Fujifilm announced a new camera last night called X half. It also goes by the name X-HF1, apparently. This is a 32mm (full-frame-equivalent) f/2.8 fixed-lens compact camera with a vertically mounted 1″ sensor, and is probably the most unique digital camera ever made—or, at the least, it offers the most unique photographic experience in all of digital photography. This isn’t a review, but I did want to give my thoughts on the release.
I haven’t used the camera, or even seen it in-person. I was up late last night watching the announcement and various review videos that were published, trying to figure out what this camera is. Now I’m awake typing this article after less than five hours of sleep, so if there are any typos, please excuse me. I’ve barely started my first cup of coffee. Anyway, Fujifilm released two videos, which I’ve included below.
In the weeks leading up to the release, I published two article about the X-HF1, speculating what it might be. The first was Why the Upcoming Fujifilm Half-Frame Camera is Genius, and I guessed that this was going to be an amazing camera, specifically designed for both a film-like photographic experience and recording vertical videos for TikToks and Reels. The second was What if the upcoming Fujifilm Xhalf is something different?, where I second-guessed my prior article, and wondered if the camera was going to be stripped down, less video-centric, and more Instax than X-series. Well, the X half seems to fall right in-between (maybe closer to the second take), and both articles had some things right and some wrong.
The new camera is intended to produce a film-like experience, and is capable of doing so in a unique way. In Film Camera Mode, you choose your “film” (Film Simulation) and how many frames (36, 54, or 72), and then you shoot through the Optical Viewfinder until the roll is fully exposed, using the frame advance lever in-between shots. You cannot see your pictures until after the roll is finished and “developed” in their new app that is just for this camera. I think this is super cool, and I hope this mode comes to some future camera, maybe the upcoming X-E5. There is a missed opportunity: Fujifilm offers photo printing services, so you should be able to order 4″x6″ prints of your roll of “film” from the new app. It would be so much fun to order prints, then wait until they arrive in the mail before reviewing the pictures. It would encourage people to print their photos, which isn’t done nearly enough nowadays. And it would be a way for Fujifilm to make some extra money on a service they already offer. Maybe they’ll update the app to include this in the future, as it seems like an obvious oversight.
The X half has a 20mp 1″ Bayer sensor, but only uses 18mp because it crops out 2mp to accommodate the 3:4 aspect ratio (the sensor is 2:3). If you want to crop your pictures to 2:3, you’ll lose a little more resolution, but it is still plenty for social media and web use, as well as prints smaller than 16″x24″. It would have been nice if one could choose to use the full sensor and the 2:3 aspect ratio, but with the X-HF1, Fujifilm significantly stripped down the menu and customizations. They made the camera about simplicity, but in doing so you lose out on some of what makes Fujifilm cameras special; namely, you cannot use Film Simulation Recipes with this camera, since you cannot control the various parameters like you can on any other X-series model.
Instead of 20 Film Simulations, this camera only has 13: Provia, Velvia, Astia, Classic Chrome, Reala Ace, Classic Negative, Nostalgic Negative, Eterna, Acros, Acros+Y/+R/+G, an Sepia. It’s too bad Sepia made the cut over PRO Neg. Hi, PRO Neg. Std, and Eterna Bleach Bypass. While you cannot use Recipes, the Film Simulations seem to produce a slightly divergent look than the standard Film Sims, almost as if Fujifilm programmed each with its own Recipe, for what that’s worth. There are also so-called Advanced Filters, including a few new ones borrowed from the Instax Evo cameras.
While the X half does shoot vertical video, the quality seems suspect. I’m sure there are some who will appreciate this and will create some interesting content with it, but it’s a big miss in my opinion. They should have allowed 1080p in the 9:16 aspect ratio so it would have been more useful for social media video creation. The X-HF1 could have been a trendy camera for TikToks, Reels, and Shorts, but I just don’t see that happening with the video implementation. The capability of video-video and still-video diptychs are a bit intriguing, but I don’t think that will catch on as anything more than a passing curiosity. Or don’t included video capabilities at all—I think that would have made a bigger statement (and would have been viewed more positively) than how it was implemented.
So what do I make of the X half? It looks nice. It’s very compact, which is perfect for everyday carry or travel. It’s minimalistic, which can be good. It offers a very unique shooting experience that looks like a lot of fun. It seems like a bridge between Instax and the X-series, and I think it’s fair to consider it more like a very-high-end Instax Evo camera without a printer than a bottom-end X-series model (it’s basically both). It will certainly be a very controversial camera (maybe the most), with perhaps the biggest controversy being the price: an MSRP of $850, which seems high for what it is. Some people are going to love it, and some are going to hate it. I think it will be especially popular with Gen Z and Gen Alpha, who are currently fascinated with classic digicams and film cameras, including half-frame models like the Pentax 17. Me? I applaud Fujifilm for daring to be different, and going way outside the box. I did preorder one last night, but I’m a bit unsure if I’m actually going to like it or not. Now excuse me while I pour that second cup of coffee….
This post contains affiliate links, and if you make a purchase using my links I’ll be compensated a small amount for it.
Fujifilm X half in black:
Amazon, B&H, Moment
Fujifilm X half in charcoal:
Amazon, B&H, Moment
Fujifilm X half in silver:
Amazon, B&H, Moment
I appreciate that Chris Niccolls of PetaPixel effectively highlighted the fact that the user interface is incredibly slow. In the video, he demonstrated that it physically took him two to three tries for the touchscreen to register his taps. That also comes into play when he tries to change the autofocus points on the touchscreen, so forget about fast street shooting capabilities. The price of $850 is outrageous regardless of tariffs. This camera would be overpriced at half that price.
I was excited that this camera would be a fixed-focal-length camera in the vein of the baby X100VI. It looks like one, but stripping away the EVF, the ability to shoot RAW, and the lack of an option to attach a real flash, due to only having a cold shoe, really detracts from my interest. Part of the reason Gen Z and Alpha gravitate towards film cameras is for the authentic ‘flash’ look that allows for stop-motion photography. The LED flash doesn’t allow for stop-motion photography, as Chris demonstrated in his video review.
I was told by a friend who works for Fujifilm that a replacement for the X30 is a year away, so I will hold out hope that he’s correct.
It should have been either a “real” flash or a hotshoe (what’s the coldshoe for on this model, anyway?). A misstep, for sure. However, I don’t use flash much personally, so no big deal for me.
The camera does seem to have preset manual focus settings (think Snapfocus), that’s what I’d use for street, should work quite well.
I’ve seen the petapixel video from Chris Niccolls, also from Gordon Lang via Cameralabs.
It’s not for me. 1) without RAW mode (!!!) 2) plastic body material 3) the 799 EUR price.
I’d love to see a X40 into the design of the X-half, but with D-Pad…or better being said X50. (Yes, i know – the X30 was the last of these series)
The lack of RAW doesn’t bother me—in fact, it’s just another sign of shifting paradigms with the photography continuum—and I don’t think it will bother the target audience. If it does bother someone, that’s a good indication that it’s not intended for that person, which is ok. Not every camera is for every person.
I do wonder if this will be the first in a series with the 1″ sensor.
Lack of raw is one of those small things that might really limit the potential audience to only a perceived target audience. Same with lack of adjustable parameters on the film sims.
With a few tweaks to the design (and maybe just software and not hardware adjustments!!) the Xhalf could easily have been a great alternative to an x100vi as a second camera for someone already in the Fuji world. The colors and look we love from Fuji, but in a pocket-sized package, with a bit of a twist to composition and shooting experience to keep us excited.
The gap between “camera for beginners” and “camera for seasoned shooters looking for a minimal and fun experience in a b-camera” is pretty small, but the Xhalf seems just barely over the wrong side of the line for crossover appeal.
I think the target audience for this is all those who purchased a cheap Kodak point-and-shoot. Kodak (JK Imaging, under the Kodak name) was the number one camera brand by units sold in Japan in 2024. Some of the same people buying those and old digicams are also buying the Pentax 17 and Kodak H35 and things like that. The X-HF1 offers a trendy alternative that can be a stepping stone into the X series. I bet for literally thousands of people, this will be their first X-series camera and not their last. Eventually they will upgrade to a more advanced model …maybe something like the X-M5, X-E5, X-T50, etc., as their first “serious” camera. Unfortunately, a lot of people online seem to be missing this point, and are scoffing at those who will buy instead of welcoming them into the Fuji family.
I think with some small changes, this camera could have been more appealing to a wider audience. I don’t think that will hinder sales too much (it will sell like hotcakes), but it is a slight miss on an opportunity, I think.
I’m so infuriated by all the price comments everywhere about this camera. That’s what a well-built 1″ sensor camera costs. Canon G7Xii and iii, Sony ZV-1 and mk.ii are in the $750-900 range.
This should be half the price? Really? It should be hundreds of dollars cheaper than a G7X which fly off the shelves so fast that–despite ongoing production–used models are going for higher than MSRP?
How about Fuji sells me a GFX100sii for $1500. I’ll buy one for $1500. SMDH.
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That said… I want to want this camera so much, but I think it’s a pass. I think 32mm is too wide for vertical format. I enjoy it in landscape, but as a default go-to in a vertical camera, it’s just going to let too much sky into too many shots. Better than the 28mm equivalent a lot of early rumors suggested (again, just for vertical!), but not something I’d be comfortable with in a camera like this.
And there are a few too many compromises. No RAW stands out to me, somewhat. And the apparently slow interface. Likewise, being a left-eye’d shooter, I’m worried about the touch screen right where my nose goes. I think I could put up with the crap video, lack of a xenon flash, cramped rear screen. Filter thread would be nice, but not a deal breaker to lack one.
But the core conceit of the design sounds fun, sounds like a great supplement to a different camera. I like the size, I kind of like the physical controls it does have. I was excited for the premise of a vertical-sensor compact. Film sims and a pocketable camera, with a different perspective on the world… really tempting. But the specific camera… I just don’t think it suits me.
I think $700 is a good price. Timing is unfortunate, though, with the tariffs. Not Fujifilm’s fault, just the new normal, I suppose.
I’ve read that $700 is the price in China. In terms of other models, halfway between the Sony ZV-1ii and the ZV-1f.
Cool concept, but way too many limitations for its price. True, you can’t get this experience anywhere else (except with a film camera), but you can get close enough. I think they went a bit too far, specially regarding the lack of buttons. And then, honestly, many of the fujifilm film simulations alone are not that great. For example, I love Classic Chrome’s colors, but to see them one needs to crank up the Color to +3 or higher, and add a bit of WB shift. Losing the possibility to use full recipes is a huge mistake, and one that will for sure keep me from buying it, although I like the concept of the other limitations.
I do think they went a couple steps too far in minimalism, and losing the ability to adjust the various parameters is not going to make a lot of people happy (myself included). It still might be fun, though—it’s clearly not a “serious” model, and is a bit expensive for that.
Hello Ritchie
The concept of this camera is a laudable innovation. It’s the result of courageous boldness on Fuji’s part. It’s not a gimmick at all. It’s designed to increase the PLEASURE of photography for very different audiences. I think it will be a success.
Two negative points: no option for a protective filter, so you have to attach the lens cap before putting it in your pocket, and worse, no way to use your recipes.
… but I’m sure that with just a tweak to the grain, white balance, and exposure dial, Ritchie will do some cool things… can’t wait until mid-June!
The inability to use Recipes was the biggest disappointment for me. Fujifilm might think that the target audience is less willing to program those settings in, and would prefer a quicker a simpler process. But I think they could have had an advanced menu somewhere to allow the user to make those adjustments if they want, then everyone is happy. But it is what it is, and I’m sure it will still be fun.
It is confirmed that the settings required to make recipes are indeed missing from the custom menu? I haven’t seen anyone go into the menu in reviews so is it possible that some or all of that is still in there?
Yes, confirmed. You have White Balance (without WB Shift) and Grain, but nothing else.
I cannot understand (here as in many other cases) the logic behind stripping away software options so that “the camera is simple”. Make an “advanced options” or “advanced mode” menu, hide it at the very bottom so people are not scared by it. And put inside raw mode, film recipes et cetera. As it has been demonstrated over and over again, the secret of simplicity is in making complex setups unnecessary, not unavailable.
They definitely could have put an Advanced Menu somewhere in there, to offer more customization and control for those who want it. I personally would appreciate that.
I would have definitely bought it if it had customizable film simulations. I hope that the X-E5 will have the possibility to shoot in ‘analog experience’ mode but with customizable simulations.
The non-customizable film sims (inability to use Recipes) was a real bummer to me, personally. I would love if a similar “analog experience” was made available on the X-E5.
I really like the idea of this camera, even though I have an X100VI (which after almost a year of use I’m finally getting a consistent style instead of flicking between recipes).
It looks a like a fun small take anywhere camera, which for me, the X100 doesn’t quite achieve, it still feels a “bit” too serious for that.
The main issue I have with the half, and I’m not alone in this, is the price. £699 (which does include tax) is a lot for a plastic camera (I don’t have a problem with material as it keeps it light) and with this sensor. £399 to maybe £499 would be more reasonable. I get inflation and the US’ terrible tarriff’s, but this does price it out of presumably it’s target audience? Whether that be those looking for a fun second camera or those starting out.
I’ll keep an eye out for second hand models or if I see it an airport tax free for a cheaper way to get it.
When you consider that 35 rolls of film plus development and scanning (depending on the specifics, could be more or less) might cost as much as this camera, it might not take long to pay for itself. That said, I do think it is a little overpriced. $700 USD seems like the right amount to me, which is supposedly what it was before the tariffs.
If you buy in Singapore, it is S$999. Using exchange rate of US$ 1 = S$ 1.30 or £1 = S$ 1.76, it would translate to US$769 or £569. It would be even lower price to buy in Japan with weaker Yen.
I’m actually excited to see how the filters interact with the film simulations. So the customizations are not what we’re used with the other X bodies, but more what instax users having been playing with. I suppose pairing the expired film filter with eterna world get closer to bleach bypass. Anyway, I’m very closer to pulling the trigger on this camera. It looks too be very fun.
I don’t believe the filters can be applied to the film sims. You can either choose the filters or the film sims, but not both.
I really wanted to love this camera but it has too many compromises to taken seriously. I get the point of simulating the experience of shooting point and shoot film. But at this price, I would like to have the option of use it as a proper camera when needed. Looks like my wait for an affordable and pocketable edc camera from Fujifilm is going on.
It’s not a “serious” camera for “serious” photography. It’s a toy (albeit an expensive toy) for fun photography. I think if you can accept it for what it is and forgive it for not being what it’s not, then it could be an enjoyable camera that offers a unique experience. Otherwise, I think it’s perfectly ok to pass, as it’s certainly not for everyone.
Well for the Fujikina Brussels this WE of 24-25 May 2025, the X-Half will be avalaible for testing!
I’m looking foward to try it out (unfortunatly this WE weather will be hawfull with rain coming back).
It looks like a very fun camera. Only issue for me is the high price tag for such a camera. But let’s see.
I do wish it was a little less expensive. Seems just slightly high for what it is. Definitely report back what you think.
I concur fully with you.
I will.
Looking forward to it 😀
Folks my age will recall Olympus’ similarly unusual Pen cameras. I’ve been using Fuji’s X E series bodies to host my collection of Zuiko Pen f lenses for ages, ever since inexpensive lens converters became available. The E bodies are very similar in size, weight and appearance to the Pen f slr.
Olympus has made some compelling small cameras for a long time now, and their classic lenses are excellent.
Preordered mine from a local Fuji dealer a few days ago.
I’m ok with just JPEGs since I shoot using the format on my regular fuji’s anyway.
Still fascinated with the concept even as a millenial.
It’s a fascinating concept. I lot more people shoot JPEG nowadays than in the recent past, so I don’t think it’s nearly the big deal that some are making it out to be.
Tried the camera out a bit at the shop in London. Was pleasantly surprised by the plastic body. Reminded me of the old Olympus XA cameras.
Autofocus didn’t seem too bad either. Not super fast but focused on what I pointed it at.
Think the lack of a proper flash was silly. On camera flash is generally pretty crap BUT it does produce an iconic look that point and shoot camera like this produce. Reminds me of the GRIII and its lack of flash.
Love shooting jpeg. Shoot my X100 100% jpeg and finding I’m doing the same with the GFX100RF. Takes a bit of skill to capture a good jpeg when you can’t fiddle with it afterwards 😉
Because of the narrow dynamic range, the X half feels a bit like shooting slide film: gotta nail the exposure. Also, the ISO needs to stay low. But otherwise, seems like a decent camera.
Hello, I am a Chinese (graduating college student), your forum is also a place that some Chinese love to patronize, I can share my findings with you first of all At present, our software Xiaohongshu forum has bloggers who use artificial intelligence neural networks to learn to imitate Fujifilm presets and Ricoh camera presets and make software to make any camera’s JPEG as free as you, and then the second Fujifilm X raw studio software can store your presets Including the third generation machine, even the white balance can be saved and stored by a single preset. The preset can be stored in countless pieces, the magic is that he is stored in the camera, about the xhalf camera Chinese in any video and website in any video and website think this is a scam (its price in China is 696 US dollars is higher than our domestic xh1 second-hand price), it is quite unpopular, the various comments are full of cynicism, alas, after experiencing and learning Magnum’s master class, I found that only in foreign forums will come to rationally comment on him, including Chris Niccoll, Can you recommend to me some similar forums like your relatively harmonious photography forums or Fujifilm’s? Or you can ask me questions about our national photographic equipment haha.
My experience is that AI isn’t particularly good at analyzing Fujifilm JPEG settings. It will get there, though, I’m confident; however, it’s not there yet as far as I’ve seen.
The X half is not a good bargain. It’s a lot of fun, but, for the money, the X-M5 is a much better camera. What the X half does offer is a unique experience that is not found elsewhere.
As far as an online community goes that isn’t toxic… that’s pretty rare. Most are overrun by trolls and jerks, unfortunately. The website owners/moderators need to do better, in my humble opinion, to stop the toxicity.
Hello I am Chris from Indonesia. Love to read your opinion! It’s convincing me to buy one. I love your idea of creating “mini recipes” on X-Half, mixing white balance settings, grain, and some adjustable settings. And I hope to see you make some on the future. Hahaha. Thankyou!
You are very welcome 😀