The Fuji X10 Digital Camera Review. A look at the Baby Brother of the Fuji X100. Real world USE review.

By Steve Huff

This has been the year of the digital camera. Man oh man. 2011 has brought us some amazing new cameras and Fuji in particular seemed to make the biggest splash with their APS-C large sized sensor X100 earlier in the year. That camera is JUST NOW starting to become available as supply finally catches up with demand. But before they were able to get the X100 out into the shops they were already hard at work on the “Mini Me” version of the X100 that they eventually named the X10. We also have the newly announced Panasonic GX1, which is finally the REAL follow up to their wildly successful GF1. Funny. First Sony grew some balls, and now Panasonic is growing them as well. I think Panaosnic realized they screwed the pooch with the GF2 and GF3 (cameras I was not a fan of when compared to the lovely GF1) so they remedied it with an all new line, the X series. Hmm. Fuji X100, X10, Leica X1…and now Panasonic joins in with the GX1. Maybe “X” is the magic letter that magically creates a great camera?

Anyway, the Fuji X10 is what I am talking about at this moment though and it is VERY similar in many ways to its bigger brother the X100, but also very different. Because of the similarities in the features and handling this review will be shorter and more about the usability, quirks and image quality. My X100 review can be seen HERE.

While the X100 has a larger APS-C sized sensor, best in class high ISO performance, a nice f/2 35mm equivalent prime lens, and a hybrid EVF/OVF that is superb, the X10 has a small sensor, not so great optical viewfinder, and a semi fast f/2-2.8 zoom lens built into the camera that is actually quite good. It is more of an advanced point and shoot but the design and controls scream PHOTOGRAPHERS CAMERA!

The X10 – f/2/2 – JPEG – CLICK IMAGE FOR LARGER

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Like most small sensor cameras, when Fuji announced the X10 I rolled my eyes! There was just no way I was going to like a smaller sensor body because I love my full frame and APS-C sensors for their ability to shoot in lower light, give shallow depth of field, and have superior Dynamic Range (ability to capture the light and dark areas of the image without blowing or blacking out)! So many smaller sensor digital cameras give you that “small sensor look” which is usually blown out highlights, grainy images, hard looking images, and they usually always have super huge depth of field. Some prefer to have this look to their images and others just take it and accept it because these cameras are small and can be put in a pocket. Usually its about portability but the X10 is not as small as other small sensor cameras so my thinking about the X10 was that it is going to have to be really good in the usability and image quality department to have a reason to buy it.

When B&H Photo sent me the X10 to check out I obliged and decided to just go ahead review it. How could I not? I mean, I LOVED the X100 so maybe this little X10 has some of that Fuji MOJO? I told myself that if this camera was fast, enjoyable to use, and had the Fuji Colors that I may just may be a believer. In the small sensor arena we have many cameras, most of which I am not a fan of. For example, I have never been a fan of the Canon or Nikon point and shoots. Cameras like Canon G12, Nikon P7100, Canon S95 never did it for me for one reason or another. Not that they were bad cameras, just that they either didn’t feel right, or the controls lacked, or the color was off…something always made me stay away from them though I did try them. Maybe because I am an “enthusiast” and appreciate a good looking , feeling, and operating camera in addition to really great image quality. Those kind of cameras never held my attention for very long which is why I never reviewed them here. I write about what excites me and gets my creative juices flowing.

The only point and shoot type cameras that I really enjoyed have been the Panasonic LX and Leica D-Lux series as well as the Ricoh GRD series.. To me, these cameras had great quality in a nice small package. Did you read those two key words? SMALL PACKAGE. See, the Fuji X10 is NOT really small. It will NOT fit in your pocket, it will fit in a jacket pocket if it is a larger sized pocket but in reality, it is almost the same size as an X100 but not as long/wide. So if you want portability, the X10 will not be the camera you would want to go for. A Ricoh GRD III or IV is much more pocketable. A Pentax Q is much more pocketable.

Fuji X10 from the hip, using Auto Focus. JPEG – click image for larger.

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So in this review I am going to talk about the Fuji X10 and basically tell you that it is a new breed of camera. It is not quite a point and shoot as it is much too advanced in the control, build, and feature dept for that. It is not a camera like the micro 4/3’s offerings as the sensor is smaller and does not give you quite the depth of field control that you would get from something like an Olympus E-P3 and decent lens. It is not equal to the X100 just due to the fact that the high ISO capability, sensor, and EVF/OVF of the X100 makes it the better camera. The X10 is kind of in a class by itself for now and at its price point of $599, it is priced JUST right IMO. About half the cost of the X100 but it can still give you the same color and feel as images shot with an X100. The same build and feel but in slick black 🙂 Those who think the X10 is overpriced, look at cameras like the Ricoh GRD’s ($499), the Olympus E-P3 ($899), Nikon V1 ($900), NEX-5n ($600). Yea, the X10 is priced right for what it is and in reality, Fuji probably could have priced it at $699 and sold a ton.

I mean, at $599 you get a great feeling body, all black finish, manual control for aperture, exposure compensation, and optical VF (though it has only 85% coverage), HD video recording, 360 Pano shooting, a fast zoom lens that goes from 28-112 at f/2-f/2.8, a nice metal lens cap, faster AF than the X100 and even a super macro feature that allows you to get SUPER close to your subject. Even the high ISO capability is decent for the smaller sensor and could easily go up to 1600 in almost any situation. There are some extended dynamic range options as well and I found the DR of the X10 to be very good for this type of camera.

So as I said, even thought it is already getting long, this review will be shorter than usual and more to the point and with plenty of samples (ALL JPGS BTW) that have that signature Fuji color. I will state the facts and tell it like it is so I hope you enjoy this real world review of what appears to be a very cool camera. My only concern with the X10 is that at $599 you could get yourself into something like a Panasonic GF1, Olympus E-PL2 or similar micro 4/3 camera. Even a Sony NEX-5n (though with a kit lens that is average). These larger sensor cameras should, in theory, give you better results. What they won’t give you though is those damn gorgeous Fuji colors, classic style, and viewfinder. In these areas, the X10 delivers the goods so it will all come down to what YOU want in a camera.

Things to ask yourself to find out what is most important to you… Portability? Image quality? Control? JPEG Quality? Build quality? Speed? Intended use? Is a VF important to you? Is shallow depth of field mandatory?

The lens on the X10 is fantastic. Sharp and with only a little distortion at the wide end that can be noticeable if shooting straight lines up close. The color…oh boy is it good!

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The Features of the Fuji X10 – What can this little guy do?

The X10 has loads of cool features and below is a list of the best things about the camera:

4x manual optical zoom featuring Fujifilm’s Intelligent Digital Zoom technology that doubles telephoto capabilities and provides up to 8x zoom

Fast power start-up; the X10 is fully ready to shoot in approximately 0.8 seconds using the on/off power switch built into the lens ring (must be in Quick Start mode)

High-contrast and wide viewing-angle 2.8″ 460K dot high contrast LCD screen that provides excellent viewing even outdoors and in bright sunlight

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

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

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

Best-in-class 1080p HD movie recording capabilities

Film Simulation Modes (eight setting are available, including Velvia / PROVIA / ASTIA)

Manual pop-up flash with a range of 7 meters (approximately 23 feet)

Electronic horizon leveling gauge to ensure that the camera is being held level, and histogram display to check image gradation

The X10 fully zoomed at 112mm and f/2.8 – straight from camera JPEG using the Velvia preset. The Fuji Greens are here!

So what makes a point and shoot a point and shoot?

Many of us are calling the Fuji X10 a point and shoot, but to me… as I used the camera I felt that it was much more than a point and shoot. The X10 can be set in full auto and used like a point and shoot. In return you will get accurate and quick Auto Focus, great colors, good exposures and even damn good dynamic range. But the X10 is more than that. Set it into Aperture Priority mode or full manual using the dial on top of the camera and you have a fully featured camera that most photographers will love. The one thing that it has going against it is that it has no real manual focus mode. Much like the X100, the MF is awful on the camera and I would highly suggest to not ever use it. If you absolutely want to use manual focus you do so using a dial much like you do with the Leica X1 (though the X1 is superior in the MF area due to the scale and info it gives you). But you can not expect a great manual focus experience on a camera like this at $599. This is meant to be a camera more for the masses who want a sexy easy to use camera that puts out amazing JPEGS and is super versatile.

But to stress again, if it were me shooting the X10 every day I would only use the AF. I would never use manual. Period. This Fuji is sort of like a mix between a point and shoot and a more advanced camera. It’s a new breed in my opinion and far surpasses the other cameras that many will compare this to. When compared to cameras like the Canon G12 and other advanced P&S cameras, the X10 wins on usability, image quality and build and feel. No contest. But then again, this is MY opinion. Yours may differ.

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Macro and Super Macro – Included free of charge!

The Fuji X10 has the same macro mode as the X100 but it also adds a new “Super Macro” mode much like the not so well received and lukewarm Olympus XZ-1 . The Super macro mode is pretty damn nice to have though as it allows you to get super close to your subject.

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