There's a difference between "TRUTH" and speculation, just sayin.

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 Their latest cameras are minor refreshes to potentially adress the inconsistent pricing and very outdated egos on the GFX line, and possibly a forced update for the X-T30 caused by both parts constraints and threats from the Zfc.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 KZfaqrs don't use Fuji but can we also acknowledge that KZfaqrs 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 KZfaq who shoot with gear that KZfaqrs would never touch. Just today i found out that the Greta Thunberg cover for Vogue was shot using an X series camera...

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.

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.

This feels a bit like you’ve finished trashing Nikon and now it’s Fuji’s turn...

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.

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!!

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 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.

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.

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.

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 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.

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...

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.

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.

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.

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.

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'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 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.

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.

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.

...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 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

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.

Love Fuji ! I own a X-T1, X-T20 and X-PRO1. The imaging is amazing

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 😅

I’d like them to bring back the D-pad. We’re losing 5 useful buttons.

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.

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.

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.

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.

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.

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.

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.

How does the newly announced stacked layer back illuminated X-Trans CMOS sensor align with your visionary hypothesis, Tony?

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.

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.

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.

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...

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 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 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

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.

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.

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.

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.

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.

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.

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.

Fuji is more a question of love not a question of tech...

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.

I transitioned from Canon DSLRs to Fuji X-mount during the 2013 - 2016 time frame (XE-1, X-Pro1, & XT-2 replaced Canon 6D & 7D). To me the tactile experience, out of the box image quality advantage (white balance and film simulations especially), and smaller footprint made it a step in the right direction. Lenses are small, light, and crisp, and offer the aperture ring UX that blows dials out of the water for me. The 1st gen bodies got me hooked on the brand, while the XT-2 provided the functionality improvements to turn Fuji into my primary system. Now its ~4.5 years later and the XT-4 comes out. I was committed to upgrading before its release, but then it just didn't seem like it was solving any problems I had using the XT-2. I borrowed one for a week and actually disliked the flippy screen compared to the tilt variety...a pretty big deal as you use it nearly every time you shoot. Sure, IBIS and 4K 60 are welcomed improvements, but wouldn't warrant $1700 to replace my working, trusty XT2. Meanwhile, for too many use cases to count, the iPhone cameras produce comparable results based on where the images are consumed, with a significantly easier editing and distribution workflow. Then I rented a GFX 50S to bring to my sister's wedding...and felt similar to how I felt in 2013 with the XE-1. The richness of the images, even viewed on a phone, made a noticeable difference. I loved that you still needed to "operate" the camera....slow but reliable autofocus combined with manual controls and limited burst rate reminded me of the enjoyment that the XE-1 produced compared to the less soulful Canons. I wanted to go out and shoot for the first time in a while, and I was convinced I'd end up jumping into the DMF world. Still, there are too many compromises. The 100S and 50S II both have PASM dials and the 50S II display features are underwhelming. The 50S & 50R are old, and might warrant consideration if they drop another $1000 or so purely for IQ benefits. 100 MP is overkill, and something I'd compromise on as an initial entry point. Can they go 60-70 MP though and differentiate from the FF options a bit more? Lens prices are also a concern, but probably just mean a slower & longer purchasing program compared to diving into a system all at once. The 110 f2 was magical to use, and the little 55mm appeased my desire for small & light. Would love to see more similar options akin to the f/2 primes on X-Mount there. But also reach for a gem or 2 on the higher end (16mm 1.4 replacement esp) I love Fujifilm because of that tactile operation that feels good in the hands and demands practice to excel. The change to flippy screens and PASM dials and removing the modular viewfinder are all steps in the wrong direction. Now I'm left wondering where to go and what the ROI really is for an upgrade or system change. Is it too much to ask for that Fujifilm keep the edge that differentiates them from competitors (experience, materials, aesthetic) while offering unique image quality (stills & video) for people not overly concerned with burst rates and animal AF?

I’m a sony a6400 user but I truly love what Fuji is doing with their cameras since I shoot film as well, I would love to have a Fuji X-Pro 3 although it’s a bit over my budget, actually I’d love a 900$ version of X-Pro 3, I love the leather cases, I love the film simulation, I love that there are lens adapters for Fuji X Mount so I’d be able to use my old analogue M-42 and M-39 screw mount lenses on a new high quality digital camera, and have video as well, I think you said it all Tony, Fuji should actually rely on that analogue feel of things and make it as enjoyable as possible.

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.

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.

Tony, thank you for the insight. Though I am not a professional shooter, I just decided to dive into Fuji's X system. I still have my little Olympus OM-D, I wanted to branch out into APS-C. I love how my OM-D functions and renders colors, but I was looking for something different. Dove into a used X-T2 (Graphite Edition) that, for the past couple weeks, has been a blast to shoot with. Fuji gives a different shooting experience than my OM-D. I feel more connected to, and more willing to experiment, with my images. I do hope that the Kaizen culture continues, but realistically that would be a large cost for them to continue.

As an owner of 5 Fuji cameras currently (both myself and my wife are wedding photographers), and a user since the x-e1 days, I think I have some standing. Fuji have recently been releasing some great lenses and major camera announcements will come in time. I think as far as the x mount range is concerned they should continue to concentrate on producing excellent crop sensor cameras suitable for professional and enthusiast use. They are smaller than full frame alternatives when you include the lenses, and new sensor technology is in the pipeline. The dials plus excellent JPEG’s make it easier to get things more or less right in the camera which saves me a huge amount of editing time. I wish they had over 30 mins recording time though, implementing this by firmware update to the x-t4 would result in me instantly buying 2 more of them plus several lenses, as I could get rid of my old Canon DSLRs which I currently use for filming weddings.

"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.

Your obvious enthusiasm for camera equipment is contagious and your knowledge of the industry and professionalism both endearing and impressive.

I recognized my Sony a5000 was needing to be replaced and 6 months into looking for a new digital camera I was gifted a Canon AE-1 and fell into the film photography world. After 6 months of shooting film I realized I wanted that same experience on the digital side as well, and went with the X-T30. I've been so happy with that choice. I agree that Fuji should capitalize on the niche market in some way yet still keep the price point accessible for amateurs who don't have the money to drop like pro's do. Marketing/joining to college or high school photography classes to design a fully manual control camera (what those classes typically require) that schools buy and teach students on May be a way to expand their reach and get their name into the younger generations who are only hearing about the big 3.

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!!

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.

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?

Thanks for the video Tony. I agree with most everything you say, Fuji needs to focus on what their current users want, I would say they're not in some competition for resolution champion, and they just like the feel of the camera, not because it's like the old film SLRs, but because it just works for the way a lot of photographers like to shoot. I used to shoot Contax back in the day, and I loved that system. I would hate to see Fujifilm suffer the same fate, for different reasons of course. I love my X series cameras and lens, and will keep buying them as long as they continue to produce these quality, unique cameras. Yes, the autofocus could use some work.

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?

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…

To highlight your point about taking a luxury approach, I'm a non-professional shooter looking at buying a medium format camera early next year for personal use. The the Fuji GFX50S and GFX100S are both contenders, even though to be honest I'm leaning more towards a Hasselblad X1D II. Price-wise the two systems are fairly comparable. Even though the Hasselblad has fewer features (and megapixels when compared to the 100S), it's a camera I 'desire' to own for the build quality, the experience of using it, as well as the long history that Hasselblad has for making quality cameras.

i currently shoot with the x-t3 and i agree, what sold me was the shooting experience. it really is unmatched in my experience. the dynamic range however is not the same as full frame or medium format, no mater how you process your images. the only tech that has me mildly curious is the sigma fovean sensor if they cam ever get it remotely efficient enough to be reliable and feasible. all that said, i think other than switching to a high res canon when they release that, the GFX 50s II is where i'm headed i don't shoot wildlife, except by accident, when it is present in my scene. i primarily shoot landscapes, with some portraiture as well.

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.

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.

I love my fuji xt-3. Love the experience of using it. And I use it for KZfaq when I do make videos because my almost decade old Canon 60D has never had reliable video. What I mainly use my fuji for right now is as my silent shooter when working on film sets. And while I'm going to keep using it right now on set and I'm probably going to keep it for travel work. I probably won't be continuing to build out my set kit with fuji, which was the plan, and instead go back into one of the main camera brands for my mirrorless on set options. My lenses are canon, I only have the kit lens for my fuji, so that is probably the deciding factor of where I end up buying a new mirrorless. I try to hold on to gear as long as possible.

Having owned the first X100 and X100S, everything you said are my sentiments exactly. I even used my X100s to shoot weddings. All the shortcomings you pointed out are vexing. Perhaps one other point to mention is that, at least with my X100s, the cameras were contrast autofocus only. In places with low ambient light, my X100s were deal breakers for paid weddings. Recently, my X100S broke, after a decade of heavy use, and Fuji can’t fix it. I was torn, stay in the Fuji ecosystem or move on. I decided to get a Sony A7IV with two fixed lenses, a 35mm and 85mm, f1.4. Though not quite as small and compact as the X100s, the advantages outweigh the disadvantages. It will still be a small compact system. It’s sad that I am abandoning Fuji. I love my X100s so much. I had a relationship with my X100 cameras and I made so many memories with them. I’m in tears.

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.

Rule: If you hear breaking news and they don't use Tony's "Breaking News" music, they're not breaking news.

I am a proud fujifilm user and I totally agree with the fact that the brand identity is something I will always hold dear, absolutely love the experience of shooting "digital film" and one of the associations I have is that I am amazed at how even the entry/consumer models x-trans are packing serious prosumer levels of image quality. I used to have a nikon d3200 when I started out and I hated the handicapped performance experience I had in the area of image quality. I still own the xt20 and the reason I chose it is because it is a very serious performer in a very compact and light formfactor, and the controlls are also very well designed. I can still grow so much in my photography with the camera since it's technical capabilities so good that I can create pictures I am happy with even in projects where the shooting conditions are tough. Recently I also started shooting in the mindset of a prosumer and I have felt the limitations of going pro with my camera. The endurance and workflow requirements are different when there is pressure and I would be happy to trade the thin and light formfactor of my camera for more endurance and stability in the workflow. Upgrading in aps-C in fujifilm's line-up is a tough one, not because fuji hasn't mastered this sensorsize but because the larger sensors do make a significant difference in certain situations. Which brings me to their GFX medium format. I always saw X-trans as the best way to enter photography since it's beautifully designed, simple for the hobbyists and it performs serious enough to be considered a prosumer camera. GFX however by logic of sensor size should be if the Full frame sensors went Fuller frame. Sadly it feels like Fujifilm falls behind in both performance and user experience. It lacks the sophistication of xtrans which to me are: "the best camera you can have and will ever need" and "we don't compromise on quality by watering down the user experience" If Fujifilm can make the unicorn of a digital medium format that can compete with the Sony's and Canon's they really do have an edge and they can abuse that fact in the promarket just like how apple pulled off the M1 chip which they even put in an Ipad of all things. Even today film medium format is no joke, if they can transition/reïnvent that style of photography with the: right glass, sensor, software, workflow but most importantly the (sentimental) value of medium format (I shoot film and I remembered first time I held a mamiya in my hands, to experience that much power in my hands was unreal) to what a pro digital camera means in 202X or 203X they may just have the best digital camera I can imagine. Please Fujifilm become the eyes of society again!

I like to wear Puffy vests , I usually buy the ones with multiple internal pockets , people are amazed when I pull out a camera system at informal gatherings , an X E3 , 16/2.8, 27/2.8, 50/2 all hide nicely & sync to my 8” Samsung tablet that “just” fits too, it’s really nice to have 4K & all the benefits in an easily wearable kit.

I bought a secondhand X-T100 just because of the Champagne Gold color they offered and I love how it looks. It doesn't replace my main camera but I use it as a fun little companion that I can take with me anywhere at any time. When I use it I am usually shooting with a creative style in mind which just adds to the enjoyment. When I want to get stuff done for big events or clients, I use my higher end equipment. When I want to enjoy and be reminded of just how fun and stress free photography can be, I use my Fujifilm.

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!

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.

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.

I would love to see a Fuji B&W only camera like the Leica M monochrome!

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.

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.

The GFX 100s is a pretty sweet deal at 6k. I've used all the current high res offerings from Sony and Canon and non of them can really match the stills IQ. Obviously they do offer significantly better video, af, and other performance benefits but the stills IQ is not really the same. I spent a lot of time back and forth between the RF 85mm 1.2 L and The GF 110mm F2 and the 110 F2 just looked nicer to me. Not sure you can get anything like the GF 110 F2 "look" with out doing some sort of multi shot stitching.

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.

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.

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.

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...

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.

My return to photography was the X-E2 and 18-55 "kit" lens. I LOVED that camera. I moved the little zoom on and started to accumulate primes. Spent too much time listening to KZfaq influencers. Now my lightweight kit is getting heavier. Then I moved the X-E2 on for the X-Pro-2. Hated it. I was used to Fuji "quirks" but I never warmed to that camera. Over the past few years I noticed the steady stream of firmware updates had slowed to a trickle. A few months ago I moved the whole kit on for a Canon R6. I'm happy with my choice, but still miss that first X-E2 kit.

I bought a Fujifilm XT3 after starting out with a Nikon d3300 DSLR for beginner in 2016... Wanting to get in the mirrorless cameras I decided on a the XT3 to get a camera inviting to take it out. Fuji does that very well and I live their film simulation gets great results out of camera without the need for postprocessing. I don't really do video (yet) any also for that it has enough to satisfy 10bit 4k is more than good enough. I love it already got the 35mm F2 as my first lens and it already got me some great shots.

I just switched from Olympus to Fujifilm because of the size factor and improved image quality. I looked at full frame but they are way to bulky especially their lenses. I like the rangefinder style as well and the X-E4 is a great alternative to my Pen F. I am considering an X-S10 or X-T4 for more specific video use. The new GFX is lower priced entry level medium format and it does something’s well and other things not so much. Given time and with the lens roadmap, it will mature with more improvements when new sensors appear. The X line is already set for a revamp with the new x-trans sensor and more lenses with new third party options as well. There is a need for a size and weight alternative quality alternative to full frame and considering that APS-C was good enough for professional work until full frame came along, it is still able to succeed in an almost abandoned marketplace.

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.

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.

Where did you get that brown leather case on the second camera from the right, xt3 I presume? Where or atleast what brand? Ty!

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.

Queue Ken Wheeler melt down in 3.... 2.... Ken is screaming I DON'T HAVE AFFILIATE LINKS.