“Fuji will never go full frame” says Fujifilm general manager

Oct 23, 2018

John Aldred

John Aldred is a photographer with over 20 years of experience in the portrait and commercial worlds. He is based in Scotland and has been an early adopter – and occasional beta tester – of almost every digital imaging technology in that time. As well as his creative visual work, John uses 3D printing, electronics and programming to create his own photography and filmmaking tools and consults for a number of brands across the industry.

“Fuji will never go full frame” says Fujifilm general manager

Oct 23, 2018

John Aldred

John Aldred is a photographer with over 20 years of experience in the portrait and commercial worlds. He is based in Scotland and has been an early adopter – and occasional beta tester – of almost every digital imaging technology in that time. As well as his creative visual work, John uses 3D printing, electronics and programming to create his own photography and filmmaking tools and consults for a number of brands across the industry.

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If you’re a Fuji shooter (or even if you’re not) that was hoping they’d one day go full frame, then your dreams just got crushed. In an interview by DPReview at this year’s Photokina, with Fujifilm General Manager, Toshihisa Iida, they were told in no uncertain terms that Fujifilm will not be going full frame.

Photokina’s always a big deal for Fujifilm. They’ve always made some pretty big announcements. I remember seeing the GFX 50S behind the glass cabinet at Photokina 2016. This year saw the development of its successor, the GFX 100S announced, as well as the launch of the GFX 50R medium format mirrorless rangefinder.

But with every other manufacturer seemingly going full frame, is Fuji ever going to follow suit? DPReview posed the question…

  • Now that all of the legacy DSLR makers except Ricoh have full-frame mirrorless systems, will Fujifilm ever enter the full-frame market?

And the answer is pretty clear.

No, never. Because we don’t have that legacy – luckily or unluckily. We don’t see any point in Fujifilm entering that market, particularly since we have good APS-C and medium format systems. If we entered full-frame [our systems] would just start cannibalizing each other. We’re happy to stay with two completely independent systems.

In short, they don’t see the point over their APS-C systems, and it would cut too much into their medium format line sales. Which makes a lot of sense. They’re two separate lines for two different types of photographer. Adding another in the middle would just muddy the waters, and require a whole new third set of lenses be designed and created, too.

And when they’re so actively developing new lenses for both their X and G systems, adding a third would be a whole lot of extra work and cost for probably not much benefit.

Check out the complete interview over on DPReview.

[via DPreview]

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John Aldred

John Aldred

John Aldred is a photographer with over 20 years of experience in the portrait and commercial worlds. He is based in Scotland and has been an early adopter – and occasional beta tester – of almost every digital imaging technology in that time. As well as his creative visual work, John uses 3D printing, electronics and programming to create his own photography and filmmaking tools and consults for a number of brands across the industry.

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4 responses to ““Fuji will never go full frame” says Fujifilm general manager”

  1. JR Avatar
    JR

    This makes me happy. Hopefully Fuji will update some of their aging lens line instead.

    1. Scott Hullinger Avatar
      Scott Hullinger

      The lenses for this camera are of course all brand new.

      1. JR Avatar
        JR

        There are no new lenses specific to the XT2 or 3. In particular, the 56mm 1.2 is getting very old, 5+ years and on the newer bodies the performance just isn’t there; focus speed is slow and clunky and no WR. Lens updates are badly needed. Only the F2 series is relatively new.

  2. Scott Hullinger Avatar
    Scott Hullinger

    That response from the Fuji executive makes perfect sense, says this owner of an old Fuji crop sensor camera. So I shall therefore very gladly purchase the new Fuji medium format digital camera.