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Fujifilm has been making several strides when it comes to innovation. They revived the XM5 last year for content creators and also announced a new compact, medium format camera, the GFX100 RF. The buzz didn’t end there. The company will reportedly unveil its half-frame camera, which has excited photographers who want a small sensor camera. While the company has famously worked with both APS-C and medium format, it now appears that many photographers don’t want either, but rather, a new full-frame camera.
According to an article by Fuji Rumors, Fujifilm’s anticipated half-frame camera is said to have a 1-inch 20MP sensor. This means the camera has similarities with Sony’s RX series, which also features a 20MP 1-inch sensor, as well as Canon PowerShot’s G series. However, the hope is that Fujifilm may continue to expand the 1-inch sensor and introduce successors of XF1, X30, and XQ2. In a separate poll, many users hoped that Fujifilm would work on an X30 successor with a 1-inch sensor, but just about the same number of people do not want the company to launch more 1-inch sensor cameras.
Instead, many continued in comments stating that it’s high time Fujifilm releases a full-frame camera. The company hasn’t released the X-Pro 4 in over five years, and its silence is pretty evident. While there are a few powerful APS-C cameras like the X-Pro and the X-H series, there are many users who want to go a step above. Sure, while there is the GFX series, the lineup does have a slower autofocus, making it challenging to rely on it for fast-paced shooting. This is where some users hope to see a full-frame camera.
However, the drawback is that Fujifilm is a small company, and its entire success is based on catering to smaller sensor cameras such as the X series. For instance, the X100VI, which was nothing compared to the brilliance of X100V, has been difficult to restock due to the high demand and low supply. The same would not be said about its medium format cameras, which are designed for more serious users and are limited to a much smaller set of the audience. Then there is also the Instax series, which continues to help Fujifilm gain popularity around the world and results in profits. In fact, the Instax is one of its most successful camera branches, with the company selling about 100 million units since its inception in 1998. This is why Fujifilm continues to be loved—the colors of an Instax and its nostalgia are what many young photographers want.
But some serious photographers see this pivot as affecting the company’s credibility. As one user commented: “Fujifilm is mad not to produce a full frame camera and instead produce a half frame iPhone competitor. Brands can always go down in terms of credibility and respect within the professional market to chase mass appeal, but it’s much harder to gain credibility back, and Fuji has been on a killing streak, but it’s becoming obvious they are pivoting to target hobby photographers and Instagrammers over artists and professionals.” But we must remember that it is not Fujifilm alone that is catering to hobbyists. It is also brands like Canon and Nikon, with each launching APS-C cameras, but designed for the content creator crowd.
While the idea of full frame is enticing, Fujifilm will not enter the market as there are competitors like Sony, Panasonic, Canon, Nikon, and Leica already working on it. To break into this space will be a challenge for the company, despite their providing some exceptional colors on their X and GFX series cameras. And, since there is already a GFX series for professionals, it doesn’t make sense to also have a full frame at the same time. As the company already hinted, they are looking to be a part of a luxury market, like Leica. However, for them to actually reach where Leica is, they have to put their eggs in the medium format basket. As we said in our critiques once, Fujifilm is now a fashion accessory brand, and to change that, they have a really long way to go.
So, while they focus on short-term wins with 1-inch sensor cameras, they still have a long road ahead of them. However, a full frame camera does not seem to be a part of that win anytime soon.
