I’m not a lawyer, and I don’t play one on TV, either. I’m not able to provide any insight on this topic, I can only bring it up and maybe ask some questions, and speculate a little, which should be taken with a massive grain of salt. I probably know less about legal matters than the average person my age, so keep that in mind—I’m not pretending to be an expert on this whatsoever.
The news yesterday, as reported by PetaPixel, is that Polaroid (that is, PLR IP Holdings, LLC, which owns the rights to the Polaroid brand name, and doing business as Polaroid Originals) has filed a lawsuit against Fujifilm, and a judge has found sufficient evidence to allow the case to move forward. At some point in the coming months—unless the two parties agree on a settlement—this will go to trial.
The complaint is that Fujifilm’s Instax Square instant film is too similar to Polaroid’s classic film, which they trademarked years ago. Essentially, as I understand it, Polaroid’s film is not just film, it’s their logo. Since the white border of the film is highly recognizable, Polaroid registered a trademark for it. So, if a company wants to make instant film, it must look different than a Polaroid print. For example, Instax Mini is divergent enough that Polaroid would have a weak infringement case. Instax Wide isn’t 100% identical to the classic Polaroid frame, but it is very similar, and the judge in this case believes it is similar enough to move forward with the trial.
Fujifilm’s argument is that 1) the border serves a functional purpose (for example, housing the chemistry), and as such cannot be trademark protected (for example, Goodyear cannot trademark a tire just because it’s round and black), and 2) Polaroid had stopped making their film, which could be considered an abandonment of the trademark on the grounds of non-use. I think both of these arguments hold some merit, but are either strong enough to win? I have no idea.
Nearly a decade ago, Polaroid threatened Fujifilm with a lawsuit unless they paid them “millions per year” for their trademark. I’m not sure how much they will be seeking in damages should they win this suit, but I’m reminded of when Polaroid sued Kodak, and won big. Well, it was more that Kodak lost big than Polaroid won, because this lawsuit—how much was spent, and, perhaps more importantly, how much of a distraction it was—has been identified as a contributing factor to Polaroid’s eventual bankruptcy. But Kodak had to pay $925 million dollars to Polaroid (which, at the time, was the largest ever settlement), plus stop production of their Kodamatic instant film line. Oh, and they had to give their Kodamatic customers a refund, too. It was a huge blow to Kodak, and eventually contributed to their bankruptcy, at least a little.
Polaroid took Kodak out, and took themselves out in the process. Of course, that’s a massive—just massive—oversimplification of it all. The lawsuit was only a very, very small factor in both bankruptcies, as there were many other—and much larger—issues at play. A lot of articles have been written about this topic, and even a book (there are a lot of resources available, should you want to learn more). Obviously we’re only briefly touching the very surface here in this article and overgeneralizing, but it should be noted that the Polaroid vs Kodak lawsuit did have an impact on the film industry, probably more than most realize. There was no winner, despite Polaroid’s legal win.
I want to bring this back around to Fujifilm. It is very possible that a judgement could be ruled in Polaroid’s favor, and that Fujifilm will have to pay them millions—tens of millions at least, but quite possible hundreds of millions, if not more—and they’ll have to stop making Instax Wide cameras and film. They’ll probably have to give their customers a refund, too. I mean, if Red Bull had to pay a settlement because you don’t actually grow wings after drinking it, any judgement is possible. If such a ruling were to happen, that would be a massive blow to Fujifilm, which has the potential to ultimately end Fujifilm’s photography business.
Instax is Fujifilm’s big moneymaker. While the X-series and GFX-series have both grown in recent years, Instax is still Fujifilm’s largest camera/photo segment. Losing hundreds of millions in a judgement would be a massive setback, but if they have to stop making Instax Wide, that might be just as big of a blow—a double whammy. This has the potential to be devastating.
I don’t know, nor do I care to speculate, if Fujifilm violated Polaroid’s trademark. Maybe they did, maybe they didn’t—I have no idea, and that’s not for me to decide, anyway. With that said, I hope the judge rules in favor of Fujifilm, or, if not, it is like when the USFL sued the NFL and won, but only got a $1 judgement. The worst-case scenario (from my perspective as a long-time loyal Fujifilm customer) is that Polaroid wins and receives a very large settlement, which becomes a turning point for Fujifilm, eventually leading to a future bankruptcy or a shuttering of the photographic business (which is only a small part of the company overall). It’s like dominoes, where knocking one down can lead to more falling. Obviously, I hope that can be avoided.
It seems more likely than not that Fujifilm will pull through this just fine, even if they lose the case. Instax Mini has a larger market share than Instax Wide, and the digital camera division has been on a roll lately. But, to a small extent that I’m clearly overstating, Polaroid took down Kodak, and they could do the same to Fujifilm, even if it’s seemingly unlikely. This is something to keep an eye on. No court date has been set, and I’m not sure how long we’ll have to wait to find out—the battle between Polaroid and Kodak took 14 years to play out. Oh, and I know it may sound like it, but by no means am I anti-Polaroid. I have Polaroid cameras and film, and even sport a Polaroid t-shirt from time-to-time. I sincerely wish them much success in everything …aside from this lawsuit.
What do you think? Will Fujifilm win? Will Polaroid? What kind of impact will it have if they do? Is this all much ado about nothing? Let me know your thoughts in the comments!
I’m so happy to announce three upcoming events that you won’t want to miss. I can’t give you all of the details just yet, but I want to start getting the word out so that you have the opportunity to plan, as these will come up fast. You can expect the full details to be released very soon. In the meantime, I’ll share with you what I can.
September 6th — Fujifilm Film Simulations & Fuji X Weekly Recipes Class — Scottsdale, Arizona
I will be leading a class at Nuzira—an up-and-coming camera store in Scottsdale, AZ—on Saturday, September 6th, at 11 AM. The class is called Fujifilm Film Simulations and Fuji X Weekly Recipes — Film Like Photos Without Editing. We’ll discuss each of Fujifilm’s Film Sims and using Film Simulation Recipes on your X or GFX camera, why you might choose a certain Recipe and what you can expect when you do. This class will probably be the most helpful to Fujifilm photographers, but if you are just Fuji-curious, please come anyway. It will last about one hour.
I’ve co-led two photowalks with Nuzira: one in Scottsdale and one in Phoenix. This isn’t a photowalk, but please bring your Fujifilm camera. We’re going to have a great time! And this will be an excellent opportunity to ask any questions you might have about Film Simulations, Recipes, and Fujifilm cameras. More information, including how to register, is coming very soon, and as soon as it does I will let you know.
September 13th — Fujifilm X half Photowalk — Los Angeles, California
On Saturday, September 13th, at 2 PM, I will be leading a photowalk in Los Angeles, as a part of Samy’s Camera49th Anniversary three-day event. This photowalk is all about the Fujifilm X half, which is such a fun camera. You don’t need to own an X half to take part in this—in fact, this is a great opportunity to try one out—please bring an SD Card so you can take your photos home. Spaces are limited and won’t likely last long, so be sure to register today! It’s $25 per-person ($27.13 after taxes), but each participant will receive a $25 Samy’s gift card, essentially making it free.
This photowalk will last about two hours, and we’re going to have a ton of fun. It will be a great opportunity to create film-like street and urban photos. While you are at Samy’s for this event, you will also want to attend Reimagining Reality Through Multiple Exposures by Tom Baumgaertel (bewaremyfuji), which will be on Friday, September 12th, at 10:30 AM. This is a don’t-miss class, so be sure to go.
September 28th — Photowalk — Minneapolis, Minnesota
I can’t provide the details about this event just yet, other than it will be a photowalk in Minneapolis, MN, on Sunday, September 28th, at 2 PM. Once I get the green light, I’ll be sure to share everything with you, including how to register. The picture above is from a photowalk in Ann Arbor, MI, last year.
September is going to be a busy month. If you are in Arizona on the 6th, L.A. on the 13th, or in Minnesota on the 28th, I hope that you can join me. I’d love to meet you in-person, talk shop, and answer any questions you might have. Whichever event you can go to, we’ll have a good time. Hope to see you soon!
I love the Fujifilm X-E5. In my opinion, it’s the greatest iteration of the X-E series—probably objectively so, and not just subjectively. This line is one of my favorites, and I have a special place in my heart for it—an X-E1 was my gateway into the X-Series. But there’s something a bit unusual going on within the Fujifilm community regarding this new camera—I noticed it, so I thought I should comment on it.
By “Fujifilm community” I mean online. Something that I realized over the last year, after meeting thousands of you, is that the in-person Fujifilm community is much different than the online community. Yes, some are in both worlds, but there are many trolls, haters, and constant complainers on the internet that simply don’t exist in real life. Maybe they’re hiding, but they don’t show up to photowalks, classes, and events. Thankfully, most of those people avoid this website, probably because I don’t put up with it (I would encourage other websites to crack down on the toxic behaviors found throughout the comments sections). You see them elsewhere in droves (although trolls can have multiple pseudonyms, appearing to be many people, when it’s actually only one). In real life, the Fujifilm community is kind, friendly, and respectful—basically, just normal people.
Prior to its announcement, the view I held of the Fujifilm X-E5 (and I wrote about it several times) is that the camera should be basically the same as the X-E4, with only small changes. Prioritize size, weight, and affordability. Add an M/C/S switch, a rear command dial, and the X Processor 5, and call it good. However, the feedback I got from the community is that most disagreed. My opinion was clearly a minority opinion. Folks wanted the next X-E camera to be an interchangeable-lens X100VI, are as close to that as practical. I was not surprised that Fujifilm listened to the community, and made that camera. With the X-E5, Fujifilm delivered on what most had asked for.
It’s not what I asked for, but that’s ok. I’m just one person. Besides, I’m not always right. The camera that Fujifilm made instead is quite excellent. It has the 40mp X-Trans V sensor, IBIS, very nice build quality, and a newly designed Film Dial. You can program up to 11 Film Simulation Recipes into it, more than any other Fujifilm camera. There’s a heck-of-a-lot to like. All of those upgrades add up. That, plus accounting for inflation and tariffs (in America), the X-E5 is the most expensive X-E iteration. It’s no longer an entry-level model, but clearly mid-tier.
For those who had requested the camera to be an interchangeable-lens X100VI, they should put their money where their mouth is. Years ago, there was a push within the community for a longer telephoto prime lens—at the time, the Fujinon 90mm f/2 was the longest. Fujifilm listened to the input from the community, who said the lens needed to be long and sharp and fast. “If it ain’t f/2,” some publicly stated, “I ain’t buying.” Well, Fujifilm made the lens that many had asked for—an extremely excellent lens, too. But few purchased it. Why? Because it was large, heavy, and really expensive ($6,000!). Be careful what you ask for, because you just might get it.
Once bitten, twice shy. If the community asks for something and Fujifilm delivers, but then not many buy, do you think that they’ll continue to listen? If you asked for something and it came to pass, I feel you are obligated to put some skin in the game. What I see online, though, is the opposite. “Nobody asked for this,” is a statement that I’ve read a number of times now in comments on articles and videos about the X-E5. People are pretending that this isn’t the camera they requested.
Buckeye Motor Hotel – Buckeye, AZ – Fujifilm X-E5 – Summer Sun
I’ve had a front row seat to all those who asked for it, and it was a lot of people. Not a few; it was a ton. I cannot tell you how many times I read, “No IBIS, no buy.” And, “It better have the 40mp sensor!” I cannot count the number of times someone said, “I just want an interchangeable-lens X100VI.” You probably read those same statements, too. Like the Fujinon 200mm f/2 lens, some of those who asked for it are now pretending they didn’t.
The X-E5 will prove to be a popular model, and likely will be the all-time best-selling X-E camera. Those folks who had asked for it but are now pretending that they didn’t because it costs more money than they expected, their purchase is unnecessary for the success of this camera. Still, I find it frustrating when people say one thing, but, when push comes to shove, they do the opposite. If you advocated for this camera, don’t complain that they made it; instead, appreciate that they listened to you—otherwise, you risk ruining that Fujifilm actually listens to the community.
I’m reminded of the Fujifilm GFX100RF. There were people, mostly trolls, haters, and constant complainers, who were never going to be happy. They created a damned-if-you-do, damned-if-you-don’t situation for Fujifilm. If the camera didn’t have this or that, it was garbage for not having it; however, if it did have this and that, it was too big, heavy, and expensive. In the case of the GFX100RF, it didn’t have IBIS or an f/2 lens, so it was garbage. In the case of the X-E5, it does have IBIS and 40mp, but it costs significantly more money, so Fujifilm has lost the plot. Fujifilm can’t win; only the trolls win.
Of course, the real winners are those who grab their cameras—whatever those cameras are—and head out to photograph. Whatever people say on the internet doesn’t actually matter; what does matter is what you do in real life—the people you meet, and the pictures you create. You don’t need the latest gear to do that, you don’t need the Fujifilm X-E5. Most likely, whatever you already have is sufficient. Sometimes you do need new gear, should something break or maybe what you have isn’t ideal for your needs. Sometimes new gear can inspire you to pick up your camera instead of letting it collect dust. But, for the most part, you already have what you need. The excessive negativity on the internet is just nonsense, and is safe to ignore. And those trying to create a revisionist history of the X-E5 are being dishonest—I was there, and I remember what was said.
Ricoh just announced the GR IV. I know this is a Fujifilm blog, but a number of you have a Ricoh GR camera, and some even use my Ricoh Recipes, so this is related to a degree. The GR IV is very, very similar to the GR III, and yet completely revamped—new sensor, new processor, new AF, new lens, new IBIS, new body construction. It also comes with a new price tag: $1,500. I’m not sure if it’s enough of an update to be worth the upgrade from a GR III (especially at that price), but I have zero doubts that this will be a highly successful camera. It’s going to fly off the shelves. I preordered one, and will find out if the GR III/IIIx Recipes are compatible once it arrives in the mail.
I think this is a good reminder to Fujifilm that they should release a long-overdue successor to the X70. That was Fujifilm’s closest competitor to the GR (at the time, the GR II). I would love a more pocketable X-series camera ideal for street and travel photography. The Fujifilm X half is fun, and to an extent it can fill that void, but only to a small extent. I hope that Fujifilm does someday release a proper followup to the X70. Mark my words: it will be massively successful, one of their biggest hits.
Red Coast – Fort Bragg, CA – Fujifilm X-T4 ES – This new Aerochrome v2 Recipe
Last year, I started my infrared photography journey when I purchased a Fujifilm X-T4 ES full-spectrum IR camera. Since then, I’ve published seven infrared Film Simulation Recipes for the X-T4 ES, which can also be used on full-spectrum converted X-Trans IV (except the X-T3 & X-T30) and X-Trans V cameras. You must have a full-spectrum model to use these Recipes, which requires an expensive and invasive procedure from a third-party vendor; otherwise, the X-T4 ES (“Extended Spectrum”) is a full-spectrum camera briefly offered by Fujifilm to the general public (it’s very difficult to find, but in my opinion totally worth owning). If you have a “normal” (non-converted) camera, these Recipes will not work.
One camera that people have commonly converted (as common as it gets, anyway) is the Fujifilm X-T3. While the X-T3 is X-Trans IV, it has JPEG options more similar to X-Trans III—it’s missing some that are available on later X-Trans IV models. Because of this, my seven infrared Recipes won’t work on a full-spectrum converted X-T3 or X-T30. Dan Allan has a full-spectrum X-T3, and he really wanted to use my Aerochrome v2 Recipe, so he modified it to be compatible with his camera. It’s not 100% the same, but pretty close, and quite nice. Those with a full-spectrum converted X-T3 or X-T30 can now join the infrared Recipe fun!
Above Left: Original Fujifilm X-T4 ES Aerochrome v2 Recipe; Above Right: This new Aerochrome v2 Recipe for the X-T3/X-T30.
Dan was kind to share his modification with me (and all of you), and also allowed me to publish his wonderful photos in this article, which you’ll find below (thank you, Dan!). If you have an X-Trans III full-spectrum model, this Recipe will work by ignoring Color Chrome Effect, but it will render a little different (feel free to try, though). If you have a Fujifilm X-T4 ES—or an X-Trans IV (other than the X-T3 & X-T30) or X-Trans V camera that has been full-spectrum modified—this Recipe will work by choosing Grain size Small, Color Chrome FX Blue set to Off, and Clarity set to 0. Depending on your preferences, you might actually like this version a bit better. The blue sky is the most obvious difference (interestingly, it seems slightly less divergent in Dan’s pictures than in the set above), but there are other more subtle variances; however, the overall vibe is the same between the original Aerochrome V2 Recipe and the new version. This Recipe requires three filters: Kolari Vision IR Chrome filter, Hoya G(XO) Yellow-Green filter and Tiffen Yellow 2 #8 filter. The IR Chrome filter is intended for infrared photography, while the Yellow-Green and Yellow filters are for B&W film. I’m not sure if the order matters, but I have the Yellow filter first (closest to the lens), the IR Chrome next, and the Yellow-Green last (furthest from the lens).
Edit: Dan informed me that he has the IR Chrome filter first (closest to the lens), followed by the G(XO), and then the Yellow 2 #8 (furthest from the lens). He isn’t sure if the order matters, but it might. He also wanted to mention that his conversion was with Kolari, with their anti-reflection glass, which might have a minimal impact on the outcome vs the X-T4 ES.
Filters: Kolari Vision IR Chrome, Hoya G(XO) Yellow-Green & Tiffen Yellow 2 #8 Film Simulation: Velvia Dynamic Range: DR400 Grain Effect: Strong Color Chrome Effect: Strong White Balance: 5000K, +7 Red & +7 Blue Highlight: +2 Shadow: 0 Color: +4 Sharpness: 0 High ISO NR: -4 ISO: Auto, up to ISO 6400 Exposure Compensation: 0 to +2/3 (typically)
Example photographs, all camera-made JPEGs captured by Dan Allen using this Aerochrome v2 Film Simulation Recipe on his full-spectrum converted Fujifilm X-T3:
Full-Spectrum Fujifilm X-T3 & Aerochrome v2 Recipe — Photo by Dan Allen
Full-Spectrum Fujifilm X-T3 & Aerochrome v2 Recipe — Photo by Dan Allen
Full-Spectrum Fujifilm X-T3 & Aerochrome v2 Recipe — Photo by Dan Allen
Full-Spectrum Fujifilm X-T3 & Aerochrome v2 Recipe — Photo by Dan Allen
Full-Spectrum Fujifilm X-T3 & Aerochrome v2 Recipe — Photo by Dan Allen
Full-Spectrum Fujifilm X-T3 & Aerochrome v2 Recipe — Photo by Dan Allen
Full-Spectrum Fujifilm X-T3 & Aerochrome v2 Recipe — Photo by Dan Allen
Full-Spectrum Fujifilm X-T3 & Aerochrome v2 Recipe — Photo by Dan Allen
Full-Spectrum Fujifilm X-T3 & Aerochrome v2 Recipe — Photo by Dan Allen
Full-Spectrum Fujifilm X-T3 & Aerochrome v2 Recipe — Photo by Dan Allen
Full-Spectrum Fujifilm X-T3 & Aerochrome v2 Recipe — Photo by Dan Allen
Full-Spectrum Fujifilm X-T3 & Aerochrome v2 Recipe — Photo by Dan Allen
Full-Spectrum Fujifilm X-T3 & Aerochrome v2 Recipe — Photo by Dan Allen
Full-Spectrum Fujifilm X-T3 & Aerochrome v2 Recipe — Photo by Dan Allen
Full-Spectrum Fujifilm X-T3 & Aerochrome v2 Recipe — Photo by Dan Allen
Full-Spectrum Fujifilm X-T3 & Aerochrome v2 Recipe — Photo by Dan Allen
Full-Spectrum Fujifilm X-T3 & Aerochrome v2 Recipe — Photo by Dan Allen
Full-Spectrum Fujifilm X-T3 & Aerochrome v2 Recipe — Photo by Dan Allen
Full-Spectrum Fujifilm X-T3 & Aerochrome v2 Recipe — Photo by Dan Allen
Full-Spectrum Fujifilm X-T3 & Aerochrome v2 Recipe — Photo by Dan Allen
A reader messaged me recently with a confession: while camera shopping the other day, the top factor wasn’t megapixels, ergonomics, battery life, AF speed, size, or any other spec sheet headline. It was how the JPEGs look straight-out-of-camera—the aesthetics of the pictures—and how easy or difficult it is to get that look. Five years ago that might have sounded odd. Today it’s normal.
Fujifilm grasped years ago that “look” is a feature, not a garnish. Their Film Simulations aren’t just color presets; they’re carefully engineered tonal behaviors—contrast, colors, hues—that feel intentional, and are cohesive across the lineup. Fujifilm used their vast experience with film to create their Film Simulations, which is why their camera-made JPEGs are so good. Photographers talk about “Fuji color” like it’s a place you can visit, not just a slider position in a photo editor.
Coastal Mist – Elk, CA – Fujifilm X-T5 – Velvia Film
Film Simulation Recipes fine-tune those Film Simulations into aesthetics that oftentimes replicate classic film stocks. By adjusting the various JPEG settings, you can achieve many different looks straight-out-of-camera: Kodachrome 64, Kodak Gold 200, Fujicolor Superia 100—these are just a few examples. I’ve published over 400 Film Simulation Recipes, found on this website and in the Fuji X Weekly App. Most likely there’s a Recipe that matches your style. As my newest catchphrase says: Shoot more, edit less, and let your camera be your darkroom.
Fujifilm makes it easy to achieve a lot of great (often analog-like) looks. You can reduce or even eliminate post-processing, which saves a lot of time (and quite literally changed my life—no hyperbole). A computer is no longer required. While Fujifilm is head-and-shoulders above the competition when it comes to in-camera JPEG processing, there are other brands that are also good, and worth considering. Ricoh GR cameras, for example, are capable of some excellent straight-out-of-camera looks. There are Nikon Recipes, and Panasonic has LUTs. Leica added a few more profiles, and Sony recently added two more FL (“Film Look”) options. Each has advantages and disadvantages.
Fujifilm is clearly in the lead, but since other brands have taken notice, they shouldn’t feel too comfortable. They need to continue to innovate, with more in-camera looks, more customization, but also more simplicity. Remember: our friend was just as interested in the ease of achieving looks as much as the looks themselves, and to an extent some of the competition actually has a leg up on Fujifilm. It’s easy to overlook the importance of simplicity, but it’s just as critical as robustness—those might seem like contradictory terms, but they’re not.
White Bridge across Pond – Charleston, SC – Fujifilm X-E4 – Pacific Blues
There’s another aspect to all of this that needs to be discussed, and that’s the point of diminishing returns. Eventually, spec increases mean less and less. At some point, a camera is more than fast enough, and speed increases are unimportant to most people. The megapixels are more than enough, and increases in resolution are meaningless to the majority of customers. Etc., etc.. There might even be negative side effects to these improvements, which could make them seem regressive to some. This is known as the Inverted U Curve. I think a lot of aspects of digital camera technology are nearing (or have already reached or even surpassed) the peak of the curve, which means that they’ll be less effective as marketing ploys. This provides the opportunity for other things that have traditionally been ignored to take center stage. This is why more and more, the JPEG output is a deciding factor—and in some cases, the deciding factor—in new camera purchases.
If you catch yourself picking a camera because you love how it renders the world, don’t feel silly. That’s not laziness; it’s clarity. It’s normal. Specs used to be the destination; today, for many, they’re just the road—the destination is the look. With Fujifilm’s Film Simulations and my Film Simulation Recipes, it’s never been easier to reach your destination.
A common question I get is, “Which Fujifilm X-series camera should I buy?” With so many options, it can be difficult to figure out which one is right for you. Some models are quite alike, with overlapping features and similar price points, which can be confusing—especially if you’re new to the system. Each camera in Fujifilm’s lineup has its own role to play, and understanding that role makes it much easier to choose the right one for you. To help you out, I’ll break down each X-series camera below and explain its purpose in the lineup—what it’s best at, who it’s for, and why Fujifilm made it. With that foundation, you’ll be better equipped to make your decision.
Fujifilm X-H2s
The Fujifilm X-H2s is Fujifilm’s most premium X-series camera—the flagship model. It’s designed for speed, which makes it the most ideal option for videography, as well as sports and wildlife photography. It’s the only X-series camera—and only APS-C camera—with a stacked sensor, which allows it to be faster than other models. Interestingly, a large majority of the official Fujifilm videos (found on their various YouTube channels) are filmed on this camera—if you want to know what you can do with it cinematically, there are tons and tons of excellent examples online. Because the X-H2s is the top-of-the-line option, it is also the most expensive at $2,799 (after the recent price increase across the Fujifilm lineup).
A couple of possible downsides to the X-H2s are that it’s the largest (along with the X-H2, which shares the same body), which might make it less ideal for travel or walk-around photography, and it doesn’t have the traditional tactile exposure controls that Fujifilm is known for. This is a PASM model that’s specifically intended to be appealing to those coming from Canikony brand cameras, who might not appreciate Fujifilm’s retro-styled bodies. It’s weather sealed and has two card slots (one for CFexpress Type B). The rear LCD screen is vari-angle, and can twist many directions. I find it fascinating that camera reviewers often compare the X-H2s to full-frame models; those are somewhat unfair apples-to-oranges comparisons, but you see it often, which just goes to show that this camera punches above its weight class.
If you really need speed, the Fujifilm X-H2s is your best bet. It’s the top X-series option for video, sports, and wildlife. This is the most “pro” camera in the lineup, if that’s important to you. I have never used this camera personally.
Fujifilm X-H2
The Fujifilm X-H2 is nearly identical to the X-H2s. The main difference is that, instead of a 26mp stacked X-Trans V sensor intended for speed, it has a 40mp non-stacked X-Trans V sensor intended for resolution. It’s not quite as quick as the “s” version, so it’s not as ideal for video, sports and wildlife; however, it’s still snappy, and still excellent for those situations—it’s a great hybrid camera. You simply trade a little speed for megapixels, while saving $600. You get basically the same camera for significantly less money. If you need the fastest X-series model, the “s” version is the one to get; if not, the X-H2 is quite compelling, especially if you are moving over from one of the “big three” brands. I have not used the X-H2 personally.
Fujifilm X-Pro5
There is not currently an X-Pro5. The last camera in this series was the X-Pro3, released in 2019 and discontinued in 2022. A successor is overdue, and likely to come next year (my prediction is in the spring, but that’s merely a guess). Nothing is known about the camera (not even the name… “X-Pro5” is speculation); however, it probably won’t be too dissimilar from other X-Pro models. The X-Pro series offers classic rangefinder styling, a hybrid EVF/OVF, and durability (other than the rear LCD cable on the X-Pro3… that’s another story, and probably why that camera was discontinued). X-Pro is top-of-the-line out of all the retro-styled X-series models. These cameras are beloved, they’re classics—the Leica of Fujifilm, so to speak. There’s not much to say about it at this time other than it’s coming someday, and it will likely be over $2,000 (maybe well over) when it does come. I wouldn’t be surprised if Fujifilm kicked off the sixth generation with this camera. Whenever it is released, you’ll know, because it will definitely make headlines. The picture above is of an X-Pro1.
Fujifilm X100VI
The X100 series is legendary. It’s probably the most iconic Fujifilm line, with a beautiful retro rangefinder design, including a hybrid OVF/EVF. Pairing the 40MP X-Trans V sensor with a fixed 23mm (35mm full-frame equivalent) f/2 lens, the X100VI is perfect for street, travel, and documentary photography. This iteration is the first in the series to have IBIS. The leaf shutter, built-in flash, and built-in ND filter are three especially great but often overlooked features. The X100VI is compact and discreet, yet eye catching—no wonder it is the most viral camera of all time!
Because you cannot change the lens, this camera is not for everyone; however, it can inspire you to see differently because you’re limited to one focal length, which can force you to think more creatively. The Fujifilm X100VI is my “desert island” camera—if I could only have one model for the rest of my life, it would be this one. With that said, I find that the X100-series tends to pair really well with an interchangeable-lens model, for when the 35mm-equivalent focal length just isn’t the right choice. The X100VI isn’t a point-and-shoot; it’s a premium compact, which is reflected by the $1,799 MSRP (after the recent price increase).
Fujifilm X-T5
If there’s one quintessential interchangeable-lens Fujifilm camera, it’s probably the X-T5. It closely embodies Fujifilm’s retro styling and tactile controls, while packing in their latest 40mp X-Trans V sensor and processor. You get IBIS, a three-way tilting LCD, dual card slots, and weather sealing—all in a body that still feels compact. It’s basically an X-H2, but smaller, lighter, better-looking, and cheaper. This is a premium stills-centric model, yet it’s no slouch when it comes to video capabilities. A lot of comparisons have been made to the Nikon Zf, which is a full-frame camera (not necessarily a fair equivalence), yet the X-T5 holds its own pretty well, (again) punching above its weight class.
The X-T5 is a workhorse that can do a bit of everything. It seems well suited for landscapes, portraits, travel, etc., etc.. I used this camera extensively for about a year-and-a-half, then my wife, Amanda, used it for a year (mostly portraits, theater, and video), and now I have it back, and am enjoying photographing with it again. As a stills-centric yet good-for-everything camera, it’s easy to recommend. With an MSRP of $1,899, it’s under 2K but definitely not cheap.
Fujifilm X-T50
The Fujifilm X-T50 is the little brother of the X-T5. It has the same sensor, processor, and IBIS—it’s basically the same internally as the X-T5 and even the X-H2—but lacks weather sealing and dual card slots. It’s smaller and lighter, with a little more plastic. This was the first camera with a Film Dial, which adds a bit of aesthetic versatility, and is great for exploring which Film Simulations you might like best. This is Fujifilm’s mid-range retro SLR-styled camera, but is just as capable as the higher-end X-T5.
Because this camera is smaller and lighter, it’s a little better for travel or walk-around photography. The X-T50 is a bit more beginner or enthusiast orientated than the X-T5, but you can grow with it, since it’s just as capable as the higher end model. At $1,699, it’s only a little cheaper than the X-T5. If size and weight are a priority, that might be a reason to choose this camera, or if you want a slightly less complicated camera; otherwise, the X-T5 is the better option. I really like the X-T50 personally, particularly because of the Film Dial.
Fujifilm X-E5
The Fujifilm X-E5 is the newest X-series camera. It’s basically an X-T50, but in an X100VI-like body. It’s as close as you’re going to get to an interchangeable-lens X100VI, especially when paired with pancake lenses. It’s Fujifilm’s smallest camera with an EVF, which makes it especially great for travel photography, or just everyday carry. It’s also the only model where you can program up to 11 Recipes into it. The X-E5 is the most premium camera in the X-E series, and is solidly mid-tier, with improved build quality over its predecessor. I have no doubt that this will be a big hit, even with the $1,699 price tag. If you like retro rangefinder styling, this is the interchangeable-lens camera to buy.
Fujifilm X-S20
The Fujifilm X-S20 is the little brother of the X-H2s. It’s a hybrid model that’s especially good for video, but is no slouch for stills. It uses the “old” 26mp X-Trans IV sensor paired with the new X Processor 5. It is not weather sealed and has only one card slot. It’s not necessarily retro styled, and lacks the traditional tactile dials found on most Fujifilm models; instead, it has PASM controls similar to the X-H2s and X-H2, and it has an articulating rear LCD screen. It’s intended to be appealing to those coming from Canikony brand cameras. It only has C1-C4 and not C1-C7 like many other Fujifilm cameras, for those who use Film Simulation Recipes. There are two X-S20’s in my house: one belongs to my wife, Amanda, and the other belongs to my son, Jonathan. They both really love it—in fact, my wife chose the X-S20 over the X-T5. At $1,599, this is a mid-tier camera, but it is slightly more affordable than the X-T50 and X-E5.
Fujifilm X-T30 II / X-T30 III
The current entry-level X-series camera with an EVF and retro tactile controls is the Fujifilm X-T30 II. It has the 26mp X-Trans IV sensor and X Processor 4; however, it was the very last fourth-generation model, so it does have some options that the earlier 4th-gen cameras lack, making it seem a bit less dated. At $999, it is definitely more affordable than the options above, making it a compelling choice, and probably the best overall value right now—a great beginners camera. It doesn’t have IBIS, and may not be the best option for video—although, with a gimbal or tripod, it’s certainly capable of recording quality clips.
The X-T50 was not this camera’s successor, but a whole new highly similar line that is a bit more premium. Fujifilm is about to replace the X-T30 II with (what will likely be called) the X-T30 III. Because of this, the X-T30 II can be a bit tough to find in-stock, as I believe Fujifilm has stopped production of it. If you want the best affordable Fujifilm camera, be sure to buy an X-T30 II—that is, if you can find one. Fujifilm is expected to announce the X-T30 III later this year, likely in the fall. I anticipate it being nearly identical to the X-T30 II, just with the new X Processor 5, possibly with a Film Dial like the X-T50, and perhaps a couple hundred dollars more expensive. In all likelihood, the X-T30 III will be the last fifth-generation X-series camera.
Fujifilm X-M5
The Fujifilm X-M5 is the bargain basement entry-level X-series camera, with an MSRP of $899. It has a striking rangefinder-like retro design, but lacks traditional tactile controls (it has PASM instead) and lacks an EVF. It’s the smallest and lightest interchangeable-lens model in the lineup. Like the X-S20, it pairs the 26mp X-Trans IV sensor with the X Processor 5. It’s touted as a hybrid camera that’s excellent for video, but it lacks IBIS. In a sense, X-M5 is the little brother of the X-S20, and in a sense it’s the X-E5’s smaller sibling. If you have a tight budget or if you prioritize size and weight, this camera might be for you. Between this and the X-T30 II, if you are primarily a videographer, the X-M5 is your best bet, but if you are primarily a stills photographer, I recommend the X-T30 II. It seems like a good option as your very first camera, or else as a second camera for when your larger model isn’t ideal. I’ve never used the X-M5 personally.
Fujifilm X half
Last and maybe least is the Fujifilm X half. This is technically an X-series camera, but it’s not X-Trans, and isn’t APS-C, either. It has a 1″ Bayer sensor orientated vertically, with a fixed 32mm-equivalent f/2.8 lens. It’s essentially a digital version of half-frame cameras, like the Fujica Half, Olympus Pen, Kodak H35N, and Pentax 17. The X half has as much in common with the Instax Evo line as it does the X-series, and bridges a gap between the two systems, with a foot in both camps. It’s a heck-of-a-lot of fun, but definitely less serious than all of the options above. This could be a toy for the photographer who has everything, or a casual camera for events and vacations, or a first camera for your child that shows an interest in photography. You’re unlikely to capture portfolio-worthy pictures with the X half, but for social media or scrapbooks, this camera is quite excellent. Both my wife and I enjoy using it (and have fought over it), but neither of us would chose it as our primary model. At $850, it’s a bit expensive for what it is.
Conclusion
If you’re still unsure which Fujifilm cameras are right for you, let me break it down even more simply. If you are coming from one of the big three camera companies and want the easiest transition, you’re going to look at the X-H2s, X-H2, and X-S20. If you are primarily a videographer, you’ll want to consider those same three cameras, and I’ll throw in the X-M5 if you are on a tight budget. If you simply want the best-of-the-best, the X-H2s, X-H2, and X-T5 are your top options (and the next X-Pro, whenever that comes out). If you are primarily a stills photographer, the X-T5 is top-of-the-line (the next X-Pro will be, as well), the X-T50 and X-E5 are nearly as good (and smaller), and the X-T30 II is the best bargain. The best looking cameras are the next X-Pro (assuming that Fujifilm doesn’t change much), X100VI, and X-E5. If you don’t want to invest in a whole system, and just want to dip your toes into the Fujifilm world, the X100VI is what you should buy. If you don’t have a lot of money to spend, the X-T30 II and X-M5 are the two cameras you need to consider. If you have large hands and/or plan to use long lenses, the X-H2s, X-H2, and X-S20 have the best ergonomics, and I’ll throw in the X-T5 as a bonus. If you want small and lightweight, look at the X-M5, X-E5, X100VI, and (of course) the X half. If you want the most enjoyable, the X half, X100VI, X-E5, and the next X-Pro are the ones to consider. I’m sure I’m missing some situations, but I hope this provides clarity for some of you who are trying to decide which camera to purchase, and are just unsure.
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Pacific Vista – Elk, CA – Fujifilm X-T4 ES – Aerochrome v2
I’ve been asked about infrared photography quite a bit lately, especially after sharing pictures captured with my full-spectrum Fujifilm X-T4 ES and the Aerochrome v2 Film Simulation Recipe on Instagram. Infrared is a fascinating genre of photography because it allows you to See Beyond the Visible™ (someone should trademark that…) by capturing light that your eyes can’t see. The results can be stunning and surreal. It’s definitely abstract, but in the best way possible.
Infrared photography is not new. It dates back to the early 1900’s, when special emulsions made it possible to record wavelengths just beyond visible light. At first, infrared film was used primarily for scientific and military purposes. In the 1940s, Kodak developed Aerochrome, a color infrared film designed for aerial reconnaissance. Soldiers could spot camouflaged objects because foliage would render in vivid reds and pinks, while man-made materials appeared in other colors. Artists later adopted Aerochrome for its unique false-color palette, using it to transform ordinary landscapes into psychedelic dreamscapes. Jimi Hendrix Are You Experienced? and Frank Zappa Hot Rats album covers brought infrared photography a bit more into the mainstream in the late-1960’s. While it was always a niche genre, infrared photography became less popular in the 1990’s, forcing Kodak to scale back production of their IR films. The rise of digital cameras was the final nail in the infrared film coffin.
Bird, Watching – Bodega Bay, CA – Fujifilm X-T4 ES – Aerochrome v2
Kodak discontinued Aerochrome production in 2009 (they continued to sell their stock for another two years, until they ran out). Nowadays, color infrared film is very difficult to find, and extremely expensive when you do find it. Digital cameras, however, opened up new possibilities. Modern camera sensors are inherently sensitive to infrared light, but an internal filter blocks it. By removing that filter—what’s called a full-spectrum conversion—you can once again see and photograph the invisible. The Fujifilm X-T4 ES (“Extended Spectrum”) is a factory-modified, full-spectrum version of the X-T4, and it’s perfect for exploring infrared photography. B&H had some available for purchase, but you had to inquire either over-the-phone or in-person; however, it’s now listed as discontinued, so they’re likely all sold out.
I have three Aerochrome Recipes for X-Trans IV and X-Trans V full-spectrum infrared cameras: Aerochrome v1, Aerochrome v2, and Aerochrome v3. Each mimics a different possible aesthetic of the film to various degrees. Of the three, Aerochrome v2 is my personal favorite. The Recipe was created specifically for full-spectrum Fujifilm cameras (particularly the X-T4 ES) paired with specific filters—in this case: Kolari Vision IR Chrome, Hoya G(XO) Yellow-Green & Tiffen Yellow 2 #8. It’s intended to replicate the look of Kodak Aerochrome, with pink/red foliage and cyan skies—delivering bold, dreamlike colors. Like all Fuji X Weekly Recipes, the goal is to get the desired aesthetic straight-out-of-camera. No lengthy editing sessions required; just program the settings, attach the right filters, and shoot.
Pacific Dusk – Elk, CA – Fujifilm X-T4 ES – Aerochrome v2
I’ve used the Aerochrome v2 Recipe in a variety of locations—from the White Sands National Park in New Mexico to the streets of Philadelphia—and each time I’m amazed at how it transforms a scene. I especially love using it at the coast, which I was doing just last week (and where I photographed the pictures in this article). The way it renders foliage is stunning, and the overall color palette is wonderfully surreal. It’s a creative tool that makes you see the world differently.
If you want to dive deeper into infrared photography, go get yourself a full-spectrum converted camera, or have one you already own converted. The Fuji X Weekly App includes full-spectrum Recipes; in addition to the three Aerochrome options, you’ll find PurpleChrome, Cotton Candy Chrome, and Agfa 400S. Whether you’re chasing the look of discontinued films or just exploring unseen light, there’s likely a Recipe to suit your style; if not, I’m sure I’ll create several more over the coming months and years.
Infrared photography lets you step into a hidden world—one where the ordinary becomes extraordinary. With the right Fujifilm cameras and Film Simulation Recipes, you can experience the excitement of seeing beyond the visible yourself. No channel swaps or extensive edits. You can achieve the look straight-out-of-camera, just like Aerochrome shooters did decades ago… only now, you don’t need a darkroom (or patience as your film is at the lab), just a little curiosity and the right settings.
I’m really excited, because I just published my first YouTube video in over a year! You might not be aware that Fuji X Weekly has a YouTube channel, but it does. I published two videos (not including Shorts) in 2024 (here and here), and three in 2023 (here, here and here). Those were a lot of fun, but YouTube videos are so much work. They take hours and hours and hours to create from start-to-finish. A good estimation—for those channels without a team of people—is one or two (or sometimes more) hours of editing for every minute of video published. That’s not including the time it takes to record the clips.
The video that just went live is a roadtrip to the Mission San Xavier del Bac in Tucson. This is the oldest still-used building in Arizona, and the oldest church. It’s where the city started (even though now it’s a little outside of town). The mission is a popular location for photography, and even Ansel Adams photographed it. I used 11 different Film Simulation Recipes on a Fujifilm X-E5. The adventure gets a bit wild, so hang onto your proverbial hats. I’ve included the video below—be sure to watch!
We tried a little different style for this new video. It’s a bit more relaxed, but hopefully entertaining. It gets a bit silly at times. Amanda (my wife) filmed it all using her Fujifilm X-S20 and Fujinon 16-50mm f/2.8-4.8 lens and an upcoming Recipe for video (look for more details on that in the near-ish future). She also did almost all of the editing. There were some technical difficulties; hopefully a new mic will help alleviate some of the issues on future projects. This is also the longest video we’ve ever published, nearly three times longer than the previous longest. A big hurray for Amanda and all the work she put into it!
Even though I have published videos very infrequently over the last few years, the channel has (surprisingly) grown and grown. There are over 17,000 subscribers currently. Four of the last five videos have over 10,000 views, and two have over 16,000. That’s not bad for a barely-there channel. My hope with this new upload is to kick-off a restart of sorts. While I can’t promise anything, my goal is to publish new videos regularly, and not let so much time pass between them. But, in the meantime, I hope that you enjoy this one.
Old Church – Tucson, AZ – Fujifilm X-E5 – Classic B&W
I love black-and-white photography. Kodak Tri-X 400 is my favorite monochromatic option, and (unsurprisingly) it’s by far the most popular B&W Recipe. For whatever reason, color Film Simulation Recipes tend to be a lot more popular than monochrome, so there are quite a few more of them; however, I really enjoy publishing a good B&W Recipe, and I’m quite excited about this one in particular. It’s really good, in my humble opinion.
The story behind this Classic B&W Recipe is unusual. While leading a photowalk in Manitou Springs, Colorado, with Mike’s Camera, someone asked me to explain the process of creating a Recipe. So I walked him through the process right there in Manitou Springs on a Fujifilm X-E5, and created this JPEG settings combo while doing so. I remember thinking that it looked nice, but pretty much forgot about it until after I returned home and reviewed the photos. After using it a little more, it quickly became one of my favorite B&W Recipes. Kodak Tri-X 400 still ranks a little higher in my book, but this one is easily a Top 5 for me.
Coffee – Tucson, AZ – Fujifilm X-E5 – Classic B&W
While I only used this Classic B&W Recipe on a Fujifilm X-E5 and X100VI, it is fully compatible with X-Trans IV (except the X-T3 and X-T30) and X-Trans V cameras. For those keeping score, that’s (as of this writing) the X-Pro3, X100V, X-T4, X-S10, X-E4, X-T30 II, X-H2s, X-H2, X-T5, X-S20, X100VI, X-T50, X-M5, and X-E5. You can also use this on the latest GFX cameras, including the GFX100S, GFX100 II, GFX100S II, and GFX100RF. For the Fujifilm X-T3, X-T30, and X-Trans III models, consider trying the Analog Monochrome Recipe, which isn’t too dissimilar.
Film Simulation: Acros+G Monochromatic Color (Toning): WC 0 & MG 0 (Off) Dynamic Range: DR200 Grain Effect: Strong, Large Color Chrome Effect: Off Color Chrome FX Blue: Off White Balance: Incandescent, -9 Red & +9 Blue Highlight: +3 Shadow: +4 Sharpness: +1 High ISO NR: -4 Clarity: +3 ISO: Auto, up to ISO 12800 Exposure Compensation: 0 to +2/3 (typically)
Example photographs, all camera-made JPEGs captured using this Classic B&W Film Simulation Recipe on a Fujifilm X-E5 and X100VI:
Monochrome Umbrella – Buckeye, AZ – Fujifilm X100VI
Empty Chair in a Dark Room – Litchfield Park, AZ – Fujifilm X100VI
Lonely Chair – Buckeye, AZ – Fujifilm X-E5
Hanging Shadows – Buckeye, AZ – Fujifilm X-E5
Grey Odadiuc – Buckeye, AZ – Fujifilm X-E5
Shadow Abstract – Litchfield Park, AZ – Fujifilm X100VI
Suburban Palm Shadow – Buckeye, AZ – Fujifilm X100VI
Coffee Cups – Tucson, AZ – Fujifilm X-E5
In the Raw – Tucson, AZ – Fujifilm X-E5
Facing North – Tucson, AZ – Fujifilm X-E5
Horse on a Ledge – Buckeye, AZ – Fujifilm X-E5
Baldwin 2 – Manitou Springs, CO – Fujifilm X-E5
Mission Church – Tucson, AZ – Fujifilm X-E5
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