This is the opportunity Fuji missed out on. The Sony feels like a chunk of electronics, the Nikon felt like a camera and is still the only digital camera I've owned that felt like a camera. I just got one because the form factor is the best for me right now in the A7c. There is evidence of this in how they partnered with Nikon and used their camera body to make their first cameras, because they obviously calculated that they couldn't catch up with that tech.īut the point the article is making is that in 2017 when Fuji released the GFX line, there was a huge hole in the full frame mirrorless market that only Sony was filling and it's taken all the way until 2022 for Nikon to make a competing pro FF mirrorless camera in the Z9. I agree if we're talking about 2015 or 2013 and making a full on DSLR with an auto focus system and mirror and shutter system that competes with Nikon and Canon. They are currently pushing Sony back in Japan and their medium format division is one of the few product lines that is doing well while overall camera sales are shrinking. Fuji does none of that well, and you're talking years of development time with arms race style spending to have half a chance, and best guess, they'd still lose to the major players who have a significant lead.Īlternatively, Fuji has very strong performance in the APS-C space and did extremely well trailblazing into medium format with the GFX line (which I own), which is stealing at least some of the high-end FF market. To have half a chance, they must produce something with either class leading auto-focus, world class video performance, superb haptics, or best in class wide aperture telephotos. The FF space is a bloody warzone dominated by major players like Sony, Canon, and Nikon. The same thought process has been applied here to their FF avoidance. Unlike Kodak, Fuji survived the end of the film era because they had an understanding of what they do well and made wise decisions that capitalized on areas of likely success rather than trying to eke out a win in competitive, low margin spaces that are shrinking. However on the smaller cameras X-T# series that didn't have the physical dials, the menu UI drove me nuts, to the point where I sold the body.įuji is a savvy manufacturer and their decision to not get in FF is the same decision I'd have made. This is less of an issue with their larger cameras where there are many physical dials and controls. Also, the Fuji menu system is craptastic. The downside is can't get super shallow DOF with APS-C. I miss my Fuji and will probably get another one. With the small Fujis, I would intentionally crank up the ISO (to get grain) and shoot in black and white ARCOS film sim mode. Camera reviews have long since gone the ASR route. They don't talk about handling, controls, color, grain, etc. The review sites out there today are too objective, too much based on measurements and graphs. No Internet review site really demonstrates how good the Fuji grain looks. The grain is pleasant, random, like film grain, not splotches of shit. What I like most about Fuji is their algorithm for handling noise. Because Fuji could easily beat the clumsy design of Sony cameras.Ĭlick to expand.I wouldn't worry about low light these days, especially if you are coming from film. But I think if they jumped on mirrorless full frame cameras in 2017 instead of medium format, they'd possibly be the biggest manufacturer of full frame mirrorless cameras instead of Sony. Sad to see, as I love that the former film manufacturer is doing even as well as they are in digital cameras. If Fuji made a full frame camera with the compact design of the XT-4 and no X-trans issues I would have bought it. I recently did need to buy a compact camera, and wound up going with a compact full frame camera instead of Fuji because of the very controversial issues with their APS-C X-trans sensor in Lightroom and my inability to switch to Capture 1 right now. APS-C isn't as good in low light and I never needed small size. I kind of think they make the best cameras, they just don't make the format that would allow them to make the best cameras on the. I have wanted a Fuji full frame camera for over a decade. Interesting article about what might have happened if they did, and I really agree.
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