It is not the first time that Fujifilm reiterates the concept: for the Japanese company, the APS-C format remains to be preferred over the full-frame one. Already in February 2019 we wrote about this philosophical (and commercial) choice, but now the voice of Toshi Iida , President and Managing Director of the company in Europe.
APS-C is to be preferred according to Fujifilm
In a recent interview with Amateur Photographer there were many topics covered by Iida. There was talk of COVID – 19 but also of market strategies and other ideas that are at the center of the solutions proposed by the Japanese manufacturer and which obviously influence them the products we see and will see on the market.
Toshi Iida obviously knows how the competition has moved in recent years. The manager has in fact underlined how “the market has strongly oriented towards full frame mirrorless in terms of the release of cameras and lenses” . But he also added that “it is clear to us that APS-C is the most balanced system” .
Iida underlines how the APS-C is the most complete format for Fujifilm . Thanks to advances in technology in terms of sensors and various image systems, excellent results can be achieved even with a small format. Furthermore, mirrorless cameras are “the perfect opportunity” to move away from full-frame solutions with smaller and lighter lenses and camera bodies. For those who focus on image quality there is instead the choice of medium format thanks to the GFX ecosystem.
Fujifilm XS 10, market and COVID – 19
A few words could not be missing about the new Fujifilm XS 10 that Iida compares in appearance to a “small” DSLR from Canon or Nikon rather than a classic solution of the brand . It is a choice due to market demands that wanted something that more closely resembled a digital SLR, combining the part IBIS for videos. The manager stated “we believe that XS 10 offers an easy transition for DSLR customers to enjoy the latest mirrorless technologies with the benefit of a small and handy size. The new mode switches and usability, including a fully articulated screen, will also benefit customers who often switch to video mode “.
Regarding the market, obviously the impact of the global pandemic led to a drop in sales (estimated at – 40% by the CIPA from April 2020). In Europe, however, thanks to Fujifilm X-T4 and X 100 V the situation was not as bad as for other manufacturers.
The manufacturer also pledged to maintain its after-sales service even during the pandemic. This allowed active photographers to still receive direct support. Iida also added “Photography was instrumental in documenting and telling stories during the pandemic. It is a universal language and we are able to capture this. unique moment in history, and the power of the press has brought comfort to many by looking through old memories during lockdowns “.