FujiFilm says they own 40% of the non-Full Frame market and they do NOT plan to make a film camera

Phototrend interviewed Franck Bernard, Director of the photo division at Fujifilm France. Here is a summary made by Asobinet:

What will the situation be in 2024?

• Both the medium format and the X-series in general are doing very well.
• The only thing that is struggling a bit is product availability.

Any figures specifically for the APS-C segment?

• We are the leader, with about 40% market share in non-full size.

With the X-M5, the company is back in the sub-1,000 euro entry market

• You have to be careful with your words.
• A 1000 euro camera is not an entry level camera.
• They noticed there was real demand in this price range, especially among young people.
• Smartphone prices and user demographics provide a stepping stone to this type of camera.

The X-M5 is “designed for content creators”

• Initially, the camera was designed for YouTubers.
• But the more I look at this product, the more I see it will appeal to photographers.
• This camera will also be a lever for growth in the photography world.

What do the new generations want from cameras and videos?

• The new generation is very complicated.
• Young people don’t take photos anymore, and they don’t buy the same cameras as their parents and grandparents.
• Some people are drawn to vintage design, while others are skeptical of artificial intelligence.

About AI

• Trends and demands are contradictory. Just like with music, many people are going back to vinyl records but at the same time have streaming music subscriptions. The same is true with AI.
• There are risks in terms of ownership (of the images). We are having a lot of discussions with professionals and that will have to be taken into consideration.
• Some users want their images automatically retouched, while others definitely don’t want it.
• AI can only bring benefits to the photography business in general, and the print side in particular, making the creation of photo albums easier and faster with a minimum number of clicks.

The XF 16-55mm F2.8 R LM WR II is compact and lightweight

• The lens layout and size have been completely revised.
• This progress is due to advances in research and development.
• The new generation of linear motors is slightly smaller.
• Benefit from the latest developments in ED, Super ED and aspheric lenses.

Why no optical image stabilization?

• All the best cameras have image stabilization.
• At this focal length, the benefits of optics are minimal.
• At long focal lengths, dual body and lens correction is always beneficial.

The X-M5 comes in a new package that doesn’t include a USB cable or charger.

• The goal is to reduce CO2 emissions by 2030. This is part of the process.
• The plan is to reduce colour, packaging, cardboard consumption and, where possible, the number of cables.
• You probably already have plenty of cable in your home.

Do you think Fujifilm is contributing to the “return to film” trend?

• I think it’s contributing to this trend.
• However, he is skeptical of the idea of ​​a ‘return to film’.
• As a filmmaker, I have access to market data and know whether this is truly a mass phenomenon.
• It is true that there is a craze for films, especially among young people who are eager to understand and learn.
• But we are also seeing limitations. There is certainly a return to film, but we need to consider its importance.

Now that the PENTAX 17 has been released, it would be interesting to offer a “new generation” film camera.

• I don’t know the secret.
• At the moment, I don’t think there are any new film cameras coming out.

Was the X100VI able to increase production capacity?

• I was surprised by the success of the X100VI.
• The predictions were very ambitious, but the demand the day after the announcement was beyond anything we could have imagined.

Why is this camera so popular?

• It is part of the X100 series and is not a new product.
• Demand accelerated on Chinese social media.
• It’s a Japanese-made device, compact, with an elegant, high-quality design, and fits in with the vintage trend – all these factors contributed to its success.
• We are sorry that we are unable to get them available, but we believe we will be able to deliver all of the cameras ordered in the next 10 to 11 months.
• They immediately decided to increase production, but the supply chain is complicated and deliveries cannot be made overnight.

Is the X100VI competing with mirrorless cameras in sales in Europe/France?

• The X100VI is a stepping stone into Fujifilm technology.
• The X100VI is a compact camera, not a mirrorless camera.
• It doesn’t overshadow any other products. It’s our flagship product.
• Furthermore, each product has its own consumer segment, and we would like to say there is something for every taste and budget.

About the Olympics

• There was no feedback on the X-H2S.
• There was a huge demand from photojournalists wanting to try out the GFX100S II in the field.