New Finepix XP10 (XP11) is Fuji's second consumer-tier elementproof camera (updated)
Fuji entered the waterproof waters (oh dear) last year with the Z33wp. Despite delivering 17 babies today, they have only announced one new waterproof camera. One would think this could be one segment of the market they would have been justified to flood since it continues to grow and it is up for grabs in every release cycle.
Fuji XP10 (XP11)
This new folded-optics model has a 12mp 1/2.3" sensor, with a 5X (f4-f4.8) non-stabilized lens with a 36-180mm equivalent (5X) range. With f4 at wide, "let there be light" will be its user's new best friend :)
Other features as usual, 2.7" (230K) LCD, NP-45A LiIon battery, 720p video, SD/SDHC, tracking-AF, etc.
UPDATE: On the more existential front (its main purpose), it appears to have improved in some ways over the Z33wp, it is shockproof (3ft/1meter), dustproof, freezeproof (-10 Celsius) and waterproof (10ft/3meters). Its predecessor, the Z33wp, was, as the name suggests, only waterproof. Thus the XP, instead of WP. But it still has the "toyish" look that may discourage some buyers. Then again, the Casio EX-G1 has a very aggressive look but it is getting torn to shreds in reviews...
It is expected to come out this month with an opening price of $200, and it is currently accepting pre-orders at Amazon, available in three body colors. In contrast, the current model, the Z33wp goes for around $135.