PT: Fujifilm Interview – Fujifilm GFX 40% Market Share, AI, Film, X-M5 is Not Entry Level, OIS Unnecessary Sometimes, and More
French photography site Phototrend published its interview with Franck Bernard from Fujifilm at the Salon de la Photo 2024 show which you can read in French here and check out a translated summary of it below:
- Fujifilm is doing well with the GFX and X series of cameras, which is why there are shortages which is a good problem to have.
- Fujifilm GFX covers formats outside of full Frame/APS-C and makes up 40% of that market.
- There is big demand for cameras below $1,000 that aren’t entry-level which the X-M5 is designed to fill.
- The X-M5 was originally designed for YouTubers, but the more they looked at it the more it made sense for photographers too
- Young people today no longer practice photography and few buy the cameras their parents would have, but there is big demand for vintage cameras
- AI in camera can be tricky because some want their photos to be auto-retouched, while others would like to retouch manually, but things like smile detection have been around for years
- AI will help speed up photography processing.
- The Fujifilm XF16-55mm f/2.8 R LM WR II was completely redesigned to reduce its size and weight, which was possible thanks to smaller more powerful LM motors.
- The Fujifilm XF16-55mm f/2.8 R LM WR II doesn’t have OIS because it doesn’t help with IBIS for shorter focal lengths only longer ones.
- Fujifilm doesn’t include a charger with the X-M5 to meet its CO2 reduction goals by 2030 since most people have whole boxes of cables at home.
- Fujifilm probably contributed to the back-to-film trend with its film simulations.
- As a film manufacturer, Fujifilm has data that shows there is a really big back-to-film trend among young people, but there are limits.
- If Fujifilm is working on a film camera the digital division doesn’t know.
- The Fujifilm x100VI has been a success beyond their imagination and they had ambitious forecasts that were blown away at launch.
- The demand came from the camera being new and the Fujifilm X100V being viral on TikTok.
- The Fujifilm X100VI is iconic and unique which helps drive demand and orders should be filled in 10 to 11 months.
- The Fujifilm x100VI hasn’t cannibalized hybrid sales because it is a stepping stone to mirrorless interchangeable cameras.
- Fujifilm has a camera for every taste and budget
- The Olympics just passed and there wasn’t much demand for the X-H2S, but photojournalists have really wanted the GFX100SII.
Fujifilm GFX100SII
B&H Photo / Amazon / Moment / Adorama
Fujifilm GFX100II:
B&H Photo / Amazon / Moment / Adorama
Fujifilm X100VI Silver and Black:
B&H Photo / Amazon (Silver : Black) / Moment / Adorama
Fujifilm X-M5
B&H Photo / Amazon Silver : Black / Moment / Adorama
XF 16-55mmF2.8 R LM WR II
B&H Photo / Amazon / Moment / Adorama
XF 500mmF5.6 R LM OIS WR
B&H Photo / Amazon / Moment / Adorama
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