Most of you know that I've been using Fujifilm cameras exclusively for many years. Right now it feels like a very good time to be a Fujifilm user. A new medium-format camera in a relatively compact design, the excellent X-Pro2 and X-T2 released last year, and now the X-T20 and X100F have been officially announced too. That's a wide range of camera choices all using the latest 24MP sensor and auto-focus capabilities. If you want to avoid the desire to buy new stuff, don't look here. Or here.
There are a few elements in the Fujifilm designs that I think make them so compelling.
A Fujifilm camera doesn't just feel like a cold, clinical tool. There's something more emotive. Whether it's the design, the controls, or the replication of the look some of Fuji's film catalogue, they feel special to own and use.
Image Quality above all. The first X cameras, the X100 and X-Pro1, were quirky and often slow to focus but could produce beautiful images. For the size of camera and sensor, Fuji was putting image quality first and that still seems to be the case, even though the previous weaknesses of autofocus speed and video capability have now been addressed.
Looks are subjective to an extent, but most would agree that they generally look great without sacrificing ergonomics.
I love that there is no PASM dial, but instead we get dedicated dials for aperture, shutter and ISO with an auto option on each. Retro design that still makes total sense.
It can be frustrating to see new cameras coming out, but Fuji do a great job of supporting their older cameras with software updates that introduce new features rather than just fix bugs. The lens options are extensive already, especially if you factor in third party lenses, but Fuji also publish an ongoing lens roadmap to show what they're working on.
To an extent Fuji have been renegades. They've committed to mirrorless systems while Canon, Nikon and even (to a lesser extent) Sony have still been pushing their DSLR systems. They've used a unique Xtrans sensor design that allowed them to remove a filter and enhance image quality. They've gone their own way, and in doing so developed a passionate and grateful group of customers in the process.