Fuji has just dropped "the biggest firmware upgrade in the history of the Fujifilm GFX system," complete with several major photo and video improvements for all of Fuji's medium format mirrorless cameras: the GFX 100, GFX 50S, and GFX 50R.
Fujifilm has released an interesting update for the fixed-lens X100V. After users complained that the new camera was unexpectedly shutting off due to overheating issues, the company has added an "Auto Power Off Temp" option in the menu that actually lets you set the temperature level at which your camera will overheat and turn off.
Fujifilm is making a name for itself as a company that truly supports the cameras it puts on the market. By delivering major firmware updates for existing models (even ones that have been discontinued and replaced) they make it less likely that people will upgrade, but simultaneously build fierce customer loyalty.
Today, Fuji continues down this road with firmware 2.0 for the X-E2: a major update that brings the X-T1's nearly no-lag EVF performance and more to the older shooter.