07 Oct Photokina 2016: Fujifilm Interview

Source: DP Review

Toshihisa Iida, Fujifilm’s General Manager of the Sales and Marketing Group, pictured at Photokina 2016.

Fujifilm chose last month’s Photokina tradeshow as the venue to launch its new flagship mirrorless camera, the medium-format GFX 50S. At the show, we sat down with Toshihisa Iida, Fujifilm’s General Manager of the Sales and Marketing Group and Toru Takahashi, Director, Senior Vice President and General Manager of Fujifilm’s Optical Device & Electronic Imaging Products Divisonto talk about the 50S, and why Fujifilm chose to skip full-frame.

Please note that the following interview has been edited slightly for clarity and flow. Our questions are in bold. 

Why did Fujifilm decide to move straight from APS-C to medium-format?

Soon after we introduced the X-Pro 1 many people started asking when we would be introducing full-frame mirrorless. We said at the time we were 100% committed to the APS-C format. We thought this was the best format from the point of view of image quality, and size and portability. We started with [only] three lenses, so we needed to focus on one format, to accelerate the lens lineup. As the years went by we started thinking maybe we could start looking at a bigger format, because we had a good lens lineup, and the technologies [in our APS-C line] were maturing.

Our next move was to decide what format we should move to. And soon after Mr Takahashi came into our division we made a decision. The difference between APS-C and full-frame is too marginal, so there was…

Photokina 2016: Fujifilm Interview posted on DP Review on .

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