DPReview Interviews Toshihisa Iida

Image Courtesy of DPReview

DPReview published a lengthy post Photokina interview with Toshihisa Iida, Fujifilm’s General Manager of the Sales and Marketing Group, about the Fujifilm GFX 50S. Many of the details from the interview we have heard before, but there are a few new details.

I suspected the reason they wouldn’t/didn’t use X-Trans on this generation camera was due to processing power concerns and it appears I was right. Maybe we will see X-Trans in a future GFX camera, but for now processing power seems to be the limiting factor.

“The sensor format is large enough that even without X-Trans, the image quality is very good. X-Trans is good, but it’s a complex filter array. Sometimes Bayer is more straightforward, and it makes Raw processing easier.”

A camera like the GFX can be difficult to put into perspective for photographers that have never shot medium format before, some are trying to compare it to full frame, but that’s not the best way to understand the difference medium format makes in your photography.

“By the numbers, depth of field might be similar, but we think that the actual images look different. And it’s not just about depth of field. There’s wider dynamic range, and greater resolution and so on. Overall there’s a lot of benefit from using a medium-format sensor.”

Toshihisa Iida also makes a very bold claim about how he expects the size of the mirrorless market to grow over the next 2-3 years

“Probably, in 2 years time, the size of the mirrorless market will exceed the market for DSLRs, globally. Already in some asian countries the mirrorless market is bigger than DSLR.”

Finally the interview even covers VR, which is an area or interest of mine. I’m curious what Toshihisa Iida considers industrial purposes vs consumer imaging, but it’s definitely a market ripe for high end development.

“I think that VR is mainly for industrial purposes. It can be applied to the consumer market but it’s very niche. So if we’re talking about consumer imaging, I don’t think that 360 cameras have a big audience.”

You can read the rest of the interview with DPReview here.


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  • faberryman

    According to Fuji’s Toshihisa Iida: “The difference between APS-C and full-frame is too marginal, so there
    was no point. So we decided to go for a bigger sensor format, to show a
    clear differentiation from APS-C.”

    A FF sensor has 2.33x the area of an APS-C sensor. So according to Fuji, increasing the sensor size by 2.33x is not worth it.

    The Fuji “medium format” sensor has 1.66x the area of a FF sensor. Following Fuji’s logic, the jump from FF to its “medium format” sensor wouldn’t be worth it either.

    If other manufacturers think along the same lines, we probably won’t be seeing “medium format” cameras from Canon, Nikon, Sony and other FF manufacturers.

    • At the moment APS-C can do 99.9% of what the best full frame cameras on the market can do. This isn’t true of medium format compared to full frame. Next generation full frame will likely pull ahead again, but not by much.

      • faberryman

        99.9%? So the fact that the FF image area is 2.33x that of APS-C only gets you 0.1% in quality improvement?

        • X-Trans makes a big difference just like Foveon. There’s more to IQ than sensor size. Many out then XT-2/X-Pro 2 above the IQ of most current full frame cameras.

          • faberryman

            I shoot digital with a Fuji and am a big fan, I am just not delusional about it quality compared to full frame.

          • You can say what you want… but I currently own 4 full frame cameras and the X-T2 is equal to them in just about every way.

          • faberryman

            Always the qualifiers: “99.9%”, “just about”, etc.

          • You’re going to find an instance where the high ISO doesn’t stand up… or where Fuji doesn’t have glass long enough… or you could make a depth of field argument, but at this time when I shoot a show with stage lighting I’m getting sharper images with lower noise than the guy that shoots them with me and uses an A7RII (on a side note I have shot them with Sony full frame cameras and done a little better than him, but not even close to Fuji good when the red lights come on). Now the A7S is going to kill the Fujifilm at high ISO, but it’s only 12MP and it’s likely not going to focus as well… etc… it will also have issue with stage lighting that Fujifilm does not.

            Qualifiers are a necessary evil when being accurate. Making definitive statements like calling people or ideas delusional is never wise. Regardless you should do some reading on sensor technology. The configuration of the sensor is important and Foveon at base ISO rivals medium format. X-Trans rivals full frame. You’re free to believe whatever you want to believe.

          • faberryman

            As are you.

    • CHD

      One of the big differences between FF and medium format is 16bit colour. As of today there is not a FF camera available that provides colour depth any better then 14 bits. The Sony sensor used in the X1D and GFX provides 16 bit files.