Fujifilm… Momentum Defined

This September will mark 8 years since Fujifilm announced the FinePix X100, the little camera that changed photography forever for so many of us.  Over the next few years Fuji enthusiasts and brand ambassadors wrote passionately about each new camera, each new lens, and each new firmware update.  We celebrated successes, noted milestones, provided feedback and enjoyed gatherings with other Fuji X Series users.  I can only speak for myself of course, but it has been a wonderful ride.

This past February I was in Vancouver with Billy Luong (Manager – Product and Marketing Specialist Group) and three of my Official Fuji X Photographer peers for a presentation on the brand new Fujifilm X-H1.  After the presentation, I had long conversations about the Fuji X Series with several of the attendees and went for dinner with Billy and the X Photographer team.  Driving home, I distinctly remember thinking about how far the X Series had come and how mature the system was now.

Well, that was 5 months ago and a lot has happened since then:  Fujifilm have released two more new cameras, 3 new lenses, delivered more than a dozen free firmware updates and even brought out a new colour option for the esteemed Fujifilm X100F (pictured above).  The lens roadmap has also been updated, with three new lens that will be released in the coming years.

And, it is only July.

I have had the privilege of working closely with Fujifilm as a brand ambassador for several years now.  I know how they listen to their user base, and I know how hard they work to release products that meet the needs of their customers.  Still though, when I look at the aggregate of their releases over the last five months, I have to say that I am blown away.  In my opinion, there has never been a better time to get into the Fuji ecosystem… it is mature, robust and, clearly, still growing!

I have a bit of free time right now, so let’s take a look at these new products:


Photo credit Jonas Rask (https://jonasraskphotography.com)

The Fujifilm X-H1

The X-H1, the first release in 2018, is a new body that exists alongside the other flagship cameras in the Fuji X Series (the X-T2 and X-Pro2).  At launch, it brought a lot of improvements that were welcome additions for many X Series users, including a stronger, more scratch resistant body, a new shutter, an improved auto-focus system, 5 axis / 5 stop in body image stabilization, an improved electronic viewfinder, new shooting options like flicker reduction, and a plethora of new video options.  While some people struggled a bit with the larger size, I found that the X-H1 balanced extremely well with the Red Badge zooms (like the XF16-55mm f/2.8) and with the larger primes (like the XF90mm f/2).  There is no other way of saying it:  the X-H1 is a beast, ideally suited for action and wedding photographers as well as those who are focused on video.

You can learn more about the X-H1 on Fujifilm’s official page here:


And, be sure to read my buddy Jonas Rask’s review here:


Photo credit Jonas Rask (https://jonasraskphotography.com)

The Fujifilm X-T100

When mirrorless cameras were first gaining momentum there were many strong arguments in their favour:  the compact size, the ergonomics, the image quality, the “what you see is what you get” nature of the viewfinders, the price point compared to DSLRs, etc.  As these cameras became more advanced, however, the price gap between mirrorless and DSLR narrowed somewhat.  That is why I was so excited to see Fujifilm release the X-T100, an affordable product at an excellent entry level price ($699USD with the kit lens).

There are some differences between the X-T100 and the other cameras in the X Series of course (it uses a traditional Bayer sensor and not the X-Trans sensor, for example), but it is a very capable camera, which makes it an easy recommendation for people who are looking to switch to Fujifilm but who can’t afford the other models.

I also think that this release speaks to the maturity of the Fuji X Series.  Within a few months Fujifilm added what is arguably the most capable camera in the X Series line (the X-H1), and then followed that by releasing a new entry level model.  Something for everyone…. a mature system.

Here are a couple of  links where you can learn more about the X-T100:



Photo credit fujifilm.com

The Fujifilm XF10

A few years ago Fujifilm released a camera called the X70.  It was not one of Fujifilm’s most successful cameras, but it has developed a very strong following since.  The X70 had an X-Trans sensor, a tilt screen, a fixed 18.5mm lens (a 28mm equivalent), and touch screen functionality.  In many ways it was the perfect “always with you” street photography camera and many people (myself included) were sad to see it discontinued.

Last week Fujifilm announced the XF10, a new fixed lens compact camera.  Now, this is not the successor to X70 for several reasons, but it does share a similar size and focal length.  I have not used the XF10 yet but, at its price point of $400 USD,  it is another strong addition to the entry level of the Fuji X Series.

You can learn more about the XF10 here:


Photo credit Jonas Rask (https://jonasraskphotography.com)

Fujinon XF200mmF2 R LM OIS WR

Early in the development of the X Series it was not uncommon to hear people say things like, “I would love to switch to Fujifilm, but I need fast, long glass for the the sports that I shoot.”  Or, “I really need dual card slots for my wedding photography”.

Fujifilm moved quickly to fill those gaps though, and last week they announced the new Fujinon XF200mm f/2 telephoto lens.   I have friends who are absolutely thrilled with this announcement, who are already deciding which vehicle or child to sell to get this lens.  The XF200mm has a full frame equivalent focal length of 300mm, but it also ships with a 1.4x teleconverter, offering a fast equivalent focal length of 420mm.  When you add in 5 stops of optical image stabilization, and weather sealing, you can really see that this lens is purpose built for professional work.  It will become a workhorse for those who need it.

Here are a couple of links to learn more about the new XF200mm lens:



Photo credit Jonas Rask (https://jonasraskphotography.com)

Fujinon XF8-16mm f/2.8 R LM WR

Nikon and other DSLR manufacturers have long had their “holy trinity” of lenses.  Years ago, when I shot Nikon, the trinity consisted of the 12-24mm f/2.8 zoom, the 24-70mm f/2.8 zoom and the 70-200mm f/2.8 zoom.  Odds are that if you were a “working pro” shooting Nikon you would have a bag with two full frame DSLR bodies, these three lenses, a bunch of accessories, and the contact information for your chiropractor.

Several years ago, Fujifilm released the first two Red Badge Lenses in the Fuji X Series, the XF16-55mm f/2.8 zoom and the XF50-140mm f/2.8 zoom.  These fast f/2.8 lenses are weather sealed, have fast autofocus and provide amazing image quality.  I am a prime lens shooter through and through but, as a working photographer, I would never be without these two lenses in my bag.  In my work they don’t come out often, but they are indispensable when needed.

And now, finally, we have the third lens in the Fujifilm trinity:  The XF8-16mm f/2.8 zoom lens.  I do not shoot a lot of wide angle myself, but this lens is going to be a welcome addition for those who want the best wide angle lens they can get for their X Series cameras.

Here are a couple of links to learn more about the new XF8-16mm lens:



Photo credit Jonas Rask (https://jonasraskphotography.com)

Fujifilm has also been busy on the GFX front over the last few months, releasing the following products:

GFX 250mm f/4 with a 1.4x adapter:


the MCEX-18G and MCEX-45G:


As you can see, things have been very busy on the hardware front this year.  Now, let’s talk about software…


(A “class photo” from a recent workshop I taught.  I would say that Fujifilm was well represented!)

All companies work to innovate and introduce new products, but no one supports existing products the way that Fujifilm does through their ongoing firmware updates.  Sometimes an update may be small, perhaps just a bug fix or compatibility with a new lens, and other times Fujifilm adds entirely new features to their products.  

And, they do it for free!

The X-Pro2, for example, is now a 2.5 year old camera.  It just received an update this past week, however,  that adds additional customization options for the viewfinder, Flicker Reduction for when you are shooting under fluorescent lights, new improvements to the camera’s auto-focus system and several other small feature updates.

…how cool is that?

In the last six months alone, the following cameras have received firmware updates:

  • X-A3:  June 28th, 2018
  • X-A5:  June 28th, 2018
  • X-A10:  February 10th, 2018
  • X-A20:  June 10th, 2018
  • X-E2:  July 24th, 2018
  • X-E2S:  July 24th, 2018
  • X-E3:  July 24th, 2018
  • X-H1:  July 19th, 2018
  • X-Pro2:  July 19th, 2018
  • X-T2:  July 19th, 2018
  • X-T10:  July 24th, 2018
  • X-T20:  July 24th, 2018
  • X100F:  July 24th, 2018

Note:  This list does not include updates made to lenses within the system, of which there were several this year.  

You can check for the most recent firmware updates here:



Some organizations are famously secretive when it comes to future product releases (Apple comes to mind), refusing to say anything about future product development or launch cycles.  As a working photographer, however, I want to be able to plan and knowing what is coming allows me to invest in my tools appropriately.  Fujifilm helps us in this regard by publishing the Lens Roadmap (see above).

The current roadmap, recently updated, announces three new lenses that will be coming in 2019/2020.  I can say, from many frequent discussions, that these are all lenses people have been requesting for quite some time now:

  • A 16mm f/2.8 prime lens.  I hope that this lens will be the perfect wide angle companion to join the 23 f/2 and 50 f/2 lenses that I love so much.  This will be an instant buy for me if it is.
  • A 16-80mm f/4 zoom lens.  I am not usually a zoom shooter, but I am actually quite excited for this one.  The 24-105mm f/4 zoom has long been a mainstay in the Canon world, and back when I shot Nikon I often used a 24-120mm f/4 (on a full frame) as my travel lens.  I think that a weather resistant, optically stabilized 16-80mm f/4 will be the perfect addition to my travel bag.
  • A 35mm f/1.0 prime lens.  When the topic of future Fujinon lens releases comes up the 35mm f/1.0 often gets discussed.  It isn’t a lens that would get used very often in my work, but I think this one is going to make many Fujifilm shooters very happy!

In Summary

This post turned out much longer than I originally intended, but I think the main take home is that Fujifilm is clearly not content to rest on their laurels.  On the contrary, they are constantly innovating and working to make the X Series the best camera system possible.  Just look at the last 5 months:  3 new cameras, 3 new lenses and over a dozen new firmware updates.  When I see this I get excited, thinking about what may come in the next generation of the X-Pro2, X-T2 and X100F cameras.

If you are considering a move to the Fuji X Series I can only say that you should jump right in… the water is fine.  You will be working with a camera system from a company that is constantly innovating, constantly listening, and constantly delivering.  Is the X series perfect?  No, nothing is, but as a working photographer I can attest to how well these cameras perform and to how great it is to see a company constantly expand their product line and support their users.

What more can we ask for?



4 thoughts on “Fujifilm… Momentum Defined

  1. David Hellmann (@davidhellmann) says:

    Oh, yeah. Started with the Fuji X100 (Special Edition in the wooden Box) and since them I had all X100 and X-Pro1 and currently the X-Pro2. I sold my X100F cause it’s a bit too pricy to have both and I use it to less at the end. But every when I have the hands on my X-Pro2 I’ve a smile in my face. So much fun this cameras!

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