DPR: Fujifilm Interview – A Look Back, Frameio, GFX, X100, and More

DPR recently sat down with Fujifilm managers to talk about the future. You can read the full interview here or check out the excerpts below:

Fujifilm’s design philosophy

  • Fujifilm attributes its success to listening to its customers
  • Fujifilm expanded its lineup of cameras and didn’t change its focus which is why they have cameras for photographers, videographers, and hybrid shooters
  • Fujifilm is looking to add sports and wildlife shooters by providing them with tools
  • It’s obvious they have a big photographer base so it makes sense to expand the appeal with telephoto lenses
  • When asked if Fujifilm might be neglecting low-end cameras like the X-E Fujifilm insisted that they haven’t lost focus on any of their existing range of cameras
  • Fujifilm gets very positive feedback about the X-T5 which is a still photography cameras
  • Fujifilm can’t give photographers everything on one camera for example the amount of users that want a variable angle screen vs. a tilt film screen is split almost 50/50 so its impossible to make everyone happy.


  • Fujifilm is very proud of its IP connectivity
  • They chose Frame.io because it is one of the most sophisticated and easy-to-use platforms plus it has a customer base already
  • Fujifilm could have created its own platform, but it might have been something that added work to photographers’ workflow
  • Fujifilm works hard to make less work for photographers not more
  • Frame.io is popular with videographers at this time, but it should become more popular with photographers too


  • GFX’s greatest strength is its 44x33mm format and the image quality/tonality it provides
  • Fujifilm believes its approach is the best and that full frame should be skipped over
  • GFX and APS-C cameras are very capable so there really is no reason for full-frame since they now offer something other brands do not/ cannot
  • The GF500mm F5.6 won’t be too big weight-wise because the lens can be long and light


  • The popularity of the X100V is a nice surprise that helps validate the quality of Fujifilm cameras when users find out about them
  • Fujifilm has tried to increase production but demand keeps growing
  • Fujifilm considers X100 demand to be a good problem to have
  • Fujifilm could have stronger demand across their lineup if they marketed their cameras better
  • Fujifilm X100V is Fujifilm’s first fifth-generation camera even though it doesn’t have fifth-generation parts inside of it
  • The X100 concept will remain without anything too crazy being done to it in the future even though TikTok users want the X100 to be a bit more funky

Fujifilm GFX100II:
B&H Photo / Amazon / Moment / Adorama
Fujinon GF55mm f/1.7
B&H Photo / Amazon / Moment  / Adorama
Fujinon GF110mm f/5.6 Tilt Shift
B&H Photo / Amazon / Moment / Adorama
Fujinon GF30mm f/5.6 Tilt Shift
B&H Photo / Amazon / Moment / Adorama

B&H Photo / Amazon / Moment /  Adorama

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Plus, our owners’ groups
Fujifilm GFX Owners Group
Fujifilm X-H Owners Group
Fujifilm X-T Owners Group
Fujifilm X-S Owners Group
Fujifilm X-Pro Owners Group
Fujifilm X-E Owners Group
Fujifilm X-A Owners Group
Fujifilm X100 Owners Group

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