Fuji X10 is now official

Fujifilm Finepix X10 is now official. Here are some related links:

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 X100 product page.

Premium Accessory Line-up (sold separately)

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.

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.

EF-20 (Guide Number:20) and EF-42 (Guide Number:42) TTL flashes are compatible with the X10.

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  • Diego

    I like it! I like it more than the canon g12 and nikon p7100.
    is my next shop!!

  • FX DX

    I like it too. This will be my pocket camera to go with my full size Nikon DSLR. Do you know when this will be available for purchase? I will take this over Nikon CoolPix any day and Canon is not my brand.

    • nodody

      You’ll need some large pockets 🙂

  • I want one, but I want a Kenko more.

  • moist dirtybits

    style-wise: really impressive.
    value-wise: meh. ($600 for a miniscule sensor; remember that at the end of the day, it all comes to the output.)

    nonetheless, i wish this product a lot of success, because it’s a stepping stone product that will prime the market (over the course of a few product cycles yet to come) for an eventual non-leica M9-ish system, with AF and none of the M9’s flaws (price, no LV, fps, etc). the sony NEX-7 is a step even further towards this goal — i love progress!

    • moist dirtybits

      but to argue with myself, the output might actually be really nice if – as DPR is reporting – you can shoot this camera in a DR-increasing and noise-reducing 6MP mode.

      i still can’t get past the 85% VF (how do you know where the AF point is?!), but at least there’s a chance that the IQ will be on a decent level.

    • El Aura

      The sensor is about half a stop ‘faster’ than the Olympus XZ-1, and the lens a third of a stop slower than the Olympus XZ-1, so it all comes down to the sensor quality (and unfortunately the XZ-1 sensor is lacking a bit behind the TL-500, S95, LX-5).

  • Diego

    yes. I was thinking the same, like a small backup camera for mi nikon gear. Before this I was thinking in the Nikon p7100…but I really dont like it, just for a need. I like the Fuji x100, but is a fixed lens, and the price is high. this have a more versatile focal length. I just wonder how is going to be the manual focus?? have a focus ring? and is a shame the viewfinder coverage, 85%, but the p7100 have the same coverage.

  • Paul

    This should provide some tough competition for Nikon’s mirrorless solution.
    I will probably end up ordering this to test it out.
    The X100 is a great camera but overpriced.

  • Totalreader

    Fuji is Great!
    next great step is APS-C/FF and interchangeable lenses.

  • Paul

    A couple of questions.
    Does the viewfinder zoom with the lens?
    Is there an information overlay for the OVF like the X100 has?

    • Breuker

      Yes it zooms. But I don’t get the impression from the info they provide that it shows any shooting info in the viewfinder. That bothers me a lot.

      • beebop

        me too

      • MJr

        Have you seen the size ? How the hel could that possibly fit ?
        Pfft, people and expectations …

  • Chris P

    Maybe, just maybe, this will lead in time to a D700 size DSLR with similar manual controls and a full frame version of the sensor in the S5pro. I’ve already got the Nikkor Ais lenses for it.

  • LGO

    I like almost everything I see in the X10. There are just 2 features that I would have wanted the X10 to improve on … an articulating LCD screen and a optical viewfinder with a better coverage than the current 85% coverage.

    Except for the overpriced original accessories and the fact that the camera does not come with a hood, the X10 would make a great “gift” this Christmas to one’s spouse. 🙂 For most who will be getting this camera, it is unlikely that they will resort to that subterfuge as they will not be able to wait that long. 🙂

  • Can someone tell me why everyone’s so excited about a tiny 2/3″ sensor camera? What am I missing?

    • newoldmate

      If people have to tell you such things, you’ll never understand.

      Perhaps photography isn’t the right hobby for you.

  • Craig

    Why isn’t anyone comparing this camera to the Leica X1? Seems to be a better match up than the X100, with the exception of the fixed lens/zoom lens comparison. Further, the marketing materials see to point to the same or similar customer base and Leica shoots for.

    On another point has anyone found a technical evaluation of the output, yet?

    • photonutz

      The X100 does really well comparison wise to the X1. There are many comparisons out there of the two and for the most part the consensus is that the X100 beats the X1.

    • TaoTeJared

      I don’t really see the X10 being any comparison to what Leica has and certainly not the X1.

      This really is more like the G12, LX5, P7100, Oly and maybe some of the Richos.

      • joe

        X100 should be compared to X1, meanwhile X10 should be compared to
        D-Lux (LX-5 “rebadge” by leica as D-Lux 5)

  • Tom

    Nice Camera. Even more so at 3:11 of the promotional video a map of the Berlin S-Bahn and Metro network is shown. funny.

    comparison (upper right corner)

  • beebop

    Is there any info displayed in the viewfinder??

  • ericnl

    what worries me, is that in the start of the Fuji Guys video, when they take the lenscap off, it first pulls the lens out with it, so he has to stop and pay attention, and use two hands to do this…

  • TaoTeJared

    Doesn’t seem like anyone else caught the new sensor design. (Fuji Guys video Time = 9:36)

    Fuji seems to be the only company who is willing to play with the sensors to get better images and honestly almost all of their cameras are really good. It will be interesting to see the Image Quality.

  • broxibear

    Really nice looking camera, I’m sure the image quality will be good as it’s something Fuji invest a lot in.
    Personally the 85% viewfinder would be an issue for me…I need to see what I’m framing while doing it not later. I guess the cost of adding a 100% viewfinder was going to push the camera price too high ?
    If they price it right Fuji could be onto yet another winner.

  • Sempre

    For a company specialized mainly in films this is a surprising mature product!

    • Ke

      You should see their medium format rangefinders, now those are amazing cameras.

    • Stepper

      Not suprising at all really. Fuji’s line of enthusiast/pro equipment has always been striaght forward awesomeness.

  • No doubt this is a gorgeous camera, and I’m already salivating over it, but I’m dying to see image samples from it…

  • SZRimaging

    So, all I want to know is, how does the DR compare to the LX3? I need a small camera with better DR than that, and I am hesitant to buy into another “system”.

  • Stepper

    I love it! If I was going to buy a small sensor camera I’d much rather have one of these rather than an interchangeable lens mini like the “Q”.

  • Fujifan

    I was surprise that they add in a RAW button to it. To me the most important thing, is all manufacutuers should have known and come up with these compulsory control dials on the camera itself for 1) aperture 2) shutter speed 3) ISO 4) exposure compensation 5) white balance. 5 control dials at least. Sometimes I cannont understands why they tend to omit one or two of these. Are 5 control dials very expensive? Is it that hard? They can put it on top or back of the camera. Camera manufacturers, please do it if you can. Fuji, pls take this into consideration if you are coming up with an APSC interchangeable lens soon!!! That will be awesome…^^”

  • Ishouldbeshooting

    I appreciate Fuji’s restraint in keeping it at 12mp. Yes, it’s only 2/3, but with that sensor it could really be impressive. Can’t wait for samples. And if the viewfinder is bright, the 85% won’t bother me, ever use a Leica IIIc? 😉

  • chris

    It would be nice if the four way pad cum wheel (on the back of camera) can be assigned with functions for aperture, shutter speed, iso and white balance instead. Fuji, hope you are listening. Thanks.

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