Fujirumors recently conducted a survey of the “best” and “worst” Fujifilm-related gear released in 2025. This included Fujifilm cameras—specifically, the X-E5, X-T30 III, X half, GFX100RF, and GFX Eterna 55—as well as lenses, including third-party lenses. Instax was in the list, too. The survey had two questions: which was the best, and which was the worst. The insinuation in the body of the article was that whatever product was chosen as the “worst” would be considered a flop.
No surprise to me, the Fujifilm X-E5 was ranked as the “best” Fujifilm-related product of 2025, receiving nearly 40% of the votes. It’s an excellent camera that’s been pretty well received. A strong argument can be made that the GFX100RF or Eterna 55 are technically the best, but the majority of those voting are likely not in the GFX system. The X-T30 III will probably end up selling more copies than any of the other cameras, which doesn’t necessarily make it the “best” only the best selling due to having the best value. It’s all subjective.
Above: Various pictures captured with the Fujifilm X half
The Fujifilm X half far and away received the most votes for “worst” Fujifilm-related product, receiving 50% of the responses. I’m not surprised because the survey was on Fujirumors, and the X half is largely not intended for the market that audience generally is. Just like I’d be shocked if the Instax Mini LiPlay won best product on that site, while it wouldn’t be shocking at all if it did so on an Instax-centric website.
The primary customers of the X half are not those in X-series; it’s those with an Instax camera, those who shoot film on a retro point-and-shoot, those who like digicams, and those who have an interest in photography but have no interest in using a mirrorless or DSLR model. They want film-like results without fuss. I would bet that two-thirds of those who have bought an X half don’t own and have never owned an X-series camera, aside from their new X half. If we were to revisit this in a couple of years, I would wager that the X half was the gateway into the X-series for thousands of people, which is exactly what the purpose of that camera is. Someone buys the X half today, next year they buy an X-T30 III or X100VI or something like that.
Above: Various pictures captured with the Fujifilm X half
The question, of course, is this: does that make the X half the worst Fujifilm-related product of 2025? If it’s successful at bringing in new customers, particularly an often overlook subset of potential customers, isn’t that good? I don’t know exactly how well the X half is or isn’t selling, especially since those statistics are hard to come by. Apparently, it was the number one selling camera in Japan over the summer, significantly outselling the second most popular. After talking with a few different camera stores, it seems to be doing well, but the camera is not nearly as hot as the X100VI or even the X-E5. I hear that it’s more popular in Asian markets than in Europe or America, so maybe that explains it.
I can tell you this: I have an X half, and it was my most-used camera on an RV roadtrip up the Atlantic coast over the summer. It’s fun for casual snapshots, and was perfect for documenting our journey. My wife and I both use it, and sometimes we fight over it. With that said, it will never replace my X-T5 or X-E5 or X100VI or any other model. It’s not that type of camera. It’s going to give you the “worst” image quality of any current X-series model, but in the best way possible. So maybe it is the worst Fujifilm-related product, but that’s what makes it great. And it’s definitely not a flop, it’s just intended for a different group of people than the usual suspects, which certainly can be a great way to expand market share.
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Fujifilm X half in black:
Amazon, B&H, Nuzira
Fujifilm X half in silver:
Amazon, B&H, Nuzira
Fujifilm X half in charcoal:
Amazon, B&H
A friend who works for Fujifilm gave me an X Half to play with. That was a month ago and I still haven’t taken it out to try.
Definitely give it a try. Probably the most fun camera I own.
I don’t have any experience of half frame film cameras, so apologies if I have misunderstood the purpose of the X half frame digital camera, but has Fujifilm just made the X half camera to reflect what the film version was all about ?
If so then I don’t understand that, as half frame for film made sense because, presumably, you could get twice as many pics to a roll of film. Is there a point in doing that for a digital sensor that can hold 1000s of pics on a memory card and all with no developing cost? Different to 36 exposure on a 35 mm roll of film. I imagine that was a good advantage to have.
As I say, I could have it all wrong.
You’re thinking too deeply. It’s simply film-like results made easy. The vertical-orientated sensor was inspired by half-frame cameras, but also because Gen-Z is taking tall photos a lot more than wide photos, thanks to the phone (I suspect that vertical sensors will appear more and more for this reason). The pictures from the X Half are much more similar to 110-film than 35mm. If you can accept it for what it is and forgive it for not being what it’s not, it’s so much fun, and very enjoyable to use. Like I said, even though I had my X-T5, X100VI, and GFX100S II, the camera I used the most on my summer vacation by a long shot was the X Half, because it was perfect for that role.
Half frame is kind of silly marketing hype, but I think there are two aspects of this camera’s design which made sense.
First, there’s the vertical orientation, akin to half-frame film cameras, which is a potentially fun novelty. A different perspective, literally.
Second, using a small sensor can make a camera smaller and cheaper. And to some extent the Xhalf does that. It’s a lot smaller than any X-Mount camera, and somewhat cheaper. Personally, I don’t find the specs worth the price, just by a little bit, but no denying that even at $850, it is a lot cheaper and smaller than an x100.
Again, I don’t find it compelling in fact, even if the core idea had a lot of promise.
It is a bit silly, but I think Fujifilm was looking for an analog-esque excuse for the tall sensor. They were the first to do it, and I wouldn’t be surprised at all to see more give it a try in the coming years, because the younger generations photograph (and videograph) tall much more often than wide. For Fujifilm, I think it was important to them to make it “film like” in some way (not just do it to do it, but to have a “classic” reason for doing it), so “half frame” and diptychs are what they identified as the analog-like approach they could emulate.
I saw that the X half was recently on sale (it might still be, I’m not sure) for $650, which is probably the “right” price for the camera. I’ve been hoping to see it drop by a little as the dust settles on inflation and tariffs.
all plastic body and the notorious plastic lens.
A true riff off from Fuji royalty.
The body is mostly plastic (seems sturdy, though), but the lens is glass. It has 6 elements in 5 groups, including 3 aspherical elements. I’m not sure what you mean by “notorious.”
Don’t feed the troll Ritchie
🤣
I know. Usually I’m better. 🤣 🤣
I have had, over the years, an x-pro2, an x-pro3, an early x100 and an x-t5; and I absolutely love my x-half. It came with me on a roadtrip around Argentina and ended up being the only camera I used. It’s small, inconspicuous, easy to carry in one hand all day and is much easier to use than a phone for taking quick shots.
Exactly! It’s so great for that.
So do I!!
I’ve had xpro1, 2 and xe1 and4, and x100s.
During last holidays, the only one that came with us was the xhalf, and enjoyed it enormously.
Also, we’ve printed up to a4 without flaws.
So far, an absolute keeper.
I hope fujifilm will work in the succesor, in a couple of years.
I’m definitely curious what a successor might look like. I’m hoping for an improved flash and/or hotshoe.
As discussed with Eric Bouvet during the Fujikina Brussels event in May, we both love the X-Half. Brilliant idea and concept from Fujifilm.
And the X-Half app goes very well with it. To get at last back a virtual contact sheet.
I would love a firmware update on the X-Pro3 to get such an app with it’s (infamous) hidden screen.
You shoot without it, only OVF mode, do a roll like the X-Half, then upload the results with a preview like a contact sheet that’s offer the X-Half app.
That would just be brilliant !
On trying out during the event, we both agreed along many other fellow X-photographers present that the current asked by Fujifilm is way too high.
A big deterrent for all us.
I’m also not happy about the viewfinder which on my test copy was not right (parallaxe issue) along having the blinking led just nearby your eye. Design and construction issue for me.
The viewfinder could have more features too. Just simple ones considering the price of the camera.
SmallRig is offering a beautiful optical flashcap view finder, which is working way better.
It came out with the X-Half.
I would use it instead, as the built-in is bad. I hope other copies do not have the issue, what about yours Ritchie?
But definitely, the X-Half is worth a try. It is limitating on purpose.
I remember still my very first film camera: a small plastic russian rangefinder but it’s lense was very well made glass. No light meter, no speed setting nor aperture. The settings where sun, cloudy for speed and tree or face for distance / aperture. Setting the ISO (ASA) was by putting the film inside, and using the brand help light setting (sunny day rule) hound inside the film package like Kodak was doing on its consumer film like Kodak Gold.
I learn photographying as a boy thanks to this marvelous simple camera.
The X-Half reminded me instantly of this little Russian film camera.
The X-Half is smaller, and compared is packed of a lot of feartures!
But once setup for a roll, well the X-Half just behave like my Russian camera. Brilliant in the digital age, and for those younger generations who did have the chance like me to experiment film like this.
It is good to have limitations, as said Eric Bouvet too and during his workshops over the event, using only the X-Half…
I will get the X-Half for sure, when it’s price will be… half of the current price! Might drop quickly next year in Europe and when the hype of the novelty will be gone. I hope for next summer sales period or next Black Friday ok 2026.
If not second hand in mint condition (looking for the charcoal version 😉).
Definitely keep an eye out. I bet prices on used models will be lower in certain markets at some point. I see a used Charcoal on MPB in America for $645, which is probably how much the camera should cost new.
Indeed will do!
Thought 645$ or € is still too high for me. Let’s see how it goes. The SmallRig optical viewfinder will look nice on the one I might be able to pick up along the other accessories that provide SmallRig fir the X-Half.
I can make a case for it based on competition. X-T30iii and a new kit lens isn’t super exciting, but it’s a solid camera. There’s a bog standard Instax update in the Mini41. There’s a few 3rd party lenses that maybe don’t appeal, but it’s just good that there are as many 3rd party lenses. A random 3rd party 25/1.8 is so middle of the road that it seems hard to be “worst.”
However, the Xhalf is a tad disappointing. Price is painful (not necessarily unfair, it just hurts), due to the double whammy of inflation and tariffs. Speed (at least in initial reviews) was a tad low. It’s got a leaf shutter but no real flash or hotshoe to connect a real flash. The thing that really frustrated me, however, was the trimmed down JPEG control options and lack of RAW. A Fuji with full-power Film Simulations, but gaining a tiny body and lower price through the compromise of sensor size? I think that’s a great tradeoff in theory.
I love the idea of the Xhalf, and the vertical sensor would be a tonne of fun to play with in a pocket camera. It’s a toy camera, but toys are fun to play with. I know it would be sweet to own one, but it just wasn’t quite good enough, plus the painful price at a time when personal circumstances mean I shouldn’t be spending so much on at most a B-camera.
That said, I know a lot of folks on the poll were just “small sensor bad” trolls about it. In the end, I actually voted Xhalf as best and 23/2.8 as the worst (the 27/2.8 and 23/2 make it somewhat irrelevant,
when a 23/2 v2 or 18/2 v2 would have been much more useful to the lineup).
I have a few other quibbles. I worry the lens is too wide for vertical, and something closer to the field of view of a Pentax 17 (a bit tighter than 35mm) is more natural, given how much sky is in the frame.* I figure the aperture ring is actually kind of pointless. Depth of field is going to be so deep even at f/2.8, and diffraction is going to come in so soon that aperture is far less important a control point than on a larger sensor camera. Shutter speed, however, would be quite handy.
*To some extent, I think it’s worth not applying crop factor to half frame cameras with vertical orientation. Your vertical field of view on something like the Pentax 17 is the same as a 24mm lens in landscape orientation. That’s a lot of height in the frame. Aspect ratio and orientation play a huge role in how wide or tight a lens feels, in a way that crop factor and equivalent focal length doesn’t necessarily convey.
It’s definitely far from perfect. I’m hoping that a future “v2” will resolve at least some of the shortcomings. It’s a lot of fun, but you do have to overlook some of the negative aspects, and enjoy it for what it is (and not get angry over what it isn’t). For the most part, I just think it’s intended for a different crowd than the usual X-series customer base. And, of course, the “haters” will come out of the woodwork—the trolls with multiple pseudonyms I’m sure voted multiple times each. I appreciate the comment!
The thing in my head that I keep going over is just how close it is to being both a first semi-serious camera for folks who aren’t the typical user base, but also a fun casual camera for the X-Series fans.
Tiny camera with full JPEG options is a really tempting premise.
A bit more power under the hood, and it could expand the overlap in the venn diagram of user bases. I could overlook a lot of nitpicks for the right size and price, and with full JPEGs and better flash capacity I’d find it hard not to buy one. Particularly now with the holiday discount to $650.
I feel like they were very close to making a true classic camera, one that would be beloved for a long, long time. Maybe a second iteration will be that, if they should ever make one. There’s definitely a few things that should be addressed.