Has Fujifilm Lost its Way?

DPRTV asked what happened to Fujifilm “Kaizen” in their latest video, which Jordan had to save from being ripped apart by inserting an update acknowledging that Fujifilm did add gimbal support in their latest firmware. While Fujifilm hasn’t been adding features as rapidly as they did in the past they are aggressively pursuing Sony’s AF crown, because that is the only area where Sony has a lead at this time.

So do AF improvements fall under Kaizen? I believe they do because better AF can fundamentally change how a camera is used and it can help bridge the gap between two generations. Sure Fujifilm promised their new film simulation would come to all the cameras that can support it, but Fujifilm has never been quick about making these kinds of changes. It took Fujifilm quite a while to add 4k recording to the X-Pro2. It could take even longer to add new film simulations because even though their cameras are very similar the sensors are going to have slightly different characteristics due to thermal constraints and there might be some storage limitations to work around.

Fujifilm will eventually catch up to Sony’s AF technology, but how long it will take largely depends on the amount of resources Fujifilm dedicates to the endeavor, which is likely why most of our bigger updates have brought AF improvements. The next generation Fujifilm X-T4 should provide us with a jump in AF performance compared to previous generation cameras with at least a new processor and probably a new or tweaked sensor being required for the leaked specs. 2020 is going to be an interesting year for Fujifilm cameras and Kaizen.

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