Fujifilm has a strategy problem they need to fix

The latest release of the X-T3 is a good and bad problem to have for Fujifilm.

On one hand they have released a camera that is likely to restore Fujifilm’s reputation after the X-H1’s release was overshadowed by Sony’s release of the A7iii. With this release, Fujifilm did a good enough job on the X-T3 to ensure that not even the release of two prominent full frame cameras from Nikon and canon could overshadow their announcement. It’s a damn good camera with very little to complain about.

This being the case, what exactly is the problem?

The X-H1…

If you have a look at the forums, there is a consistent issue arising. With the X-T3 being so good, where exactly does the X-H1 fit it. Despite what people think, it wasn’t a video camera, it was Fujifilm’s attempt at a professional camera. The X-T3 on the other hand is a better stills AND video camera so their “high-end” camera just got overshadowed by a lower model and that is raising some heads.

The consensus from most people is simple: Fujifilm should have waited 6 months and put the new sensor in! Fujifilm knew the new sensor was coming, they wouldn’t have been developing the X-T3 blindly so I would be questioning who made the call to put that sensor in and whether there was any actual thought behind it because it could turn out to be a death nail in the X-H1 coffin.

Past decisions aside, Fujifilm have a problem to fix and they need to do it quickly. Those looking for IBIS and the new sensor won’t find it in the X-T3 and for potential switchers that may be a problem. If I was sitting on with Nikon or Canon, disappointed with the current releases, and trying to decide which way to go, Sony still has an advantage with IBIS and far better battery life and even Nikon has put IBIS in their new mirrorless. For potential switchers, this offers compelling reasons to switch and the Sony glass in the equivalent apertures (i.e. 24-70 f4 vs 16-55 f/2.8) isn’t actually much bigger than Fujifilm so the size argument is mute.

But its not only potential switchers that are confused. It’s current X-H1 owners who are scratching their heads at Fujifilm’s strategy and asking “where to now?”.

If Fujifilm continue their previous trend of releasing the X-H2 18 months after the X-T3, I won’t be a buyer of it and neither will 50% of the X-H1 buyers, so the line is essentially dead.

Why I am blown away by Godox and IBIS


I’m going to start off talking about Godox (Flashpoint in some locations) and I’ll continue with the IBIS when I have given you some context. I’ve previously written reviews of Godox, but this weekend, the Godox gear blew me away. If you are looking for the information on IBIS, look at the end. The part on IBIS is short, so I’m not going to set your expectations too high.

As someone who does mainly sports and child photography, I don’t get to do formal model shoots so when I was invited to join some other photographers for a Madhatter’s shoot, I jumped at the opportunity. On Sunday, we took the drive to the Warburton Redwood Forest, about 2 hours from Melbourne for a model shoot. We had 4 photographers, 2 on Nikon and 2 on Fujifilm, along with a model and HMU artist.

Continue reading Why I am blown away by Godox and IBIS

Fujifilm X-H1 Review

Updates – 18 April 2018

I’ve updated the article on the 18th April to incorporate some feedback from a shoot I did in Warburton. All positive, so no need for concern. This is primarily surrounding IBIS.


I’ll be adding more photos as I spend more time with the camera. Unfortunately the last couple of photo shoots I have had to test the camera were children’s birthday parties and I can’t post up the results due to other children being at the event.

I’ll continue to update this review as I spend more time with the camera, along with updating it based on any firmware updates that may improve performance considerably.

Continue reading Fujifilm X-H1 Review