The Fujifilm X Half Isn't for Photographers and it's Totally Okay
fujifilm-x.com
Yesterday, Fujifilm announced its latest offering, the Fujifilm X Half camera. As with anything the company does of late, there was a mixed response to the release of this fun-sized camera, with many photographers disappointed with what’s on offer. But, this camera isn’t for photographers and many folks need to accept that. Let me explain…
What is the Fujifilm X Half Camera?
Not everyone who makes images is a photographer. What I mean by that is many people who love making images may only do it when they go on vacation or at the odd family/friends event. Photography won’t consume them or make up a core part of their identity, nor will it bring in income for them.
That doesn’t mean they don’t matter, or that camera manufacturers shouldn’t make a device with this type of consumer at the forefront of their target audience.
In comparison to more advanced cameras, the Fujifilm X Half looks like a toy. It’s the digital version of Lomography’s Diana; cute, a conversation starter and a fun way to document a specific experience. It has a one-inch sensor, only shoots JPEG and has a sole aspect ratio of vertical 3:4. You get 12 Fujifilm simulations and 26 other “vintage-style features.”
In PetaPixel’s coverage of the camera, one reader responded “No raw is kinda odd?” while another wrote “This is an example of the most ridiculous pampering to a certain generation I have ever seen. Oooh! Lets pretend we are real photographers!”.
Here’s the thing, not everything a camera company does has to be for “real photographers.” We’re not the only people who these companies need to think about, nor should we be.
Fujifilm already knows this. It’s the best selling camera company not because of its X-T5 or hyped-up X100VI, but because of its Fujifilm Instax lineup. No doubt those fun instant cameras are mainly bought by the non-photographer consumer who wants something cool for parties.
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It’s Not All About Photographers
If you want everything a manufacturer does to be about you, then you’re going to be disappointed. This release was never meant for photographers to switch camera brands or put their professional Fuji gear on the shelf. It was to inspire normal folks to put away their smartphone and use something more akin to a dedicated camera - in the most fun way possible.
That’s not to say photographers can’t buy this camera. Not everything has to be high-tech or game changing. Sometimes, it can be nice to leave the heavier gear at home and just have something that’s more of a gimmick and your friends want to play with.
Granted, the $849 price point in the US is steep, but tariffs will likely play a part in this. I’d advise anyone wanting to really pursue photography to save up a bit more and invest in a new or used X-T camera. But for normal consumers who have the cash, and want a more tactile experience than their smartphone gives them, the Fujifilm X Half will do well.
Plus, it could be a getaway for more people to get into photography. Photography gatekeepers won’t like this, but, for me, more people into the craft means a healthier and long lasting photography industry and community.
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