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Fuji
Fuji is a massive global brand that makes not only cameras and lenses but film, medical electronics, flat-panel displays, printers, and more. All this R&D has been extremely beneficial to the growth of Fuji's innovative and unique camera technologies and acclaimed lenses.
Fuji offers two primary lines: the X system and the GFX system. The X system is the most common, as there are currently 9 models out on the market (and that's not including prior editions of the current models). What they all have in common is an X-Trans CMOS APS-C (cropped) sensor and stellar color reproduction thanks to Fuji's long history with film and creating accurate film simulations. These cameras have an X mount and use only X mount lenses, which benefit from Fuji's medical optics technology.
What people love most about the X system Fujis is their tactile dials and overall old fashioned feel. They are incredibly portable and simply enjoyable to use. The film simulations are fun and Fuji's unique color filter array suppresses moiré and false colors without having to equip an optical low-pass filter. Many of the lenses have physical aperture rings.
The GFX system is a different beast altogether. This is Fuji's line of medium format digital cameras with a 43.8mm x 32.9mm sensor – about 1.7x larger than 35mm full frame. These 50-100MP cameras reproduce that classic large format look and offer unparalleled image quality. These are G mount cameras and will only accept Fuji's G mount lenses. This system is not interchangeable with the X system.
The Fuji naming structure can be a bit confusing. Here is a quick guide on what the biggest X system model names mean:
X-100 (Example: Fuji X100F) Fuji cameras with X-100 in the name are Fuji's compact, fixed-lens cameras. They sport a 23mm prime lens with hybrid electronic/optical viewfinders.
X-Pro (Example: Fuji X-Pro3) X-Pros initially were basically the interchangeable-lens version of the X-100s.
X-E (Example: Fuji X-E4) This model was first released around the same time as the earliest X-Pro and served as a more compact version of the Pro.
X-T (Example: Fuji X-T5) X-Ts were Fuji's break from the strict rangefinder form factor, adopting a little bit more of a DSLR feel with a deeper grip and better weather sealing.
X-H (Example: Fuji X-H2S) An even more robust version of the X-T with sensor-shift image stabilization.
Customers love Fuji X cameras for their intuitive layouts, aesthetically pleasing builds, and large selection of lenses.
Use Medium Format Without the Extreme Expense
Medium format is out of reach for a lot of photographers but Fuji has reduced the gap by creating a line of large-sensor bodies that are under $10,000 (and sometimes even under $5,000). This means more affordable rental prices as well. You can experiment with medium format while still getting to use Fuji's simple layout of controls. There aren't as many lenses to choose from as from the X system but they are extremely high quality to meet the demands of the 50-100MP sensors. One of our latest cameras, the Fuji GFX 100 II, offers a massive 102MP sensor, 8 FPS speeds (really fast for a medium format), and in-body image stabilization. On top of all that, you can capture 8K30p video!
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