The Fujifilm XF10 surely isn’t going after the same consumer who wants a Fujifilm X100F.
There have been reports on a new Fujifilm point and shoot camera circling the web for some time, and those regarding the new Fujifilm XF10 seem to be true. The new Fujifilm is a brand new point and shoot camera targeted at the lower end and the enthusiast. It doesn’t have an X Trans sensor but instead just a plain old 24.2MP APS-C sensor along with a three inch touch screen. And instead of adding new film simulation modes, they’re adding more advanced filters–perfect marketing for folks who may be reaching for this camera. On top of all that, Fujifilm is only charging $499.95 for the Fujifilm XF10.
New to the Fujifilm XF10 though is also something that’s pretty cool and fun. The camera adds a new square mode, or otherwise known as a 1:1 ratio, for shooting. I’m sure there are folks who may scoff at this, turn their Classic Chrome loving noses into the air, and say, “I can do that in post.”
But to be honest, if you’re one of those photographers who knows exactly what they want and will sometimes shoot in something like 16:9 for a landscape, then shooting in the square format could be really cool. Personally speaking, I shoot with a Mamiya 6 for fun. I adore the square format, but with a 28mm f2.8 lens equivalent that translates to around f4.2 when you translate it into full frame language, you’re probably not going to be doing portraits with this camera. Instead, it’s perhaps best served for street photography and candid shooting.
Oddly enough, there is no mention of the Fujifilm X70 in the press release. That’s because it’s a brand new line of cameras, which we confirmed ourselves with Fujifilm. Perhaps this isn’t the replacement for the X70. The press release is below.
FUJIFILM INTRODUCES THE NEW XF10, AN ULTRA-LIGHTWEIGHT, TRAVEL-FRIENDLY PREMIUM COMPACT CAMERA
Featuring an APS-C sensor and enhanced Bluetooth® connectivity for seamless transfer of images to a smartphone after shooting
Valhalla, N.Y., July 19, 2018 – FUJIFILM North America Corporation has announced the latest addition to the X Series lineup, the FUJIFILM XF10, a premium compact digital camera with a high quality FUJINON 18.5mmF2.8 fixed lens. Weighing only 280g, the XF10 combines simple touchscreen operation with superior image quality and versatile settings in a pocket-sized body, making it the perfect companion for photo enthusiasts and smartphone users alike.
“We are excited to introduce the XF10 as a premium, ultra-lightweight compact camera that delivers high quality images and new features in a body small enough to travel with, and possesses functionality to instantly transfer images to your phone to share,” said Yuji Igarashi, General Manager of the Electronic Imaging Division & Optical Devices Division at FUJIFILM North America Corporation.
Available in August 2018, the XF10 has wide dynamic range and produces sharp, high resolution images. Combined with Fujifilm’s proprietary color reproduction technology, its 24.2 megapixel APS-C sized sensor allows the XF10 to produce high quality images in a wide range of settings. In addition, both 4K movie and Full HD high speed video are available on the XF10.
The new FUJIFILM XF10 is the first X Series camera to offer the new “SQUARE MODE,” which allows users to switch to a 1:1 format with a single flick of the touchscreen. Combined with a method for seamless transfer of images to a smartphone, this camera enhances compatibility with social media where the 1:1 format has become a popular image format for posting photos. Available in Black or Champagne Gold, the XF10 is a stylish and portable tool for everyday creatives.
High Quality FUJINON Lens Covers a Wide Range of Subjects from Landscapes to Snapshots
The XF10 features an 18.5mm F2.8 FUJINON lens (equivalent to 28mm on 35mm format) that ensures every image is sharp from center to edges. The optical design of the lens is perfectly matched to the sensor in the XF10, to ensure there is no compromise in quality due to the camera’s compact size. With the Digital Teleconverter function, the camera is capable of taking photos with equivalent focal lengths of 35mm and 50mm on a 35mm format.
Enhanced Creativity with Unique Film Simulation and Advanced Filter Modes
The XF10 offers 11 unique FUJIFILM Film Simulations and 19 Advanced Filters, providing photographers with the ability to enhance their creativity. The camera also introduces two new Advanced Filters – “Rich & Fine” and “Monochrome [NIR]” – to easily add artistic flair or film-like color tones to photos. The new “Rich & Fine” filter provides brighter and more vivid color at the center of the image, and a slight shadow at the corners in order to emphasize the subject, perfect for food and other tabletop photography. The “Monochrome [NIR]” filter simulates a monochrome effect as taken by near-infrared cameras.
FUJIFILM XF10 Key Features:
- 24.2MP APS-C CMOS sensor
- 3.0-inch” (approx. 1,040K-dot) color LCD touchscreen, aspect ratio 3:2
- Standard output sensitivity of ISO 200 – ISO12800
- Extended output sensitivity of ISO100 – ISO51200
- Bluetooth® version 4.1 low energy technology
- New “SQUARE MODE” for 1:1 format
- 4K 3840 x 2160 15P, continuous recording up to approx. 30 min.
- Full HD 1920 x 1080 59.94P / 50P / 24P / 23.98P, continuous recording up to approx. 30 min.
- HD 1280 x 720 59.94P / 50P / 24P / 23.98P, continuous recording up to approx. 30 min.
- High Speed Movie 1280 x 720 1.6x / 2x / 3.3x / 4x
- Accessories include:
- Li-ion Battery NP-95
- AC-5VG AC adapter
- USB Cable
- Hand Strap
- Lens Cap
- Owner’s Manual
Availability and Pricing
The new FUJIFILM XF10 will be available in August 2018 in the U.S. and Canada for USD $499.95 and CAD $649.99.