Fujifilm X Lab #6: Fujifilm X-S10 Discussed

By Louis Ferreira | Published: October 24, 2020

Since the announcement of the Fujifilm X-S10 many photographers have wondered why? Well between this X Lab video and the interview the other day I believe Fujiflm is trying to be clear about the point. The X-S line is about being Small, Slim, Secure, Simple, and Stabilized. The Fujifilm X-S line was an engineering challenge that Fujifilm took on and it seems they have largely succeeded and it will be interesting how their advancements will affect other lines of cameras form Fujfiilm.

The video above has very bad translated subtitles which you can read the summary of below, but they do go along with the them of other interviews. Fujifilms goals had a lot of thermal constraints they had to work around, but now that the camera is finished it does seem to be a great value for those not looking to switch or get an inexpensive camera with great image quality.

  • Heat disputation in the X-S10 was a concern, but they managed it by making the whole body into a metal heat sink.
  • Considered making the camera without IBIS first, but were able to make it small enough.
  • The IBIS helps improve the image quality though.
  • The design used to use more springs, but they were able to reduce them while preventing slippage.
  • They didn’t want IBIS to be useless so they worked hard to make the performance better.
  • There was a lot of trial and error in the beginning.
  • Fujifilm had to change to a new design that could be miniaturized
  • The new command dial feels good and clicks into place and is easy to understand
  • The auto mode now uses simulations

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Fujifilm X-S10 Development Staff Interview: Small, Slim, Secure, Simple, Stabilization

By Louis Ferreira | Published: October 23, 2020

Camera Kitamura interviewed the preson in charge of the Fujifilm X-S10’s development. You can see part 1 above and the summary will be below in addition to part 2.

  • The Fujifilm X-S10 was developed to be smaller than the X-T4
  • The S in X-S represents many things Small, Slim, Secure, Simple, Stabilization
  • The new grip lets you hold more of the cameras weight with your right hand
  • You can hold the camera better with just one hand with the new grip
  • The new grip is to help people new to X cameras
  • The battery in the grip is now vertical instead of horizontal making the grip bigger and providing more space in the body for IBIS
  • The designer also thinks that the new grip is more natural for users
  • The new dial is designed to make the camera more familiar to photographers coming from other systems
  • Happy they added custom settings to the dial instead of having it in the menus
  • Adding a PSAM dial gives the X-S its own identity
  • The X-S is a gate way camera into the X series and it’s important to adopt things like PSAM to keep it simple
  • Really likes film simulations
  • Fujifilm is known for image quality and film simulations are a part of that
  • You can find the optimal film simulation easily with the X-S
  • Putting film simulations and advanced filters on a dial lets you find the right one quickly
  • Does not think the selfie screen (variable angle screen) won’t be on every camera in the future
  • The new selfie screen doesn’t match the personality of every camera
  • The X-S is inferior to the X-T, but it has good enough functionality
  • The X-S does have the same color as other high end cameras, which is useful for youtubers
  • Would be great to have an LCD tilt in three directions

Summary of Part 2

  • People expect IBIS today
  • Fujifilm wanted to add shake correction that doesn’t affect image quality to their cameras but making the tech smaller took time
  • Their IBIS systems were restricted to larger body cameras like the GFX and XT4
  • Fujifilm’s IBIS is evolving
  • They had to reduce the correction stages to make the IBIS smaller
  • X-H1 to X-T4 made the IBIS system 30% smaller and lighter
  • The X-S emphasizes video while ensuring heat dissipation
  • IBIS doesn’t fix everything there is also subject blur when a subject is moving quickly
  • Increasing shutter speed is also important when image quality matters
  • It’s Fujifilm’s desire to allow you to take a stable picture even in low light situations
  • The X-S adopts the X-T4’s AF system
  • X-T4 is better at AF-C and subject tracking though
  • Right now there are 18 film simulations
  • If you come from the film days you know what you’re getting with film simulations
  • If you press the Q button after using the dial for simulations the camera will give you an explanation of the film simulation
  • Many young people have never shot film
  • Now you can master film simulation
  • The ability to AF at -7EV is almost AF in the dark
  • -7 EV is based on the XF50mm f/1 R WR and it is -6 EV with a f/1.4 lens
  • Fujifilm X-T4 and X-S10 have the same low light AF
  • Low light is where cameras beat smart phones, but they are getting better
  • Larger sensor cameras have better pixel pitch for image quality
  • Auto/SP is a new mode that picks the best film simulation mode automatically
  • The auto simulation mode picks between Provia/Velvia/Astia and adjusts color chrome blue automatically when a large blue sky is detected
  • You can also capture RAW while shooting in auto mode so you can pick other simulations later if you want along with adjust color chrome, clarity, dynamic range, etc…
  • Auto/SP kind of acts like an auto scene mode
  • The X-S10 is an easy camera to use but it is also a deep camera

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Fujifilm Partners with Carelink in Deploying Anti-influenza Drug Avigan® Tablets in China

By Louis Ferreira | Published: October 23, 2020


Fujifilm Partners with Chinese Pharmaceutical Company Carelink in Deploying Anti-influenza Drug Avigan® Tablets in China
TOKYO, October 22, 2020 — FUJIFILM Toyama Chemical Co., Ltd. (President: Junji Okada) has announced that the company has partnered with Chinese pharmaceutical company Carelink Pharmaceutical Co., Ltd. (hereinafter “Carelink”) in deploying anti-influenza drug Avigan® Tablets (generic name: favipiravir, “Avigan”) in China. Going forward, through a future application and approval of Avigan for imported drug registration, to be submitted by Carelink, FUJIFILM Toyama Chemical aims to introduce Avigan to the Chinese market.

Carelink is a pharmaceutical company that is actively engaged in developing new drugs by making use of their staff that have ample global experiences in Japan, Asia, Europe and the U.S., as well as extensive clinical development expertise and track records, with the aim of broadly supplying high-quality pharmaceuticals not only in China but to the entire world. At present, Carelink has expanded its area of development to infectious diseases as well as lifestyle diseases, and is working to develop antiviral drugs. In addition, with pharmaceuticals that have already been approved in Europe and the U.S., the company collaborates with partner corporations both inside and outside China to promote clinical drug development and submit applications for their approval as imported drugs.

FUJIFILM Toyama Chemical has partnered with Carelink towards the deployment of Avigan in China, and signed a memorandum to grant Carelink the exclusive right to submit an application for imported drug approval. Going forward, Carelink plans to make use of Avigan’s nonclinical and clinical data that FUJIFILM Toyama Chemical has accumulated so far (Targets: Influenza and novel coronavirus infections), and work to submit an application to obtain imported drug approval in China.

Furthermore, to expand therapeutic options using Avigan, FUJIFILM Toyama Chemical will develop an injectable form of Avigan jointly with Carelink.

Avigan, approved for manufacture and sale in Japan as an influenza antiviral drug, selectively inhibits RNA polymerase necessary for influenza virus replication. Due to this mechanism of action, it has been expected that Avigan may have an antiviral effect on the novel coronavirus, as they are RNA viruses of the same type as influenza viruses. FUJIFILM Toyama Chemical conducted phase III clinical trial in Japan in March of this year for COVID-19 patients with non-serious pneumonia. After confirming, with a statistically significant difference, the efficacy and safety of Avigan, the company filed on October 16th an application for Partial Changes to manufacturing and marketing approval items to add indication, as well as dosage and administration, relating to COVID-19.

By tapping into its leading-edge proprietary technologies and expertise, the Fujifilm Group will work to provide the market with pharmaceuticals that will help improve and maintain people’s health, contributing to the resolution of various societal issues.

Other Avigan/COVID-19/Fujifilm Biomedical Coverage ( 1, 2, 3, 4, 5, 6, 7, 8, 9,10. 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 29)

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7Artisans 35mm f/0.95 Now Available

By Louis Ferreira | Published: October 22, 2020


7Artisan just listed the new 35mm f/0.95 on its Amazon page stock is almost nonexistent and the lens just went on sale so I expect a line to develop soon at $249.00. Don’t miss out.

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Fujifilm X-S10 IBIS Compared to X-T4 and X-H1

By Louis Ferreira | Published: October 21, 2020


Fujifilm released official specs for the new X-S10’s stabilization system and it fits well between the Fujifilm X-H1 and X-T4. Below is a complete list of Fujifilm lenses along with the stops of stabilization you can expect on each camera body.

Lens StabilizationX-S10X-T4X-H1
XF14mm f/2.8 R66.55
XF16mm f/1.4 R WR66.55
XF16mm f/2.8 R WR66.55
XF18mm f/2 R66.55
XF23mm f/1.4 R66.55
XF23mm f/2 R WR66.55
XF27mm f/2.866.55
XF35mm f/1.4 R66.55
XF35mm f/2 R WR66.55
XC35mm f/266.55
XF50mm f/1 R WR66.55
XF50mm f/2 R WR66.55
XF56mm f/1.2 R66.55
XF56mm f/1.2 R APD66.55
XF60mm f/2.4 R Macro66.55
XF80mm f/2.8 LM OIS WR Macro555
XF90mm f/2 R665
XF200mm f/2 R LM OIS WR5.55.55
XF8-16mm f/2.8 R LM WR66.55
XF10-24mm f/4 R OIS66.55.5
XF10-24mm f/4 R OIS II66.55.5
XC15-45mm f/3.5-5.6 OIS PZ5.565
XF16-55mm f/2.8 R LM WR5.55.55
XC16-50mm f/3.5-5.6 OIS II66.55.5
XF18-80mm f/4 R OIS WR666
XF18-55mm f/2.8-4 R LM OIS66.55.5
XF18-135mm f/3.5-5.6 R LM OIS WR5.55.55
XF50-140mm f/2.8 R LM OIS WR5.565
XC50-230mm f/4.5-6.7 OIS II5.55.55
XF55-200 f/3.6-4.8 R LM OIS5.55.55
XF100-400mm f/3.4-5.6 R LM OIS WR5.55.55

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Fujifilm X-H1 Camera: B&H Photo / Amazon / Adorama

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Billy Luong and Maarten Heilbron: Fujifilm X-T40, X-H2, X-E4, X-S10, X-T5, GFX100 Pixel Shift, and Firmware Updates

By Louis Ferreira | Published: October 20, 2020

Maarten Heilbron had Billy Luong of the FujiGuys on his live stream the other day with poor quality audio. Below you can see a summary of the live stream.

  • Fujifilm X-T40
    • Not sure where development of the camera would be
    • Fujifilm X-S is more of a sibling to the X-T4
    • X-T30 is the successor to the X-T3 because they were photo-centric
    • Will have to wait and see where the X-T lineup goes
  • Fujifilm X-H2 and X-T5
    • Should see an X-H2 and X-T5
    • Fujifilm always develops new products for customers
    • Customers love the dials and style of Fujifilm cameras
  • Fujifilm X-E4
    • Can’t talk about up and coming products that will or will not happen
    • Billy really likes the X-E3 design because it is lightweight and compact
    • Any opportunity to make things smaller while maintaining image quality is good
    • Some pick the X-T30 over the X-E3 for a tilt screen
  • PSAM Dial
    • Many film cameras in the past were controlled with apertures and a shutter dial
    • The X-S10 was developed for customers that have never used the Fujifilm brand before
    • Many do not understand full manual controls
    • The Fujifilm X-S was developed for photographers that find Fujifilm’s layout confusing
    • There are C1 to C4 so users can program more customizable presets
    • People love or like Fujifilm’s controls which is why it will always be part of X DNA
  • Auto Mode
    • Fujifilm developed a very advanced auto mode that even picks the right simulation
    • Fujifilm auto mode was already very advanced and could tell what the scene is and if there is motion in the scene
    • If the camera recognizes the sky it will boost the color chrome blue effect
    • Auto mode even allows for RAW capture now
    • The camera has an in-camera RAW converter too so you can make your own straight out of camera simulations
  • X-T3 Firmware update
    • Coming the end of October, so October 28th
    • Brings the AF up to the X-T4/X-S10 level
    • Fujifilm’s app will tell you when there is a firmware update for your camera
  • The Status of The Industry
    • Fujifilm is trying to keep up with high levels of demand
    • People are getting out and doing more landscape and macro photography
    • There are a lot more wide-angle lenses and macro lenses/macro tubes being sold today
    • Demand is overwhelming right now for some of their products
    • Fujifilm is surprised there is so much demands for the XF50mm f/1
    • The camera market is in decline but Fujifilm has held its own
    • Fujifilm got away from point and shoot cameras a long time ago
    • Apple’s latest phone is focused on photos and video and it is a camera you have with you all the time so it is still a competitor
    • Maintaining a high standard has helped Fujiflm remain relevant
    • You need to capture at a high level of quality to ensure your photos will still be usable in 50-100 years
  • Maarten Heilbron requesting firmware update
    • Would like the menu to have an option to return to where it was instead of the start
    • Billy responds there is the customizable menu
    • Fujifilm is very busy right now so it takes time to add features
    • Toshi Iida changing his position is also taking time to get used to
    • It would be nice if grayed out option would let you turn them on with a warning telling you what had to be switched to allow you to use the grayed out menu
    • Billy sends all concerns along to the development team and they take time to fix
    • Billy brought up how the camera can switch primary card slots and get stuck on the 2nd slot as the primary
  • Fujifilm X-H2?
    • Still early to talk about you will have to wait and see
    • Photographers loved the X-H1 because of the grip and the shutter button, which is adjustable
    • The X-H1 was unique, but Billy thinks it was launched at the wrong time (X-T3 came out with a new sensor shortly after launch)
    • X-H1 is still great for a lot of things even though it has older technology in it now
    • Billy hopes they continue development on the X-H line
    • Some users find the X-H1 to be more ergonomic which is important
  • GFX
    • GFX Pixel Shift still in development
    • No time frame for availability, but it is coming for GFX100
    • GF80mm f/1.7 is still coming and Fujifilm gets that GFX photographers want faster lenses

Fujifilm X-S10: B&H Photo / Amazon / Moment / Adorama
Fujinon XF10-24mmF4 R OIS WR:
B&H Photo / Amazon / Moment / Adorama

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