Click the link below to read the full press release:
Fujifilm Canada Introduces Their Next Premium Compact Camera, The X10: By Visionaries, For Visionaries
Combines the charm and aesthetic appeal of cameras from past eras with groundbreaking technologies and intuitive operability
Fujifilm Canada is proud to announce the addition of a new premium compact camera – the Fujifilm X10 – to its digital camera line up for Fall 2011. The Fujifilm X10 features a large 2/3? 12MP EXR-CMOS sensor, a crystal clear optical viewfinder and a bright FUJINON F2.0 – F2.8 all glass lens with a smooth, high-precision manual 4X optical zoom in a stylish, eye-catching retro design.1
The X10 is a highly advanced compact camera with specifications that follow in the footsteps of the sought after multi award-winning Fujifilm X100: the ultimate in refined design, components, functions and specification.
“We are very excited to launch the X10 following the huge success of the Fujifilm X100. The aesthetic appeal of this camera with its intuitive controls allows consumers to experience photography the way it was always meant to be,” says Greg Poole, Vice President Sales & Marketing, Imaging Products at Fujifilm Canada. “The X10 borrows a lot of the same technology and retro design of the X100 but with added features and at a more affordable price point, setting a new standard for style and quality for digital photography.”
Newly-developed large 2/3? 12MP EXR CMOS sensor and advanced EXR Processor
The X10 features a newly-developed large 2/3? 12MP EXR CMOS sensor with approximately twice the sensor area, and approximately 2.5 times the pixel area, compared to other camera models2.
The EXR CMOS sensor combines Fujifilm’s proprietary EXR sensor technology (which can select the optimum shooting mode from the three options), with CMOS sensor technology to provide bright, sharp images with exceptional low noise at high sensitivity, high speed capabilities in all scenes and lighting conditions.
- SN High Sensitivity and Low Noise mode – produces clear and sharp images at high sensitivity while minimizing noise levels, and is an ideal choice for capturing night scenes or indoor situations with poor lighting.
- DR Wide Dynamic Range mode – delivers an increased dynamic range (up to 1600%) while maintaining rich gradations and detail in both shadows and highlights
- HR High Resolution mode – takes full advantage of the 12MP resolution to reproduce the finest details in landscape and portrait scenes, perfect for use on bright clear days
In addition the X10 features a high-speed EXR-CMOS sensor and a multi-core EXR processor which facilitates high-speed continuous shooting at up to 7 frames per second at full resolution, and 10 frames per second at 6 megapixels. A 49-point matrix contrast AF provides high-speed and high-precision auto focusing thanks to the fast CMOS capabilities and the advanced EXR Processor’s AF system. With a shutter-lag of less than 0.01 seconds, the X10 can capture even the most fleeting of photo opportunities.
Newly-developed bright FUJINON F2.0 – F2.8 4x optical, manual barrel zoom lens
The X10 features a newly-developed high-resolution Super EBC FUJINON3 lens which has been treated to reduce ghosting and lens flare promising clear image quality over the entire image. The lens consists of 11 glass lens elements in 9 groups, including 3 aspherical glass lens elements (6 sides) and 2 extra-low dispersion lens elements. The result is an ultra bright lens with a wide-angle maximum aperture of F2.0 and telephoto maximum aperture of F2.8.
Unique to the Fujifilm X10 is its all-metal lens barrel design providing ultra smooth and precision zooming, the same system utilized on only high-end professional FUJINON broadcast lenses. In addition, the camera’s power switch has been built into the manual barrel zoom to facilitate faster start-up and response times to help you avoid missed photo opportunities. The lenses are designed by FUJINON who has long-term experience supplying professional broadcasting lenses.
Featuring a newly developed Optical Image Stabilization mechanism that greatly reduces blurring (due to camera shake), you can take sharp photos in confidence, even at full telephoto zoom.
The combination of the bright F2.0 – F2.8.lens and the 7-blade aperture diaphragm capture the subject in crisp detail with a beautiful defocused “bokeh” effect.
A bright optical viewfinder with a wide viewing-angle
Fujifilm’s engineers have used an arrangement of 3 aspherical lenses plus a special dach prism configuration to deliver a viewfinder with superior brightness and a superb field of view with its extra wide viewing angle while still maintaining a compact camera size. Using an optical viewfinder vs LCD screen also enhances battery life and improves the number of shots per charge. This combined with the Manual Barrel Zoom functionality, makes a real difference and brings a welcome old-style photographic feel to the X10.
Elegant design inherited from the X100 with “made in Japan” seal of quality
Thorough attention to detail is evident as soon as you take hold of the X10’s all black stunning retro body with its “leather-like” finish. Its upper controls and base are manufactured from lightweight, ultra strong, die-cast magnesium alloy; and the mode dials and lens ring feature an aluminium milled, luxurious textured finish. The intuitive operability of the various dials and shutter-release button is also evident with the high-precision manual zooming lens doubling up as an on/off power switch reducing the start-up time, ensuring you can react quickly to potential photo shooting scenarios as they occur. The exquisite notches of the exposure compensation dial and the satisfying torque feedback on the lens barrel produced by the hidden metal ball in the click-stop mechanism ensure the quality of craftsmanship is truly apparent.
Unique functions for adjusting image quality
EXR Auto – for the automatic optimization of the sensor and the camera settings
The X10 not only offers “EXR Auto” (which adjusts camera settings to suit sunsets, blue skies, greenery, beaches, snow, etc.), and detects people and identifies difficult to photograph backlight conditions, but now, it even has the ability to detect subject movements. The intelligent EXR CMOS Sensor automatically selects the optimum shooting mode from of a total of 99 different variations; this enables it to capture any kind of scene perfectly in even the most difficult shooting conditions.
In terms of ISO settings, the X10 can capture shots between ISO 100 for well lit conditions and top picture quality, and ultra-high ISO 128004 for the most minimal of lighting conditions. If the correct exposure cannot be obtained with the selected ISO setting, the ISO Auto Setting function adjusts it automatically between 100 and 3200.
For those of you that like to experiment, the X10 offers Fujifilm’s unique Film Simulation modes, reflecting the company’s background in photographic films. Eight settings are available, including Velvia / PROVIA / ASTIA which allow you to reproduce the well-known tones of highly popular colour reversal films. The X10 also expands the scope of photo expression with Monochrome Mode that can be fine-tuned with R / Ye / G filter settings.
In addition to Auto White Balance, the X10 provides a choice of 9 white balance presets to compensate for the colour of different light sources. Users can also set a Custom White Balance using a grey card or other surface, or select the optimum Kelvin value.
The X10 also features detailed image adjustability settings with options including “Colour” to adjust colour strength, “Highlight Tone” / “Shadow Tone” to adjust contrast in highlight / shadow sections, and “Sharpness” to sharpen or soften pixel edges.
Finally there is a Noise Reduction Adjustment function to set the strength of noise reduction at 5 different levels according to the users’ emphasis on whether to prioritize high resolution or low noise.
Other notable features on the X10
- RAW shooting and in-camera RAW processing (plus SilkyPix RAW conversion software is supplied in-box)
- Diverse manual shooting modes that can be selected according to scene type (Program / Aperture Priority / Shutter Speed Priority / Manual) plus Manual focus
- Customizable Fn-button and model dial selection
- Power start-up within approx. 0.8 seconds using on/off switch built into lens ring (must be in Quick Start mode) perfect for capturing any unexpected photo opportunities
- Best-in-class Full HD 1080p movie recording capabilities.
- Manual pop-up flash with a range of 7 metres and TTL Flash capability
- High-contrast and wide viewing-angle 2.8? 460K dot High contrast LCD monitor that provides excellent view-ability even if you’re outdoors in bright sunlight
- 1cm Super Macro mode
- Motion Panorama 360 for seamless 360-degree panoramic shooting
- Four diverse auto bracketing functions for exposure, ISO sensitivity, dynamic range and film simulation
- Electronic horizon leveling gauge to check the camera is being held on the level, and histogram display to check image exposure
- Mechanical shutter release cable socket (cable sold separately)
The Fujifilm X10 will be available in Black starting late October 2011 with pricing to be confirmed mid September. For more information visit the Fujifilm X10 product page.
Premium Accessory Line-up (sold separately)
CASE (LC-X10)
To perfectly compliment the look and premium quality feel of the X10 camera body, a retro leather “quick shot” case with matching strap has been designed which fits the X10 like a glove. Made out of luxurious leather it has been thought out with uncompromising attention to detail, ensuring the ultimate ease of use and practicality.
LENS HOOD (LH-X10)
Precision milled from metal, the lens hood with adapter ring will be available. The adapter ring is also compatible with commercially sold 52mm filters and lens caps.
TTL FLASH (EF-42/EF-20)
EF-20 (Guide Number:20) and EF-42 (Guide Number:42) TTL flashes are compatible with the X10.
33 Responses
It is a great camera. Let’s wait to see the sample images and check for its availability.
So is there any electronic information overlay in the optical viewfinder like the X-100? From what I’ve seen it doesn’t have this feature.
no, it doesn’t. it’s not a hybrid view finder, it’s only OVF.
I know it’s not a hybrid EVF, but I was wondering if I could see things like the histogram or ISO setting and what not in the optical viewfinder. Or is that what makes the X100 so special?
I always assumed digital cameras would have this functionality standard by now, but even the $7000 M9 only has an LED shutter speed display. I’m still going to buy the X10 though, it’s what I’ve been looking for to get into digital.
but isn’t the EVF the one that allows all that info? if it’s OVF only it won’t have that.
Whoa! So far, I am impressed. Can’t wait to see what the photos look like…
Seems to be the best premium compact at the moment. Front styling is too retro for my taste, otherwise nice control layout. The question is do premium compacts have a future after Panasonic starts to sell m4/3 cameras with X 14-42 lens.
Nicest compact in recent times. But is this a mirrorless ILC?
no, it’s just like the X100. It’s a mirrorless type of camera but it’s not ILC. but I think that this f/2-2.8 28-112mm should be more than enough for this camera’s needs.
There are several things in this camera that made me reflect a little bit about the CSC.
But first, there are some improvements over the X100, the X10 seems to have better I.S., better video feats and 1cm macro. All of that makes me thing about a X100 with all that AND for example a f/2-2.8 18-70mm (APS-C). That would be a hell of a camera, I think Fuji would be able to ask for 1500 for that camera.
That camera would satisfy most of the needs for a compact camera. If would be good for macro, good for street photography, portrait, what else? To beat that camera we would need a very expensive kit with an ILC.
They could also make a camera like that with FF and call it X1000 and ask 2000 for it!
If u build a camera with a f/2-2.8 18-70mm (APS-C) lens, it would be extremly huge. So you could rather buy a normal dslr and have the chance to use some other lens. The point about the x100 is that it has dslr quality in a much smaller package. It wouldnt be a compact camera at all.
And I dont even wanna think about the size of a FF version.
true, but I thought that you made a lens specifically for that camera you could have something that would allow to make it smaller, since you won’t need to make it interchangeable.
a compact camera would be possible without the AF? is that why the Leica lenses are compact even in FF?
If this X10 has manual video controls I would at last quit using iPhone as a spontaneous 8mm camera. Seriously, why can’t or wouldn’t any of the manufacturers offer manual video exposure in a compact camera?
2/3″ Sensor with half resolution HDR or low noise high ISO sound pretty awesome to me with that f2.0-2.8 lens! Sounds like an awesome pocketable enthusiast camera 🙂 I would replace my NEX3 with this.
Is it better than a GF3 with x 14-42? I would say a massive yes – assuming you are talking pocketable camera. If you want to be able to expand it (with other lenses) then the m4/3’s are probably better. But to me this is a wondercam – just the perfect balance of everything… So long as everything advertised is up to scratch of course 🙂
pause on “massive yes” & “wondercam”
I’m fairly certain GF3 with that lens is approx same thickness as X10. Also pause on $700 – this camera is not worth 700 I’m sorry. Just like X100 was not worth 1200.
it’s too big and the sensor is too small. at this size i would rather carry a mFT camera (either the E-PM1 or GF3) with the new pancake zoom from panasonic, although i lose 1,5 stops i can also carry another 20mm f/1.7 in the other pocket. don’t care about the retro styling much.
We need to wait for the samples to know whether the sensor is too small. The bayer stuff they talk about in the video sounds promising. (Starts about 9:35)
Yeah, I very nice, looking forward to see samples and video
Totally agree!
I was thinking exactly the same. For that camera size, I’d rather have a bigger sensor camera with me. Or, if i’m looking for a pocket camera, let it be Canon S95 sized – this is the problem with “premium compacts” IMHO, they are not small enough, yet you’re still dealing with a smallish sensor.
The styling is hot though. And the alternative sensor modes (HDR, Low Light, High definition) is something other manufacturers would benefit from (Oly? Panny?).
Fuji, what are you waiting for making a m43 camera???
GRRRRRRRRRRRRRRRRRRRRRRR!
Well, at least we know Fuji is open to experiments with sensors. Hint hint hint: join m43s you guys!
How can you cal a 2/3″ LARGE sensor? Would you describe yourself as having a 3″ LARGE dick?
Size is relative.
I wasnt impressed with IQ from S95/XZ1/LX5 and i dun think i will be with this slightly hair bigger sensor.
I think its going to sell for USD600, with this price can get me a GF3 with pancake zoom or 14mm pancake.
One last thing though is the lousy production rate of Fuji is going to make this cam super hard to get. (yet again)
yea always wanted a fuji
“World class 85% viewfinder coverage”.. awesome.. lol
as my Leica D2 hits the “I live on the shelf and gather dust stage because I just sorta don’t make my user happy as I am dustbin material due to the diminishing of my senses but he still has great affection for me……stage” I am going to buy one of these fuji suckers same size sensor as was my old C8080 olie
It would be great if the four way pad cum wheel on the back of the camera can be re-assigned with functions for aperture, shutter speed, iso and white balance instead.
A lot of m4/3 users have been dreaming of the day Panasonic will release a true replacement of the Lumix LC1. It seem Fuji have done exactly that. Even with the same sensor size, with more compact lens and brighter OVF.
I’m really warming to Fuji. Can’t wait to see more compact(ish) cameras with useable optical viewfinders (was that too much to ask, Canon? Nikon?).