Is Fujifilm finally ready to upgrade the brand's most iconic feature?
Left to right: Yuji Igarashi, General Manager, Professional Imaging Group
Jun Watanabe, Head of Product Planning, Professional Imaging Group
Makoto Oishi, Senior Manager of GFX product planning.
Photo: Abby Ferguson
An everyday-carry medium format camera, a quirky camera that is unapologetically not for everyone and a lens program shaped by users: Fujifilm's latest moves have certainly raised some eyebrows. Behind all of those devices, though, is a common thread that Fujifilm shared with us: the experience of using a camera is equally as important as the output.
At CP+ this year in Yokohama, we met with Fujifilm to talk about where the company is headed. Our conversation ranged from the GFX100RF and X half to film simulations, lens design and how closely Fujifilm wants to listen to its community.
The X half and the importance of experience Photo: Richard ButlerThe X half is a camera that seemed to leave many confused. "I know X half is not for everyone. Because there are limitations," Igarashi explains. "But it's something to demonstrate that photography can be fun. It doesn't have to be too serious."
In terms of who the X half is for, many are first time Fujifilm buyers, and "over 70% of the users are in their 30s or below," Igarashi tells us. "That's quite a big number. And over 40% are women." Those are demographics he told us last year the company saw as an area for expansion. "But for the photography business and the digital camera business to be able to sustain itself and grow, we need younger people to continue to be interested in photography," he says.
"I think it's whether you can provide an enjoyable experience while making the image."In Igarashi's view, connecting with the younger generation comes down to, in large part, experience. "I think it's whether you can provide an enjoyable experience while making the image," he explains. "Because smartphones can take great images, right? They're already really good. But I think that the experience is not as enjoyable as using a camera."
That enjoyment has to be balanced with image quality, however. "Otherwise, even if you enjoy the experience, if you don't get a good result, then I think people would get bored," he explains. "Maybe buying an old compact camera secondhand is fashionable for a while, but then you don't want to continue that. But if you have that enjoyable experience as well as great results, which you can cherish for years to come, then I think it will not just be a one-off thing; you will continue to enjoy photography."
The GFX100RF is not a one-off Photo: Richard ButlerOpinions were also quite mixed when Fujifilm released the GFX100RF, a medium format camera with a fixed lens, last summer. Fujifilm says the camera is selling well, but there were also complaints. "Although it's much smaller than the other GFX interchangeable lens cameras, some people would still think it's quite big," acknowledges Igarashi. Complicating the desire for something even more compact, though, was frustration from some about the lack of IBIS.
While Igarashi says there are lots of things you can photograph without IBIS, he isn't dismissive of the desire for it, either. "Some people want to use GFX as an everyday carry, for example, and for every situation," he notes. However, he says leaving IBIS out was a decision the team made to keep the camera's size reasonable, and one that seems likely to remain in future versions. "If we were to put IBIS inside, we can't really make it smaller," he explains.
"We are quite confident that this design could not be a one one-off camera."Speaking of future versions, the GFX100RF will likely not be a single-edition model. "We are quite confident that this design could not be a one one-off camera but could carry on into the future," explains Igarashi. Watanabe even sees the GFX100RF as an important addition to the Fujifilm lineup. "I think this is a turning point to expand our [medium] format system," he says.
Their comments strongly suggest that we may see additional medium format cameras from Fujifilm in the future. "The medium format sensor has a lot of potential, I think, which is probably still underutilized... I think we see a huge potential. So maybe there will be more unique products to come from this format," Igarashi tells us.
Fujifilm's film heritage and colorsFujifilm added a dedicated film simulation dial to the X-E5, showing its dedication to the feature.
Photo: Mitchell Clark
Fujifilm has long offered film simulations on its cameras, a feature that once set them apart from other brands. Recently, though, other companies have been adding their own takes on the idea as well, but Fujifilm still sees that it has an edge over what they are doing.
"Fuji has a history in film, and of course, in film simulation," Oishi explains. "And knowledge of the stock and target colors that so many customers used to use. So that kind of story will never die for us. That's a big differentiation from others."
He adds that the company's historical knowledge is something it can use as it studies future technologies as well. Given that display technology has changed so much in recent years, and that a few cameras have introduced more true HDR photography, adjustments to the classic film simulations may be necessary. Oishi tells us that the company isn't yet making changes, but that it should. In terms of HDR-versions of its film simulations specifically: "I think so. It's a future possibility," Oishi says.
Where the X mount lineup is headedOf course, cameras are only one part of the equation. The company recently hosted an event dubbed 'Focus on Glass,' during which Igarashi discussed Fujifilm's development philosophy, the features of its existing lens lineup, and lenses that the product planning team is considering.
Igarashi tells us that the team wanted to host such an event partly because Fujifilm hasn't done a great job of conveying to users what makes X mount lenses worthwhile. "A lot of people tend to just look at the spec sheet and say, 'Okay, this is a 1.2 lens, a 1.0 lens, so bright,' and without really knowing what the resolution is corner to corner. In terms of the spec sheet, maybe some of the third-party lenses look better than ours. We just want to reiterate that we put a lot of focus on making lenses, and that's our technology as well."
"We want to see whether our passion aligns with the user's passion."The video also included an introduction to 14 concept lenses and allowed users to vote on which they would like to see made. "There are a few opinions within the product planning team, and they all have different lenses they want to make," Igarashi tells us. "We want to see whether our passion aligns with the user's passion." According to Igarashi, user opinions will hold weight, too: "I would never take that lightly."
The results have been shared, and practicality seemed to reign supreme over novelty: the 16-80mm F2.8 received the most votes, followed by the 18-50mm F1.4 and the dual focal length 18 and 30mm. Only time will tell which of these come to fruition.
This article is based on an interview by Dale Baskin and Abby Ferguson at CP+ 2026. It has been edited for clarity and flow.
