Hailed as "revolutionary", Fujifilm's new 16MP interchangeable lens camera XT-1 announced this week, has taken design and functionality a step further.
"Fujifilm have re-engineered the camera, adopting more manual functionality, moving away from menus," he told CN.
The high end interchangeable camera also takes image quality a step further with worlds best quality viewfinder (a 2.36 million dot resolution OLED) with a lag-time of just 0.005 seconds.
The water resistant feature makes the interchangeable lens camera more flexible for photo fanatics on the go, and with its supreme image quality, it crosses over several boundaries, says North.
"We believe the image quality is as good as a lot of the DSLRs."
Fujifilm's XT-1 can also now compete against higher end DSLR's to weather resistant models, that several of our competitors do, says North.
No RRP is known yet, which could make all the difference about how the XT-1 goes down with camera mad consumers.
It is priced at $1,299 in the US.
The imaging giant are betting big on the XT-1 for 2014. "Its one of the flagships for Fuji for this year".
When asked about new releases this year, he said "we're always looking at ways to improve the product line up" but did not elaborate further.