Fred Miranda wrote:
I totally get why many people will love the form factor. The film simulation window and overall camera design are really appealing. But the main drawback is that most folks already carry a phone in their pockets for everyday snapshots. As Chase Jarvis put it in his book title, "The best camera is the one that's with you"... and for a lot of situations, that's still our phones.
I might be a little off, but from what I can tell, the iPhone's main camera at its default focal length gives you a DOF (full-frame) equivalent of around f/5.3, compared to about f/8.2 on the new Fuji.
Take the iPhone 15 Pro, for example:
• The main camera has an actual FL of around 8mm
• A maximum f/1.78 aperture
• And a sensor crop factor of roughly 3x compared to full frame
So the DOF equivalence works out to about f/1.78 × 3 = f/5.3
Now, the Fujifilm "half" camera:
• The lens has a real focal length of 10.8mm
• A full-frame equivalent of about 32mm
• Aperture is f/2.8
• Sensor crop factor is also close to 2.94x
So its DOF equivalence is roughly f/2.8 × 2.94 = f/8.2...Show more →
Apple computational photography can simulate much thinner DoF than this. And it’ll get better in time. In every way a phone is a better camera than this.
I think you’re looking at this as a photographer. That’s completely natural. But missing the point.
For non-photographers compact cameras are definitely in. Young people are currently tired of using their phone as a camera and want that separate camera vibe but don’t want to do photography. Film is cool and all the influencers are doing it. Instagram and TikTok are flooded with *what’s in my bag and every day essentials with influencers using an old digital or film camera. But their audience don’t have the patience to go down that rabbit hole. Too much hassle. This camera is the middle ground.
The X100VI doesn’t sell out because it’s a great camera. I’m not saying it’s not great but just that it’s not why it sells. Think of the Half as a less wealthy version of that. It has very little to do with the specs and more with the vibe. They even put a *film winder* on it. People (not all but some) carry the X100 because they want to be seen carrying one. Not because they want to be a *photographer*. This will be the same.
This being a good or bad camera will have absolutely no bearing on whether it’s another viral hit for Fujifilm. If it get picked up by the influencers it’ll be massive.
Fred Miranda wrote:
I totally get why many people will love the form factor. The film simulation window and overall camera design are really appealing. But the main drawback is that most folks already carry a phone in their pockets for everyday snapshots. As Chase Jarvis put it in his book title, "The best camera is the one that's with you"... and for a lot of situations, that's still our phones.
I might be a little off, but from what I can tell, the iPhone's main camera at its default focal length gives you a DOF (full-frame) equivalent of around f/6.2, compared to about f/8.2 on the new Fuji.
Take the iPhone 15 Pro, for example:
• The main camera has an actual FL of around 6.86mm
• A maximum f/1.78 aperture
• And a sensor crop factor of roughly 3.5x compared to full frame
So the DOF equivalence works out to about f/1.78 × 3.5 = f/6.2
Now, the Fujifilm "half" camera:
• The lens has a real focal length of 10.8mm
• A full-frame equivalent of about 32mm
• Aperture is f/2.8
• Sensor crop factor is also close to 2.94x
So its DOF equivalence is roughly f/2.8 × 2.94 = f/8.2...Show more →
I don't think the target audience will have any clue about that, and it will be more the experience than some technical evaluation vs a phone they already carry. Now whether that experience and niftiness will be enough...I guess we'll see.
flash wrote:
Apple computational photography can simulate much thinner DoF than this. And it’ll get better in time. In every way a phone is a better camera than this.
I think you’re looking at this as a photographer. That’s completely natural. But missing the point.
For non-photographers compact cameras are definitely in. Young people are currently tired of using their phone as a camera and want that separate camera vibe but don’t want to do photography. Film is cool and all the influencers are doing it. Instagram and TikTok are flooded with *what’s in my bag and every day essentials with influencers using an old digital or film camera. But their audience don’t have the patience to go down that rabbit hole. Too much hassle. This camera is the middle ground.
The X100VI doesn’t sell out because it’s a great camera. I’m not saying it’s not great but just that it’s not why it sells. Think of the Half as a less wealthy version of that. It has very little to do with the specs and more with the vibe. They even put a *film winder* on it. People (not all but some) carry the X100 because they want to be seen carrying one. Not because they want to be a *photographer*. This will be the same.
This being a good or bad camera will have absolutely no bearing on whether it’s another viral hit for Fujifilm. If it get picked up by the influencers it’ll be massive.
tsdevine wrote:
I don't think the target audience will have any clue about that, and it will be more the experience than some technical evaluation vs a phone they already carry. Now whether that experience and niftiness will be enough...I guess we'll see.
Thanks for the thoughts. I totally understand where you're coming from, and you are probably right about the broader appeal and how it might catch on with influencers or a younger crowd. But I just wanted to present the facts around what kind of final image results someone can expect from this camera..
My comments are really meant for the knowledgeable folks here on FM who might be considering buying it and want to understand what it actually delivers, beyond the cool features and aesthetics. I'm not concerned with how well it might sell or what the influencer crowd thinks of it. It's definitely a cool camera and I get the appeal, but I think it's helpful to know what it can and can't do before jumping in.
Very cool camera. I would like to try it, though I see it more as an expensive toy camera, a bridge from digital to film. The camera is focusing on shooting experience, not specs, and there is a lot to like about the experience. Film mode? Portrait orientation? Thumb lever? Many film and creative modes? Compact? There is a certain charm to embracing the camera's ethos of "Less is more". As for the limitations, I think there are probably a few firmware updates in store to address some of them, like customizing the thumb lever for more versatility. If only it was cheaper than the X-M5...
X-half is one of those cameras that have the potential to become viral, like the Instax series, X100vi etc. You just need a few celebrities to use it as an accessory and post a couple photos with nostalgic filter, and news that the camera is out of stock everywhere, and you have yourself a winning product for Fuji.
For more seasoned photographer? Just another curiosity
flash wrote:
For non-photographers compact cameras are definitely in. Young people are currently tired of using their phone as a camera and want that separate camera vibe but don’t want to do photography. Film is cool and all the influencers are doing it. Instagram and TikTok are flooded with *what’s in my bag and every day essentials with influencers using an old digital or film camera. But their audience don’t have the patience to go down that rabbit hole. Too much hassle. This camera is the middle ground.
Yeah, I am in Japan right now and the only cameras I brought with me are my Canon Powershot S90 and iPhone 16. Love the Canon's size and small sensor vibe. I am not carrying a heavy af camera around.
If the rumor sites were correct, the originally planned price was $700, which would have made a lot more sense. The tariffs are probably going to touch much more of our lives than a fun-to-have new camera, but it's still a bummer.
I don't think I could convince myself to spring $850 for this (never say never), but I'd definitely like to play with one for a few days. Maybe a week-long rental to see how quickly the fun factor wears off.
fjablo wrote:
I like the concept in general and I think Fuji should get credit for trying something different.
That said there a couple design choices that bother me:
- LED flash instead of xenon
- no RAW and not even a 10bit HEIF option (which ideally should have a gain map as well)
- wind lever only usable in special modes
- no framelines in optical viewfinder
Unfortunately a few too many limitations to justify the cost of this camera for me..
The other one I would add... according to one review I watched it looks like the advance lever is NOT mechanical and had no feedback... That is a shame. I think some of the stuff mentioned in the reviews could easily be fixed in firmware, so maybe there will be some evolution.
It's full of gimmicks but I love that Fuji are doing something different from the usual crowd - I really have to give them points for that. I love my X100 and I'm sticking with RAW, so not aimed at me anyway but the price point seems a bit too sharp IMO. It's probably partly tariffs but given the group this will appeal to I think it will sell like hot cakes anyway, so they might as well hit it a bit heavy.
Fred Miranda wrote:
I totally get why many people will love the form factor. The film simulation window and overall camera design are really appealing. But the main drawback is that most folks already carry a phone in their pockets for everyday snapshots. As Chase Jarvis put it in his book title, "The best camera is the one that's with you"... and for a lot of situations, that's still our phones.
I might be a little off, but from what I can tell, the iPhone's main camera at its default focal length gives you a DOF (full-frame) equivalent of around f/6.2, compared to about f/8.2 on the new Fuji.
Take the iPhone 15 Pro, for example:
• The main camera has an actual FL of around 6.86mm
• A maximum f/1.78 aperture
• And a sensor crop factor of roughly 3.5x compared to full frame
So the DOF equivalence works out to about f/1.78 × 3.5 = f/6.2
Now, the Fujifilm "half" camera:
• The lens has a real focal length of 10.8mm
• A full-frame equivalent of about 32mm
• Aperture is f/2.8
• Sensor crop factor is also close to 2.94x
So its DOF equivalence is roughly f/2.8 × 2.94 = f/8.2...Show more →
+1 that the phone is with folks ... but, this will provide a different user experience. It won't be the picture IQ or the convenience of having it with you, everywhere you go that makes this one a hit for folks. It will be that they will have a different user interface.
Fiddling with pushing the button on the phone screen is a much different experience from depressing the shutter release button on a camera. Framing a shot through a viewfinder is different from looking at a screen. The physical hold / purchase / grip of the camera vs. phone is different, etc.
In some regard, it might be like changing from using a tablet to using a typewriter to write a letter ... it is more tactile of an interface. That tactile interface will be a "revolutionary" experience for some folks. For us "seasoned" photographers, we cut our teeth on such tactile experience and this is old news. For folks who cut their teeth in the "phone era", this can provide a different user experience ... and one that isn't "that much" bigger than their phone. Yet, it has a very different user interface experience.
Folks will pay $$$ for an experience. This can be seen in the realm of everything from attending a professional sports game vs. watching on TV to a rafting trip to a safari to a fine dining to XYZ. The experience of "tactile" photography is different from the experience of iPhone photography. The tactile experience will be the diff ... not the IQ, nor convenience. Fuji is selling the experience, not the image.
I can cut wood with a power saw, or a hand saw. The tactile experience is different ... even if the wood gets cut the same. The speed of operation is also different, as part of the interface. Tactile and Pace ... both are giving the user a different experience from the iPhone. As an M shooter, the tactile interface and pace are already appreciated. Few can appreciate the M (cost, etc.) early in their photographic journey. This little Fuji addresses (approximation) a scaled down version of the principle of the M experience.
There is the M ($$$$), then there is the Pixii ($$$), and now the Fuji Half ($) as means for those experiences. The last one being much simpler, in that it doesn't include the matter of ILC. For others (i.e. not most of us), the Fuji is a feasible gateway into similar (scaled / entry) experience.
p.3 #11 · Official: Fujifilm X half Digital Camera
Is it just me or is this a brilliant idea for Fujifilm? Instagram began heavily suggesting, if not outright forcing, a vertical aspect ratio. The half cam fits right in. I mean, the main alternative for Instagram photographers is to take every shot sideways. This one can be held like a normal camera while shooting.
p.3 #12 · Official: Fujifilm X half Digital Camera
IG is dead dead dead. This would have been gangbusters 5-8 years ago.
Rainbow Chaser wrote:
Is it just me or is this a brilliant idea for Fujifilm? Instagram began heavily suggesting, if not outright forcing, a vertical aspect ratio. The half cam fits right in. I mean, the main alternative for Instagram photographers is to take every shot sideways. This one can be held like a normal camera while shooting.
p.3 #13 · Official: Fujifilm X half Digital Camera
Top 35 Most Popular Social Media Websites
Ranking Social Media Network Company Monthly Active Users (MAUs) Monthly Organic Traffic
1 Facebook Meta 3.07 billion 9.14 billion
2 WhatsApp Meta 3 billion 2.69 billion
3 YouTube Alphabet 2.7 billion 48.82 billion
4 Instagram Meta 2 billion 5.38 billion
5 TikTok ByteDance 1.84 billion 1.89 billion
6 WeChat (Weixin) Sina Corporation 1.39 billion 91.52 million
7 Telegram Telegram 1 billion 435.36 million
8 Messenger Meta 965 million 216.1 million
9 Snapchat Snachat 850 million 154.16 million
10 Viber Rakuten 820 million -
11 Douyin ByteDance 770 million 113.01 million
12 Reddit Reddit 712 million 4.02 billion
13 Kuaishou Kuaishou 710 million -
14 Baidu Baidu 679 million 728.16 million
15 Spotify Tencent 678 million 737.15 million
16 Weibo Sina 590 million 57.53 million
17 Pinterest Pinterest 570 million 1.11 billion
18 X (Twitter) X Corp. 563 million 3.39 billion
19 QQ Tencent 524 million 258.3 million
20 Qzone Tencent 500 million -
21 Quora Quora 400 million 521.34 million
22 Bilibili Bilibili 340 million 605.49 million
23 Teams Microsoft 320 million 1.37 billion
24 LinkedIn Microsoft 310 million 1.36 billion
25 Vimeo Vimeo 300 million 76.43 million
26 Threads Meta 275 million 156.06 million
27 ShareChat Mohalla Tech 250 million -
28 Twitch Amazon 240 million 1.09 billion
29 Discord Discord 200 million 723.94 million
30 Xiaohongshu (RedNote) Xiaohongshu 200 million 137.02 million
31 Line Naver 178 million 188.94 million
32 Tumblr Automattic 135 million 149.24 million
33 VK (Vkontakte) Gazprombank, Sonaz 88 million 779.43 billion
34 Medium A Medium Corporation 81 million 115.39 million
35 Rumble Rumble Inc. 59 million 46.63 million
Figures are accurate as of May 2025.
p.3 #14 · Official: Fujifilm X half Digital Camera
Rainbow Chaser wrote:
Is it just me or is this a brilliant idea for Fujifilm? Instagram began heavily suggesting, if not outright forcing, a vertical aspect ratio. The half cam fits right in. I mean, the main alternative for Instagram photographers is to take every shot sideways. This one can be held like a normal camera while shooting.
+1
I'm quite certain that their decision for this was in line with their target market and the preponderance of use of their phones / social media distribution. I highly doubt those are happenstance coincidence.
Which, goes in line with those seasoned photographers printing large panos, are also NOT their target market, for the same reason.
I think you have to put this one in the bucket of marketing innovation. Trying to think about this one in photographic or technical terms ... it makes not much sense compared to the litany of other options. But, in the context of target market ... yeah, they did their homework, (imo).
p.3 #18 · Official: Fujifilm X half Digital Camera
RoamingScott wrote:
Now show me reels vs stills stats. I’ll wait.
Who cares? What does it matter? Other, than as an attempt to validate your assertion as correct ... although, it was either in error, unqualified / underqualified or incomplete as originally stated. Of course, you'd never acknowledge any of which was a possible shortcoming of your assertion, as first stated.
Fuji has made a tool that targets the social medial platforms, vertical orientation format. Whether there are 20 IG stills or 10 Zillion IG stills, it is still a tool that is aligned to those cell phone oriented, vertical format platforms. And, even if videos have risen over stills on IG, the tool provides impetus for increased content creation (from the generation of content creators on social platforms, if you will) of stills ... whether that increases stills on IG, or other social media.
On a different note, I was discussing the camera with a family member, and they suggested I could get one ... not for each grandchild. Rather, to take with me and share with the grandchildren, so they could shoot alongside me when we visit with a camera "like" grandpa used to use (i.e. film era). Without trying to focus the patch of an M or miss focus due to shallow DOF, their keeper rate would be better than handing off one of my rigs for them to use. And, it being "social media friendly" ... well, that's a thing that's gonna be around for a while.
p.3 #19 · Official: Fujifilm X half Digital Camera
fotografur wrote:
Top 35 Most Popular Social Media Websites
Ranking Social Media Network Company Monthly Active Users (MAUs) Monthly Organic Traffic
1 Facebook Meta 3.07 billion 9.14 billion
2 WhatsApp Meta 3 billion 2.69 billion
3 YouTube Alphabet 2.7 billion 48.82 billion
4 Instagram Meta 2 billion 5.38 billion
5 TikTok ByteDance 1.84 billion 1.89 billion
6 WeChat (Weixin) Sina Corporation 1.39 billion 91.52 million
7 Telegram Telegram 1 billion 435.36 million
8 Messenger Meta 965 million 216.1 million
9 Snapchat Snachat 850 million 154.16 million
10 Viber Rakuten 820 million -
11 Douyin ByteDance 770 million 113.01 million
12 Reddit Reddit 712 million 4.02 billion
13 Kuaishou Kuaishou 710 million -
14 Baidu Baidu 679 million 728.16 million
15 Spotify Tencent 678 million 737.15 million
16 Weibo Sina 590 million 57.53 million
17 Pinterest Pinterest 570 million 1.11 billion
18 X (Twitter) X Corp. 563 million 3.39 billion
19 QQ Tencent 524 million 258.3 million
20 Qzone Tencent 500 million -
21 Quora Quora 400 million 521.34 million
22 Bilibili Bilibili 340 million 605.49 million
23 Teams Microsoft 320 million 1.37 billion
24 LinkedIn Microsoft 310 million 1.36 billion
25 Vimeo Vimeo 300 million 76.43 million
26 Threads Meta 275 million 156.06 million
27 ShareChat Mohalla Tech 250 million -
28 Twitch Amazon 240 million 1.09 billion
29 Discord Discord 200 million 723.94 million
30 Xiaohongshu (RedNote) Xiaohongshu 200 million 137.02 million
31 Line Naver 178 million 188.94 million
32 Tumblr Automattic 135 million 149.24 million
33 VK (Vkontakte) Gazprombank, Sonaz 88 million 779.43 billion
34 Medium A Medium Corporation 81 million 115.39 million
35 Rumble Rumble Inc. 59 million 46.63 million
Figures are accurate as of May 2025.
Hooray!!! Except for occasionally viewing something on YouTube, I'm not on ANY of these!!! Yes!!!
Social media generally remind me of some of the underground subway pedestrian tunnels in the NYC subways: dank, dirty, and smelling of urine, and you definitely don't want to brush up against the walls. Same with most social media, especially those that are heavily used.
The Fuji half-frame seems solidly directed at phone-only photographers and social media users. I'm sure that's why it has very little appeal to me. But there are lots of others.
p.3 #20 · Official: Fujifilm X half Digital Camera
I can’t shake the feeling that there is a good idea at the core of the thing. Not that it is a camera aimed at social media but that it is a camera aimed at photography and man, with all that is produced in new gear, how often is a camera designed for photography these days.
