You’d probably heard or read about this newly announced Fujifilm X half already. And perhaps you are both curious and intrigued, not sure what to think about this camera. I felt the same initially. Which, I think, it’s a good sign. Innovative products have this effect on us.

Some reviewers think this camera is a joke.

And I object.

I’ve spent my free time yesterday reading and watching online reviews based on pre-production models. The key takeaway? Intrigued, amused, not really excited.

But I want one for myself.

Understanding Fuji

To understand the Fuji X half, we need to understand Fuji first. We need to understand Fuji’s approach, how their products are carved.

Some views I expressed in the past on Fuji as a camera manufacturer seem usable now to understand how they ended up with a polarizing product like the X half.

Referring to 5 Reasons Why I Love Fuji or Why Fuji is Leading Mirrorless , dated 2019 and 2020, respectively. What I said back then is still applicable today.

“In the current mirrorless world, Fuji is the only one producing interesting products while everybody else seems to be focused on upgrading specs in a stupid race that is hardly interesting or necessary.

Digital photography had long gone beyond the point of sufficiency for mere mortals like us, and frankly perhaps even for some pros. So why keep putting emphasis on higher megapixel counts, high ISO, faster fps numbers and AF features?

Why not spend the same resources on developing interesting cameras like Fuji? Look at the X-Pro3 or the X-100V: Canon, Nikon, Sony, Panasonic, whoever — can you do something similar, something as interesting and desirable?“

Walking its own path

My point is quite simple. Fuji walked its own path since they started mirrorless.

They kept creating unique products, with features no one else could – or dared to – replicate. Things like the OVF in the X-Pro or X100 line of cameras. Or the X-Trans sensor that – to this day – is only available in Fuji cameras.

Unlike other camera manufacturers that focus on specs and technical excellence – and often create boring products – Fuji cameras are beautifully designed.

Fuji kept innovating and pushing the boundaries. Some of their products, like the long forgotten X10 that evolved into the X30, were brilliant. Then, of course, the X-E and X-T lines. In fact, all X cameras are exciting and desirable.

When Leica, Lumix, Sony, Canon, Nikon, all embarked on a full frame mirrorless megapixel race, Fuji went solo to medium format, created the GFX line and ate them all for breakfast with its 100 megapixel cameras.

With Fuji’s growing popularity, they gained confidence and at some point decided it was time to push further and go unconventional.

The X-Pro3, with the hidden backscreen and emphasis on film simulations, was the first step.

Fuji X half

And so this is the backdrop and the X half, coming from this scenario, is an unconventional camera that prioritises fun and retro-chic over technical excellence.

And frankly, why not?

If you want technical excellence, there is plenty to choose from in the Fuji line.

This is not to say the X half is technically incompetent. It has a 1 inch sensor and a 32mm equivalent f/2.8 lens.

While I’m not sure how good the lens is – I read somewhere it has character, which I take as a metaphor for shortcomings – just recently I came from a trip in Finland with my Leica V-Lux Typ 114 sporting a 1 inch sensor. An older technology CMOS sensor and the outputs were good.

The film camera mode of the X half is grabbing all the headlines and thus people see this camera as a toy – or a joke. But to me its capabilities as a camera are not to be disregarded.

Chris Niccolls from Peta Pixels puts it correctly when he says the X half is two cameras built into one. What he means is you can either use it as a normal camera or engage film camera mode and have fun.

This flexibility suits me. The film camera mode is cool and kudos to Fuji for its excellent implementation. From the graphics in both back screens to the idiosyncratic features like the film advance lever or not letting you preview the photos before you finish the film stock and develop it in the dedicated app. That’s brilliant and I love it.

But it’s probably something I’ll get tired of after a few days. And what else after that? Would I use the X half as a proper camera?

I believe so. For short trips with my wife or my kids, it’s a small camera, portable and light, still better than my iPhone. For casual photos, in a relaxing mood.

And it looks adorable. All combined, while not overly excited, these are the reasons why I want one for myself.

The X half is not a joke, no.

And I hope Fuji keeps launching interesting products like this one.

And oh. I guess it’s about time to update the X-Pro3? Perhaps Fuji could add some fun from the X half to an upcoming X-Pro4?

Now I’m excited!

* X half and GFX 100rf images above taken from Fujifilm website.