The new Fuji X10 is announced. The X100’s baby brother. Slick Black.

The Fuji X10, baby brother to the X100. Slick Black Design.

Here it is, the rumored Fuji X5o was actually the Fuji X10, and it is in all black looking all sleek and sexy. This 12 Megapixel compact features a semi fast zoom lens that goes from f/2 – f/2.8 and gives you a 28-112 equivalent.  It sports a 2/3 inch EXR CMOS Fuji Sensor that is quite unique. You can shoot this guy at it’s full 12mp resolution or shoot it at 6 Megapixels and use the power of the Fuji sensor to give you more Dynamic range. When shooting in this way, it underexposes half of the megapixels which will in turn keep the blown highlights at bay. But then you are getting only 6MP resolution, which honestly is good enough for most things.

The smaller sensor will make it tough to get shallow depth of field but remember this is a souped up premium compact and is quite a bit smaller than the X100. Why didn’t Fuji make the X100 in this slick black finish? Looks pretty nice and a nice addition to the compact line which in my opinion is still ruled by cameras like the Leica D-Lux 5/Lumix LX-5. The Fuji takes the prize for best looking, no question and it’s build quality seems up there with it’s bigger brother. Seems like B&H Photo has already added it to their web site HERE. No price yet but my guess? $499.

Here is the official press release from Fuji about the X10:

Fujifilm is proud to announce the addition of a new premium compact camera to its digital camera line up for autumn 2011. The X10 features a large 2/3″ 12 megapixel EXR-CMOS sensor and a high-definition F2.0 wide-angle and F2.8 telephoto Fujinon 4x manual zoom lens (28-112mm)*1, characterised by its brightness and superb picture quality right up to the edge of an image.

The X10 is a highly advanced compact camera with specifications that follow in the footsteps of the multi award-winning Fujifilm FinePix X100 (released in March 2011): the ultimate in refined design, components, functions and specification. Featuring a bright optical zoom viewfinder with a wide viewing angle, the X10 allows users to enjoy the pleasure of photography via a traditional viewfinder, providing all the benefits and ease of composition that this brings.

Thorough attention to detail is evident as soon as you take hold of the X10’s stunning body. With its upper control deck and base manufactured from lightweight, yet ultra strong, die-cast magnesium alloy; and mode dials and lens ring featuring their quality, aluminium milled, textured finish. The intuitive operability of the various dials and shutter-release button is also apparent with the manual zoom lens doubling up as an on/off power switch, ensuring you can react quickly to potential photo shooting scenarios as they occur.

Main features

(1) Newly-developed F2.0 wide-angle and F2.8 telephoto, bright FUJINON 4x optical manual barrel zoom lens

The X10 features a newly-developed high-definition Super EBC (Electron Beam Coating) FUJINON*2 lens which achieves superb clarity over the whole of the 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 2.0 and telephoto maximum aperture of 2.8.

With its all-metal lens barrel you are guaranteed a smooth zoom action which helps you compose your photos quickly and easily. In addition, the camera’s power switch has been deftly built into the manual barrel zoom to facilitate fast responses and to help you avoid missed photo opportunities.

Featuring a newly developed Optical Image Stabilisation mechanism, you can rest assured that any lens aberration is kept to an absolute minimum and image resolution is maximised making the most of the sensor performance and delivering high quality images.

The lens is capable of taking super-macro shots as close up as 1cm. This function can also be combined with 7-blade aperture to deliver a stunning soft-focus “bokeh” effect perfect for shooting portraits using the telephoto zoom.

(2) Combining a bright optical viewfinder with a wide viewing-angle and a manual barrel zoom lens

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, and all whilst still maintaining a compact camera size. This, combined with the Manual Barrel Zoom functionality, makes a real difference and brings a welcome old-style photographic feel to the X10.

(3) Newly-developed large 2/3″ 12 megapixel EXR-CMOS sensor and advanced EXR Processor

The X10 features a newly-developed large 2/3″ 12 megapixel EXR-CMOS sensor with approximately twice the sensor area, and approximately 2.5 times the pixel area, compared to existing Fujifilm camera models*3.

This bespoke EXR-CMOS sensor combines Fujifilm’s proprietary EXR technology (which can select the optimum shooting mode from the three options below SN / DR / HR), with CMOS technology to provide bright, sharp images in all shooting conditions.

SN High Sensitivity and Low Noise mode – produces clear and sharp high-sensitivity images whilst keeping the noise levels low, and is an ideal choice for capturing night scenes or indoor situations with poor lighting

DR Wide Dynamic Range mode – delivers a much increased dynamic range (up to 1600%) delivering rich gradations and detail in both the shadows and highlights

HR High Resolution mode – takes full advantage of the 12 megapixel 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 EXR processor which facilitate high-speed continuous shooting at up to 7 frames per second at the full 12 megapixel resolution (L size), and 10 frames per second at the reduced resolution M size.

Plus a 49-point matrix contrast AF which provides high-speed and high-precision auto focusing thanks to the fast CMOS capabilities and the advanced EXR Processor’s AF system.

With its super speedy shutter-release time lag of approx. 0.01 seconds, the X10 can capture even the most fleeting of photo opportunities. And it’s also worth mentioning that it features best-in-class*4 1080p Full HD movie recording capabilities.

(4) The X10’s elegant design has inherited the look and feel of the X100, along with its “made in Japan” seal of quality

Manufactured from strong, yet lightweight, die-cast magnesium alloy, the X10’s upper control deck and camera base are perfectly designed and add a real sense of style and glamour to the camera. On top of this the exquisite notches of the exposure compensation dial and the satisfying torque feedback produced by the hidden metal ball in the click-stop mechanism ensure the quality of craftsmanship is truly apparent.

(5) Fujifilm’s unique functions for adjusting image quality

EXR-Auto – for the automatic optimisation of the sensor and the camera settings

The X10 not only offers “EXR-Auto” intelligent scene recognition (which adjusts camera settings to suit sunsets, blue skies, greenery, beaches, snow, etc.), and also 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 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 12800*5 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, as well as X10 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 five different levels according to the users’ emphasis on whether to prioritise high resolution or low noise.

(6) Other notable features on the FinePix X10

4x optical zoom featuring Fujifilm’s new Intelligent Digital 2x Telephoto zoom technology, doubling the telephoto capabilities and providing up to an 8x zoom

Diverse manual shooting modes that can be selected according to scene type (Program / Aperture Priority / Shutter Speed Priority / Manual)

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

Motion Panorama 360 for seamless 360-degree panoramic shooting

Manual pop-up flash with a range of 7 metres

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

Electronic horizon levelling gauge to check the camera is being held on the level, and histogram display to check image gradation

Four diverse auto bracketing functions for exposure, ISO sensitivity, dynamic range and film simulation

RAW shooting and in-camera RAW processing (plus SilkyPix RAW conversion software is supplied in-box)

(7) Premium Accessory Line-up


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 black leather it has been created with uncompromising attention to detail, ensuring the ultimate ease of use and practicality.


Precision milled from metal, a lens hood with adapter ring will be available. The adapter ring is also compatible with commercially sold 52mm filters and lens caps.


Compatible with Fujifilm’s EF-20 (Guide No.:20) and EF-42 (Guide No.:42) flash guns.

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  1. Biggest thing for me is the manual zoom and on/off switching. Im currently using a fuji F500 EXR for a play/family/vacation cam, and THE most annoying thing about P&S cameras for me is the electric zoom lever and the wait time to take the first shot after turning it on.

    Granted, Im not sure I’d be willing to drop $700 on this, but it sure is quite different than most everything else. Hit or Miss, I give credit to Fuji for thinking outside the box a bit.

  2. Hey Steve thanks for posting this; when can you do a review? I do a lot of travel and street photography, and am currently shooting a Leica D-Lux 5.

    I’m interested in the X10 for its lens, the manual zoom (love!), its retro looks, and the slightly larger sensor. Before I trade in my DL5 though, I would like to know how the X10 stacks up against it in terms of shallow DOF and low light performance. Can I actually get decent night shots with the X10?

    Also, if you happen to have a Leica CF22 flash around could you verify whether it fires on the X10?

  3. This is similar to the Canon G11, which was a big step in its day but has been surpassed in many regards by the m4/3 set. However, this sort of camera still provides a zoom lens in a very compact form factor, while a comparable m4/3 zoom would be pretty big. If you wanted a zoom, instead of a fixed prime, this would be an attractive option. Also, the zoom is f/2.0-2.8, which is much better than, for example, my Canon S90 which is f/4.5 at the long end. This is important because the little sensors don’t do well at high ISOs, keeping them to base ISO is best.

    So, if you think of it as a Canon G11 with a faster lens, slightly larger sensor, probably a better viewfinder, with a nice metal body with dial controls, then you have your niche there I think. $699 seems a little high but we’ll see how it goes.

  4. Mr Ford real world images show that those with DSLRs manage to achieve great shallow DOF four thirds sensors and smaller do not. For those that like all or most in focus not a problem.

  5. Small sensor has everything (almost) to do with depth of field – it’s all about MAGNIFICATION, e.g. 35mm 6×6 4×5 8×10 in film terms. The larger the sensor, the larger magnification is needed to fill that sensor frame and the less depth of field is achieved with respective F-stops. The same principles goes for sensors.

    • To “fill” the sensor or frame? Or to give an effective field of view? “Filling” the frame is about design and not focal length. Take a look at an XPAN…

      To get a similar field of view with a larger capture medium you need progressively longer focal lengths…..more compression, larger circle of confusion, harder to get all the rays of light hitting in little dots as opposed to big vacuous circles of light.

      Point is. People have to stop just regurgitating something that they heard somewhere taking it as gospel. I know the internet is full of it. But there are only so many times you can read something ignorantly written before you feel compelled to speak up.

      The only motivation I can feel for how this has gotten so far out of control is that people feel that the only way to shoot a nice photo now is with no depth of field at all? Strange comments considering so many people fancy themselves as “street shooters” – the one style where hyperfocal use is preferred and extreme focus coverage.


      • I see where you’re coming from, but the point in the end is about making usability comparisons. Similarly, we all know that putting a 50mm lens on a 1.5x crop camera doesn’t make the lens magically become a 75mm lens, but, in practice, that is how it behaves. The same holds true for this little Fuji and the aperture. If you’re comparing DOF between the Fuji and a 135 camera with the same focal length equivalents, then the DOF equivalents are going to be about f2 vs. f8.

        I do tend to agree that only using shallow DOF can start becoming a crutch, and I don’t use it all the time, but the point is flexibility, and, even with street shooting, f8-f11 tends to be a common aperture range on a 135 camera. So, I guess with the X10, it is “F2 and be there.” 🙂

  6. Small sensor has nothing to do with depth of field. It is focal length of lens, subject to background distance, aperture and circle of confusion. We need to stop with the internet chinese whisper of small sensor BS.


    • See my post above. You’re not thinking in terms of usability. BTW, I used a circle of confusion of about .0075 for the Fuji and .03 for a full frame camera.

  7. especially tempting for the dynamic range…what fuji sensors are always famous for. i guess with the dof I will have to look at the photos first. i don’t believe any 2/3″ sensors have f2 (of f2.8) lens on them to make a fair judgement.
    I hate GAS (gadget acquisition syndrome) and fuji is definitely on the right track. wish other manufacturer will give me this extra dynamic range option…

      • Wrong. What focal length? What circule of confusion value? The Olympus XZ-1 has better depth of field control than a 4/3 body with most lenses.

        Does cropping out the centre of an image change the depth of field of what is on that image. :-S

        • Sorry, but you’re not thinking in proper terms. Of course simply cropping doesn’t change DOF, but assuming equivalent focal lengths are being used, what I said above is true.

          In other words, a 10mm f2 lens on this new Fuji will have the approximately the same equivalent DOF and focal length as about a 39mm f8 lens on a full frame camera.

  8. I can’t imagine buying this camera. It is either too big compared to other high end P&S cameras, or the sensor is too small compared to X100, m4/3, NEX, NX, etc. It kinda looks like the worst of both worlds, to me, and it is really pandering to the retro crowd. I personally love the look of the camera, but it still has to be solid on the insides, and the X100 is a much better example of a nice marriage between the two, IMO.

  9. Ive failed to buy additional lenses for all the interchangeable cameras I’ve owned which has made me realize I need an all in one compact. This looks exactly what I want. I’ll be selling my GH1 to fund this.

  10. Seems like there is no information in the viewfinder–possibly not even a focus spot! If true, that would really limit how useful it is.

    • Can you imagine a company actually asking what their customers want and then actually producing it? Someone at Fuji has their thinking cap on.

  11. It looks really great,, and the specs are very competitive for the class (other than the 85% coverage on the OVF, which is disappointing but understandable) . . . but it’s expensive. Photo Rumors said the price would be $600, and one of the larger photo retailers is taking preorders at $700. If those prices hold, that’s E-PL1 money, in a package that’s actually within ~75 grams or so of E-PL1 + kit zoom (350g vs. 313g+113g). The E-PM1 would be even cheaper and even closer in weight. Sure it’s a brighter lens, but it’s a significantly smaller sensor. It’s too big to be pocketable, too, so it’s not going to be something S95 shoppers would cross-shop.

    Even so, not everyone wants/needs an ILC or a pocketable camera. I do think there’ll be a strong market for this camera, especially if the image quality is as standout as Fuji promises. Fuji is doing something smart, I think, with the X-series of cameras. Their bread-and-butter lower end market is deteriorating so they’ve decided to go up-market with premium, high quality products like the X10 and X100 and offer a very attractive retro-classic aesthetic. Fuji, of course, ins’t just differentiating on retro feel: it’s putting different features to set them apart from what everyone else is putting out. Kudos to Fuji for trying something different.

  12. I can remember well how my first look at the Yashica Electro 35 started a lust for film rangefinder cameras more than 30 years ago. It was a “heavy in the hand” all metal construction that was pleasure to work with and had a workingman’s price.

    The Fuji X10 has resurrected those long-dormant yearnings. Of course it will take a great photo, that’s a given. But it will also be a stylish urban accessory in the way beautifully designed personal gadgets like the iphone and ipad have become. Fuji has brought elegance back to camera design.

  13. Great News from FUJIFILM…

    Now I do hope you can get one very quick to review it…and may I ask you to compare it then especially against the other “high-end” compacts – like XZ-1, LX-5 and S95 – whatever comes into your hands – to see how the IQ compares.

    And yes – it does look great…

  14. I love the look of the camera, but for the price and size, why not just get one of the new Pen Minis. You would lose out on the OVF, but gain the capability to change lenses.

  15. I’ll buy one for sure to add to my collection of premium compacts. I’m 90% excited about the specs and attractiveness of this camera and hold out that the OVF will be worthy. I’d be 95% excited if it started at 24mm (efov). I’ve gotten used to the 24 on my LX5 and see that the 24mm field of view gets used about 25% of the time. On the other hand, if a cam only has 28mm I’ll zoom with my feet a bit more often *grin*.

  16. I think it’s gorgeous… A small sensor 4x zoom doesn’t interest me but I think this has a market.

    I get a lot of attention from non photo enthusiasts regarding the aesthetics of my x100 – this looks more impressive.

  17. Why, oh why didn’t they keep the APS-C sensor… They could also have used a m4/3 one as they’re member of the consortium… that’s probably the price to pay for such a tiny body… too bad, especially because I DO LOVE this design and other specs.

    • Because with a 2/3″ sensor they can actually make the camera tiny with a relatively compact, fast Zoom lens and a built in OVF.

      Trust me, considering how the ancient 2.3″ Digilux 2 performed in their day and the newer F200exr with an even smaller 1.6″ exr 12mp sensor, (that delivered distinctly better outdoor dynamic range and resolution than S95..) this camera will deliver stunning photos for the size of the package.

      If the sensor is backlit cmos it could very well match the ancient old M43 12mp sensor in resolution and surpass in dynamic range.

      • Also, don’t mistake 2/3″ sensors for the tiny micro little 1/2.33 being stuffed into overpriced panasonic and leica compacts. 2.3″ are actually close in size to Micro 4/3rd.


        is a rough chart of todays digital sensor sizes.

        • Yeah I know but as a shallow DOF lover I can only be cagey with such tiny formats… even m43 is quite not enough for me… for the other aspects I entirely agree with you.

          Anyway this will be an awesome camera for people who don’t care much about DOF.

        • 2/3″ is equal to about 58.1 mm2 while 4/3″ is equal to 225 mm2. So a Micro Four thirds sensor is roughly 4 times bigger than the X10 sensor.

          • Nope its not, not that I blame you with the fuzzy math thats been going around with these sensors(the wiki page diagram is way off). I’ve seen a 2/3rd sensor in person from a old bridge camera with its lens pried off. It is distinctly smaller than 4/3, around right smack in the middle of 4/3 and 1/6″ in side. Its about half the size of APS-C

    • Fuji is not part of the m4/3rds consortium. They were part of the 4/3rds consortium on which they didn’t do anything pretty much. m4/3rds is only Panasonic & Olympus at the moment.

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