Receive a SanDisk Extreme HD Video 16GB SDHC Card and Fuji LC-X10 Leather Camera Case  

FREE when you purchase the Fuji X-10 from pictureline.

Lens x Finder- Experience the Extreme Shooting Sensation--The Combination of versatile and functional Fujinon lens and a bright viewfinder give a sensational shooting experience.
F2.0-2.8 Fujinon Optical 4x Zoom Lens (28-112mm)
  The X10 features a newly developed manual 4x optical zoom lens utilizing Fujinon optical technology. With superb F2.0-2.8 brightness and a 4x optical zoom ranging from 28mm wide angle to 112mm telephoto, the lens not only delivers high resolution optical performance across the entire range, but is also a triumph of engineering due to its compact size. Boasting rich descriptive performance, the all-purpose lens captures your encounters with amazing presence. 
All-glass 9-groups/11-elements Configuration - Obsessed with Excellence -
In order to maintain the X10's compact shell whilst ensuring high image quality, Fujinon has adopted lenses made of glass with superior optical characteristics for all elements in the 9-groups/11-elements configuration. The design incorporates an arrangement of aspheric lenses, ED lenses and high-refractive index lenses, and are treated with Fujinon's originally developed Super EBC (Electron Beam Coating).
3 Aspherical Lenses- For rich resolution and a compact form--
By using 3 high-performance aspherical lenses, the X10 delivers sharp image quality with rich resolution. These lenses also contribute to a more compact overall lens configuration and the X10's compact body size ensuring you can easily take it everywhere with you. 
1. Focal Plane
ED Lens- Removing all color fringing even at High Magnification-
Two ED lenses have been employed for their low dispersion and effective reduction of chromatic aberrations. By preventing color fringing and reducing contrast, the X10 lens captures images with superb accuracy across the zoom range from wide angle to telephoto.
High resolution Across the Entire Zoom Range
From wide angle to telephoto, and from the centre of the image to the edges, the X10 fully exploits the advantages of its bright lens and demonstrates its superb resolution with the aperture at its widest setting. The X10's optical performance is designed to capture images with exceptional sharpness of detail and color fidelity in every scene.