![]() In terms of focal lengths, we’re missing super telephoto. What are your priorities for new lenses in the APS-C X-series line? Shinichiro 'Shin' Udono, Senior Manager of Fujifilm's Optical Device & Electronic Imaging Products Division. Which of those types of lenses is your biggest priority? We also have a lot of architecture photographers, and they’re requesting tilt/shift lenses. ![]() Many of our GF users like to shoot landscapes, and they like to use wider focal lengths. Those are typical kinds of requests we’re getting from our GF customers. We’ve received a lot of requests for wider prime lenses, and also tilt/shift lenses. But we’re continuing to develop some of the ‘missing’ focal lengths, and lenses with unique features. Our GF lenses currently cover from 23mm to 350mm (the GF 250mm with a 1.4X TC) which is a good focal length range. Where are the gaps in the GF lens lineup, and what are your priorities for expanding the lineup in future? That will depend on body size and design of course, but yes, especially for 100MP imaging, I think IBIS is required in order to maintain image quality. Will IBIS become standard in future across the GFX range? That’s why we included a mode dial on the GFX 100S. Those were the main demands, so we developed the GFX 100S for a wider base of customers, especially DSLR users who needed easier operation. ![]() But a lot of users wanted a smaller, lighter body, and a lower price. And the new sensor gave better performance, for example for face detection. All of them loved the image quality, and thought the resolution was amazing. What was the most important, or most consistent feedback you received from owners of the original GFX 100? The new GFX 100S offers a lot of the same functionality as the flagship GFX 100S, but without that model's extreme ruggedness (or vertical controls). Why did you decide not to offer a vertical grip option for the GFX 100S? So it’s better able to withstand external shock. The GFX 100 has an inner chassis, for example, for strength. Both cameras meet and surpass our quality assurance standards, of course, but the GFX 100 was designed for ultimate ruggedness. Aside from the components and the internal layout, are there any construction or build quality differences between the GFX 100 and the new GFX 100S? In the two years since we developed the original GFX 100, of course new technologies have been developed, but the differences aren’t actually that big. The width of the shutter was a key component, to keep the camera small. So for example in the GFX 100S we could put the battery in the grip. The layout of the internal components is very important. The width of the shutter was a key component, to keep the camera small That was our target, so then we redesigned all of the internal components – not just the IBIS unit – and we optimized the internal layout of those components. With the 100S, from the beginning we decided that it should be almost the same size as a full-frame camera. So we had room, and we decided that durability would be a priority. When we started planning the original GFX 100, we decided from the beginning that it would have that form factor, with the vertical grip. How were you able to reduce the size and weight of that mechanism? The GFX 100S is your second medium format camera with IBIS. ![]() So not only professionals, but also advanced amateurs, who are used to 35mm and full-frame SLRs. ![]() But we wanted the GFX 100S to appeal to a wider range of users. The GFX 100 is our flagship camera for professional photographers, because it has the integrated battery grip and twin batteries, and accessories like the tilting EVF. What customer did you have in mind for the GFX 100S? This interview has been edited for clarity and flow. This week, we sat down (virtually) with senior executives of Fujifilm, to learn more about the development of the new GFX 100S, plans for future lenses and what kind of a company they want Fujifilm to be. Staff of Fujifilm's Optical Device & Electronic Imaging Products Division, pictured (clockwise from top left): Jun Watanabe, Product Planning Manager, Makoto Oishi, Product Planning Manager, Masato 'Mark' Yamamoto, General Manager and Shinichiro 'Shin' Udono, Senior Manager.Īs the global COVID-19 pandemic continues to make international travel impossible (or at least inadvisable) we're beginning 2021 with a series of interviews conducted remotely. ![]()
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