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FinePix AX100 and AX280


Fujifilm Announces Lots Of New Cameras

January is always a busy time of year for new gadget news, and especially digital cameras. Most of the camera companies have launched new products over the past few weeks, with some launching several at once, but Fujifilm has taken it to a whole new level by announcing no less than 13 new models, including high-spec super-zooms, advanced compacts and basic budget models. There's no firm launch date or pricing information yet for any of the new models.

AX100 and AX280

It's difficult to know where to start, so I'll go though them in alphabetical order. First up are the new AX100 and AX280, two new entry-level models in Fuji's low-cost A-series. The AV100 is a 12-megapixel model with a 3x zoom lens and a 2.7-inch 230k monitor, while the AV280 is a 14-megapixel cameras featuring a 5x zoom lens with a 28mm wide angle setting and a 3.0-inch 230k monitor. Both cameras have digital image stabilisation, 3200 ISO maximum sensitivity, automatic scene recognition and 720p HD video recording, and both are powered by AA batteries. New features include a Picture Search mode that allows you to find all images taken in a particular scene mode (e.g. Portraits, Landscapes, or Macro shots), and Panoramic Shooting mode which allows you to stitch three photos together to create a stunning panoramic image, perfect for wide landscapes, tall buildings or large groups of people.



February 5, 2010, 12:49 am

It's good to see that Fuji are using mostly AA batteries for their cameras instead of the proprietary ones that other manufacturers like to use. I like the sound of the HS10 camera - 30x optical zoom!


February 5, 2010, 12:59 am

I don't know. On the one hand, you can buy new AA batteries if you run out of juice or the old ones don't recharge well enough anymore. On the other hand, LiIon has a better energy density.

Klaus Nordby

February 5, 2010, 1:15 am

Cliff, I'm looking greatly forward to a full review of the FinePix HS10! But then I have a plea: will you please, please, PLEASE include at least one original raw file for your readers to download and examine and "develop" on our own, using our preferred raw software? I don't go near camera-made JPEGs anymore, so their quality is irrelevant to me -- as are all JPEG image samples in a review.


February 5, 2010, 1:22 am

@bobsta - I've always thought the same, the last camera I purchased - the F200EXR - was the first I've had that uses Lithium Ion, I've always resisted... I'm a convert now though, the amount of use I get out of a single charge puts my S9600 and it's 4xAAs to shame. A number of times over!

Lee Hammond

February 5, 2010, 2:10 am

Ok, I have found a replacement for my S8000fd....

Cliff, you MUST get a review sample of that Finepix HS10 ASAP. As long as it does half of what I hope it can, it's getting so bought.


February 5, 2010, 2:46 am

I agree, if you can review the FinePix HS10 first :)

Ps, what's going off with the Photo Comp? I really miss it!!!


February 5, 2010, 2:48 pm

The F80EXR looks fantastic - shame I only bought my F70EXR 2 months ago! "720p HD movie recording with HDMI output" is a feature I'd have loved the F70 to have had. Hmm.


February 5, 2010, 3:37 pm

I am always interested when a manufacturer adds stereo recording to a camera such as the HS10. There is good reason. If the POLAR FIELD is somewhat wide on the microphones, they will not only pick up sounds across the front stereo scene but also sounds along the sides end even the rear much like your own ears do. So I am talking here of potential surround sound effects. Transferring one's videos to a dvd; one would play back those videos over a digital receiver that may have virtual dolby or some similar setting or Dolby Pro-Logic 2 Movie. Depending on that polar field will depend on the surround effects of what you might or might not hear. Even a deployed passive surround circuit can do wonders. I use to use Dynaquad with great success.


February 6, 2010, 4:46 am

... do any have a viewfinder?


February 6, 2010, 4:59 am

The HS10 looks interesting, but the buffer is, as usual, too small. 7 shots? Thats not enough!

Geoff Richards

February 6, 2010, 5:18 am

@Terry - from examining the photos, the following models clearly sport an optical viewfinder:

FinePix F80EXR (Page 2)

FinePix HS10 (Page 3)

FinePix S1600, S1800 and S2500HD (Page 6)


February 6, 2010, 4:50 pm

Cliff, doesn't the HS10 have an EVF (Electronic Viewfinder)?

Cliff Smith

February 6, 2010, 9:52 pm

Bertie - Indeed it does, I should have mentioned that. It has the same 0.2 inch 200k pixel field-sequential electronic viewfinder as the S200EXR.

Geoff - Sorry mate, but none of these new cameras have optical viewfinders. That little round window on the front of the F80EXR would be the AF assist lamp, and the three S-series models all have 0.2-inch 200k LCD electronic viewfinders. Come to think of it, I don't think Fuji has ever made a super-zoom with an optical viewfinder.


February 8, 2010, 7:56 am

Will the HS10, S1600, S1800, and S2500HD feature the EXR function? Well, I see that the HS10 features a CMOS sensor insteas of the SuperCCD....

Cliff Smith

February 8, 2010, 2:18 pm

Eugene - No, only models with EXR in the name have the EXR sensor/processor technology. However the HS10 does have a new Back Side Illumination CMOS sensor. See the news item about the Ricoh CX3 for an explanation.


February 9, 2010, 8:33 am

Thanks, Cliff. What puzzles me is that why would Fujifilm not implement the EXR technology in these new high-end models. Isn't EXR their 'flagship' technology? Are they have second thoughts after all? I suppose only time will tell. Good luck reviewing all the new models this year, Cliff.


March 3, 2010, 2:08 pm

Dodger - It appears in the pictures that the new S series cameras do not have a lens filter thread. My old trusty S5700 does, I have a UV filter fitted which also protects the lens.It means that you do not have to bother with one of those horrible plastic lens caps!!!

John Cranwell-Ward

March 9, 2010, 9:45 pm

When can we expect to read the Trusted Review for the new FUJI HS10 high spec camera?

John Cranwell-Ward

March 12, 2010, 3:12 pm

Cliff Smith,You rated the Fuji S200EXR very highly, so based on that review I am considering buying the new Fuji HS10 DIGA winner for 2010 with its amazing spec.This looks to be a very exciting camera, but I would rather wait for yr official TR review before placing my order. When will TR be reviewing this propduct?


March 15, 2010, 3:50 pm

Do you plan to review the FinePix F80EXR before its release next month?

jon gordon

June 18, 2010, 2:08 am

My i also ask for a review ASAP of the HS10. Thanks. Jon

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