DPR posted a lengthy interview with Fujifilm management at CP+ 2023 that you can read in full here or check out excerpts below:

• The core audience for photography has shifted toward enthusiast populations
• Fujifilm expects demand to remain stable
• Companies need to continue making interesting products
• GFX has been very good for Fujifilm’s business
• GFX is focused on absolute image quality
• APS-C is about achieving image quality in a compact, lightweight body
• Fujifilm’s direction is set with no middle-ground strategy (Full Frame)
• Fujifilm focuses on what it can provide end users more than focusing on sensor size
• Fujifilm is happy with the performance of the X-H2S because it has shown photographers and reviewers that Fujifilm can make a fast action camera
• In the past when people would shop for cameras Fujifilm cameras would be recommended for everything except fast action and now Fujifilm has a product to sell to action photographers
• The first model of a new generation is always challenging and Fujifilm spent a lot of time optimizing
• Fujifilm will use its 40mp sensor when it makes sense and its 26MP sensors when they make sense
• Fujifilm believes 10% of X-H2S buyers are professionals with more being wildlife than press photographers
• X-H2S is a hybrid camera so it isn’t just for photographers
• Professionals using Fujifilm cameras matter because it inspires confidence in enthusiasts
• Videographers are switching to Fujifilm for video image quality
• “Many users are choosing our system due to top-level image quality and performance.”
• Fujifilm announce compatibility with Frame.io at Adobe Max in October for professionals
• It is important to have good video quality to sell cameras since professionals’ workflow is increasingly made up of stills and photos
• Fujifilm believes there is room for a dedicated video camera now that consumers know they have good video quality
• Fujifilm has grown the medium format market with GFX and GFX sales are larger than the entire medium format market that existed before
• Fujifilm made medium format film and always believe there would be a larger medium format digital market
• GFX. is still roughly 20% professionals and 80% amateurs but both have grown a lot so the enthusiast probably grew a little
• X100 is Fujifilms most iconic camera and it is a fashion item for some
• Fujifilm has already increased production of the X100V and demand keeps growing so they are trying their best to catch up with the demand
• Fujifilm has been asked to make a medium formate X100 camera, but it depends on size because the size of the X100V is part of what makes it attractive
• An X100 GFX could be a great gateway camera to the GFX system according to Fujifilm

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