Off Brand: Images of upcoming Fujifilm XF10 leak ahead of announcement


Edit: pre-orders for the Fujifilm XF10($499(  are now open at B&H Photo and Amazon

Images and specifications of the Fujifilm XF10 leaked at Nokishita.

  • 24.2 Megapixel APS-C sensor
  • Lens: 18.5 mm F 2.8 (converted 28 mm)
  • Shortest shooting distance: 10 cm
  • Back LCD: 3.0 type · Touch panel
  • 4K video
  • Wi-Fi · Bluetooth installed
  • Size: 112.5 mm x 64.4 mm x 41.0 mm
  • Weight: 278.9 g
  • SQUARE MODE with single flick to switch to 1: 1 format
  • Conversion with Digital Teleconverter Capture at a field angle equivalent to a focal length of 35 mm or 50 mm
  • All 11 types of “film simulation” and 19 types of “advanced filter” are installed (“Rich & Fine” and “Monochrome [NIR]” are newly added)
  • Color: Black · Champagne gold
  • Overseas price: 449 pounds

Announcement expected in a few days.

Off Brand: Fujifilm instax Square SQ6 announced

Fujifilm Instax Square
  • Accepts instax SQUARE Instant Film
  • Produces 2.4 x 2.4″ Square Images
  • Optical Viewfinder
  • Selfie Mirror Integrated on Lens
  • Built-In Flash and Auto Exposure Mode
  • Includes Colored Flash Gels

Fujifilm launched the instax Square 6, an inexpensive photographic gadget that captures the heart of many. Pre-order for the Fujifilm install Square 6 are open at $129, three color options: B&H Photo | Amazon.

Press release after the break.

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Fujifilm expects Canon (and Nikon) to loose 50% market share within 2021, internal memo


Over at Fuji Rumors they got what appears to be an internal Fujifilm document, not expected to hit the public.

What is this document saying?

[…] within 2021, Fujifilm predicts a decrease in market share for Canon and Nikon of 50%

This seems to be the result from internal studies by Fujifilm Japan. The same Fujifilm document predicts a steady growth for Fujifilm.

I don’t know how realistic it is that Canon’s and Nikon’s market share will decrease by 50% in the next 3 years. That’s would hit Canon and Nikon hard, I guess.

Moreover, if Canon (and Nikon) will eventually announced their full frame mirrorless camera I expect they to get a stronger grip on the mirrorless market and not necessarily to loose market shares. I guess it’s Sony and Fujifilm to worry about what Canon, given their tech know how and engineering skills, may launch mirrorless-wise in the next 8-12 months.

Exciting times, stay tuned.

Off Brand News: Fujifilm X-H1 Announced, new X series flagship

Fujifilm X-H1

Fujifilm X-H1 at a glance:

  • 24.3MP APS-C X-Trans CMOS III Sensor
  • X-Processor Pro Engine
  • 5-Axis In-Body Image Stabilization
  • Internal DCI 4K Video and F-Log Gamma
  • 0.75x 3.69m-Dot Electronic Viewfinder
  • 3″ 1.04m-Dot 3-Way Tilt LCD Touchscreen
  • 325-Point Intelligent Hybrid AF System
  • 1080p at 120 fps; Flicker Reduction Mode
  • 1.28″ Sub-LCD Top Screen
  • Weather-Sealed Body; Two UHS-II SD Slots

The Fujifilm X-H1 can be pre-ordered at $1,899: B&H Photo | Adorama | Amazon (worldwide)

Press release:

Fujifilm launches new mirrorless digital camera X-H1, the highest performance camera in the X Series

Combining a robust, durable body with superior image quality and easy operation, the FUJIFILM X-H1 is the first camera in the series to include 5-axis 5.5 stops* in-body image stabilization (IBIS), and the new ETERNA Film Simulation feature, for outstanding video reproduction.

FUJIFILM Corporation (President: Kenji Sukeno) is delighted to announce the launch of the FUJIFILM X-H1, the highest performance mirrorless digital camera in the X Series known for its superior image quality created by Fujifilm’s proprietary color reproduction technology.

The X-H1, with a newly-designed robust and durable body, incorporates a range of extremely useful features that support shooting in various scenarios demanded by professional photographers and videographers. The X-H1 is the first X Series model to include the latest 5-axis in-body image stabilization (IBIS), which has a maximum of 5.5 stops*. The superior image quality with the memory color will be achieved in the various scenes in addition to easy operation. It is also mounted with the flicker reduction mode which enhances the quality of indoor sports photography. In addition, The X-H1 is the first camera in the X Series to include ETERNA mode, a new film simulation mode ideal for shooting movies.

The camera is also compatible with a range of other interchangeable lenses which are scheduled for release later this year. These include the MKX18-55mmT2.9 and MKX50-135mmT2.9 professional cinema lenses incorporating the X mount which are scheduled for release in May 2018. The XF200mmF2 R LM OIS WR, a wide aperture single-focus telephoto lens, and XF8-16mmF 2.8 R WR, designed to meet the needs of scenery or landscape photographers are also included, both of which are scheduled for release by the end of 2018. The new camera and lens combinations will provide outstanding image production and will be ideal for shooting a moving subject in sports photography.

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