Fujifilm introduces a little brother to the X100, the new X10

The Fujifilm X10

Fujifilm announced today a new little brother to the excellent Fujifilm X100 (reviewed here).  The camera is smaller, but bears a certain family resemblance, including old school metal parts and a real ring on the lens barrel.  Missing, when compared to the larger X100, are that camera’s Leica-inspired manual exposure controls, cool hybrid viewfinder, and larger sensor.  Exposure can, however, be manually controlled via the X10’s rear control ring and thumb rocker and the X10’s optical viewfinder zooms in response to lens settings.  The lens barrel ring controls the camera’s zoom range and acts as its on/off switch.

The X10 shares a few quirks with the X100, including no dedicated ISO button (which will likely be the default setting for the top “Fn” button).  Also the rear control wheel has been one heck of a controversial interface and it is repeated here (we, for one, like it).

Like the X100, the smaller X10 has a real hot shoe mount and an onboard flash (a pop up, vs. the X100’s fixed flash).  If the X10 proves to use it as well as the X100, photographers can expect excellent and worry-free fill flash.  Also, both cameras have Fujinon-branded glass, a high-end mark of distinction for Fuji, and this new zoom lens ranges from a 35mm equivalent of 28-212mm with an impressive f2.0 to f2.8 variable maximum aperture.  The X10 also uses the X100’s Fuji film inspired color settings, including such iconic names as Velvia and Provia.  Video capture is slightly less buried, gaining a position on the exposure mode dial, but no dedicated record button (and recording up to 30 fps 1920×1080 HD .MOV files with stereo sound).  As a shout-out to photojournalists, that same audio recorded can be used to record voice notes to image files during playback.

If images quality, auto exposure, color rendering, auto fill flash, and day-to-day enjoyability are anything like the bigger X100 (and the price is right) Fuji may have another winning product.  It is certainly set up to be a capable alternative to the Canon S95 or Olympus ZX-1, offering a more old-school film-era feel, fast glass, and lots of digi-tricks to make shooting fun.  As a smaller, more affordable, zoom-equipped alternative to the X100, the X10 is designed for a rich market among practical photographers who want to love the X100, but can’t justify the size, price, or camera-nerd niche.

I am excited to see the “X” camera line grow and look forward to testing this newest addition in the coming months.

Click here to download the official flyer with full specs and some beautiful lifestyle-inspired product shots.

Read our Fujifilm X100 review here.

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by Matt Beardsley, images provided by Fujifilm USA.



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