Weekend Humor: On the Heels of the Fujifilm X-T1, Nikon Recalls the Df

Kevin Lee The Phoblographer Fujifilm X-T1 product images 1 of 4

Weekend Humor isn’t meant to be taken seriously. So don’t, ya rube.

The Fujifilm X-T1 is everything the Nikon Df could have been. With a beautifully vintage appeal, the X-T1 is set to carve out its place both in Fujifilm’s oeuvre and the greater photographic space. Of all the camera companies, Nikon is perhaps the only one paying the closest attention to Fujifilm’s latest offering. Nikon’s internal memos reveal that the Df will soon see its final days thanks in no small part to the X-T1.

“We just can’t compete,” wrote Nikon COO Alex Matthews. “How did we not come up with the X-T1?”

This sentiment was echoed across Nikon’s internal communications system. The designers were particularly flagrant in their correspondences. It was Amy Ross, a design intern, who first stumbled across early images of the X-T1. Ross passed the X-T1 images along to the lead designers who then reportedly threw every Df test unit out the window.

“Kill it,” said Matthews in a closed door meeting.

“Kill what?” asked Thomas Hurley, the chief financial officer.

“The Df. It’s over,” said Matthews.

“But the X-T1 isn’t full-frame.”

“It doesn’t need to be,” said Matthews.

Shortly after that meeting, Matthews drafted a letter to the entire Df department in which he told them that the Df has been scrapped. Any units still at stores were sent back to Nikon, and current Df owners have been offered a discount towards their next purchase from Nikon.

How Nikon will approach its next camera is anybody’s guess, but it most likely won’t have all the bells and whistles that made the Df such a confusing thing. If anything, the Df 2.0, or whatever it’ll be called, will be understated and elegant, with the proper ratio of buttons & dials to surface area. It will make beautiful images, as the Df did, and it might even do video, too.

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