Cameras Fujifilm

Fujifilm To Continue X-H Series, Part III

An update to the Fujifilm X-H saga, this time from an interview with Mr. Toshi Iida by Dave Etchells of Imaging Resource.

Besides the technical explanations about IBIS, two main points come across clearly in that interview:

1) Mr. Toshi Iida reiterated Fujifilm’s commitment to APS-C instead of full-frame.

Toshi Iida: I think you know a simple answer is that we are different from any competition. Last year everybody except Fuji, pretty much, was focused on full-frame mirrorless. We intentionally ignored full-frame mirrorless as a category. We have concentrated the focus of our resources on GFX and APS-C. Not only the cameras, but also the lens development… we took a different approach.

2) The X-H Series is still awaiting the “breakthrough differentiator” that will make sense to continue this line.

Shin Udono: We continue to investigate future X-H cameras. The X-T4 is not a replacement for X-H1, so we keep our minds open about future X-H models… But we will clearly differentiate from the X-T line.

Dave Etchells: So what is that differentiation? What separates X-T and X-H?

Shin Udono: Difficult to say now; we need some sort of the breakthrough, probably.

We have more to say about this after the fold.

via Imaging Resource

OK, so Fujifilm reiterated their belief that they are on the right track as far as sticking with APS-C instead of following the industry that is quickly shifting to full-frame mirrorless. The Fujifilm X-T4 APS-C mirrorless camera is indeed a run-away success. However, as Fujifilm itself admits, the rest of the industry is veering toward full-frame mirrorless.

Consider that Panasonic has just introduced the LUMIX S5, their full-frame version of the popular Micro Four Thirds GH5. Canon is rumored to be introducing a budget-priced entry-level full-frame EOS R?. Nikon’s Z 50 is APS-C but uses the same Z Mount that it’s full-frame mirrorless cameras use. The Sony A7c is the entry-level “compact” rangefinder-style version of the A7 III and is full-frame, not APS-C like the previous compact Sony models are (e.g. the A6600). So, the camera industry seems to be indeed moving toward full-frame mirrorless, except for Fujifilm.

As we mentioned before, Fujifilm has currently pretty much locked up the medium format (GFX100) and APS-C (X-T4) mirrorless, as well as Premium Compact (X100V), segments. These are the most coveted cameras, bar none — cameras that photographers really love to use. But will they still be able to compete when more and more budget-priced compact-sized full-frame mirrorless cameras come out?

Read: The Future is Full-Frame Mirrorless

Read: Fujifilm To Continue X-H Series, Part II (2020-04-14)

Read: Fujifilm To Continue X-H Series (2020-04-11)