Why Are the 2's Looking At The 5?

Camera Electronic had two touch-and-try sessions for the new Fujifilm X-T5 camera on one day - one at Murray Street and one at Stirling Street. I saw the Stirling show and was interested to learn of the composition of the audience for the one in town. Our marketing manager says that a great many people were already Fujifilm owners, and predominately of the X-T2 . Now why are they coming out to see the new X-T5 especially? a. It is a new Fujifilm camera that is photo-oriented - but with very good video capability attached. This is very much like the X -T2 and the X-T3. b. It is a camera that has a similar size and weight to the classic X-T2. As with all camera makers, Fujifilm found that the camera body size and weight were creeping up with the X-T3, X-T4, X-H2s, and X-H2. More stuff in the insides, more heat, more size, more weight. Nice to see the trend reversing a little. c. It has the classic dial-oriented style of Fujifilm. Shutter, ISO, and aperture are all rotary controls. They have their A settings that interact, but they are a different ergonomic experience from that of a PASM dial and top LCD screen. Users might prefer one or the other - no preaching - and with Fujifilm they get a clear choice. d. You now get IBIS in the body. e. You get the three-way tilt screen of the X-T2 and X-T3. Not as good for video selfies but a lot better for tripod work in portrait orientation. A real thing - not just being fussy. f. You get the bigger li-ion battery of the X-T4 model. Tough if every other camera you've got has the older WP-126 size, but if you can bear the change you get a vast improvement in battery life. You could get a whole day on two batteries instead of taking five of them. If this is your first Fujifilm X camera you're laughing. Note: no vertical grip needed - indeed no grip possible. g. It uses the cards we already have - no expensive new ones needed. h. You get the new processor and the 40 megapixel performance of the new H-series. Crop in ruthlessly and still keep your resolution. I suspect that the incremental improvements that Fujifilm cranked in with each new model may not have called loudly enough to owners of the X-T2, They found it such a great-performing combo that they just didn't need to spend more for the next two T's. I also suspect that the T-5 actually breaks that spell, and that it will be have significant appeal to a lot of shooters. This could also explain why sometimes the improvements that other makers ring into their designs do not seem to be rewarded by repeated sales - people are cautious about waiting for the next bus. These last couple of years have led to a curtailment of the bus service, but the trade seems to be rolling again, so we may see more take-up of the next generation of gear. Note: I found a great deal-maker in the new X-T5. But more of that next time.