Camera
Interview – Fujifilm: “We are not just a camera company, we are an imaging company”
![Interview – Fujifilm: “We are not just a camera company, we are an imaging company” Interview – Fujifilm: “We are not just a camera company, we are an imaging company”](https://4.img-dpreview.com/files/p/E~TS940x788~articles/5938467980/FUJIFILM_Group-Shot.jpeg)
As the global COVID-19 pandemic continues to make international travel impossible (or at least inadvisable) we’re beginning 2021 with a series of interviews conducted remotely. This week, we sat down (virtually) with senior executives of Fujifilm, to learn more about the development of the new GFX 100S, plans for future lenses and what kind of a company they want Fujifilm to be.
What customer did you have in mind for the GFX 100S?
[Makoto Oishi] The [original] GFX 100 is our flagship camera for professional photographers, because it has the integrated battery grip and twin batteries, and accessories like the tilting EVF. But we wanted the GFX 100S to appeal to a wider range of users. So not only professionals, but also advanced amateurs, who are used to 35mm and full-frame SLRs.
The GFX 100S is your second medium format camera with IBIS. How were you able to reduce the size and weight of that mechanism?
[Shinichiro Udono] When we started planning the original GFX 100, we decided from the beginning that it would have that form factor, with the vertical grip. So we had room [inside the camera], and we decided that durability would be a priority. With the 100S, from the beginning we decided that it should be almost the same size as a full-frame camera. That was our target, so then we redesigned all of the internal components – not just the IBIS unit – and we optimized the internal layout of those components
[M.O.] The layout of the internal components is very important. So for example in the GFX 100S we could put the battery in the grip. That’s a critical point in the design. The width of the shutter was [also] a key component, to keep the camera small. And also the new [smaller] battery. In the two years since we developed the original GFX 100, of course new technologies have been developed, but the differences aren’t actually that big.
Aside from the components and the internal layout, are there any construction or build quality differences between the GFX 100 and the new GFX 100S?
[M.O.] Both cameras meet and surpass our quality assurance standards, of course, but the GFX 100 was designed for ultimate ruggedness. The GFX 100 has an inner chassis, for example, for strength. So it’s better able to withstand external shock.
Why did you decide not to offer a vertical grip option for the GFX 100S?
[M.O.] Because we have the GFX 100 [already].
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The new GFX 100S offers a lot of the same functionality as the flagship GFX 100S, but without that model’s extreme ruggedness (or vertical controls). |
What was the most important, or most consistent feedback you received from owners of the original GFX 100?
[M.O.] All of them loved the image quality, and thought the resolution was amazing. And the new sensor gave better performance, for example for face detection. But a lot of users wanted a smaller, lighter body, and a lower price. Those were the main demands, so we developed the GFX 100S for a wider base of customers, especially DSLR users who needed easier operation. That’s why we included a mode dial on the GFX 100S.
Will IBIS become standard in future across the GFX range?
[M.O.] That will depend on body size and design [constraints] of course, but yes, especially for 100MP imaging, I think IBIS is required in order to maintain image quality.
Where are the gaps in the GF lens lineup, and what are your priorities for expanding the lineup in future?
[M.O.] Our GF lenses currently cover from 23mm to 350mm (the GF 250mm with a 1.4X TC) which is a good focal length range. But we’re continuing to develop some of the ‘missing’ focal lengths, and lenses with unique features.
[S.U.] We’ve received a lot of requests for wider prime lenses, and also tilt/shift lenses. And a wide [angle] zoom lens. Those are typical kinds of requests we’re getting from our GF customers.
[M.O.] Many of our GF users like to shoot landscapes, and they like to use wider focal lengths. We also have a lot of architecture photographers, and they’re requesting tilt/shift lenses. We’re studying [these requests].
Which of those types of lenses is your biggest priority?
[M.O.] We [still] have to discuss that!
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Shinichiro ‘Shin’ Udono, Senior Manager of Fujifilm’s Optical Device & Electronic Imaging Products Division. |
What are your priorities for new lenses in the APS-C X-series line?
[S.U.] In terms of focal lengths, we’re missing super telephoto. The maximum focal length now is 400mm. So we’re missing 500mm, 600mm [etc.]. And because we started the system almost ten years ago, the first generation lenses have slow autofocus, and don’t have weather-resistance. We need to refresh those designs.
The X100V was released almost exactly a year ago – how has it performed in the market?
[M.O.] I think you want a GFX 100V! [Editor’s note: I definitely do]. Sales of the X100V are almost at the same volume as the previous model, even despite the situation with COVID-19. We think that there’s been an increase in demand for lifestyle-type shooting, from people staying at home.
What kind of response have you had from X-T4 customers?
[Jun Watanabe] Generally speaking, the X-T4 has been a success in the market, not only in terms of image quality but also new features like in-body stabilization, the new battery and the more powerful shutter. The video performance has also been well accepted as a good balance between performance and price. We’ve also made good progress with autofocus performance, face and eye detection, and tracking. But some sports photographers have requested greater autofocus performance.
How are you planning to improve autofocus performance?
[J.W.] We will keep on improving performance, and some improvements will come through firmware, and some through hardware. Face and eye detection works well, even when people are wearing glasses, and masks. But we have to improve things like tracking in distance.
[S.U.] The speed of the autofocus mechanisms is acceptable, but we recognize that some details are missing in the AF algorithm, in tracking. When you’re tracking a subject and something comes between the camera and subject, sometimes you might lose focus. So we have to improve the algorithm, and we’re working on that. Also some of our lenses are ten years old, and they slow down autofocus.
Sometimes it’s a matter of photographer preference. Some people love a system that moves very quickly onto a new subject, but some photographers prefer a system that sticks to the original subject. We really need to have more discussions with photographers, and offer them some options. If possible we’ll make improvements via firmware.
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The multipurpose X-T4 offers a well-developed set of video features, but executives have hinted that there may be room in Fujifilm’s lineup in future for a dedicated video model. |
The X-T4 is quite a powerful video camera, but a lot of the people buying it will probably be mostly shooting stills. Is it possible to satisfy both needs in one product, or is there an opportunity for a dedicated video camera in the X-series range?
[S.U.] The X-T4 reaches a high level of image quality already for video shooting. But thinking of video shooters versus stills photographers, the form factor requirements are different. The X-T4 is designed more for stills shooting. For example the screen. Videographers really like fully-articulating LCD screens, but some stills photographers don’t. If we really wanted to chase videographers, we’d need to think about a different form factor.
We’re always studying [solutions like this] but we have to think about things like market size, the number of users, things like that. But we have received such requests from videographers who are currently using the X-T4.
[J.W.] The X-T4 is one possible answer [though], because of things like the totally independent stills and movie menus, and the articulating LCD.
Now that sensor technology has developed so much, is Fujifilm interested in developing computational imaging features in future cameras?
[S.U.] That is not an easy question to answer! In terms of technology, if the sensor speed and processing speed are both very fast, then you can do a lot of things. We’re always thinking about the next generation, even four or five years ahead. So in future, probably, those kinds of features will be technically possible. But how to integrate that kind of technology into our camera system is a harder question. We really have to think about what our customers want, and what will benefit them.
We are very interested though, and we’re always researching. Our Photo Imaging Division creates Instax cameras, and maybe [computational photography] technology could be applied to a more consumer-level system [like that].
As pixel counts get higher, is there still a benefit to X-Trans?
[M.O.] Even with higher resolutions, X-Trans still works better. Thanks to this technology, our cameras don’t have moiré or false color. It’s very effective. But it does depend on the kind of sensor. For example our medium format 100MP sensor resolves 99% of subjects, so there’s no moiré or false color, so no need for X-Trans. That’s why GFX doesn’t have X-Trans but our X-series, with 26MP, still needs it.
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Masato ‘Mark’ Yamamoto, a 35-year veteran of Fujifilm, holds the position of General Manager of the company’s Optical Device & Electronic Imaging Products Division. |
How has the COVID-19 pandemic affected your product planning and general strategy?
[Masato Yamamoto] In general, the business impact caused by COVID was fairly temporary. Last year, at the beginning of the pandemic, obviously we didn’t know what was going to happen, but the impact was less than we expected. However, at the same time, the pandemic created a shift in customer behavior. We saw less demand for products under $1,000, but greater demand for our high-end and GFX cameras.
This trend has accelerated [during the pandemic]. So we’ve applied ourselves to monitoring these trends and listening to feedback from our customers, and we’re confident that our strategy is working. We’re focused on the high end, and we’ll continue listening to those customers.
Did you have to make any changes to your planning or strategy?
[M.Y.] Not really, but with people being at home, for example, we have seen demands for better movie [features]. Online communication is becoming more popular, so we have to consider these kinds of demands in addition to our existing strategy. Maybe we will make some tweaks, some [small] changes of direction, but we’re confident that we can continue with our existing strategy in the future.
What is the biggest challenge facing Fujifilm as a camera manufacturer in 2021?
[M.Y.] Well, not only in 2021! Development is always very challenging. We’ve discussed image stabilization technology, but also design, making our interfaces more easy to use. Developing things like that and making breakthroughs, and innovating, it’s always challenging. But at the same time it’s an opportunity to change the world.
Our biggest point of differentiation is color reproduction, thanks to our film simulations. So on the marketing side, one of the biggest challenges is how to let customers know about how Fujifilm’s image quality is different to our competitors. And also explaining the benefits of [larger formats] to them. But with the GFX 100S, by providing a compact camera with good features, and easy to use design at a lower price-point, we think it’ll open a door to a lot of customers. We’ve already had a lot of pre-orders. It’s a good sign. People are appreciating the benefits of this larger format, and it’s really opening up the market for many users. Full-frame is not the only format.
In the long term, do you want your GFX and GF camera and lens system to be competitive with full-frame products, on price?
[M.Y.] We’re always thinking about how to give customers more opportunities to experience our products. So price is one of the factors, but not the only one. There’s also features, size, ease of use. All of those things together give us new opportunities to meet new customers.
[S.U.] Price is very, very important, but it’s not the top priority in the GFX system. Of course we recognize that if we matched our prices to full-frame, probably the demand for our products would be greater. But to achieve high quality we need things like a more accurate IBIS unit, bigger shutter and bigger sensors. These things all cost more [than they would for full-frame]. So in order to maintain quality in our GFX line, the price needs to be probably a little higher than full-frame, but in order to stimulate demand in the market, we do try to minimize that gap. That’s our strategy.
Yamamoto-san, you’ve been in your new role at Fujifilm for relatively little time – how are you hoping to imprint your vision on the camera division?
[M.Y.] The camera division is a very important part of Fujifilm. Photography and imaging is our core business, and it’s where the power of our brand comes from. We think a lot about how to expand the world of photography to everybody. We are committed to continuing this work, and making sure that our camera business continues to flourish and be successful. This is our responsibility.
Imaging is a very powerful medium, and I’m proud to know that our cameras and our imaging systems have been used to immortalize some of the most powerful moments in history. We want to continue to make digital cameras and imaging systems that inspire photographers to create images that tell and share many stories. We are not just a camera company, we are an imaging company. My vision is to help to pull all of those efforts, and put all of those assets together to enable us to show our value to all kinds of users from professionals to amateurs.
And there are opportunities. For example people who have started taking photographs on their smartphones, and are shooting in every moment, they understand the value and the power of photographs and sharing moments. We need to make more effort to share our products and our solutions [with those people].
How do you intend to attract those kinds of new customers?
[M.Y.] We have many things. We’ve always provided attractive products in our X-series, like our recent X-S10. It’s very compact, very powerful and easy to use, and for people who started shooting with a smartphone, it’s small, easy to use, and it’s a very good step-up product. We also have the Instax system, which has been a big hit, we reached annual sales of 10 million cameras in 2018, so that’s a big base of potential Fujifilm fans who might buy our X-series cameras. Our overall promotional strategy is to reach everyone – including those younger customers.
Editor’s note: Barnaby Britton
This was my first conversation with Mr. Yamamoto, a 30+ year veteran of Fujifilm, who has only been in his current position for a few months. He joins a well-established team of engineers and executives, and has taken over the management of two (arguably three, if the X100-series is to be considered separately) equally well-established product lines. The company’s latest medium-format camera, the GFX 100S, puts large-sensor imaging within reach of many enthusiasts, at an MSRP comparable to that of pro DSLRs. On paper, the GFX 100S is a more compelling product in many ways even than the flagship GFX 100, but it is interesting to hear from Mr. Oishi exactly where the internal differences lie. In short: If you want the ultimate in durability, save up for a GFX 100. For everything else, the GFX 100S will likely be a better option (unless you need a vertical grip!)
Fujifilm’s identity as a modern digital camera manufacturer was formed roughly a decade ago with the original X100. Since then, the company has launched two mirrorless interchangeable lens mounts, and developed a range of lenses for both APS-C and medium-format. Mr. Yamamoto clearly sees Fujifilm holistically as an ‘imaging’ company rather than just a camera maker, and of course he’s right that no other company in the industry has the same depth of experience in imaging, going right back to the days when Fujifilm was one of the leading names in film. This isn’t just the standard senior executive’s expression of pride in his company’s legacy: Fujifilm’s color science (most obviously manifested in its film simulation profiles) is a major selling point of the company’s products in today’s market.
Fujifilm has been developing digital cameras since the 80s, but the X mount isn’t even yet in its teens. It’s almost comic, therefore, to hear Fujifilm executives referring to any of its current line of XF products as ‘old’. However, the fact that – as Mr Udono admits – first-generation XF lenses are now holding back the autofocus performance of its current flagship cameras, demonstrates how far Fujifilm has come in that time.
There is still room for improvement, though. Alongside the strong hint that updated version of those original XF primes are coming was a clear commitment from Fujifilm executives to improve autofocus performance in the flagship X-T4 via firmware, with hardware improvements being considered in the future. Mr. Udono also hinted at longer lenses coming for XF in future, which in combination with improvements to AF might help consolidate the company’s reputation with sports and action photographers.
As for videographers, reading between the lines of responses to our questions in this interview, it seems as if a dedicated video camera using the XF mount is at least being considered, alongside the multipurpose X-T4. It’s interesting to consider exactly what a camera of this type might look like, since as Mr. Udono says, the form factor requirements may be different.
Camera
Accessory Roundup: mini Nikons, a desk arm, and new cages for new cameras
![Accessory Roundup: mini Nikons, a desk arm, and new cages for new cameras Accessory Roundup: mini Nikons, a desk arm, and new cages for new cameras](https://3.img-dpreview.com/files/p/E~TS590x0~articles/7678579451/Lede.jpeg)
Images: Dua Lipa, Three Legged Thing, Bandai Namco |
It’s the weekend, so that means we’re once again rounding up all the little accessories and gadgets that we heard about throughout the week. But first, let’s see what’s on sale this week…
Full Frame Gold
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The Sony a7R V.
Photo: Richard Butler |
The Sony a7RV, which has earned both a place on our best high-end cameras buyers guide and a gold award, is currently on sale for $500 off MSRP. It features a stabilized 61MP sensor, as well as Sony’s excellent autofocus system.
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The Nikon Z5.
Photo: Dan Bracaglia |
For those looking to spend a little less, the DPReview Gold-winning Nikon Z5 is also $400 off MSRP, which makes it just under $1,000 body only. It features a 24MP sensor, and while its autofocus and video are far from class-leading, its ergonomics and battery life help make up for those downsides – especially at this price.
Buy now:
You get a SmallRig, and YOU get a SmallRig
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The EOS R5 II is going into its cage, and it’s feeling just fine.
Image: SmallRig |
SmallRig has come out with a few new kits this week. The company has started selling versions of its ‘HawkLock’ quick-release cage and ‘Black Mamba’ ergonomic cage for the Canon EOS R5 Mark II now that the camera is starting to make its way to consumers. The company is also releasing a traditional basic cage for the EOS R5 II.
HawkLock cage kit for EOS R5 II:
Black Mamba cage kit for EOS R5 II:
The company has also released ‘Colorful Editions’ for the HawkLock cages for the Sony FX3 / FX30 and A7R V / A7 IV / A7S III. Similar to its last color event, it’s only selling a limited number of each, though there are fewer colors to choose from; you can only get the cages in red or orange this time around. They also come at a $5 price premium over their black counterparts.
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Image: SmallRig |
On the other end of the photography/videography spectrum, SmallRig has also released a new kit for people serious about shooting video with their phones. Its ‘All-In-One Mobile Video Kit’ is a collaboration with YouTuber and filmmaker Brandon Li. It includes a cage, which you can attach to your phone using Apple’s Magsafe or a more traditional clamp, as well as a pair of handles, a 67mm filter plate, and a USB hub.
The handles have a few tricks beyond just giving you a place to grip your phone. One includes an m.2 SSD enclosure, which can be used for external ProRes recording on the iPhone 15 Pro. It also has an integrated Bluetooth remote, which acts as a wireless shutter and zoom control for Android phones and iPhones.
SmallRig is offering several different bundles of the video kit, and you can buy several of the components separately.
Buy now:
An always-with you card reader
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Image: Anker |
If your phone is less of your main camera and more of an accessory to your photography, Anker’s latest MagSafe offering may be for you. It’s a puck that adds an SD and TF card reader to the back of your phone, so you can offload pictures from a dedicated camera to share on social media or upload to the cloud.
The MagGo USB-C Adapter has an integrated USB-C cable, which plugs into your phone to enable data transfer. It also has a USB-C port on the side, which allows it to also act as a pass-through charger if you connect it to a power adapter or battery bank. According to Anker it can output up to 42.5W, and supports data speeds up to 312MB/s (though the iPhone 15’s USB-C port is limited to much slower USB 2.0 speeds).
Of course, you can also connect the MagGo’s cable to a computer, which will let it act as a USB-C hub and card reader dongle.
Buy now:
The Desk Arm
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This could be an incredibly easy way to mount a camera and ring light to your desk.
Image: Three Legged Thing |
Three Legged Thing has announced a series of accessories called the ‘Camera Desk Mount System.’ At its heart is an extending pole that you can clamp to a table or desk with a ball head and 1/4″-20 thread on top. Also available is an accessory arm that clamps to the pole and that can be purchased in straight or articulating varieties.
The company is marketing the system towards content creators making videos for TikTok, Reels, and Twitch, but it could also be handy for photographers who often find themselves needing to get top-down shots of their desk (or for people who want a place to mount their extra-fancy webcam). It can hold items up to 1kg (2.2lbs).
The upright mount costs $35 on its own, and you can get a kit with a single accessory arm for $50 or the articulating arm for $60. You can also get the arms a la carte for $23 and $30, respectively.
Buy now:
Tiny Nikons
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Image: Bandai Namco |
This next pick isn’t an accessory for your camera but rather a camera-shaped accessory for your desk, keychain, or bookshelf. Nikon has partnered with Bandai Namco to create miniature versions of the Nikon F, Z Fc, SP, and Z9, which will be sold through capsule vending machines known as gashapons.
Each plastic figurine comes with a specific ‘lens,’ though they are removable, so you might be able to mix and match them if you had multiple models. According to The Verge, they’re only available in Japan. Those of us elsewhere will have to be happy just knowing these exist in the world.
Radical optimism about film
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Image: Dua Lipa |
The final piece of gear doesn’t come from a camera retailer but from a pop star’s merch shop. Dua Lipa, the artist behind hits like ‘New Rules’ and ‘Don’t Start Now,’ is now selling a ‘reusable 35mm underwater camera’ on her merch store (via Kosmo Foto). It has a 28mm F9 ‘focus free’ lens, according to the very colorful box.
The camera’s branded with the name of her latest album ‘Radical Optimism,’ and includes a lanyard and waterproof shell that’ll work down to 3m (approx. 10ft). However, the package doesn’t include any film, which is a bit of a bummer given its $40 price tag – you can currently get a 27-shot waterproof disposable for around $13, which is unfortunately cheaper than most rolls of color ISO 800 film these days. It’s also worth noting that Fujifilm and Kodak’s one-time-use waterproofs are rated to go over twice as deep as Dua’s.
However, it’s probably worth looking at this camera with some… optimism, for lack of a better word. If a Dua Lipa fan sees it, buys it, and has fun with it, that’s one more person keeping film alive. How’s that for Future Nostalgia?
Camera
DJI's 'Neo' Drone is $200 and made for taking selfies
![DJI's 'Neo' Drone is 0 and made for taking selfies DJI's 'Neo' Drone is 0 and made for taking selfies](https://4.img-dpreview.com/files/p/E~TS590x0~articles/1919790610/DJI_Neo_palm.jpeg)
Image: DJI |
DJI has announced a new drone called the Neo. It costs $199, weighs a mere 135g (4.76oz), can shoot 4K video, and can fly for up to 18 minutes. The company says it’s designed as “a vlogging tool ideal for capturing everyday life, leisure activities, family moments, and pets.”
In essence, it’s a flying selfie camera, similar to the HoverAir X1 or Snap Pixy. It comes with removable propeller guards that allow it to be used safely indoors, though using them will slightly reduce its flight time.
The Neo can capture 12MP images using a Type 1/2 (6.4 x 4.8) sensor with a 14mm full-frame equivalent F2.8 lens. It can shoot in 4K/30 or 1080 at up to 60p. If you aren’t using electronic image stabilization, the video will be 4:3; turn on the ‘RockSteady’ or ‘HorizonBalancing’ mode, and it’ll drop down to 16:9. The drone also has a physical single-axis (up/down) gimbal to help keep footage steady, even if it’s moderately windy.
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The DJI Neo can do ‘Palm Takeoff’ and automatically follow you around.
Image: DJI |
The drone’s controls align with its beginner and casual photographer-friendly nature. A button on the top lets you select what mode you want the drone to use; by default, it will follow you, using ‘AI algorithms’ to keep you in frame, even if you’re moving quickly on a skateboard or bicycle.
From there, you can hold it out in your hand and it will automatically take off and start recording after detecting you as a subject. How you get it to land will depend on what mode it’s in, but it can fly back and land in your palm as well.
The drone also has a feature known as ‘QuickShots,’ where it will automatically perform a specific movement such as circling around you or zooming straight up into the sky while keeping you in the center of the frame. You can select a QuickShot mode using the button, or the drone’s app.
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You can essentially control the DJI Neo with one button, though the company says you should set up the app in case you need to take control of it while it’s in flight.
Image: DJI |
The app also lets you control the drone with your voice or with virtual joysticks on the screen. It’s also how you preview the footage it’s taking and export it to social media, and it even supports recording audio with your phone’s microphone.
You can buy an optional controller for the Neo, but physical controls alone won’t make it a suitable replacement for serious video drones like the DJI Mavic or even DJI Mini. Those drones have larger cameras, more sophisticated gimbals and ranges measured in kilometers, where the Neo can only be used up to 50m (164ft) away.
Of course, that’s not what the Neo is designed for. As its product page says, it’s made to ‘capture cinematic footage with YOU in focus,’ and to do that task with as little fuss as possible. And at that $199 price point, it seems likely it’ll be a hit with consumers who want to spice up their social media feeds without really having to learn how to use a drone.
The Neo is for people who want drone shots without having to learn how to use a drone
With that said, there are potential dark skies in DJIs future that any Americans considering the Neo should be aware of. Congress is currently considering passing the ‘Countering CCP Drones Act,’ which could act as a de facto ban on the company’s drones. If passed, “telecommunications and video surveillance equipment or services” made by DJI would be placed on a list of products that ‘pose an unacceptable risk to U.S. national security,’ according to the bill’s summary. The company has published a document responding to ‘inaccuracies lodged against DJI in the public domain,’ but it remains unclear whether its products will be allowed in the United States in the future.
For those outside the US or who are willing to roll the dice, however, the Neo could turn out to be an extremely fun toy. If you get one, just be sure to be very aware of the rules around using a drone wherever you are. It may be small and light enough to take anywhere, but that doesn’t mean it should be used everywhere.
Buy now:
Press Release
DJI Makes Everyday Life Recording Fun and Easy with New Personal, Palm-Sized Videographer
New DJI Neo is light, compact, and makes capturing cinematic photos and videos effortless
DJI, the global leader in civilian drones and innovative camera technology, today announces the DJI Neo, a new personal lightweight and compact aerial videographer for taking cinematic footage of day-to-day adventures or having fun with friends. Weighing less than 5 ounces (135g), Neo can take off and land from the palm of the hand1. It can be flown indoors or outside for a flight time of up to 18 minutes1 and takes 4K ultra-stabilized videos via QuickShots. The propellers are fully enclosed to ensure the safety of users and their surroundings.
“At DJI we are always studying everyday camera use so that we can help people capture their videos and photos in the most convenient way possible. The DJI Neo strives to give people the latest tech in the smallest form factor so that they can capture their daily lives, saved as treasured memories, safely and with ease,” said Ferdinand Wolf, Creative Director at DJI.
Into the Air at the Press of a Button
By simply pressing the mode button and selecting the desired shooting mode, Neo will automatically snap 12MP stills with its 1/2-inch image sensor or produce 4K UHD stabilized videos at 4K/30fps1 using DJI’s powerful stabilization algorithms. Upon completion, Neo will return to the user’s palm.
Tell Your Story with QuickShots
Neo’s AI algorithms have been created to keep the subject within frame. Whether cycling, skateboarding or hiking, captivating shots can be created with ease. Additional creativity can be achieved by taking advantage of Neo’s QuickShots, which has six intelligent shooting modes1, offering a range of different recording angles.
Expanse: Videographer flies backward and ascends, with the camera locked on the subject, and records a video.
Circle: Videographer circles around the subject.
Rocket: Videographer ascends with the camera pointing downward.
Spotlight: Videographer rotates while keeping the object of interest within the frame
Helix: Videographer ascends and spirals around the subject.
Boomerang: Videographer flies around the subject in an oval path, ascending as it flies away from its starting point and descending as it flies back. Its starting point forms one end of the oval’s long axis, while the other end is at the subject’s opposite side from the starting point.
Control It Your Way
Neo has been designed to fly with style and capture hassle-free photos and videos. It can be piloted using one-button QuickShots or voice control1 which is enabled with the “Hey Fly” command. With a Wi-Fi connection, Neo can also be controlled using the DJI Fly app’s virtual joysticks on the app’s interface with a control range of up to 50 meters1. Within the app, the perspective and distance can be set, giving extra freedom to shoot from afar or up close.
Stabilization as Standard
Neo is equipped with a single-axis mechanical gimbal and is capable of handling high-speeds or flights with lots of maneuvers. When combined with RockSteady or HorizonBalancing stabilization, overall image shake is significantly reduced and horizon tilt is corrected within ±45°1, for smooth and stable footage that maintains clarity in both highlight and shadow areas. Using an infrared and monocular vision positioning system, Neo can hover steadily in the air, maintaining stability even in Level 4 wind conditions. It also supports automatic Return to Home (RTH) for convenient, worry-free operation.
Transfer Content and Record Sound Wirelessly
Using the DJI Fly app, phones and videos captured with Neo can be transferred instantly via high-speed QuickTransfer. This wireless transfer makes post production and sharing smoother. The DJI Fly app offers a vast selection of templates, sound effects, and image effects, for quick and easy editing.
Audio can also easily be recorded wirelessly with the simple tap of a button on the DJI Fly app, either through the smartphone’s built-in microphone or DJI Mic 2 via Bluetooth for even higher audio quality. The app automatically eliminates propeller noise and merges the audio track with the footage, ensuring a clear sound even when shooting low-angle vlogs.
For convenient charging, connect Neo directly to a power source using a Type-C data cable. Additionally, the Two-Way Charging Hub can charge three batteries simultaneously1, increasing both charging speed and efficiency.
Price and Availability
The DJI Neo is available for pre-order from store.dji.com and authorized retail partners, in the following configurations:
DJI Neo: 199 USD
DJI Neo Combo: 289 USD
Neo Debuts at IFA, 6-10 September, 2024
Be among the first to experience the groundbreaking DJI Neo at this year’s IFA, Germany. Visitors can try it out at DJI’s booth (Hall 17-110) from 6th-10th September.
DJI Care Refresh
DJI Care Refresh, the comprehensive protection plan for DJI products, is now available for DJI Neo. The replacement service covers accidental damage, including flyaway, collisions and water damage. For a small additional charge, you can have your damaged product replaced if an accident occurs.
DJI Care Refresh (1-Year Plan) includes up to two replacements in one year. DJI Care Refresh (2-Year Plan) includes up to four replacements in two years. Other services of DJI Care Refresh include official Warranty and free shipping. For a full list of details, please visit: https://www.dji.com/support/service/djicare-refresh.
1All data was measured using a production model of DJI Neo in a controlled environment.
1For more information, please refer to https://www.dji.com/neo.
Camera
DJI's 'Neo' Drone is $200 and made for taking selfies
![DJI's 'Neo' Drone is 0 and made for taking selfies DJI's 'Neo' Drone is 0 and made for taking selfies](https://4.img-dpreview.com/files/p/E~TS590x0~articles/1919790610/DJI_Neo_palm.jpeg)
Image: DJI |
DJI has announced a new drone called the Neo. It costs $199, weighs a mere 135g (4.76oz), can shoot 4K video, and can fly for up to 18 minutes. The company says it’s designed as “a vlogging tool ideal for capturing everyday life, leisure activities, family moments, and pets.”
In essence, it’s a flying selfie camera, similar to the HoverAir X1 or Snap Pixy. It comes with removable propeller guards that allow it to be used safely indoors, though using them will slightly reduce its flight time.
The Neo can capture 12MP images using a Type 1/2 (6.4 x 4.8) sensor with a 14mm full-frame equivalent F2.8 lens. It can shoot in 4K/30 or 1080 at up to 60p. If you aren’t using electronic image stabilization, the video will be 4:3; turn on the ‘RockSteady’ or ‘HorizonBalancing’ mode, and it’ll drop down to 16:9. The drone also has a physical single-axis (up/down) gimbal to help keep footage steady, even if it’s moderately windy.
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The DJI Neo can do ‘Palm Takeoff’ and automatically follow you around.
Image: DJI |
The drone’s controls align with its beginner and casual photographer-friendly nature. A button on the top lets you select what mode you want the drone to use; by default, it will follow you, using ‘AI algorithms’ to keep you in frame, even if you’re moving quickly on a skateboard or bicycle.
From there, you can hold it out in your hand and it will automatically take off and start recording after detecting you as a subject. How you get it to land will depend on what mode it’s in, but it can fly back and land in your palm as well.
The drone also has a feature known as ‘QuickShots,’ where it will automatically perform a specific movement such as circling around you or zooming straight up into the sky while keeping you in the center of the frame. You can select a QuickShot mode using the button, or the drone’s app.
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You can essentially control the DJI Neo with one button, though the company says you should set up the app in case you need to take control of it while it’s in flight.
Image: DJI |
The app also lets you control the drone with your voice or with virtual joysticks on the screen. It’s also how you preview the footage it’s taking and export it to social media, and it even supports recording audio with your phone’s microphone.
You can buy an optional controller for the Neo, but physical controls alone won’t make it a suitable replacement for serious video drones like the DJI Mavic or even DJI Mini. Those drones have larger cameras, more sophisticated gimbals and ranges measured in kilometers, where the Neo can only be used up to 50m (164ft) away.
Of course, that’s not what the Neo is designed for. As its product page says, it’s made to ‘capture cinematic footage with YOU in focus,’ and to do that task with as little fuss as possible. And at that $199 price point, it seems likely it’ll be a hit with consumers who want to spice up their social media feeds without really having to learn how to use a drone.
The Neo is for people who want drone shots without having to learn how to use a drone
With that said, there are potential dark skies in DJIs future that any Americans considering the Neo should be aware of. Congress is currently considering passing the ‘Countering CCP Drones Act,’ which could act as a de facto ban on the company’s drones. If passed, “telecommunications and video surveillance equipment or services” made by DJI would be placed on a list of products that ‘pose an unacceptable risk to U.S. national security,’ according to the bill’s summary. The company has published a document responding to ‘inaccuracies lodged against DJI in the public domain,’ but it remains unclear whether its products will be allowed in the United States in the future.
For those outside the US or who are willing to roll the dice, however, the Neo could turn out to be an extremely fun toy. If you get one, just be sure to be very aware of the rules around using a drone wherever you are. It may be small and light enough to take anywhere, but that doesn’t mean it should be used everywhere.
Buy now:
Press Release
DJI Makes Everyday Life Recording Fun and Easy with New Personal, Palm-Sized Videographer
New DJI Neo is light, compact, and makes capturing cinematic photos and videos effortless
DJI, the global leader in civilian drones and innovative camera technology, today announces the DJI Neo, a new personal lightweight and compact aerial videographer for taking cinematic footage of day-to-day adventures or having fun with friends. Weighing less than 5 ounces (135g), Neo can take off and land from the palm of the hand1. It can be flown indoors or outside for a flight time of up to 18 minutes1 and takes 4K ultra-stabilized videos via QuickShots. The propellers are fully enclosed to ensure the safety of users and their surroundings.
“At DJI we are always studying everyday camera use so that we can help people capture their videos and photos in the most convenient way possible. The DJI Neo strives to give people the latest tech in the smallest form factor so that they can capture their daily lives, saved as treasured memories, safely and with ease,” said Ferdinand Wolf, Creative Director at DJI.
Into the Air at the Press of a Button
By simply pressing the mode button and selecting the desired shooting mode, Neo will automatically snap 12MP stills with its 1/2-inch image sensor or produce 4K UHD stabilized videos at 4K/30fps1 using DJI’s powerful stabilization algorithms. Upon completion, Neo will return to the user’s palm.
Tell Your Story with QuickShots
Neo’s AI algorithms have been created to keep the subject within frame. Whether cycling, skateboarding or hiking, captivating shots can be created with ease. Additional creativity can be achieved by taking advantage of Neo’s QuickShots, which has six intelligent shooting modes1, offering a range of different recording angles.
Expanse: Videographer flies backward and ascends, with the camera locked on the subject, and records a video.
Circle: Videographer circles around the subject.
Rocket: Videographer ascends with the camera pointing downward.
Spotlight: Videographer rotates while keeping the object of interest within the frame
Helix: Videographer ascends and spirals around the subject.
Boomerang: Videographer flies around the subject in an oval path, ascending as it flies away from its starting point and descending as it flies back. Its starting point forms one end of the oval’s long axis, while the other end is at the subject’s opposite side from the starting point.
Control It Your Way
Neo has been designed to fly with style and capture hassle-free photos and videos. It can be piloted using one-button QuickShots or voice control1 which is enabled with the “Hey Fly” command. With a Wi-Fi connection, Neo can also be controlled using the DJI Fly app’s virtual joysticks on the app’s interface with a control range of up to 50 meters1. Within the app, the perspective and distance can be set, giving extra freedom to shoot from afar or up close.
Stabilization as Standard
Neo is equipped with a single-axis mechanical gimbal and is capable of handling high-speeds or flights with lots of maneuvers. When combined with RockSteady or HorizonBalancing stabilization, overall image shake is significantly reduced and horizon tilt is corrected within ±45°1, for smooth and stable footage that maintains clarity in both highlight and shadow areas. Using an infrared and monocular vision positioning system, Neo can hover steadily in the air, maintaining stability even in Level 4 wind conditions. It also supports automatic Return to Home (RTH) for convenient, worry-free operation.
Transfer Content and Record Sound Wirelessly
Using the DJI Fly app, phones and videos captured with Neo can be transferred instantly via high-speed QuickTransfer. This wireless transfer makes post production and sharing smoother. The DJI Fly app offers a vast selection of templates, sound effects, and image effects, for quick and easy editing.
Audio can also easily be recorded wirelessly with the simple tap of a button on the DJI Fly app, either through the smartphone’s built-in microphone or DJI Mic 2 via Bluetooth for even higher audio quality. The app automatically eliminates propeller noise and merges the audio track with the footage, ensuring a clear sound even when shooting low-angle vlogs.
For convenient charging, connect Neo directly to a power source using a Type-C data cable. Additionally, the Two-Way Charging Hub can charge three batteries simultaneously1, increasing both charging speed and efficiency.
Price and Availability
The DJI Neo is available for pre-order from store.dji.com and authorized retail partners, in the following configurations:
DJI Neo: 199 USD
DJI Neo Combo: 289 USD
Neo Debuts at IFA, 6-10 September, 2024
Be among the first to experience the groundbreaking DJI Neo at this year’s IFA, Germany. Visitors can try it out at DJI’s booth (Hall 17-110) from 6th-10th September.
DJI Care Refresh
DJI Care Refresh, the comprehensive protection plan for DJI products, is now available for DJI Neo. The replacement service covers accidental damage, including flyaway, collisions and water damage. For a small additional charge, you can have your damaged product replaced if an accident occurs.
DJI Care Refresh (1-Year Plan) includes up to two replacements in one year. DJI Care Refresh (2-Year Plan) includes up to four replacements in two years. Other services of DJI Care Refresh include official Warranty and free shipping. For a full list of details, please visit: https://www.dji.com/support/service/djicare-refresh.
1All data was measured using a production model of DJI Neo in a controlled environment.
1For more information, please refer to https://www.dji.com/neo.
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