The X10 has landed, and I’ve got some thoughts.

Before I get started, I have to give kudos to Henrys for actually holding my preorder spot. I haven’t had much luck with retailer waiting lists in the past, but those guys at my local Henrys really came through.
I don’t do pixel peeping reviews. You can go to DPReview and other sites for that kind of stuff.
TLDR: I really like this camera.
Design
The one thing that drew me to this camera is its design. Not just the outward appearance, but that form and function are very nicely balanced. This camera is not small, nor is it light. It is noticeably larger than my LX3, but not unwieldy. It is heavy– in a good way. In hand, it feels great. The build quality is absolutely stellar, and it is a beauty. In comparison to the G12 and P7100, which look like they were pooped out by a kitchen sink, the X10 has classic good looks. Some pundits like to call it a retro look, but I think that does the camera a disservice. It is simple and timeless.
Handling
This camera handles beautifully. The manual zoom is firm and buttery at the same time. And while I haven’t gotten used to it, the “zoom to power on” operation is nicely executed. The back panel doesn’t seem to have any more buttons than my LX3 does, but the execution is better. Most of the operations that I change while shooting can be changed without navigating through a menu. EV, ISO, white balance and AF point selection are all available with a single touch of a button or twist of a knob.
Short of a touch screen, the AF point selection is probably the nicest implementation I’ve used. It beats the LX3 and my DSLRs easily. The AF is surprisingly fast. It’s not DSLR or EP3 fast, but fast enough.
The OVF, while nicer than any of its competitors, has limitations. It pales in comparison to the hybrid VF on its bigger brother, the X100. I see the OVF’s value in situations where you need to compose without rudely distracting others. A dark room, for example. Unfortunately, an eye detect sensor is not available on this camera, so you will have to manually turn off the LCD if you’re trying to be discreet.
The LCD isn’t the highest resolution around, but it’s plenty sharp, and the menuing system is quite snappy.
The camera also has an orientation sensor, which makes life easier when you import your images to your PC. Note that the Olympus EPL3 and EPM1 don’t have that.
The Auto ISO on this camera is to die for. You can pick Auto ISO with a peak up to 3200. It makes life a lot less fiddly in less than ideal lighting situations.
The X10’s flash isn't that powerful, and I see that as a good thing. You can use the flash without your images looking like you used flash (i.e., strong shadows, blown out faces). I've heard that Fuji point-and-shoot cameras have excellent fill flash performance, but I don't have enough Fuji experience to comment on that.
On the whole, the X10 handles very well.
Image Quality
Let’s not kid ourselves. This is a small sensor camera. You’re not going to get DSLR level bokeh, much less Micro 4/3rds level bokeh. You will get better bokeh than most compact cameras, including the Canon G series, Nikon P7x00 series and the Panasonic LX series.
The image quality easily bests my LX3, and isn’t that much worse than my Sony A300, an APS-C DSLR. Keeping in mind that my A300 came out in 2008, that’s quite a statement in terms of how much sensor technology has improved in the past few years. My A500, however, easily trounces the X10 in IQ, which is expected.
RAW is a problem for Mac users right now, since Apple hasn’t updated its import filters for Aperture or iPhoto, and the bundled SilkyPix importer won’t run on Lion. In any case, the JPEGs that come out of this camera are not bad at all. With the default settings, the images do seem to have a canvas-like texture in them. Once I dialed the sharpness and noise reduction settings down to the minimum, the grain pattern became much more natural looking and appealing.
At ISO 1600 and higher, images get pretty noisy at full resolution. They still easily beat my A300, however. Wow. Despite the noisiness at high ISOs, the images look more than satisfactory at Facebook resolutions.
Where things get interesting is in the half-resolution modes. There is a Pro Low Light mode that shoots at 6MP, that takes four shots in succession to create very nice images. The unretouched (but resized) image below was taken in this low light mode without flash. Without context, the image looks like nothing special. I can tell you the light in the room is utter crap, and the LX3 and my A300 would take absolutely horrible photos in comparison. The AWB also does a decent job considering that the ceiling light, which uses compact fluorescent bulbs, usually requires that my images be colour corrected in post.

The same image, when shot in the X10’s full resolution modes, is noticeably noisier.
ISO 6400 dials the resolution to 6 megapixels as well, and is actually quite usable, as shown in the image below.

There’s also a 6MP Pro Focus Mode, that lets you create photos of stationary subjects that have creamier bokeh than with standard resolution images. It appears to work fairly well.
Depending on the blur setting, takes an additional one or two shots after your original shot has locked focus. I’m assuming that the additional shots shift the focus distance a few inches away from the original, and then it stacks the images, blurring the out-of-focus areas with some sort of algorithm. The result is much more realistic than the fake bokeh modes of other cameras, like the Pentax Q.
The black and white mode is satisfactory, but pales in comparison to the LX3’s dynamic black and white mode, which is absolutely fantastic. I have only shot in Provia mode, which is the standard colour mode. I’m pretty content with it and haven’t found any need to switch to Velvia.
The 1080p video is clean and sharp. It’s noticeably better looking than my iPhone 4’s 720p video, which is noticeably better than my LX3’s 720p video.
Not So Hot
- The lens cap, which is like the X100, is basically useless. I suggest buying an adapter ring (when it becomes available) and using a generic lens cap or a UV filter instead.
- The tripod mount is not centred under the lens. Not a big deal for me, but for some, it might be a deal-breaker.
- The RAW button. WTF is the point of it?
- Battery life isn’t stellar. On the bright side, no-name NP-50 compatible batteries are cheap and plentiful. Stock up.
- Don’t use flaky no-name SDHC cards with this camera. Expect unusual behaviour if you do.
- Half shutter “stops” the video recording. That’s counter-intuitive to me.
- Mechanical remote trigger is taking the classic design a little too far
Final Thoughts
This is a great camera. I would go so far as to say that it is good enough to be an alternative to a Micro 4/3rds or Nikon CX camera. It takes great stills and video, and is a perfect bridge between a camera phone and a DSLR. At 12 MP, I think the resolution is still a little too high for the sensor, especially considering how good the images look at 6MP. I would have preferred to see this camera as an 8MP camera, but market forces dictate that Fuji pack more pixels onto the sensor. I get it, but it’s still a shame.
While the X10 easily outclasses its small sensor competitors, a few key features would have made it unbeatable:
- Eye detect sensor to turn off the LCD when using the OVF
- Hybrid VF like the X100, or some type of overlay that shows the focus points, shutter speed and aperture
- A lower megapixel count with more sensitive pixels
- Better battery life
- The ability to use filters without paying for an overpriced adapter ring
- A flip up LCD
In spite of my laundry list above, I do think that the X10 is easily the best small sensor compact camera around.
Tags: fuji x10, review