and obviously you can't support forever. But for example - Tony talks about the XT30II AF being ported to XT30- how does he know they can even do that? Maybe the new algorithm *requires* the new memory?
It's just the rationale doesn't make sense to me to draw categorical conclusions.
@@timothylinn I make the argument because it's a reasonable argument. The point being is Tony is pushing a categorical conclusion which we don't know yet if it's really the way it's going to be. Obviously Fuji can't firmware upgrade old models forever- but that was never knew or against how they were doing Kaizen.
You haven't seen much with the new bodies (though that's not exactly true either- XT3 had a major update) because the newer models (like XE4, XS10) has come out with the latest firmware updates already out of the box. In which case it's only natural you will see less improvements.
I mean, this should be commonsense.
Weird assumptions = views.
For me, Fujifilm is perfect with the exception of animal/bird eye AF. That plus the awful app. Pour the R&D money into those two problems and you have a serious winner.
Do you really need the eye focused and rest of the subject in soft focus or out of focus? Usually the eyes will be in focus if you point the AF focusing pointer on the eyes. Works every time.
I switched from Pentax to Fuji because fuji gives me the same amount of fun from use and ergonomics also same Japan design. Fuji is like Pentax of Mirrorless but popular :D
I did the same.
Popular? Fuji Marketshare is about 5%
@@airb1976 when compared to pentax share... yeah
You might be switching back. Fujifilm didn’t get much funding for new R&D, so everything is going towards the X-H2s. And there’s so little of it, Fujifilm’s basically working the project on fumes, with a skeleton crew.
Apart from Leica, nearly every single camera company in existence is Japanese in origin/design though. I don't see a single Chinese or American camera company.
Sorry, this video is a bit misleading and doesn‘t mirror the progress of Fuji - please be fair to all brands! This weeks event announcing new Fuji gear did not at all focus on these minor improved cameras X-T30 and X-T3, you took as basis for your analysis, but 2 newly released XF lenses you didn’t mention at all and an outlook of what is coming, like the new sensor and further lenses. Two f1.4 primes (23 and 33mm) with superb IQ, probably same level as Sonys GM primes and super fast autofocus, emphasizing Fujifilm efforts to improve their lineup and AF.
Mr Northrup is as always full of himself. Kind of arrogant to claim he sits with the “truth”. Silly
I have never had so much fun with a camera before my X-T4. The dials are so much more fun and faster to use than scrolling through a menu to make basic changes. Same with the aperture ring on most of their lenses. I don't see me ever giving that up for something like Sony's menu system (and I was waiting to see what Sony would do with an A7IV, but it still has not happened so I went with Fujifilm.) Speaking of the Instax line, my 9 year old granddaughter came over with a new Instax she received and I had a blast teaching her composition (paying attention to the background, rule-of-thirds, etc.) She spent an evening taking portraits of everybody and did quite well (no plants coming out of anybody's head!) It warmed my heart.
Anyone who tells you the Sony menu system is too difficult...ignore them. You set it up once...and with all of the customizable buttons...the menu system is rarely seen again.
Im also planning to buy xt4
It's a good time to invest in this or should I got for sony A7 iv or else where
And yeah I want it specifically for shooting films and music video
@@JACKnJESUS Meh. I just swapped from a Sony a6400 to a X-T4, and I can now confidently say that Sony menu's do kind of suck (where as before I used to defend it), at least the user experience on the a6400. I set up all my custom buttons, set up my function menu exactly how I wanted it, and knew every nook and cranny of that menu system, but my experience on the Fuji is SO much better. Being able to control ISO, Shutter Speed, Exposure Compensation and Aperture by turning a few dials is so much better than having to pull my face off the camera to spin the little menu button wheel to change shutter speed (unless I was in shutter priority, then I could use the little knob), or having to click on the right side button to change my iso, etc.
Also, If I wanted to shoot video on my Sony, I would have to switch from no PP to whatever PP I was using. Now, I just switch the dial on the Fuji to video, and all my video settings, custom menus, custom profiles are all set up JUST for video, so I can capture video so much faster, and hardly have to ever get into the menus or even function/quick menus. It just feels like there is less of a machine between me and my vision. This was my experience with the a6400, however. I used a A7iii once or twice and it was a little better than the a6400, but not by much.
That being said, Sony is a great camera and I would still recommend it to a lot of people, because of the price/size/performance ratio. The results are fantastic, but the experience leading to the results isn't as fun as it is on Fuji. The ONE gripe I have with the Fuji, is that the auto focus is nowhere near as good. The a6400 Eye and Animal eye auto focus was magical, but so far the Fuji is good enough for me.
@@Kevodabomb_Media Everyone's different. I set it up and very rarely have to ever open my menu. I have more buttons than you do though.
Been a photographer since 1961 when I bought my first 35mm rangefinder. Since then I switched to Canon then Nikon, back to canon, back to Nikon and finally in 2019 I saw the X-Pro 2. I jumped on it to replace the Nikon 1V2 which turned out to be a loser. What hooked me about the X-Pro 2 and subsequent additions (XE-3 and X100V) was the FEEL of the cameras and the return to "dinosaur" controls. I enjoy and frequently use the film sims shooting in B/W rather than converting in post. I have bought numerous X-mount lenses and a few "budget" Chinese lenses because they are fun to use. That is the significant factor in sticking with Fuji-they are fun cameras for me...almost as much fun as my Q2 Monochrom. If Fuji ever folds, I'll be forced to look toward Leica after I sell my house, car, etc...
lol And I thought I was an 'old guy' starting in 1976 haha! On the other side of that, I have a nice Leica kit - a digital and a film M plus 4 Leica lenses, and a Q2 - and honestly if I got into trouble I could sell it all, buy an X100v and the 28mm and 50mm converters, and Fuji's nice leather case, and fund a trip around the world with the money I had left over. And I'd be perfectly happy.
As a Fuji user, I love the feel and experience, I hope they never lose that.
I live in Vietnam. With everyone using smartphones, there's a new market for the tactile experience of vintage film cameras. Perhaps there's an opportunity in that direction.
Of the medium format users I know, not one gives two squirts about video capability. If the new GFX50 SII had phase detect AF, I'd be picking one up ASAP. A 50 MP MF sensor is the sweet spot.
try the 100 if you can, I couldnt sell my 50S bodies quick enough...
Wow, I see one mistake in this and IMHO one misinterpretation. First full frame bodies may be able to be as small APS-C bodies, but the laws of physics mean that the lens will always be larger. So yes, APS-C will always have a size advantage. 2nd, the point of X-t30 ii was to appeal to first time fuji buyers who might have hesitated to buy a 2 year old body. The X-T3WW is a way to lower the price with out losing money.
@@RJ-dv5mg Unfortunately, these second-tier FF lenses are also built to make you lust for their top-tier F1.4 primes and F2.8 zooms by also making the build and optical quality somewhat inferior. If you want the best quality at that weight and price level, Fujifilm is the way to go. If you want the ability to pack a tiny F2 prime or F4 zoom, Fujifilm is the way to go. Only if you're interested and willing to pay for and carry top-tier FF lenses, FF is the better choice.
How does the newly announced stacked layer back illuminated X-Trans CMOS sensor align with your visionary hypothesis, Tony?
Tony doesn’t have all the facts straight about the new Fuji Film cameras and lenses etc. He enjoys bashing Fuji Film!
If a new CEO comes in and reveals that digital cameras would be not important to Fuji's strategy any more, then this doesn't show already the day after. Some projects have 2 or 3 years to complete, and the ones who matured towards an announcement stage today, those had been started already under the previous CEO.
I think the effect of the new CEO abandoning the cameras (only keeping them at a minimum just to avoid unemployment of their loyal workers), that will show only in 1 or 2 years time.
I'd think that new or not-yet-started projects get cancelled or pruned, but "old" projects with a long lead time, where already a lot of money has been sunken into, those will be run to completion, so that the big investments there are not completely wasted.
On the other hand, the disappointments stemming already from the very recent new camera announcements might indicate, that more projects have been canceled or cut down more quickly or more early, than the CEO interview date indicates.
@@saucelove he did not bash it, he says several times how much he likes his fuji cameras?
@@robertbirnbach2312 Fandom only hears what it wants to hear. This is why those kinds of opinions hold no weight.
@@tubularificationed If what you said were true, they would at most have announced products for early 2022. In reality, they announced a lens roadmap well into 2023 and beyond. By the principle of exclusion, that means what you say is not true.
The issue with Fujifilm is that my current camera from them is all I need for next couple of years :-) Until something groundbreaking like computational photography with global shutter arrives.
What a difficult issue to have ☺️
Well said! What more is needed?!
My Nikon’s already in its 7th year. But why is that an issue?
...your analysis is really interesting, Tony. But as a Sony shooter (A7R, A7R2, etc and tons of Sony/Zeiss, and vintage Minolta, Canon, Nikon, Zeiss, Leica lens), the GFX 100S is mind-blowing. One of my A7R2s is not behaving and I am now looking at the incredible medium format niche, which is mindblowingly wonderful... and their going after full-framers via more affordable medium format is SMART.
I've owned (and still own some of them) The X-pro1, pro 2, the original X100, X100F, X-H1, X-T3, GFX 50s, GFX 50R, and now the GFX 100. I've enjoyed the build, and camera layout of the cameras (the 50R being my ALL time favorite as I work professionally and APS-C sensors just don't give the options for Conde Nast, etc). But I was excited over the 50s II just for the camera. Even though I own the 100, I liked the body design of the 50S. The X-pro 1 I originally purchased (even though it was the cost of a full frame at the time of release) just because I love the tech mixed in with build design). The 100 is a workhorse camera, but its not as "camera" friendly as say the 50S and 50R which were nicely modeled after film bodies, and built as such.
As an enthusiast I think the hype on video is overplayed. It just takes so much more effort editing and color grading videos than photos I am fine shooting video just with my iPhone (with "Dolby Vision" HDR on - no need to worry about how to handle HDR materials/codecs/HDR-compatible monitor etc). I like the idea of an approachable medium format with sub-par video capabilities and I can focus on taking the best quality of photos.
He's not talking about enthusiasts when it comes to hybrid shooting, he's talking about pros.
That’s cool but every manufacturer is focusing on video features and that’s what everyone wants and that’s where the money is. Literally every camera can take pictures since 1885 lol. I think you’re just lazy and don’t want to invest the time into learning about video editing, color grading etc… this is definitely not “hype”. People on CZcams get paid to create quality videos not photos.
Holy cow Tony!! I had a 318ti!! And it was a blast, got me into the BMW CCA and track events and other fun car stuff. And am also a Fuji shooter. That’s some funny coincidences. I agree that they’re all odd product decisions too. While I love Fuji, they’re really pushing their luck with trying to be rebellious against some of the market needs and trends.
My first Fujifilm was X100T and I loved it very much. Later I sold it since I want to upgrade to changeable lens camera. I switched to XT2 and later XT3. But later I bought Fuji X100F since I miss the compactness and experience of this camera. Then Sony launched A7C which is smallest FF camera. I bought the second hand A7C and try it. Then I realized the power of FF that I can get a picture in low light and true f1.4 aperture lens. I now completely switch to Sony after getting more lenses and A7RIV. Sony autofocus system is just amazing and blow me away. Now what I miss Fujifilm is only manual Focus system which is far better than Sony. I have few Leica lenses, 35mm f1.4, 50mm f1.4 and 90mm f2.0 These tiny lenses are amazing for picture quality and compact size. I have Leica lenses since I have owned Leica M9 and Leica M Monochrome. I love experience with Leica when I take street photography. But they are not good for travel when I need more flexibility. What I expect from Fuji now. I want retro style of X100 series camera which is designed for Leica M mouth lens 😊. I am sure that there are a lot of people who love experience with manual lens and retro style of photography in the digital world.
Just like you and others have mentioned, what got me into the Fuji system was the experience of it. When I first started a little over 2 years ago (yeah, I know I'm still relatively new), I couldn't decide on a camera for me. I originally bought an entry level mirrorless Sony and didn't like it due to not understanding having to navigate through the different menus. I got rid of it and started looking around some more. I was impressed by the Canon and Nikon cameras in terms of specs and capabilities, but I didn't like the way they looked. I didn't want to try Sony again. I ended up stuck between Fuji and Olympus. Both were stylish and the capabilities aligned to what I was looking for. I ended up flipping a coin to decide. Luckily I ended up with Fuji and never regretted it since. My wife and I each bought the X-T30 and loved everything about it. After about a year and a half, I actually sold mine to buy the X-100V. I figured I can always use my wife's X-T30 if I want to use one of the lenses I bought for it. I've used the X-100V so much at this point. Both cameras I've owned are amazing. It's just a whole different and better feeling using them compared to the Sony camera I had before.
I'm not sure I agree with any of this. Fuji is KING of APSC better than sony and canon. If you ask me APSC is where they everyday person should be living. While FF bodies may be coming down in price, the lenses are insanely expensive. Tony takes a calls a 900 camera a bargain and then turns around and puts a $2000.00 lens on it, funny he never mentions that. It's sad that the industry has forced FF on their customers. What Fuji should do is improve their autofocus just a little and keep on keeping on!!
I think Tony refers to the majority of the market. You know, the casuals of the camera world. Unfortunately, those usually drive the demand and buy based on brand recognition and spec list, not based on research and what works best for them.
I bought the xt4 last December and I have been loving it. I got the 16-80 as a kit lens and picked up a used 23 f2. They’re both pretty killer lenses but I can’t wait to try some of the other ones; 16f1.4, 80mm macro, 50-140 🤩🤤
It’s my first real “professional” body and I looove the build quality. You can tell how much care went into every detail, definitely sets itself apart from any other camera on the market and hits way above its class. I think it’s smart offering updated versions of what they have now, most of the time it’s just that one feature that makes it worth the upgrade. I would love to see them offer a few more colors for the current flagships, keep it classy though for sure. I’ve got my eyes on the xpro series 😅
Love Fuji ! I own a X-T1, X-T20 and X-PRO1. The imaging is amazing
I bought into a Fuji XT-1 fully knowing they weren't the best camera around but I loved the retro look and having all the controls outside of menus. It was a surprisingly good and light camera and I was happy that I didn't have to be lugging a huge Nikon DSLR around all the time. I expanded my lens inventory and upgraded to the XT-3 with the plan of continuing to skip at least a generation between upgrades. But if they have actually downgraded their commitment to excellence and improvement in favor of milking the Fuji faithful , well , I guess Sony might be my next camera purchase. They have always been leaders in consumer electronics for as long as I can remember. Damn I do hate starting over again. I expected to be using new and better Fuji models for years into the future.
Fuji is more a question of love not a question of tech...
Fuji and Pentax bring the fun back to photography. So much easier to pick up and shoot without having to go through a batch of confusing menus.
I still absolutely love my xt3 it is so fun to use. Grew up with analog and for me the camera is the sweet spot between photography and video. And the film simulations, wow. If they do produce new cameras like you mentioned I hope they put analog dials on it again and include the film simulations they have.
With Fuji cameras, I really like the ability to adjust a picture after the shot directly in the camera and produce a new jpg without going through the computer, it just does the job most of the time.
I think it would be cool to see this feature improve further, along with portable printers this can be really interesting.
Talking about portable printers, it would be nice to be able to print the photographer's contact info somewhere on the of the instax picture frame (front or better : back) to use like a business card.
Bigger professional portable printers could be nice also, for example to print from the back of a car in an event and sell the prints directly on site.
Love the look of Fuji. Wish Canon had a more "hands on" manual experience versus navigating digital menus for everything. I miss the experience of using my old Canon A1, but film is prohibitively expensive these days.
I dont wanna sound like a fuji fan boy, because I agree, there are many problems with the fuji system. And the 3 camera releases were definitely something no one wanted. But I dont think fuji is going anywhere. Also, why didn't you talk about the new stacked bsi sensor they were working on? And the x-h2 that should be coming out 2022 or 2023? Most likely this will be an amazing camera. So don't count fuji out yet.
search for the problems, and you'll find the problems :P
Their main problem is the software, this couldn't be solved by hardware.
Face/eye AF, tracking ... the performance is years behind.
@@lumberjack3008 better to shoot manual ❤️
stacked sensor!!!???? they use like everybody else,with the esclusion of Canon,Sony sensors.....That's the problem for all manufacter excluding canon.they will never get a better sensor from sony...
If Fujifilm develops a perfect smartphone App that seamlessly talks to a camera like the x100v with freedom to built custom film sim recipes it can potentially attract Gen-Z for a on-the-go workflow. Because just like me, a lot of fuji shooters tend to value more shooting and jpegs more and less post process.
It’s much better than it used to be when I first got my X100F. The current one isn’t terrible, but it could use another refresh.
I understand the frustration of the app but once you figure out all of the kinks it works quite well imo
@@anthonybarton8438 I am not implying the app is bad but I can totally imagine a way better version.
Fuji's are the best stock cameras for astrophotography in terms of hydrogen alpha sensitivity hands down. No fixed pattern noise either! Canon have the market share for astro because of software support basically, but you really need to rip out the IR cut filter to make them usable for astro. It's a shame Fuji don't get more credit for how good their cameras are for imaging nebula. Literally the only down side is that you need to convert their RAF files to Tiff in order to process the images.
Very interesting. btw what is the reason to convert RAF to Tiff? In order to use in Lightroom? What is it?
@@Elazarko Astrophotographers use software called deep sky stacker to stack many long exposures to increase signal to noise. Sadly Deep Sky Stacker doesn't support Fuji Raw. Fuji files don't play nice with other software programs from what I hear, but I think it's worth the extra effort for the results.
I"d go for Fuji or the Pentax K1/K1-ii for astrophotography. The built in astrotracer in the Pentax is an added bonus
Sir I want to use canon lenses with XT -4 ,....in this case does it work perfectly or it has some limitations ?
1.Fuji should focus on improving their autofocus to top class level.
2. New exciting Film simulations and computational photography is where they should be headed
They were on the right path it’s sad to see this new CEO talk like this…
If they don't make money, you won't have a Fuji.
It is important to note that the new CEO was echoing the sentiments of the previous CEO. You can look at the comments as negative but I would argue the opposite. Fuji is committed to photography as more than a profit center. That said, it wasn’t too long ago that Fuji management was saying that the Imaging division had to justify its existence like all the other divisions. That may explain Fuji’s apparent shift in strategy.
they should improve their lense and sharpness, their photo quality is a joke and the video side isn’t even usable, the focus makes you think you’re at sea.
@@Archonsx the new f 1.4 lenses are sharp, plus the tonal contrast is really good on Fuji lenses.
Autofocus is their main issue.
High ISO performance also needs improvement and this is where I believe the computational wizardry will come in handy.
If they do this and keep giving us stylish bodies with some crazy film simulations , it’s a home run.
@@timothylinn The fact that they are saying all these things and abandoning kaizen updates does not sit right with me .
We can let the latest body have all the latest features 4K120 , 6K , 8K ,but film simulations should be updated on their older bodies. This would build so much buzz and hype in the community that more customers would want to be a part of .
Fujifilm has a long history of sensor design innovation and color science that benefits users who are just concerned with capturing gorgeous JPGs from their camera. For those who are time-strapped and unwilling to spend hours editing photos and find it perfectly acceptable to refuse to process RAW files, Fujifilm's film simulations are truly what set these cameras apart, as they enable you to achieve the aesthetic you desire right out of the camera, which is critical for those who lack the time or skill to post-process at a high level.
X-T1, two X-T2's (one converted to IR), X-T3, X-100F. I started off with a Canon 5D Mark III and once I got my hands on the Fuji system, I got rid of the Canon and never looked back. I want a small, capable camera with analog controls that just works and gives great images. I would LOVE a stabilized X-100 camera, I think I could make it my daily driver. There is nothing on offer from Sony, Nikon or Canon that appeals to me in the slightest that would pry my trusty X-T3 from my hands. It just gets out of the way and lets me create wonderful images.
It was just holding a friends X-100F that made me love photography again and ditch Canon for Fujifilm. Small factor, analog experience. I’ve owned the X-E2, X-E2S, and the X-E3. Loved them all. I use many vintage lenses, but usually have the 18-55 on the camera and would have no issues doing pro level work with that system. What makes Fujifilm unique, is the personal connection in the image creation experience. If Fujifilm drops the dials and analog experience, I might as well switch to Sony.
I would love to see a Fuji B&W only camera like the Leica M monochrome!
Me too. That would be awesome!
Agreed
Good insights Tony, thanks. I was thinking similarly about Leica and thinking there's still a market for them if they pivot successfully. I'm a little bummed as I watch the tech change. The APS-C is a sweet spot for me. I get image quality I'm happy with, but I don't have to lug around as much weight. I don't want a full frame camera because, although the new mirrorless bodies are more comparable in size now, the lenses are not. I just don't want to carry that much glass around and I don't want to buy into a whole new ecosystem, again. I hope they at least put out a few more generations of bodies to replace my aging XT-3 and X-Pro 1...
Entirely agree. We hear too many full frame pundits saying the new FF mirrorless cameras are as small as APSC, and indeed some are, until one adds a full frame lens of any comparable focal length and/or f stop
Where did you get that brown leather case on the second camera from the right, xt3 I presume? Where or atleast what brand? Ty!
Where and what brand are the leather camera straps you show on these cameras show in video? Thank you!
Fuji should make a twin lens reflex digital medium format camera that gives you an experience like no other dslr, mirrorless, or smartphone camera can.
A TLR digital MF would end up being more niche than the leica monochomes in which business wise is something that Fuji can't risk.
I think this was a really good analysis. I own too many cameras. A phase one studio system, a Leica q, 2 R5's and 2 xt-3's. No question the cameras I prefer to shoot are the Leica and the Fuji's. It is about the experience, I see a lot of younger people really attracted to the analog tech of the past from turntables to film cameras. Even the instant cameras you mention are popular partially because they are so tactile. I would love to see Fuji embrace the experience. For 90% of photographers the current technology will allow them to capture amazing images, most people don't need more dynamic range, more frames per second, etc. Fuji has an opportunity to make themselves "cool" something only Leica really does and most of the people who want to be "cool" can't afford a Leica. You can do that and still make great cameras. Leica is a great example, most of their cameras don't even have autofocus. They sell cameras that are beautiful objects, meticulously built, that produce stunning images.
100%
You're right. In an all digital world, people crave analog experiences. You see this in the resurgence of Film photography, Vinyl, Cassettes. People who enjoy photography want to buy an experience, not just better tech. For most their smartphones for fill all their technical needs, but don't inspire their artistic desires. Physical cameras with physical dials and all do for many.
I love my XT3 and after selling my Canon L glass and jumping in to Fuji, they're giving up.. guh. I love this camera and I haven't had time to bond with it due to life, annnnd I broke my 16-55... Ugh. I was going to upgrade to XT5.
I love the low light, I love mostly just using it! The controls are great. I don't want to go back to Canon, I'd pick Sony but they are so much more expensive for decent lenses, and not fun to shoot with like the Fuji is.
I really hoped for a tilt shift. Oh well, I'm sticking with Fuji for now. I'll wait for the XT5. I will buy a replacement 16-55, and the 56 1.2 in the meantime. Fuji you have a good thing going don't quit now!
Agree- I think this is the direction they should focus on. Leica’s q2 and M series should be the standard for Fuji to look towards.
Hey Tony, just wondering, what is size of the pro market versus the enthusiast market? Also, do you have any sense of how many professionals also have additional camera systems?
Tony, what lens are you using on the RP to film this - I love how it makes you pop out of the background!
Lol. The Sony A7c is not in the same league as Fuji for "fun, small, and sexy". The Nikon ZfC, though lovely, has no lenses...
The XT-30 II is just there to get some headline shelf space during the ZfC launch and that makes sense.
They will, eventually, offer a firmware upgrade to the XT-30 but after the holiday season and the no battery charger WW model, also makes sense for the existing XT-30. There are a lot of people who never use more than a single battery in a day, they might as well charge it in camera.
I also agree with some of the people commenting here, "most photographers are shifting to video" is not true. Pros, certainly, but most photographers are not pros, they're hobbyists, and spending 4K on a medium format camera is perfectly within reach of enthusiasts - in fact, if I could carry one onto a plane with all my other kit (no room in my bag) I'd probably buy one to play with. And Fuji has already announced that the volume of pre-orders has far outpaced expectations and that there may be major delays for people who want them, that doesn't sound like a disaster.
The XH2 is already planned for a 2022 launch, and it will be based on the next range of X-trans sensors. I don't think Fuji has any intention of following a new strategy.
Kaizen is not dead. A single release designed to defend against a bigger brand release makes sense and the badge "XT-30 II" is not the first time they've released a minor increment to an existing model.
Well, I was already probably going to switch when the Sony A7 IV is released to replace my X-T4. This kind of seals the deal.
Film simulations alone aren’t enough to keep me a Fuji user. Film simulations are white balance tweaks with fake film grain added.
I want better AF and low light performance for video.
With FilmConvert in FCPX you can fix any bad Sony colors and turn S-LOG into Eterna.
I want rock solid AF, 10-bit color, 4k/60 and a bigger ecosystem.
Fuji film simulations are not just white balance tweaks, they do a complex color algorithm that produces jpeg files that are pleasant to the eyes, its not just some gimmicky color filters that other brand have done, in my opinion Fuji engineers have done an excellent job with the jpeg engine, its one of the best in the industry.
@@praetorian3571 Funny, when people make their own based on historical film stocks, the biggest changes are to the red/blue white balance shifts. Throw in some fake film grain and possibly tweak the DR, and you have a "film simulation".
Truth is I sold EVERYTHING else I had (FF Nikon with 3 flagship cameras and 35+ lenses) for Fujifilm aps-c and I make the same beautyful photos I already made with full frame, simply with less cost, volume, weight and, more importantly, with much less effort and working time. I usually print 30x40cm or 60x80cm and I'm super happy. I chose 2 X-E2 and 2 X-S10 cameras, 23mm f1.4, 56mm f1.2, 16-55 f2.8 and 50-140 f2.8 (and a TC 1.4X). I also own a 16-50mm xc, a 35mm f2 xc and a 60mm f2.4 macro. I'm stunned by the shooting experience and easyness of results. Fujifilm is a win win.
We love our Fuji XT-2 because it was smaller than our Canon 6D, has a framerate superior to our Canon 7D II, but we loved how we had physical dials for everything, and it felt sturdy since it is metal compared to canons which feel like plastic. There's something sexy about that. Plus we can use it for video too and we do use it for our video editorials regularly. It has a great look to its images. But, we didn't get very invested in the ecosystem, we didn't buy more lenses for it because we didn't know how to compare them and they were very expensive and we already had lenses from our Canon lineup which made it hard to justify a really big expense. So we were sort of "wait and see if we want to fully switch over" and what I'm seeing in this video signals we should not do that.
I am a current X-e3 owner and was so pumped for the x-e4 …but they took out buttons and dials, so I didn’t upgrade. Then Covid bit and my disposable income got less disposable, and now I don’t have plans to purchase any more Fuji cameras or hardware in the near future. Even though the X-E3 didn’t get much in the way of kaizen updates (the firmware updates I got were to do with compatibility with new lenses), my X-E3 works like a champ, and Fujifilm’s quality products kinda works against them in a way because their old cameras are still very good, so unless the next ones have a killer feature, there is no real reason to upgrade.
my hope is that they release more fun cameras with big features for a mid range crowd. Typically, an X-S10 with the classic fuji controls instead of the PSAM dial... I dunno, an X-H10?
I bought an X-S10 'because' it has the PASM dials rather than the traditional Fujifilm analogue dials! Maybe it's because I am used to using a DSLR for years so the layout makes sense to me.
@@koolkutz7 The beauty of Fujifilm in its current incarnation is that you get to choose. I hope it stays that way.
Tony
Can you tell us where did you get/who the manufacturer is for the leather covers that are on the cameras that are in the initial intro image ?
Thank you
Thanks, Tony! Would need some advice, though, after this. I normally work an old Canon 7D mk II, happy with that. Mostly taking stills.. I am looking for a smaller, lighter budget option for travels and just for schlepping around when the Canon feels too big. I love the old tactile feeling with dials and knobs. In what direction do you advice me to go, Tony, Chelsea and you all? Grateful for any advice, greetings from Sweden.
Really good compressed history and intresting analysis of the market. Thank you. The Fuji special "features" you mention is actually exactly why I have like their products. The quality, feel, different approach to modern cameras. Just like your comparison with Leica.
A good and interesting video.
I primarily shoot Olympus. I happen to love the system while I am very curious about Canon, I am still with Olympus for right now. But I almost always have a Fuji of some sort as a second, kind of fun camera. When I read what the head of Fuji said about not selling off the camera division, I thought that was the most arrogant and self-defeating statement I think I have ever read from a corporate leader! It made me want to box up my Fuji gear and get rid of it right away and never look back!
I agree with your suggestions in regards to Fuji’s future. But that statement from that guy has stuck in the back of my throat and made me choke!
Great video as always, Tony!
Sean
Can’t wait to see new cameras from OMD-S, I think they are going to be magic ❤️👍
Your obvious enthusiasm for camera equipment is contagious and your knowledge of the industry and professionalism both endearing and impressive.
he knows jack shit about fuji, most of this is lies
Does any of them come up to the Fuji S5, there color and rendition?
Rule: If you hear breaking news and they don't use Tony's "Breaking News" music, they're not breaking news.
I use an x-t4 and don’t lust for full frame or medium format, APSC makes awesome photos. It’s not just the sensor it’s what you do with it.
Fuji basically sells the same camera in different bodies. I think that keeps costs down for them compared to companies that insist on reducing quality at different price points. An xt-30 , x pro 3 and xt4 produce the exact same photographic image. Even video only the xt+4\3 has a little bit better video. So marginal cost of production is the real issue and I think they will be among the lowest in the industry.
Also, Fuji have gone for differentiation through experience and aesthetics rather than raw power / function that canon and Sony have done. I think they key thing with photography for people who aren’t professionals is that they need to want to take the camera out with them. If the machine looks like a “work tool” people seldom take them out.
Fuji cameras look good enough to take out and not look out of place. I think that’s the whole ethos behind them. The x100 looks like a old school film camera which is kind of cool to be seen with etc. That has made me feel less conscious about taking the camera out to more and more places and that’s just the whole point of photography for me as a hobbyist.
No point in having a huge canon r5 or a Panasonic g9 if I look like the paparazzi when I just want to go shopping!
I think CZcamsrs fuel the problem of “prosumerism” (I.e. I’ve got a full time job but dream of being a full time video/photo person and can afford the best camera but will never use it to its full potential because I don’t have the time so it will eventually just sit on the shelf) . It makes camera companies rich but essentially doesn’t really do much for people who want to just enjoy cameras as a hobby.
It's a real bummer, because right around that 2014-2015 alera I swapped to Fuji from Canon because I loved using the cameras and I loved the Kaizen updates. The X-T1 became one of my favorite cameras. I skipped the X-T2, but got the X-T3 and absolutely loved it. My main camera currently is the GFX 50R and it's my favorite camera of all time.... But it's very depressing that the Fuji I fell in love with is probably gone. I'm going to be using this GFX for a long while, but I'm going to keep an open mind in the future.
They also announced a new sensor which overturns everything you have said. I am new to photography but I can still see how you are trying to manipulate people for higher views. Personally I find that very dishonest.
I love my GFX 50R paired with the GF 45mm lens. I am only interested in stills photography and I want the best IQ I can get, even if I have to pay more. If I wanted to go down the video route, which I don’t, I would get a camera specifically designed for video. Going down the route of trying to combined superb stills AND video in the same camera, is a big mistake as far as I am concerned. I have never liked an all-singing, all-dancing device of any kind, not just cameras.
Agree with you 110% !! I am not interested in video and really don’t need 100MP. The 50S Mark II is in my sights as soon as it comes available!
I switched from Nikon D810 to GFX 50s almost 3 years ago, and never looked back. 4 months ago I changed the gfx 50s with gfx 100s. I am not interested in video or shooting fast action
I'm still hoping they come out with the video centric X-H2. That with the MKX zooms would be amazing. I'd also really like them to add a UWA zoom to the MKX line,
I own Fujifilm XT3. Is there a latest software update for it?
XT3 was one of the cheapest options for 4K 60 FPS with good depth of field and interchangeable lenses. I would love to see them offer 8K 60 FPS cheaper than anyone else in this type of system. Super 35 sensor, light weight body and lenses. Unlimited record times. 10bit 4:2:2. It would be a killer offering. Super tempting at a lower price than sony or canon.
Well we have 8k 30… Almost there
The idea of having an interchangeable lens smartphone seems silly to me.
I'd much rather have a super compact camera that instantly sends pics to my phone.
(Imagine what Canon does with their app, but automatic and more reliable)
Samsung tried the interchangeable lens smartphone approach a few years ago and it was a massive disaster. A Chinese company also launched a smartphone with a Canon lens mount which was a major flop.
I swear this video is based on the forum comments I’ve been making for over a year now. People who bought Fuji at the X-T1 stage are now seeing a totally different strategy. Fuji is adopting Canon’s approach of segmentation while Canon is offering more kaizen to its customers than Fuji. The effort Fuji put into attracting enthusiasts to its X-Series cameras is now directed at GFX. And all that aside, Instax has always been the revenue engine that funds the Imaging division. Both X-Series and GFX shooters better hope it never goes out of fashion.
Any tips on how you set up the TV and lighting to look so good in these shots? Did you have to deal with flicker, brightness, or reflection issues with the TV? Looking to make a similar setup.
Slow shutter and tilt the screen to cut the glare
@@TonyAndChelsea thank you :)
I’m new to Fuji and am loving shooting with the XT4. I hope they don’t give up the Kaizen strategy. I think Fuji is a bit like Subaru - a niche brand that needs to be careful to not disrupt what made it unique in the first place, but maybe needs to forge some strategic partnership with one of the bigger companies.
Subaru was originally Fuji Heavy industries, not related with Fujifilm tho
I had a 2011 Subaru Outback for 8 years. They still make good cars, but they’ve lost any uniqueness and soul they used to have. They look and feel just like every other SUV now. I think that’s true of most Japanese cars now.
@@joeltunnah Toyota bought a good portion of the company, and it's evident in the design changes to Subaru in the last ten years.
@@james-p that explains some of it… but I’m beginning to think there’s actually only one car company. I just started car shopping again for the first time since 2010, and they all look nearly identical, no matter the brand. Same shapes, same sizes, exact same colors, same website layouts and widgets. It’s crazy and weird.
I was first buying cars in the 1990s, and each company made very different cars from all the others. They had personality. They had advertising with personality. (See the 1999 “Synchonicity” ad by VW)
Now it’s like they’re all designed by an AI programmed by accountants.
@@joeltunnah Yeah, that and also wind tunnels tend to yield the same results no matter which brand is using it! I really prefer the older Subaru styling - there was no mistaking them for anything but a Subaru. That said, I just replaced my '13 Outback with a '22 XT Limited, and I'm loving it!
Fuji has experience over other brands. The people who really love taking it slow and really enjoying the photography experience go to Fuji (when they can’t afford Leica). The X100 line is the best street photography line of cameras. But other than that? Why would a new photographer go to Fuji? They have to 1. Start doubling down on their image and 2. Work on their prices. An x100V should be ~700 USD, not 1400. Get the people who would buy their kid a Christmas present not just the serious shooters.
I don't see the X100V as a budget camera...leaf shutter, ND filter, weather sealing, hybrid viewfinder etc., price it out of your expectations. However (although they won't do it), an updated X70 would be the camera you're talking about. That would be interesting at a sub $900 dollar level. The Ricoh GRIII is that camera now...
And to Tony's point, I'd actually like the X100V to go up market a bit. Use real leather on the housing, add IBIS, etc. It's definitely one their most popular lines...make it their no compromise camera.
@@aceflibble Yeah that's the point. You get them hooked on the line and then sell them overpriced crappy lenses.
@@aceflibble no 1.2 means 1.2. It’s not a “1.8 equivalent.” I don’t know why Tony started telling people to add the crop factor to aperture too. You’re only getting less DOF because a 56 mm lens has less compression than an 85.
@@Goose619 Everyone has forgotten about the exposure triangle that's why this myth of adding crop factor to the aperture has come from. But hey go ahead and expose an APS-C F/1.2 glass as F/1.8. I hope you like lowing your exposure and highlights in post a lot.
Just bought the fuji 33 f 1.4. It is spectacular. Waiting for the 70-300 to be in stock. Also anticipating anxiously their new line of cameras with their stacked higher resolution sensor (which Fuji is paving the way for with their new lens releases. When I have more disposable income, I will delve into a GFX, which, if you are shooting landscapes and portraits and want high dynamic range and extreme IQ for printing LARGE, makes all full frame cameras from Canon, Nikon and Sony irrelevant (unless you are a sports photographer shooting ball games and Olympics). Fuji's two-pronged approach of developing APSC and medium format and bypassing full frame is flawlessly logical. Does this sound like Fuji is winding down its camera division to focus on "healthcare semiconductor" manufacture? Clearly not. Moreover, I cannot find your citation to Bloomberg for your referenced quote from Fuji. Perhaps this is why you refer to the quote as a "paraphrase", since a search of Bloomberg does not reveal any such quote that Fuji corporate supposedly said. Fujifilm has not announced that it is shifting its focus away from photography. So what was the motivation behind your video? The title of it, with "TRUTH" written in all caps and your stern, moody face below it makes it seem like you have uncovered something sinister that Fuji has hidden from the public. It reminds me of the technique used by crazy Bible prophecy people of zero credentials to attract views. Your video appears to be no less crazy. Perhaps it is meant to lure people into clicking on it, and thus, for pecuniary reasons only. For it offers no useful information to anyone interested in photography and exploring camera system options. The great weakness of You Tube is that it gives a platform to any Joe Blow of questionable knowledge to publish anything they like.
Brilliant board room input! By the way; what’s ‘kaizen’?
Since moving to a Leica range finder from Fuji (that I loved), but all that speed, massive menu's and fancy auto focus is over rated... I love how the manual focus range finder slows me down and I'm enjoying photography a lot more. The X100 Series are the best Fuji's made...
Only 1080p 30FPS...? Who cares! You don't buy medium format for the video. It's a niche camera. If you are buying a medium format camera, I'm sure you can afford buying a 2k video camera if you really want to. Although auto focus is not great, I'm sure they will catch up eventually. I much prefer them focusing on quality, rather than latest trends. Also your BMW example was not much of a metaphor here...
I don't agree with you at all. In 2021, I would never buy a camera that sucks at shooting video, regardless of the sensor size.
@@JetBen555 Many people wouldn't. Those who seek the best image quality though would appreciate it. If you are a professional and can only afford or want to carry a single camera, I would totally agree that the GFX 50s II should not be your first choice. That doesn't mean though that Fujifilm should just copy Canon and produce an R5. We need those niche products to exist and compete on different aspects.
Yes, because shooting 4K video is just a “trend”.. Same with the whole digital camera trend. That’s why I’m keeping all my stock in Kodak. They know to ignore the trends.
@@highdough2712 Good one :) I actually I agree with you on this one. Ignoring the trends is a recipe for disaster, no matter the field of business. Maybe it's a wishful thinking that those few that appreciate these products could support their existence.
I've been trying to buy another Fuji for months now. Everything is on back order. When are they stock back up?
Apart from my phone, the only digital camera I own is a Fuji X20. This little camera is fairly close to an ideal digital camera. For me. I am an unabashed amateur that doesn't really care about shooting video so the X20s modest specs are sufficient to my needs. The things I value in a film camera are not easy to find in any digital camera at a price I am willing to pay for my hobby-ist use.
At some point, I will need to replace this one--I don't think any digital cameras will have the physical longevity of decent film cameras and I do not see any realistic expectations of finding serviceability on a 50 year old digital camera. So I will happily use the X20 until it fails and then the struggle will be to find whatever the best option will be. If I were looking to replace it today, I think I would be looking at either the X-T3 or X-E3.
Queue Ken Wheeler melt down in 3.... 2.... Ken is screaming I DON'T HAVE AFFILIATE LINKS.
I own a X-T20 and X-T4. But if for what ever reason Fujifilm decided to drop the firmware updates or lower the camera quality and features I think I will go back full frame with Nikon or Canon.
X-T20 is previous generation and I agree, it wasn't blessed with a huge amount of updates (I remember overexposure blinkies were added as an update but not much else). X-T4 is the current top tier. You can expect it to receive more updates as time progresses until the next generation X-H2 arrives, when you will probably get one last update before it goes out of support.
I have an older Fuji XE-2 and I bought a used X-H1 last year. Primarily I use these mirrorless cameras to adapt vintage lenses, especially the X-H1, since its IBIS was the biggest selling point. I have really enjoyed the Fuji experience and have also expanded my native X-mount lens lineup. I love the Fuji form factor and the IQ it provides. I'm not a video shooter, so that takes a back seat for me.
I agree with most of what Tony is saying. I would say I have been a pro high street studio photographer for 25 years in the UK and I have never been more excited about the GFX100s. I run a D850 at the mo, which I love, but have always missed shooting my Hasselblad. Taking care over each image and really thinking before pressing the button is a feeling I miss. Covid has really hit me hard but am working towards getting this kit. Just wanted to say to Fuji keep working hard with your endeavours to making amazing cameras. Much love Christian
I'm saddened to hear of your paraphrase; I agree, this doesn't inspire confidence. As a hobbyist, I shoot Canon & Fujifilm. Fujifilm cameras do have a fun factor that Canon doesn't. I enjoy shooting with both, but Fujifilm does seem a little snappier, at least to me. The Canon bodies I have are all older DSLRs and I do enjoy them. Fujifilm brings very nice colors, glass, and a crisp shooting experience.
My wish list is for Fujifilm to continue competing as if they were taking on the big 3, but doing so in their style. They are uniquely positioned to keep most of their fans if they compete, innovate, and deliver a unique shooting experience along the lines of Leica (meaning, a unique part of the market). Their X-H, X-T4, and GFX all bring something to the table that the others don't. I hope Fujifilm keeps that in mind as they map their R&D and product lines going forward.
And lastly, drop the tepid attitude. Fujifilm needn't conquer the market; they need only approach their products passionately, developing bodies and lenses that feed a photographer's joy of photography.
When I retired from professional photography in 2010 I sold everything and moved to Olympus as I could see mirrorless was the future. Four years later I switched to Fuji with an X-E2 and an X-T1 with a range of lenses - especially the fast primes. But the "knitted worms" moiré effect in out of focus backgrounds drove me crazy, even using Capture One Pro. After a couple of years the fun of the Fuji cameras wore off and I switched back to Canon. Very glad I did as the range of cameras and lenses and the incredible autofocus and IQ from the modern Canons leave me with no regrets and my hankering after an old fashioned 1980's style camera has gone. In fact my current favourite carry around everywhere camera is now the Canon M200 with the 22mm f2 lens on it. The touch screen operation is intuitive and seriously fast. Now saving up for an EOS R3!
Tony, your analysis is perfect. I do agree with you. There are two things I love with my fuji gear: The film simulations and the handling. Unfortunaly they are loosing more and more buttons with each generation. Think of the step from the xt 20 to the xt 30. Looking at the back you lost 4 function keys / buttons.
Some of us see that as an improvement.
@@UnfairCrow23 Some of us DON T :-).
The thing that most appeals to me about Fujifilm cameras is the analog controls. I love the shutter speed dial and lens aperture ring. I’m sorry to see the new GFX bodies are missing the shutter speed dial.