NONE of the camera makers has been exactly idle in 2024 but it’s been a particularly big year for Fujifilm. The announcement of the X100VI premium compact generated huge demand in February, and Fujifilm also announced the entry-level X-M5, the mid-range X-T50 and the GFX100S II medium format camera. AP editor Nigel Atherton recently caught up with Fujifilm UK managing director, Theo Georgiades, for a revealing and insightful interview. Read on for highlights – the full version will also be available on our website, amateurphotographer.com.
Changing market
‘Our focus is now more on people getting into photography for the first time, not necessarily younger people,’ Theo explained. ‘Technology has moved on, so they want hybrid stills/video cameras, or more versatility with the screen. A decade ago, people were more than…