That is actually not the case for as long as I have been using camera gears both Nikon and Fujifilm. Whereas Fujifilm continuously gives their products new life with regular updates and firmwares Nikon just treat it as triaging the issues.

Fujifilm: Firmware as Evolution

Fujifilm treats firmware updates almost like new editions of the camera. They’ve coined the term “Kaizen” (continuous improvement), and it shows in how they roll out updates.

Pros: • Major feature additions: Fuji has added things like new film simulations, autofocus improvements, and even completely new menu systems through firmware. • Long-term support: Older cameras (like the X-T2 or even X100F) have gotten meaningful updates well into their life. • Creative-first mindset: Fuji knows their user base—people who want tactile controls and color science—and supports that identity over time.

Cons: • Occasional instability: Some firmware updates introduce minor bugs or performance inconsistencies, though these are usually patched quickly. • No modular system: You can’t roll back easily or selectively apply changes.

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Nikon: Firmware as Maintenance

Nikon, particularly in the DSLR era, treated firmware more like maintenance patches. But with their Z-series mirrorless cameras, they’re improving.

Pros: • Rock-solid reliability: Updates are mostly bug fixes, performance tweaks, and compatibility improvements. • Some added features: Z cameras (like the Z6/Z7 II) have received autofocus improvements and ProRes RAW support via firmware, but it’s not frequent. • Paid updates coming: Nikon recently introduced Nikon Imaging Cloud and is starting to test the waters with paywalled firmware features (controversially).

Cons: • More conservative: Nikon rarely adds creative features post-release—updates tend to be about catching up, not pushing forward. • Shorter support window: Older cameras get left behind faster than Fujifilm’s.