Fujifilm 2014 X-Series launch recap

At a Glance

Fujifilm formally launched their 2014 X-Series line of cameras and lenses– the newest step in the evolution of compact, mirrorless cameras. The all-new addition to Fujifilm’s esteemed snapper family includes the three cameras: X100T, X-T1 Graphite Silver Edition, and X30; and two lenses: XF50-140mm F2.8 R LM OIS WR and 56mm F1.2 R APD.

Opening the media launch was Fujifilm Philippines President Takashi Sasaki who discussed the three basic wants of customers with regards to cameras: small size, low price, and full operability, saying that these were the guiding principles of Fujifilm in designing the X-cameras.

Fujifilm Operations Manager,  Hiroshi Kawahara, further explained the company’s direction in developing compact cameras. They consulted various professional photographers and aggregated their thoughts about what makes for an ultimate camera, reaching the conclusion that the prevailing preference was for: an APS sensor; 35mm focal length; f2.0 aperture; an optical viewfinder with option for an electronic one; and the optimal distance between steps in manual control. The resulting camera from these insights was the first X100.

For the X100, Kawahara said the company went more consumer-centric for insight, taking in suggestions about anything, from camera thickness, materials, elevation of buttons and dials, and various other minute things. A few millimeters and adjustments here and there, and the X100S was born.

Cameras

The succesor is the unveiled X100T. It’s equipped with the world’s foremost electronic rangefinder, an APS-C size X-Trans CMOS II sensor, high-speed EXR Processor II image processing engine, and a Fujinon 23mm F2 lens. It’s able to reproduce life-like colors, as well as add more realism to snapshots with its Classic Chrome film simulation mode.

Fujifilm also debuted a new color variation of the acclaimed X-T1 mirrorless camera, the X-T1 Graphite Silver Edition. It boasts of a display lag-time of only 0.005 seconds, because of the viewfinder billed to be the fastest Real Time Viewfinder around. It also has a very impressive display magnification of up to 0.77x, with every other premium feature protected by a dust and weather-resistant build.

The last camera revealed, the X30, is also armed with the lightning-quick Real Time Viewfinder, a large 2/3-inch X-Trans CMOSII sensor for detailed snaps, and EXR Processor II engine, and the Classic Chrome film simulation mode for soft shadows emphasizing colors. The X30 sports an improved control ring with extra dials and function buttons, and a swivelling 3-inch 920K-dot premium clear LCD monitor. It will last a whole day with a battery life pegged for up to 470 photos on one charge, 1.8 times as long as previous iterations.

The 2014 X-Series cameras are not only advanced, but Fujifilm has also taken into consideration the most trivial suggestions by customers and professional photographers alike. Kawahara even said that these are the perfect cameras and likely the final editions of the beloved lineup.

Lenses

The first lens revealed was the XF50-140mm F2.8 R LM OIS WR. This one features a 76-213mm focal length with a constant f2.8 aperture throughout that scope. It’s built from 23 glass elements coming from 16 groups, five ED lens elements, one Super ED lens element with minute dispersion characteristics, and a new Nano-Gradient Index coating for top-notch visual outputs.

Finally, the Fujinon XF56mmF1.2 R APD is for APS-C sensor size-equipped digital cameras. It provides an 85mm focal length, F1.2 aperture, and a new apodizing filter for extremely detailed portraits and bokeh effects. It’s very light even when paired with an X-camera, weighing only half that of a similarly-spec’ed single-lens reflex camera.

Vineet and Rohit Vohra and X-Photographers

Flown in from India was the Vohra brothers, founders APF Magazine, a street photography read with a worldwide following. They testified to the advantages of using Fujifilm’s compact systems, promising audiences that they’ve tried almost every camera there is and only the X-series met their artistic expectations. The lineup’s portability, ease-of-use, and discreetness allows them to capture once-in-a-lifetime moments they otherwise wouldn’t get with a full-sized DSLR. They topped it off by claiming that their best photos are ones not edited via computer, but those raw shots produced by their Fujifilm snappers.

The X-Photographers, Rommel Bundalian, Randall Cipriano, Niko Villegas, Jan Gonzales, and Lito Sy, also discussed how their clients doubt the capabilities of the mirrorless X-cameras, saying that their outputs speak for themselves.

Pricing

These premium cameras come with fairly premium prices but rest assured that you get what you pay for, and then some.

The X30 is the most affordable of the three, with a price tag of PHP 31,990. This price already includes an 8GB UltraSD card, half leather case, and a lens hood and protector filter.

The latest X100T ships at PHP 64,990 with a free wide conversion lens and 8GB UltraSD card, with an added 50-percent off if you also purchase a teleconversion lens. That’s around 20-grand worth of savings right there.

Meanwhile, the X-T1 retails for either PHP 65,990 (body only), PHP 85,990 (with an 18-55mm kit), and PHP 97,990 (with an 18-135mm kit). All packages come with an 8GB UltraSD card, vertical battery grip, an extra battery, and a grip belt.

Fujifilm is also slashing prices off their current lenses by as much as 60-percent off. Their XF18mmF2 R lens is now down to more than half its original price at PHP 10,245; The XF23mmF1.4 R is now sold at PHP 31,493 – a 30-percent discount; and their XF27mmF2.8’s price was cut down to PHP 11,495.