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.

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