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Press Release

February 25, 2010

An all-in-one digital camera with upgraded basic specifications
to assure solid performance in a variety of situations


HOYA CORPORATION PENTAX Products is pleased to announce the launch of the PENTAX X90 digital camera. Offering upgraded basic specifications, including extra-wide zoom coverage, longer battery life and an electronic viewfinder, this all-in-one-type camera delivers effortless picture-taking in a wide variety of outdoor situations to photographers of all levels.

PENTAX X90 [ ⇒ Product Image]
Major Features
  1. Versatile optical 26X zoom lens to accommodate a range of subjects

    Within its compact, lightweight body, the PENTAX X90 features a high-magnification optical 26-times zoom lens offering a focal-length coverage between 26mm wide angle to 676mm super telephoto (in the 35mm format). Coupled with the 1cm Macro mode - which allows the photographer to capture dramatic close-up images of a subject from just one centimeter away - it offers quick, effortless shooting in a wide range of photographic situations. Furthermore, it also provides the Intelligent Zoom function, which extends the zoom coverage to approximately 162.5 times (for a focal length of an astonishing 4225mm in the 35mm format) without compromising the optical performance of the zoom lens.
  2. Dependable shake-reduction system for sharp, blur-free images

    The X90 incorporates the PENTAX-original CCD-shift-type SR (Shake Reduction) system to assure sharply focused, blur-free images even under demanding photographic conditions prone to camera shake, such as when using the zoom lens’s super-telephoto range or when shooting a sunset or indoor scene with incident light only. By accurately detecting the amount of camera shake using a high-performance gyro sensor and shifting the CCD image sensor vertically and horizontally at high speed, the X90 offers an outstanding camera-shake compensation effect, equivalent to approximately three shutter steps.*

    * The degree of shake-reduction effect may vary, depending on the photographic conditions.

  3. Extra-powerful battery for extended shooting sessions

    Thanks to its large-capacity lithium-ion battery, the X90’s battery life is approximately 50 percent longer than predecessor model. This translates into the recording of approximately 255 images** with a single recharge of the battery. This longer battery life is particularly helpful on the road or during outdoor shooting, as it eliminates the necessity of frequent battery recharging.

    ** Based on measurement conditions conforming to CIPA specifications using the exclusive D-LI106 Lithium-ion Battery.

  4. Electronic viewfinder with diopter adjustment for clear image viewing outdoors

    The X90 comes equipped with an electronic viewfinder, which comes in handy when shooting the subject against harsh backlight or when the user needs a more solid hold of the camera. Since its newly incorporated diopter adjustment mechanism provides a clearer view of the subject and in-finder indications, the photographer can enjoy shooting more comfortably.
  5. Movie shooting in high-definition TV image quality, with anti-shake protection

    The X90 captures high-quality movie clips, equivalent in image quality to that of high-definition TV (1280 x 720 pixels). It also features the Movie SR (Shake Reduction) mode,*** which effectively minimizes annoying camera shake during movie shooting through the use of exclusive software. As a result, the photographer enjoys high-quality, blur-free movie shooting with minimal effort. It is even equipped with an HDMI micro terminal for audio/video signal output, allowing the enjoyment of high-resolution movies simply by connecting the camera with a high-definition TV monitor.

    *** When the Movie SR mode is selected, the angle of view becomes narrower than normal shooting.

  6. Multi-mode exposure system to accommodate different applications

    In addition to the advanced Programmed AE mode, which automatically selects the optimal combination of aperture and shutter speed for a given subject, the X90 also offers Aperture-Priority AE, Shutter-Priority AE and Metered Manual modes to let the photographer more freely express their creative intention and personal style.
  7. High image quality

    Thanks to the combination of approximately 12.1 effective megapixels, a sophisticated imaging engine and a high-quality PENTAX zoom lens, the X90 delivers super-clear, high-quality images. It even allows the photographer to choose the preferred finishing touch from Bright, Natural or Monotone.
  8. Auto Picture mode for hands-off selection of seven different shooting modes

    The X90 features the advanced Auto Picture mode, which automatically selects the most appropriate shooting mode for a given subject or scene by detecting the subject’s lighting and other conditions. This user-friendly mode not only makes the right mode choice for the photographer from Landscape, Portrait, Night Scene, Night Scene Portrait, Flower, Sport or Standard modes, but also features an auto macro mode, which automatically switches the camera’s focus range to macro in close-range applications.
  9. Face Detection AF & AE function, with an innovative Small Face filter

    The X90 features the upgraded Face Detection AF & AE function, which automatically detects up to 32 faces in the image field in a mere 0.03 seconds and captures them in great accuracy and with superb clarity, even when the faces are tilted or turned sideways. It also offers a new Small Face filter, which makes the subject’s face appear slightly smaller than in reality in recorded images. In addition, the X90 offers other user-friendly functions designed to produce beautiful portraits with ease: the Smile Capture function, which automatically releases the shutter the instant it detects the subject’s smile; and the Blinking Detection function, which warns the photographer when the subject’s eyes close at the time of shutter release.
  10. High-sensitivity anti-shake mode to minimize camera shake and subject shake at indoor events and for fast-moving subjects

    The X90 comes equipped with the advanced High-Sensitivity anti-shake (Digital SR) mode,**** which allows the photographer to use higher shutter speeds in dimly lit locations by automatically shifting the sensitivity level to as high as ISO 6400 based on the subject’s lighting condition. By coupling this function with the dependable CCD-shift-type SR system, the photographer can effectively minimize adverse effects of camera shake and subject shake, even when shooting at such demanding locations as concert halls and indoor sports arenas.

    **** When the High-Sensitivity anti-shake mode is selected, the image size is fixed at 5M (2592 x 1944 pixels).

  11. Other features

    1. The Burst shooting***** at a maximum speed of approximately 11 images per second to capture decisive moments
    2. Choice of image format: 4:3, 3:2, 16:9 or 1:1 proportions
    3. Large 2.7-inch color LCD monitor with approximately 230,000 dots, treated with AR (Anti-Reflection) coating to minimize reflections
    4. Shooting mode palette for easy selection of a desired shooting mode from 20 different options, including a new Baby mode programmed to capture the healthy, lively face of a baby
    5. D-Range setting to minimize excessively overexposed and underexposed areas in the image
    6. A selection of digital filters, including Toy Camera and Retro, to add creative visual effects
    7. MediaImpression 2.0 for PENTAX image viewing, editing and filing software included (compatible with latest operation systems, including Windows 7 and Mac OS X 10.6)
    8. Compatibility with Eye-Fi wireless LAN SD memory cards

    ***** When the continuous-shooting mode is selected, the image size is fixed at 5M (2592 x 1944 pixels).

X90 Specifications
Lens   PENTAX zoom lens, 14 elements in 11 groups (4 aspherical elements, 3 ED elements)
Focal Length 4.6 - 119.6mm
35mm equivalent focal length approx. 26 - 676mm
Aperture F2.8(W) - F5.0(T)
Zoom Optical Zoom 26X
Digital Zoom approx. 6.25X
Intelligent Zoom approx. 33.9X at 7M, approx. 162.5X at 640 (including optical zoom)
Motion Blur
Still CCD-Shift-Type (SR: Shake Reduction) Hi-sensitivity anti-shake mode (Digital SR)
Movie Movie shake reduction mode (Movie SR)
Focus Type 9-point AF, Spot AF, Auto tracking AF
Focus Range
(From lens face)
0.4m - infinity (at wide setting), 1.7m - infinity (at tele setting)
1.31 ft. - infinity (at wide setting), 5.6 ft. - infinity (at tele setting)
0.1 - 0.5m (from wide to the middle zoom position)
0.33 - 1.64 ft. (from wide to the middle zoom position)
1cm Macro:
0.01 - 0.3m (at focal length of 9.3mm)
0.03 - 0.98 ft. (at focal length of 9.3mm)
Infinity-landscape, Manual Focus, AF Point switching: available
Face Detection Face Detection AF&AE is available at all mode. 32 people at most. Smile Capture. Blinking Detection.
Number of Effective pixels approx. 12.1 megapixels
Image Sensor 1/2.33" CCD
Number of
Recorded pixels
Still 12M, 10.7M(3:2), 9M(16:9), 9M(1:1), 7M, 5M, 3M, 1024, 640
Movie 1280, 640,320
Sensitivity (Standard Output Sensitivity) Auto, Fixed (ISO 80 - 6400)
White Balance Auto, Daylight, Shade, Tungsten Light, Fluorescent light(W, D, N), Manual setting
Viewfinder Electronic Viewfinder, approx. 200K dots. Equipped the with diopter adjustment dial.
Display 2.7" LCD, approx. 230K dots, AR coating
Exposure Control Metering System Multi-segment metering, Center-weighted metering, Spot metering
Exposure Compensation ±2EV (1/3EV steps)
Scene modes Auto Picture, Sport, Digital SR, Movie, USER, Maual, Aperture Priority, Shutter Priority, Program, SCN (Landscape, Flower, Portrait, Backlight, Half-length Portrait, Night Scene, Night Scene Portrait, Stage Lighting, Surf & Snow, Baby, Kids, Pet, Food, Fireworks, Frame Composite, Party, Museum, Sunset, Digital Wide, Digital Panorama), Green
Playback modes Small Face Filter, Slideshow, Digital Filter(B&W, Sepia, Toy Camera, Retro, Color, Extract Color, Color Emphasis, Soft, Fish-eye, Brightness Filter), Frame Composite, Resize, Cropping, Image/Sound Copy, Image Rotation, Movie Edit, Red-eye Compensation, Voice Memo, Protect, DPOF, Image Recovery, Start-up Screen, Face close-up playback
Shutter Speed 1/4000- 1/4 sec. 4 sec at most (Tv, Av, M, Night Scene mode setting)
Built-in flash Modes Flash-on and Flash-off modes. "Red-eye" reduction function employs a pre-discharge. Low-speed synchro, Low-speed synchro+Red-eye
Flash Range Wide:
approx. 0.2 - 9.1m (ISO Auto)
approx. 0.66 - 30 ft. (ISO Auto)
approx. 1.7 - 5.1m (ISO Auto)
approx. 5.6 - 17 ft. (ISO Auto)
Drive Modes One shot, Continuous Shooting, Burst Shooting(L/M/H), Self-timer, Interval Shooting, Auto Bracket
Storage Media Built-in Memory (approx. 31.2MB), SD/SDHC Memory Card
Power Source   Rechargeable D-LI106 lithium-ion battery, Optional AC adapter kit is also available
Battery life Still*: Approx. 255 shots (Rechargeable Lithium-ion battery)
Playback**: Approx. 360 min. (Rechargeable Lithium-ion battery)
Interfaces USB2.0(Hi-Speed): PC/AV terminal, HDMI terminal (Type D)
Video Output NTSC/PAL
Dimensions approx. 111.0(W)×84.5(H)×110.0(D)mm (excluding the operation parts and protrusion.)
approx. 4.4(W) × 3.3(H) × 4.3(D) inches (excluding the operation parts and protrusion. )
Weight With battery & SD card approx. 428g (loaded and ready)
approx. 15.1 oz.
Body approx. 400g (without battery and SD memory card)
approx. 14.1 oz.

* Recording capacity shows approximate number of shots recorded during CIPA-compliant testing. Actual performance may vary depending on operating conditions.
** According to the result of PENTAX in-house testing.

[ Storage capacity ]

Still 12M (4000x3000) 10.7M (3:2) (4000x2672) 9M (16:9) (4000x2256)
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Built-in Memory* 7 14 22 7 15 23 8 17 25
512MB 107 209 321 114 228 343 126 253 368
1GB 214 419 643 229 458 687 254 508 737
2GB 435 853 1307 465 931 1397 516 1024 1499
4GB 855 1675 2567 914 1828 2742 1014 2011 2943
  9M (1:1) (2992x2992) 7M (3072x2304) 5M (2592x1944)
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Built-in Memory* 8 17 25 11 20 27 13 25 36
512MB 126 253 368 160 299 397 192 368 530
1GB 254 508 737 321 598 795 385 737 1060
2GB 516 1024 1499 653 1205 1617 778 1499 2119
4GB 1014 2011 2943 1283 2366 3175 1527 2943 4161
  3M (2048x1536) 1024 (1024x768) 640 (640x480)
starstarstar starstar star starstarstar starstar star starstarstar starstar star
Built-in Memory* 20 41 59 72 123 160 149 232 261
512MB 299 592 863 1042 1777 2324 2158 3358 3777
1GB 598 1185 1727 2084 3556 4650 4318 6717 7557
2GB 1205 2364 3415 4098 6830 8782 8782 12294 15368
4GB 2366 4641 6703 8044 13407 17238 17238 24133 30167

Movie (H:M:S) 1280 (1280x720) 640 (640X480) 320 (320X240)
30fps 15ps 30fp 15fps 30fps 15fps
Built-in Memory* 0:00:10 0:00:20 0:00:29 0:00:56 0:00:45 0:01:23
512MB 0:02:30 0:04:59 0:07:11 0:13:36 0:10:56 0:20:08
1GB 0:05:00 0:09:46 0:14:23 0:27:13 0:21:54 0:40:18
2GB 0:10:08 0:19:42 0:29:16 0:53:55 0:44:32 1:18:48
4GB 0:19:54 0:38:40 0:57:27 1:45:50 1:27:26 2:34:42

*Approx. 31.2MB
The maximum file size is 2GB for movie.

  • PENTAX is trademark of HOYA CORPORATION.
  • ArcSoft®, and its logo are either the registered trademark or trademark of ArcSoft Inc. in the United States and/or other countries.
  • This product supports PRINT Image Matching III. PRINT Image Matching enabled digital still cameras, printers and software help photographers to produce images more faithful to their intentions. Some functions are not available on printers that are not PRINT Image Matching III compliant.
    Copyright 2001 Seiko Epson Corporation. All Rights Reserved.
    Print Image Matching is a trademark of Seiko Epson Corporation.
    The PRINT Image Matching logo is a trademark of Seiko Epson Corporation.
  • Eye-Fi, the Eye-Fi logo and Eye-Fi connected are trademarks of Eye-Fi, Inc.
  • Windows is a registered trademark of Microsoft Corporation in the United States and other countries.
  • Mac OS is a trademark of Apple Inc., registered in the U.S. and other countries.
  • HDMI, the HDMI logo and High-Definition Multimedia Interface are trademarks or registered trademarks of HDMI Licensing LLC.
  • All other brands or product names are trademarks or registered trademarks of their respective companies.
  • Design and Specifications are subject to change without notice.
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