In this article, we’ll investigate the real-world issues that make photographers and videographers say, “I wish Fujifilm would fix this!”
There’s no such thing as the perfect camera.
While it goes against the grain to say it, there’s also no such thing as a perfect Fujifilm camera or lens. I feel dirty saying that!
If you’ve been reading along at home, you’ll know I’m a big fan of Fujifilm cameras, lenses, accessories, and communities.
Some would go so far as to call me a Fujifilm fanboy. It’s me. I say that.
However, as visual creatives, we all have individual needs, wants, intentions, and expectations when it comes to our cameras and lenses.
When we hand over our hard-earned cash, we expect the product to meet quality standards and give us value for our money.
Sometimes, elements of our photography kit dissatisfy us, or at the very least, we wish certain features received more consideration.
At the other end of the scale, I’ve seen photographers become so disenfranchised with a camera brand that they sell all their gear and jump ship to another company.
Let’s examine Fujifilm products, services, and features to discover what irks Fuji photographers the most.
Expectations Versus Reality
I think everyone I know has fallen victim to the curse of buying a lemon.
It’s a term used in Australia that describes buyers’ remorse at purchasing a dud, faulty, trash, or horrendously unacceptable product.
As consumers, we have expectations about what we’re getting for our money and the level of quality the product should meet.
Advertising and marketing often trick us into believing that a new product is perfect, only to discover later that it’s not quite what was promised.
The rapid pace of consumerism allows companies to push out less-than-perfect products and hope they’re acceptable.
Unfortunately, the world of cameras and lenses isn’t immune to this.
Buying a brand-new camera or lens is no different from buying any other high-end technology.
We have very personal expectations about how a camera should look, feel, perform, and more.
Buying cameras online is also fraught with potential disappointment.
While it looks good on the website, the reality may not meet your expectations once you hold the camera.
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Also, my expectations about the autofocus speed will ultimately differ from those of a professional sports photographer.
What’s good for the goose isn’t always good for the gander.
The Issues I Wish Fujifilm Would Fix – For Me
I’ve been a Fujifilm photographer for almost as long as the X Series has existed and have owned many cameras and lenses.
Being in the fortunate position of Fujifilm gear reviewer, I’ve also reviewed countless other Fujifilm lenses and camera bodies.
I tend to do my homework thoroughly before purchasing new gear so I know what to expect.
I’ve never bought or tested a Fujifilm ‘lemon.’
Granted, I’m not a professional sports photographer, and I’m not buying the most expensive cameras or lenses in the Fuji range.
However, given my experience, I can faithfully say that I’ve never held a defective Fujifilm camera or lens out of the box.
One thing I know about Japanese culture is the pride with which they conduct business – for Fujifilm, quality control is no exception.
That’s not to say I haven’t encountered issues that I wish Fujifilm would fix!
One of my most significant issues with the Fujifilm ecosystem is that the Fujifilm Camera Remote app is notoriously tricky to set up and doesn’t work consistently.
Once it’s working, it works well – however, it can be unreliable and not recognize the smartphone you’re trying to pair it with.
While Fujifilm has updated the app, it still needs refinement.
Of course, I have other minor issues with some Fujifilm cameras and lenses.
Sure, I wish that the autofocus on some lenses was faster or that a camera had a UHS-II slot instead of a UHS-I.
However, my preferences elevate those issues, and I don’t make a big deal about them as they don’t impact me.
That’s not to say that they don’t impact others, though!
The Issues Fujifilm Photographers Wish Fujifilm Would Fix
Being a Fujifilm fanboy, I know my biases and how they sway my attitudes toward Fujifilm products, services, and the brand.
I always approach my reviews with a neutral attitude and call out the pros and cons of Fujifilm gear.
For my style and approach to photography, I’ve encountered a few issues with ergonomics, functionality, performance, and experience.
I’m a street and travel photographer who prefers to work with minimal camera settings. I rarely deep dive into the Fujifilm menu system.
I shoot in single frames with autofocus and manually operate my ISO, aperture, and shutter speed from the handy control dials.
However, other photographers operate with a far more complex workflow and often have different expectations from the same cameras and lenses I use.
I spoke to several Fujifilm photographers about their experience with the brand and its products.
The responses ranged from small changes they’d like to see to outright rage over what they believe to be a major issue.
The photographers I spoke with are members of my local Fujifilm community here in Australia, and I’m always grateful for their input, support, and feedback.
Let’s look at the leading issues they wish Fujifilm would fix.
Fujifilm’s User Interface
While gaining feedback from my Fujifilm peers, it was clear that the camera user interface was one of the most significant issues.
Here’s what Andrew had to say.
I absolutely agree with a redesign of the Fuji menu system to simplify the controls. Yes, Apple is a good example of how to do it. I get a never-ending stream of people commenting to me on how they love the cameras and hate the menus. Start with a basic menu structure, then have a more complex structure accessible to those who need it when they need it!
Robert, who was moved to tears, said this:
Absolutely the UI. This is an area where the Scandi philosophy outshines the Japanese approach of a thousand buttons and sub-menus. It drives me to tears that Fujifilm doesn’t see the seemingly obvious tenant that there’s style in simplicity.
After wiping away his tears, he went on to add:
Apple, for example, is masterful in enforcing the approach that all unnecessary complexity should be cut away. How does this translate to cameras? Well, compare the menu system of Fujifilm to that of Hasselblad or Leica. The hierarchy of the Hasselblad system presents only the most important choices that the user needs rather than the ever-branching options trees that Fuji (and, as far as I can tell, all Japanese makers) prefer. Thus, Hasselblad is a joy to use rather than the never-ending menu hunts of Fujifilm.
Robert had many more words about design principles and apparent opportunities, but we’ll save those for another day.
Nev had some practical solutions to complex menus and camera control:
Voice command…yup…my GoPro 10 has it, and it’s really helpful. Also, a search icon in menus. You can type into a search box to look for something.
However, others didn’t see an issue with the Fujifilm user interface or menu system. Mitchel had this to say on the topic.
It’s funny how people have different perceptions and preferences. I’ve always found Fuji’s menus to be one of the simplest systems to navigate. If you want to give UI lessons to a manufacturer, it’s probably better to start with Sony first.
Like I said, each to their own. I’m shooting with X Trans 3 cameras, so I’ve no idea what the latest ones are like, but mine seem pretty simple; it’s just tabs and a single level of options. There’s no diving through multiple layers in each page. To me, it’s basically the same as Canon’s old DSLR menu system and is about as straightforward as it gets.
Jim described another great way to interact with the Fujifilm user interface.
100% UI is one of those things that people will either love or hate regardless if it’s a camera, car, TV, etc. I’ve recently come from a Nikon ecosystem into Fuji. Whilst I prefer the Nikon menu system, I didn’t find the Fuji menu all that bad. As a photographer, you need to familiarize yourself with the items you’ll most frequently use in the menu system until it becomes 2nd nature. At the end of the day, it’s just a tool, and like any tool, if you don’t use it often enough, you will fumble around with the menu. But if you use it, you’ll be familiar and intimate with it.
It’s important to note that no one here is right or wrong—these are just opinions based on user experience.
In this case, each user or photographer interacts with the Fujifilm UI differently and for various reasons.
Their expectations, past experiences, preferred genre, and approach to the creative application influence their expectations.
Fujifilm Camera Remote App
As mentioned, I’ve had on-and-off issues with the Fujifilm Camera Remote App.
I fired it up today to test it with my Fujifilm X-E4 and my Apple iPhone 14 (both of which operate with the latest software).
I was delighted to see that, while the first attempt to pair the camera and phone failed, the second attempt worked and remained paired until I turned my camera off.
However, not everyone has a seamless experience with the Fujifilm Camera Remote App.
Fiona had this to say:
Not being able to get the app working for the remote trigger. It seems so many people are having the same issue.
On the other hand, Taylor wishes for greater functionality from the app.
I wish I could download RAW images straight from the app. Other camera brands have no trouble doing this, and I wish Fuji could follow suit.
However, not everyone favored burning the Fujifilm Remote Camera App at the stake. Nathan, for example, had this to say:
Way back at the start, when I was a Fuji X Photographer, the app was great. I remember being in Pakistan with crappy dial-up internet, easily sending files from my X-E2 to my phone, editing in VSCO and uploading to social media.
For the kids at home, dial-up internet uses old copper home and business phone lines to transmit slow and limited data.
It was a dark time when Wi-Fi and Bluetooth were nonexistent, and broadband speeds and bandwidth were but a glint in a nerd’s eye.
Nathan is old enough to remember those days.
Autofocus Performance
Autofocus performance is another critical issue raised by the Fujifilm photographers I spoke with.
Again, I believe everyone has a different view on the performance of Fujifilm lens and camera focusing systems.
It depends on what genre you shoot and how serious you are about your craft.
Professional photographers demand and rely on a fast, responsive, and highly accurate focusing system.
Little old street photographers like me rely on it less—at least, it doesn’t matter much if we miss a shot due to sluggish focus.
However, we live in the year 2024 and expect technology to meet the current demands of visual creatives.
The autofocus performance of Fujifilm gear has turned many photographers away from starting or continuing with the brand.
Fortunately, Fujifilm takes autofocus seriously, and the brand has made strides to improve overall performance.
The most recent flagship Fujifilm cameras and lenses feature fast, accurate focusing, subject detection, and tracking.
Of course, the autofocus will be substandard if you’re shooting with older Fuji cameras or lenses.
The original Fujifilm XF 18mm f/1.4, launched with the X Pro 1, was downright slow and struggled in low light.
Starting with Chris, let’s examine what the members of the Fujifilm Australia community had to say about this.
The autofocus is not on par with the major brands. Video stabilization works fairly well except for panning when it looks rubbish – just jumps around. I had a go with Canon, and it was much, much better.
On the flip side, Mitchell had this to say.
That [the menu system] and the autofocus complaints are two that are always head-scratchers for me as I see zero issues, but apparently, it’s a thing for a lot of people. Sometimes I wonder whether people just expect the camera to do too much and compensate for things like technique as we just expect things to work these days. But again, I’m at home using a simple mechanical camera with no meter either.
Others mentioned that autofocus isn’t on par with other brands. However, they weren’t forthcoming about how much better they expected it to be.
Focus Mode Switch
Many of the Fujifilm flagship models feature a handy Focus Select switch at the front of the camera.
The X-T and X Pro range feature the switch on each generation of the camera, including the most recent Fujifilm X-T5 and X Pro 3.
The Focus Select switch allows you to quickly select Single Autofocus, Continuous Autofocus, or Manual Focus modes.
However, being a rotating switch that doesn’t feature a lock, it’s easy to bump it and change the mode selection.
If you typically shoot in Single Autofocus but have accidentally switched to Manual Focus, you may not realize that all your shots will be out of focus.
The Fujifilm X100 series—the original X100 was the first X Series camera—features a vertical slide switch that’s much stiffer to move and harder to change accidentally.
Here’s what Peter had to say about it:
It needs a lock on the focus mode switch on the front of the body – it’s easy to knock off autofocus to manual.
I’ve experienced this issue several times when shooting with the X-T cameras.
At first, I’d be confused about why my images were out of focus, ‘lemons.’
I’d eventually realize that the Focus Select switch had probably moved when I took the camera out of my bag.
As a result, I always do a little ‘walk-around’ of my camera before I start taking shots.
I confirm the SD card is formatted, the battery is charged, the lens is clean, and the Focus Select is set to S.
Button and Command Dial Layout
While on the subject of camera controls, another hot issue that annoys some Fujifilm photographers is the button and command dial layout.
I’ve always applauded Fujifilm for using command dials for core exposure settings, including Shutter Speed, ISO, Aperture, and Exposure Compensation.
It’s one of the many elements that drew me to the brand in the first place.
Taking manual control of the exposure triangle builds upon my experience and overall joy of photography when shooting with Fujifilm gear.
Robert had this to say:
I just counted how many buttons and switches there are on the GFX 100II plus grip… 37! That’s not pared-back design. By contrast, the Hasselblad X2D (same Sony sensor) has 11 buttons on the body. To my mind, that means Fujifilm has 26 unnecessary buttons/switches. Honestly, I delayed replacing my GFX100 body because of the clunky UI.
Paul also expressed his views on the layout.
Button layout consistency. Virtually every model moves the buttons around. For example, the X-T range versus the X-H range. It makes it very awkward switching between Fuji bodies.
Finally, Matt had a solution to resolve his frustration with the GFX.
I wish the GFX 100II had the same customization of the control dials as the X-H2S. Having to manually change the rear dial from aperture to exposure compensation every time I move from manual to AV (and vice versa) is incredibly annoying.
Finally, Chris has made this recommendation for the Fujifilm design team:
I’d like a lock on the EV dial (Exposure Compensation). I keep bumping it off C.
Customization and Flexibility
Shoot JPEG images with your custom Fujifilm film simulation recipes.
Many Fujifilm photographers make the most of the ability to optimize their outcomes through custom settings.
However, as with any interface, Fujifilm cameras have limits to the level of complexity available to users.
Being able to customize and store settings is especially important to many shooters.
Especially those who prefer an in-camera workflow or, at the very least, to let the camera do as much of the work as possible and reduce post-processing.
John had this to say.
Custom modes that save everything you want, including drive & focus modes (similar to the C1 to C7 modes that I had on a Canon 7D many years ago). What you can save currently doesn’t capture everything.
Mark added this to the point.
Add the name of the custom setting in Metadata so it can be searched/accessed in Lightroom.
FAQs
Is Fujifilm a good brand for cameras?
Fujifilm is an excellent brand for digital mirrorless cameras and lenses. Many enthusiasts and professional photographers shoot with Fujifilm X and GFX series photography equipment.
Why are Fujifilm cameras so expensive now?
Fujifilm has 90 years of experience in the photographic and optics business. As a result, it has built a highly reputable brand that develops premium, high-quality APS-C and medium-format cameras and lenses. Quality isn’t cheap!
Will Fujifilm Fix These Issues?
I’m sure Fujifilm is aware of the issues with its cameras and lenses and the challenges photographers face when using Fuji gear.
However, Fujifilm also has ideas about the essential needs of the photographic community – it’s been in the game for 90 years!
What’s more, Fujifilm doesn’t pick up a blank piece of paper and design a camera specifically to meet the needs of Robert, Chris, or Greg.
The designers and engineers must develop cameras that are suitable for the average newcomer, enthusiast, and professional.
Fortunately, Fujifilm embraces the business philosophy of Kaizen – continuous improvement.
They continue to update camera and lens design, ergonomics, functionality, and performance to meet the changing creative needs of people like you and me.
One of the biggest challenges facing Japanese companies today is the growing cost of developing and manufacturing technology.
Almost every consumer technology market is experiencing rising costs and limited availability of materials.
Unfortunately, that translates to higher production costs and ticket prices for consumers.
The other key issue that Fujifilm is desperately trying to resolve is stock availability.
Putting aside the manufacturing delays caused by COVID, Fujifilm is struggling to meet demand.
If you try buying the highly popular Fujifilm X100 VI, you’ll be in for a long wait with no end in sight. The same is true for many Fujifilm X and GFX lenses.
That raises an interesting point; despite the issues that photographers wish Fujifilm would fix, the brand is flourishing, and photographers at every level are eager to get their hands on the latest and greatest.
Final Thoughts
There’s no such thing as a perfect camera or lens.
However, there’s such a thing as a brand working to optimize the user experience through advancing technology and refining design principles.
I believe that brand is Fujifilm – but not everyone will agree, and that’s okay too.
I want to thank the members of my community for their open and honest views on Fujifilm products.
I also want to point out that these visual creatives shoot with the brand because they love Fujifilm.
They’re passionate about the products, their craft, and the outcomes they hope to achieve – and I admire them.
What’ve been your experiences with Fujifilm cameras and lenses? Have you ever purchased a ‘lemon’ or had an issue you wish Fujifilm would fix?
Share your questions and comments below. G
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