The Fujifilm X-S series has long been a favorite for aspiring professional photographers and videographers. I started with the X-S10, loved its versatility, and now own the X-S20, which has been a game-changer for my creative projects. But as much as I adore Fujifilm, there’s no denying that competitors like Nikon and Ricoh are catching up. Nikon’s retro-inspired Z series cameras and Ricoh’s ultra-portable GR lineup are grabbing attention in niches that Fujifilm once dominated. To stay ahead, the X-S30 needs to level up in three critical areas. Here’s what Fujifilm must prioritize to keep its edge and continue to set the gold standard for mid-range hybrid cameras.
1. Enhanced Autofocus Performance for Action and Low-Light Shooting
While the X-S20 made strides with subject detection and tracking, its autofocus still struggles in fast-paced scenarios, sometimes in low-light settings. Aspiring professionals often shoot in challenging environments—from dimly lit event venues to bustling street scenes—where precise and reliable autofocus is crucial. Honestly, if we could just get the same level of auto focus in the first firmware update of the XS-20, that would be a huge success. Even the latest firmware that aimed to fix auto focus issues, still pales in comparison to what the camera was like when I first turned it on.
Take Nikon’s Z fc as an example. Its hybrid autofocus system excels in low light, offering a near-seamless experience for photographers capturing action or portraiture. Nikon’s continuous focus during video recording is also a feature that Fujifilm’s X-S lineup could refine. If Fujifilm wants to remain the go-to choice for hybrid shooters, the X-S30 must elevate its autofocus capabilities, ensuring it can lock onto subjects quickly and accurately, regardless of lighting conditions.
Improving autofocus isn’t just about specs; it’s about user confidence. Photographers should feel assured that their camera won’t let them down during critical moments. By leveraging advanced AI and machine learning, Fujifilm can enhance subject recognition and focus tracking, turning the X-S30 into a reliable companion for both stills and video creators. It finally needs to try to both nail the hardware and software of auto focus.
2. Better Ergonomics and Hardware Quality
One of the joys of using a Fujifilm camera is the tactile experience—the retro-inspired look and compact form factor just makes me want to pick the camera at all times. However, Nikon’s embrace of nostalgia in their Z series cameras shows how this aesthetic can be pushed further. Nikon’s Z fc, for instance, blends vintage charm with modern functionality, winning over users who value both style and substance. The main complaint of the line up has been the PSAM dial – which I actually love. But I think the real complaint is that it’s not sexy looking and I am sure there are ways to make the PSAM dial look retro. Again with Fujifilm, it’s about how the camera makes you feel.
The X-S30 should not only double down on Fujifilm’s retro design but also refine its overall hardware quality to cater to both durability and usability. For starters, the plastic components should be upgraded to a higher-quality material similar to Sony’s entry-level cameras, which feel premium and sturdy in hand. Additionally, making the X-S30 waterproof and dustproof would be a significant enhancement, particularly for outdoor photographers and videographers who need a camera that can withstand challenging environments. There was no reason to lower the quality of plastic and metals from the XS10, it was a very disappointing unboxing experience when I first noticed the lack of metal on the top plate.
Improved ergonomics also play a role here. Honestly, pound for pound this camera is the most comfy camera on the market REGARDLESS of size and price. But better is always possible, better feeling buttons, a much better EVF, and customizable controls would make the camera feel luxurious again. For videographers, a Sony like 360 articulating screen with robust touch functionality would be a game-changer, as would additional assignable buttons for quick access to key settings. Countless of YouTubers like Roman Fox and Pal2Tech have listed out their wishes and Fujifilm just needs to listen to these power users.
Crucially, Fujifilm should retain the built-in flash. This feature is not only practical but also resonates with younger generations who are drawn to the nostalgic aesthetic of vintage photography. Keeping the flash will maintain Fujifilm’s appeal to a growing audience that values both functionality and style. If anything – make it more powerful, some how make it rotatable? Do not sleep on this Flash as it unlocks a whole new vibe and puts it ahead of even camera’s worth 3X times more. Fujifilm could also look at Ricoh’s GR III series, which has mastered simplicity and portability. By combining better materials, weather resistance, and thoughtful design updates, the X-S30 can elevate the shooting experience while ensuring longevity.
3. A Leap Forward in Video Features
As hybrid cameras, the X-S series has always aimed to balance photography and videography. The X-S20 introduced impressive features like 6.2K video recording and F-Log2, but there’s room for more if Fujifilm wants to rival the likes of Sony and Panasonic in this space.
To stay competitive, the X-S30 needs to offer features such as:
- Improved In-Body Image Stabilization (IBIS): Essential for both handheld video shooting and long exposure photography, particularly for content creators on the go.
- Rolling Shutter Reduction: Minimizing this effect will ensure smoother motion capture, especially for fast-moving subjects or panning shots. It’s something that will grab headlines and be a direct pull for professional photographers and videographers.
- Borrowing Features from the X-H2S: Advanced capabilities like enhanced burst modes and video recording options would significantly elevate the X-S30’s video potential. Again being smart about hand me down features keeps cost low while increasing the value for the customer.
Sony’s a6700, for example, dominates in video capabilities with its robust codec options and autofocus precision during video recording. If Fujifilm doesn’t match or exceed these specs, it risks losing ground to competitors who are already wooing hybrid shooters at similar price points.
Additionally, integrating advanced audio features like dual audio inputs or preamp improvements would elevate the X-S30’s appeal to vloggers and filmmakers. These features not only attract video-focused professionals but also expand the camera’s versatility for those who shoot both stills and video.
Final Thoughts: Fujifilm’s Path Forward
Fujifilm’s X-S series has built a reputation as the best mid-range hybrid camera lineup, beloved for its blend of style, performance, and affordability. However, the competition isn’t standing still. Nikon’s retro-inspired cameras and Ricoh’s grab-and-go simplicity are chipping away at Fujifilm’s dominance.
The X-S30 has the potential to reaffirm Fujifilm’s position at the top, but only if it evolves. By addressing autofocus performance (software and hardware), refining ergonomics/ increasing hardware quality, and pushing the envelope in video features, Fujifilm can create a camera that not only meets but exceeds the expectations of aspiring professionals. As someone who’s experienced the growth from the X-S10 to the X-S20, I’m excited to see how Fujifilm will rise to the challenge. After all, the future of photography and videography isn’t just about keeping up—it’s about setting the standard. Here’s to hoping the X-S30 does just that.