Now that I’ve had a couple days to consider Apple’s WWDC announcements, I put together some thoughts on how they will, or could, impact us as Fuji photographers. Perhaps the initial response is one of dread, doom, and gloom. Yes, Apple is opening up the iPhone’s camera API to allow for manual control, but as I’ve stated elsewhere on the internet, we are a long, long way from a smartphone becoming my primary camera. I use my iPhone for photography when it’s all I have or for less important images like pictures of prices and dimensions of furniture or images headed directly to one social network or another. Smartphones are perfectly capable of producing great images, but I don’t enjoy using them as a camera, and will always have that nagging feeling that the image could be better if shot with a proper camera.


The things I think will be interesting for Fuji shooters are Apple’s cloud offerings, and the potential for Fujifilm within their app. With the iCloud Photo Library and iCloud Drive announcements, even more people could switch over to using an iPad as their primary photo management and editing platform, complete with remote backup of all your photos.

Initially this might mean shooting JPEG as iPads and RAFs don’t exactly play well together where editing is concerned.1 Even that might be ok—since switching over to Fujifilm, I’ve been shooting JPEG a lot more—but this is where Fuji needs to step in. What’s stopping them from giving their iOS app the ability to process RAF files the same way their cameras do? In fact, now that I think of it, why doesn’t it already?2 Fuji could also conceivably let users shoot “tethered” wirelessly to an iPhone or iPad. JPEGs get pushed merrily along, complete with GPS coordinates to the Photos app and then to the cloud, RAFs sit in the app waiting to be processed out to JPEGs. RAFs could also be stored on your iCloud Drive,3 or deleted when you’re done editing or your device runs out of space. Making use of extensions, our photos will gain access to VSCO filters via their iOS app which is considerably more affordable than their desktop alternative. That’s just one example of photo-editing.

Even if the idea of using an iPad exclusively doesn’t sound appealling, iCloud Drive offers some great potential features. Go on vacation, shoot for a day, then copy all your photos to your iPad. They’ll be backed up, and waiting for you to edit back home on your Mac.

In short, I hope Fuji have their devs working hard on adding as many iOS 8/Yosemite/iCloud features as possible, as soon as possible. Getting my photos onto my iDevice needs to be even faster and easier than it is now. There are too many hoops to jump through, too much back and forth connecting, reconnecting. I want to open my Fujifilm app, select my camera, and start mucking with images. I want to edit on my devices with real Fujifilm X-Trans demosaicing algorithms and Lens Modulation Optimizers.4 This, in my opinion, is how Fuji will come away from the smartphone camera slaughter as unscathed as possible, and ahead of their competition. By embracing it.

  1. There should be no trouble storing RAF files on your device, and iCloud via Fujifilm’s app.
  2. Manually processing photos in-camera is not fun.
  3. At $3.99/month for 200GB, this is a decent-sized photo library and isn’t a bad price for a remote backup of all of it. Now if only Fuji offered lossless compression of their RAF format.
  4. Not Adobe’s reverse-engineered Camera profiles.