We are beyond impressed. Never before have we seen such support from camera manufacturers as shown by the relative newcomer to large-sensor digital camera market, Fujifilm. Only a while ago, Japanese company has released yet another firmware update for the original X camera, the X100. And a big one, at that. I can already hear the owners rejoice. They bought a quirky, charming camera and now, three years later, it is all grown up. So much, in fact, that we may have to append our initial review.
1) What We Think
Over the past three years, Fujifilm has produced a number of extremely lovable cameras. Until 2010 when the original X100 was launched, I don’t remember myself paying attention to any of its digital cameras, including the legendary S2, S3 and S5 Pro models. Maybe because all they had in the line-up were compact point-and-shoot offerings. For me, Fujifilm was the maker of great lenses, photographic film and film cameras only. Not anymore. In our opinion – and trust me when I say I am trying not to let my personal affection for the firm get in the way of objective statements – Fujifilm makes some of the greatest digital cameras right now. But they way they keep improving them is frankly staggering. If you ever imagined a manufacturer that cares most of all about the loyalty of its customers and truly does its best to make their products as good as they can possibly be, well, I think it is safe to say Fujifilm is at the top of the list of such camera manufacturers right now. The slightly sad part is – it shouldn’t be. What Fujifilm is doing with its continued support is really only unexpected when compared to the likes of Nikon, who prefers to launch new products to fix old ones, and other manufacturers. It should be the gold standard, but isn’t. And right now, Fujifilm seems to be the only one who knows how to truly build a loyal customer base. Bravo.
As much as I love my D700, Nikon has a thing or two to learn from the charismatic folks at Fujifilm.