Fujifilm has a relationship with its customers that’s a little different from every other camera brand. Having carved a definite niche within the world of photography, what does the manufacturer need to do in order to ensure that it maintains — or even expands — its market share?
Chris Lee of pal2tech presents his thoughts on what Fujifilm should focus on in order to please its fans in the next year or two, making a strong case for his suggestion based on research that draws on a fair-sized chunk of data. Fujifilm established a reputation for delivering improvements to its customers via regular firmware updates, offering upgrades to aspects such as autofocus and battery life, or adding new film simulations. As Fujifilm is keen to point out, these updates are provided free of charge and often bring fresh functionality to models that have been discontinued.
Fujifilm has successfully squeezed extra mileage out of existing cameras and lenses by upgrading the software, but there is a limit on what is possible, and the improvements that Lee seeks might only be possible through new hardware. Fujifilm is busy releasing new lenses, and after the quick turnaround on the X-T4, for the next 18 months, we might not see a lot of new cameras beyond the rumored X-H2, with Fujifilm instead focusing on glass.
What would you like to see from Fujifilm next? Let us know in the comments below.
IMO there are a few things, AF speed is prob the top 1 or 2. And I agree they should keep the Kaizen tradition going.
Personally I really wish they can keep the nostalgia analogue controls not going PASM and those video dedicated features...like the exposure mode switch in earlier generations has been replaced with still/video switch on X-T4. And the selfie screen is one of the worst decision...these changes are really not necessary.
Fully agree with you there!
The still/video switch is so unnecessary in my opinion, as that function was already on the "drive mode" dial anyway! The metering mode dial was a lot more useful.
And the selfie screen is for me a big disappointment too. Flipping it out it just gets in the way of your hands more often, and it just seems so much more fragile. I'd rather have more ways to tilt the screen.
And I don't mind if they have some models with PASM controls... But for me one of the best things about Fuji is their "nostalgia" controls as you call it. Dedicated dials for all exposure functions.
I just really prefer shooting that way.
I'm afraid though that Fuji now considers "PASM" controls more "Pro" and that therefore they'll go with PASM controls on the X-H2. Which would really be a bummer.
The only advantage of PASM control is to store settings...
which can be done easily even without baking them into a dedicated switch, since everything are digital now!
I moved to Fuji, largely for their history of updates future proofing their cameras, and purchased an X-H1, which incidentally is a very good camera despite the critics having heavily maligned it. Subsequently Fuji released one decent update and that was that. My previous camera had the facility to produce HDR images in camera, and amongst other requirements I felt confidant that in due course this and other features would be added to the X-H1s functionality.
Unfortunately after the initial update, mentioned above, only a few minor and inconsequential tweaks have been forthcoming and that's it. To all intents this model has been abandoned by Fuji. This for a camera that was released as their flagship APS-C model.
Very disappointing.
That is a bit disappointing indeed, but the processor in this camera is a lot weaker than in newer cameras.
And in-camera HDR images, I think that even the X-T3 doesn't do that? And that camera received a very substantial firmware update late last year, improving the AF.
Still, I love my X-H1. It's a fantastic camera to shoot with. It feels great in the hand. Great ergonomics.
I don't see that Fuji is doing anything different than most other camera manufacturers with regards to firmware updates. While I've only had my GFX 100S for a short time (not long enough to see any real firmware updates), my 3 year old Nikon Z7 is still getting regular updates (within the confines of what the older firmware and processor can handle). If Fuji does the same with the GFX I'll be happy.
everything is great in fuji cameras... except AF... it's far from Sony, Canon and Nikon. and this is the ONE thing they should be focusing on (see what I did there...)
Fuji's only real issue is that it's out of sync with the full frame heavyweights. When the XT3 came out, it was giving current generation full frame cameras a run for their money - but it wasn't meant to compete with $3000+ bodies with 50MP+ sensors and glass to match them. We get a mid-cycle refresh with the XT4 giving us IBIS, a flip-screen, a big battery, a movie/stills switch - and yet we get hung up on AF, expecting game changing gains from the same processor as the XT3.
I'm not sure what people are expecting from Fuji. The AF isn't class leading, but if you're a stills shooter, it's hard to beat the XT3 in terms of value. As for video, aside from some AF issues, the XT4 holds its own against the A7IV with its 1.5x crop and is plainly better than the A7III in terms of image quality and stabilization.
The XH2/XT5 and subsequent X-Trans V cameras will have much improved AF - just like the gains from the XT2 to XT3. New LM glass from Fuji looks damn impressive. Third party glass is coming as well. A 40MP stacked APS-C sensor would be completely bananas. Just a little longer, Fuji gang! X-Trans V will save us all :)
They could fix the smartphone app?
The app. The app. The app. 1.4 star across ~2k reviews, and no updates for past ten months. Proof I’m not alone in my “disappointment”. Great cameras and glass, sub-3rd rate wireless/app functions.
Does anyone believe that Fujifilm will listen to the occasional fantasy, or will they make what their own research says will sell at a profit
I've used Fujifilm cameras since early 2012 and for a large part of that time also professionally. Altogether I've owned 12 bodies and 18 lenses. For the first few years, their firmware update policy was quite impressive compared to other manufacturers. We shouldn't forget however, that it was also much needed! The original X-Pro1 was almost to the point of useless when it came to AF and OVF accuracy, so after 6 months they had to finally fixed some of it.
Around 2017 Fuji came in line with other manufacturers re. their firmware update policies. Today I don't see anything special re. firmware policies compared to e.g. Nikon, Sony and Leica. In fact it seems worse: they structurally abandon their cameras about 2-2,5y after introduction with the X-H1 as a low point. I would hardly call that Kaizen.
About a year after introducing the X-H1, which was their flagship camera for pro-use, they not only had introduced the more capable X-T3 (already after 6 months) at a lower price, but forsake maintaining the X-H1 altogether (some bugs still not solved) and reduced the price by 45%. Top that off with a very poor Professional Service and some structural QA issues across both X and GFX platforms and last year I decided to stop using Fuji professionally. Even though I love the looks and handling of their cameras. I've sold most of the stuff apart from the X-Pro2, their best so far, and some XF lenses and switched.
Apart from the AF-C tracking capabilities, Fuji would urgently need to look into (a) their eye-AF, (b) QA issues in their manufacturing process and (c) improve their remote app drastically. As it is today, it's useless in maintaining a reliable connection with your phone.
I sincerely hope that Fuji can get it's act together. One way would be to eliminate the overkill in different camera bodies and regain focus. Today, they have 9 cameras in the $600-$1100 price region. Not only different form factors (which is good > X-E vs. X-T) but also minor variations within the same form factor that causes a lot of maintenance (according to my local Fuji sales rep.).