At this time of year, I typically get asked which Fujifilm cameras are the best to gift to someone. It’s usually like, “I want to give my spouse a new camera, but I don’t know which one.” Or, “This will be my kid’s first real camera.” Or, “He has everything, so I’m really unsure.” The future recipient of the gift is usually a spouse, child, parent, or close friend. Sometimes they’re very experienced photographers, sometimes they’re complete novices. Budgets can also vary wildly.
It’s difficult to give good advice, since every situation is different, but I do make an attempt to give what I hope is helpful suggestions. For example, last year I published Your Gift Guide for Affordable Fujifilm Gear, which was intended to help those looking for secondhand options that are fairly affordable but still excellent. That article is just as valid this year as last, so you might still find it useful.
For 2025, I have one suggestion that I think will apply to almost everyone. No matter if you are buying for your spouse, child, parent, or friend. No matter if they are a seasoned photographer or brand-new. No matter if they have everything already or no camera equipment at all. This is something that I know most would love to receive. And it’s on sale right now.
Above: Various pictures captured with the Fujifilm X half
The gear that I recommend as a gift is the Fujifilm X half. This is a super fun pocket point-and-shoot that makes unique photos instantly. It’s easy enough that anyone—even a young child—can use it, so no worries if the recipient is a novice; it’s enjoyable enough that even those with high-end expensive gear will choose to use it occasionally. I own this camera, and both my wife and I appreciate it. No matter who you are, this is a camera that people will love to find underneath the Christmas tree.
The Fujifilm X half is perfect for travel snapshots, family events, and documenting everyday moments. It’s small and lightweight, so it’s easy to have with you. It’s simply to use. It delivers film-like results, and can even give a film-like shooting experience. It’s a very unique camera that’s so much fun to use. Last summer the X half was my most-used camera while on a long RV roadtrip up the east coast.
The primary criticism of the camera has been the price, which is a bit high for what it is. I said in my review that the camera should be $650-$700, and not $850. Well, right now and until December 28th, the Fujifilm X half is $200 off in America, which places it at a more affordable and reasonable $650. That’s almost 25% off! So, if you’re seeking out a Fujifilm camera to gift someone, the X half is my top recommendation for 2025.
Above: Various pictures captured with the Fujifilm X half
This post contains affiliate links, and if you make a purchase using my links I’ll be compensated a small amount for it.
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 wifeand 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.
This post contains affiliate links, and if you make a purchase using my links I’ll be compensated a small amount for it.
While at Create With Us in Minneapolis last weekend, I struck up a conversation with a photographer who had a Fujifilm X half (also called X-HF1). My wife, Amanda, was there, and she made an interesting point about the camera. “With the X half, you get pictures that no other camera can make,” she said, “and you get them instantly.”
Now, technically speaking, you can achieve similar aesthetics without the Fujifilm X-HF1, whether it’s a 110 film camera, a half-frame film camera, or editing digital files to resemble X half images. On other X-series models, you can get pretty close because you have access to the various Film Simulations and some of the Filters (an Instax Evo is necessary for the Filters you don’t have—I hope Fujifilm brings these to the other X-series cameras in the future). The larger point is: these looks are easily and instantaneously achieved on the X half, and they’re at least a little more difficult to get—if not much more difficult—with other gear.
Now you might not like the look of X half images. While the colors are often quite similar to other X-series models, there’s an obvious quality difference. Photos from the X-HF1 are more lofi—more lomography-like—than those from (say) the Fujifilm X-E5. You might consider Fujifilm’s APS-C line to have a 35mm film quality, while the X half is more like 110 film. If you wince at X half pictures, that’s a big sign that you won’t like the camera, and it’s not for you—no single model is for everyone. Personally, I really like the photos.
The problem in my house is that we only have one X half; however, both my wife and I like it and use it. All four of my kids have been eyeing it, too. I think we’re going to need at least one more. It’s such a fun camera, especially for vacation snapshots and things like that. It won’t replace our other models, like the X-T5 or X-S20 (what Amanda is using now), and it certainly won’t replace my X100VI, but it is a pocketable tagalong that’s quite enjoyable and gives instant results that you just can’t get (at least not as easily) with anything else.
Above: Various pictures captured with the Fujifilm X half
This post contains affiliate links, and if you make a purchase using my links I’ll be compensated a small amount for it.
I’m hesitant to write this review, because the Fujifilm X half is paradoxical. There’s a lot about it that’s conflicting. You can say this aspect of it is great for a certain group of people, but this aspect of it is not. This might be the most unique digital camera ever made, so it’s going to get a lot of attention, but also a lot of criticism. Trying to figure out who will most appreciate the X half (also called X-HF1) has been an intriguing endeavor.
To be completely transparent, it’s important for me to tell you upfront that Fujifilm sent me an X half to keep. Yea! Thank you, Fujifilm. I didn’t pay a dime for the camera. But I did have an X half preordered, so I was planning to spend money on one. I’m doing my best to not let my impressions be colored by Fujifilm’s kind generosity.
There are a few things that are unique about X-HF1. The headline is the vertically-mounted 1″ sensor. As far as I know, this is the very first camera to have a vertical sensor, all others are horizontal—that is, aside from cellphones. A lot of people—younger people especially—tend to photograph vertically on their cellphones, so it was just a matter of time before a camera would have a tall sensor. The X half is revolutionary because it’s the very first. I suspect there will be more in the future, and Fujifilm won’t be the only brand. Speaking of 1″ sensors, the name is a bit misleading. The surface area of a so-called 1″ sensor is the same as old 1″ Vidicon vacuum tube television cameras. So the name (“one inch”) has to do with the tube size of TV cameras from the ’50’s, ’60’s and ’70’s, and not the dimensions of the sensor.
The inspiration for the X half—and where the name comes from—are half-frame film cameras, like the Fujica Half, Olympus Pen, Kodak H35N, and Pentax 17. These cameras use half of a 35mm frame for each picture, orientated tall. Some medium-format cameras also are natively portrait orientated. Cameras that capture vertical photos are not new, but they are new in the digital age. Of course it has to be said that the X-HF1’s sensor isn’t half the size of a full-frame sensor, or even half the size of APS-C; no, the X half‘s “half” is not a mathematical term, but simply a nod to analog half-frame cameras. The 3:4 aspect ratio is also the same as half-frame cameras.
Like a half-frame film camera, the X half is capable of creating diptychs, which are two frames side-by-side combined into one image. You can do this easily in-camera using the Frame Advance Lever, or after-the-fact using the new X half app. It’s a heck-of-a-lot of fun, but I imagine that the novelty will wear off after awhile. While it will put a (customizable) bar in-between the two frames, I wish it had the option for a boarder around the whole image like in the examples above, which was done using a third-party app. Maybe Fujifilm will add this feature to the X half app in the future.
The X-HF1 is as minimalistic as it gets in the X-series. The menu has been simplified and streamlined, and a lot of settings have been left out. You cannot use Film Simulation Recipes with this camera, only the stock Film Simulations and Filters. Not all of the Film Sims made the cut, but most of them are there: Provia, Velvia, Astia, Classic Chrome, Reala Ace, Classic Negative, Nostalgic Negative, Eterna, Acros (include +Ye, +R & +G), and Sepia. I would rather have Eterna Bleach Bypass over Sepia, but it’s a good group overall. There are a whole bunch of Filters (called Advanced Filters on other X-series cameras), some of which are borrowed from the Instax Evo cameras. My favorites are Pop Color, Light Leak, Expired Film, and Retro. These cannot be used in addition to Film Simulations—it’s one or the other, and not both. The list of Filters is quite long, and I don’t have an interest in most of them, so I wish that you could customize which ones are available, to make it easier to find and select the ones you actually want to use.
Above: Pop Color Filter
Above: Light Leak Filter
Above: Expired Film Filter
Above: Retro Filter
Pop Color is reminiscent of Fujichrome Fortia. I’d actually like to see it graduate to Film Simulation status. Light Leak, as well as filters like Halation and Vignette, should become JPEG options on other X-series cameras, that can be added to any Film Simulation. Expired Film and Retro should be added as Advanced Filters. Of the three Expired Film options, Green and Neutral are my favorites.
The only customizations that are available are Grain, Portrait Enhancer (which I believe is just Smooth Skin Effect renamed), White Balance (but no WB Shift), and Long Exposure NR. One cool thing is that these are also applied to the Filters, and not just the Film Simulations—I’d love for that to make its way to other X-series cameras. Beyond that, the Film Simulations and Filters cannot be customized to achieve various looks, which is a real bummer for someone like me who uses Recipes extensively.
Top left: Weak / Small Grain. Top right: Strong / Large Grain. Bottom: Actual Ilford Delta P3200 film
I enjoy a little grain in my photos. It adds texture that’s been common in photography for much of its existence. The X-HF1 has faux grain, with four options: Weak/Small, Weak/Large, Strong/Small, and Strong/Large. Grain set to Weak/Small on the X half is a little more pronounced than Strong/Large is on (for example) the X100VI. I wish that there was a less strong option than Weak/Small, because it’s borderline too much; however, since there’s not, I used it almost exclusively. Strong/Large is a bit ridiculous, and is reminiscent of the grain of ultra-high ISO films like Ilford Delta P3200. If you want to achieve an Ilford Delta P3200 look, the X half isn’t far off at all when Grain is set to its maximum parameters.
Another word about Grain is that it slows the camera down, much like Clarity on other X-series cameras. I found this to be odd, and my theory is that when Grain is applied, so is Clarity (maybe -2). I tried to prove this, but couldn’t, so I might be completely wrong. I have another theory that—for Film Simulations, at least, and maybe for Filters—Color is increased as exposure is increased, and is reduced as the exposure is reduced. I also tried to prove this, but got mixed results, so I’m not certain if this is how the camera is programmed, or just a natural effect of over and under exposure.
Above: Classic Negative
The camera seems to apply a heavy-handed noise reduction, and then a heavy-handed sharpening to compensate. I would love to have some control over this, as it’s not my favorite approach. It might be necessary, though, since the X-HF1 has a Bayer sensor instead of X-Trans. One benefit of X-Trans that doesn’t get discussed enough is that it allows noise to be more easily identified and controlled; Fujifilm uses this to make it more film-grain-like, and less of a nuisance. Since this is a Bayer camera, it might require a little stronger noise reduction.
Another benefit of X-Trans is that it has more green pixels (55%, compared to 50% on Bayer), which allows for more luminosity information. This provides a little more dynamic range and high-ISO capabilities. On the X half, dynamic range is quite limited. I would say it’s roughly comparable to DR100 with Highlight and Shadow set to +0.5 on other X-series cameras. It’s fairly easy to clip highlights and/or block up shadows, and is a little like slide film in this regard. Since this camera is JPEG-only (no RAW), you have to be very careful about the exposure.
Above left: ISO 1600. Above right: ISO 4000
I found that I prefer ISO 400 and below on the X half, reminiscent of Sigma Merrill cameras, which has a similar limitation. In a pinch you can go higher, especially if the picture will only be shared to social media, but I tried my best to keep the ISO at or below ISO 400 whenever possible. Because the maximum aperture of the lens is “only” f/2.8, when the sun goes down it can be very challenging to use the camera.
The X-HF1 does have a built-in flash, albeit not a great one. It doesn’t have a hotshoe, only a coldshoe. Flash photography is, unfortunately, not ideal on this camera, which is too bad, since it has a leaf shutter. If Fujifilm someday makes a second version, I hope that it either has a proper flash or a hotshoe (or both), as this current setup is mediocre at best. I kept the flash off most of the time.
Above: Flash photography on the X half
One really cool feature is called Film Camera Mode. You select either 36, 54, or 72 shots, and you are dedicated to that mode until you’ve completed your “roll of film”—which is whatever Film Simulation you chose. I do wish that 24 was an option, as it takes awhile to finish a roll. You cannot review the photos until they’ve been “developed” in the X half app. In this mode, the X-HF1 functions similarly to point-and-shoot film cameras from the 1990’s. You have to use the Frame Advance Lever in-between shots. It’s a ton of fun, but also challenging, because you have no idea if you correctly exposed, focused, or even if you framed it well. I kept forgetting to take the lens cap off, too. My daughter coined the 72 shot roll as the 72 exposure challenge. I’d love for that to become a community-driven trend, where people post their best frames from their 72 exposure “roll” on social media, with the hashtag #72exposurechallenge.
It would be nice if you could use the various Filters in this mode, and not just the Film Simulations. ***Edit: I was on a pre-production firmware; however, after updating to the latest version, I can now use Filters in the Film Camera Mode. Yea! Sorry for the confusion.*** Another thing I’d appreciate is that whatever ISO you have selected is carried over to the Film Camera Mode. Unfortunately, you only get Auto ISO up to ISO 12800, which is totally unusable whenever it goes that high. Fortunately, your Grain and White Balance settings are carried over, so be sure to set those before starting.
Above: X half contact sheet and various frames
Once you develop your “roll” in the app, you get a contact sheet. It would be great if you could long-press on a frame, and it would give you the option of saving that frame with the sprockets, or that frame plus the one next to it (on either side, unless it’s the end of the strip), or the whole strip. Instead, you have to crop the contact sheet in order to accomplish that. But I’m a huge fan of the contact sheet in-general, it’s a really cool idea.
Overall, I enjoyed using the Film Camera Mode, but I found myself not using it as much as the regular shooting mode because you have to be in the mood for it. One of the challenges that I appreciate about the X-HF1 is finding the “right” Film Simulation or Filter, combined with the “best” White Balance, to convey the mood of the scene most appropriately. The X half is so simple that a three-year-old could use it, but to get the most out of it requires thinking a little more deeply about things that are easily taken for granted. It’s been one of the most simple yet most challenging cameras I’ve ever used—the paradox I mentioned in the opening sentence.
Fujifilm X half – Acros Film Simulation
The X half is capable of recording video, but it’s very mediocre. Someone will use it creatively just to prove the point that it can be done, but I think Fujifilm probably should have just left off video, which would have made an interesting statement. Or else, maybe do a faux 8mm thing with sprockets and light leaks and such—that would have been really cool. Food for thought for the next iteration, if there is one someday.
Who should consider buying this camera? I think there are a few obvious answers. First, the X-HF1 has a foot in both the X-series and the Instax world. For those unaware, Instax is bigger than X and GFX combined. I talked to a bunch of people—probably close to ten—who own an Instax camera yet don’t own any X-series model, and they were all highly interested in the X half. Six different people told me that it’s the only Fujifilm camera they want, aside from Instax. The X half is an obvious bridge into the X-series for these folks. Also, some people who shoot point-and-shoot film cameras but are tired of the cost of film will find this to be an intriguing option. At $25 to $50+ per roll (including development and scanning), it won’t take long for the X half to pay for itself. The X-HF1 is sort of like a digital 110 camera, and almost lomography-esque, so it’s not difficult to see the appeal. Third, digicams are all the rage right now among younger people, and this camera can be considered in that category, too.
Above: Various pictures captured with the Fujifilm X half
What about current X-series photographers? What about someone like me? The camera is a blast. It’s so much fun. But it’s a toy. It’s not a serious camera for serious photography (I’m sure someone will use it in a serious way just to prove the point that it can be). It’s great for casual snapshots. I used it extensively during nearly three weeks of travel, and it was my most-used camera during that time, even more than my Fujifilm X100VI. I have so many more pictures that I could share, this is only a small sampling. It’s so easy to always have on you, and I would rather use the X half than my iPhone, if only for the tactile experience and Fujifilm colors. If you think you’d enjoy it, it’s probably worthwhile to get. If you wonder why anyone would buy it, it’s probably not for you, and it’s easy to move on.
The biggest criticism is going to be the price. In America, the X half is a steep $850. Across the rest of the world, it’s roughly equivalent to $700 USD. Unfortunately, this was the first camera to include the new tariffs in the price (although Canon and Nikon have just implemented some price increases, and Sony will soon, too), so it’s a bit shocking. Some people will say it should be $200 or $300, and that’s highly unrealistic—just absurd and not even close to any level of reality. Some will say it should be $500, and I’d agree with that if it were pre-Covid; however, there’s been a lot of inflation since then. I believe that $650 to $700 is a fair price. $850 is a little much, but that’s largely not Fujifilm’s fault; hopefully the tariff situation will get resolved soon, and Fujifilm can drop the price to where it should be. I don’t know if that will happen, though, and if the camera sells really well at its current price, there may not be a reason to reduce it.
Above: Various diptych pictures captured with the Fujifilm X half
The last thing that I want to address is the inability to use Film Simulation Recipes with this camera. Recipes are a pretty big thing in the Fujifilm world—the brand-new X-E5 actually uses the word “Recipe” in the camera menu. I appreciate excellent straight-out-of-camera results. While I would love to be able to customize the looks more in the X half, you can still get good picture aesthetics with the limited tools available in the camera. The photography continuum has been leaning towards less editing for a few years now, and this camera is just a natural and seemingly inevitable expression of that.
There’s a lot to like about the Fujifilm X half, and a lot that can be questioned. You have to accept the camera for what it is and forgive it for not being what it’s not; otherwise, it might grind on your nerves. But, for certain, the camera is very enjoyable, and it offers a unique shooting experience not found anywhere else. If you want the X half experience, you have to have an X half. But that unique experience will not appeal to everyone, and maybe not even to most X-series photographers. I do believe this camera will be quite successful, and will bring many people into the X-series fold, mainly from groups that the camera industry has largely ignored. This will be the first X-series camera for a number of people, and someday some of those people will upgrade to a more premium model, perhaps an X-M5, X-E5, or X100VI. I think all of that is very good. It’s quite obvious to me that the Fujifilm X-HF1 will be a trendy camera, especially among younger photographers, and you’re soon going to see X half pictures all over TikTok and Instagram.
This post contains affiliate links, and if you make a purchase using my links I’ll be compensated a small amount for it.
I just got back from the B&H BILD Expo in New York City late last night. I’ve been traveling almost the entire month of June. Today is only the third day so far that I’m actually home. There’s a lot that I need to get caught up on, and I apologize for being slow to respond. If you’ve sent me an email and I haven’t yet answered back, I’ll try to do so before the end of next week.
This was my first BILD Expo. Last year I led some photowalks at the NAB Show in New York, which was held in the same building (Javits Center). While both events were large, BILD was bigger and had a larger attendance in my estimation. I don’t know how many came out, but I heard it was over 10,000! It seemed like a huge success.
Fujifilm brought me out to help with their Fujifilm X-E5 touch-and-try station; specifically, I was in charge of the Recipe podium. My purpose was to talk about Film Simulation Recipes, and how those can be used with the X-E5. It was an honor to have my photo (created with the Classic Color Recipe) printed on the top of the Classic Chrome podium. There were five podiums—each with an X-E5 on top—and a Lego display in the middle. The Legos were just as big of an attraction as the new camera, so kudos to whoever had the idea to do that.
It was so great to meet lots of you in person. I have no idea how many stopped by to say hello, but it was a large number. I shook a lot of hands. I wish I could have talked longer with each of you, but it wasn’t an ideal situation for that, unfortunately. I spoke with Omar Gonzalez, Jason Vong and Vivienne (she showed me an incredible picture that she captured of the cherry blossoms in Japan using a Fujifilm X100VI and Recipe), Cam Mackey, Jared Polin (Fro Knows), and more. I have a lot of stories that I could tell, but my favorite is stumbling across someone from Ohio who was on my photowalk in Scottsdale last year at a chicken restaurant in Manhattan.
Because I was tethered to the Recipe podium, I didn’t get a chance to see very much of the BILD Expo. Even though I was there from before the doors opened until after the doors closed, I only experienced a tiny bit of it, so I cannot say much. Omar Gonzalez and Cam Mackey both have good recaps (I’m in Cam’s video, actually). Unfortunately, I didn’t take very many photos of the event because I was so busy. Now that I’m back home, I wish that I had made a bigger effort to use my camera more.
What I can say is that the Fujifilm X-E5 got a lot of attention—there was constantly a crowd. Thousands of people gave it a try, and the feedback was mostly positive. For every “it’s too expensive” there were ten “it’s priced right” or “that’s a bargain,” which I think is because of the build quality. There’s a notable difference in how the X-E5 looks and feels compared to the X-E4. Holding the X-E5 is more like holding the X100VI. There’s no denying that the X-E5 isn’t cheap, though. Because my podium was right next to the X half station, I got a close look at the interest in that camera, which was massive. I had nearly as many questions about the X half as I did the X-E5, and at least a handful of people told me that it’s the only Fujifilm camera they have an interest in. There were a few lulls in X half crowds on Day 2, while the X-E5 station remained consistently busy on both days. I also got to see the new GFX Eterna camera in person, which was cool. I think it will be a pretty unique cinematic tool.
That’s it for BILD. My wife and I walked around New York City a few times (the photos above were captured on my Fujifilm X100VI using the Kodak Tri-X 400 Recipe). Photographically, it’s probably the best city in America, just because there are picture opportunities literally everywhere. You can’t help but be a great photographer. Just walk around with your camera and you’ll find something incredible. I would have loved to have stayed longer, but I’m also so glad to be home—it was amazing to sleep in my own bed for a change.
I’m hoping to finish my review of the Fujifilm X half in the next few days, and right after that I’ll have a writeup on the Fujifilm X-E5. I actually have an X-E5 right in front of me, but I only get to use it for a few days (I better hurry this up!). Then, next week, on Saturday, June 28th, I’ll be in Colorado Springs for a photowalk (click here to register). I hope to see you there!
A Fujifilm X half diptych, which has nothing to do with this post.
I had previously told you to expect an announcement today, but it has been delayed by one day. It will now be tomorrow. Sorry about that. Check back tomorrow, as I’m really excited about this, and cannot wait to share it!
I got a surprise package in the mail from Fujifilm: the brand-new X half! I will write a review of the camera in a few weeks probably—I haven’t had it nearly long enough to provide any proper insights. It’s a fun little camera, with some positive and negative aspects. We’ll talk about all of that at some point in the future. Today I want to write about how Fujifilm could implement some features of this camera into future X-series models.
Specifically, I want to discuss a few of the new Filters. Filters are not Film Simulations (although some of them are based on Provia); on all other X-series models, these are known as Advanced Filters. The X half has the usual array: Toy Camera, Miniature Effect, Pop Color, High-Key, Low-Key, Dynamic Tone, Soft Focus, and Partial Color. There are also some new ones, that apparently are borrowed from the Instax Evo line: Canvas, Retro, Vignette, Blur, Fisheye, Color Shift, Mirror, Double Exposure, Light Leak, Halation, and Expired Film. Some of these are uninteresting, and probably should have been left off the camera so that one could navigate the menu faster. But some of these are great, and should be included in future X-series models—just maybe not in the same way.
My favorite is Light Leak. With this filter, the camera puts a random faux light leak on your images. You don’t know what you’re going to get, and that serendipity can be thrilling, especially when it just really works with the image. I would love Light Leak to become a JPEG option (like Color Chrome Effect and Grain) on all X-series cameras moving forward. You should have three choices: All (where every picture gets a light leak), Random (where some pictures get it, but most don’t), or Off (for those who don’t want it at all). This would be such a fun thing for Fujifilm to add, and it seems like it wouldn’t be very difficult to do.
Film Leak Filter — Fujifilm X half
Next up is Expired Film, which has three options: Green, Red, and Neutral. This should be a new Advanced Filter on future X-series cameras. On the X half, your Grain settings get applied to the Filters (at least some of them; I haven’t tested them all yet), and not just the Film Simulations; however, on the X-series, you can’t apply Grain to the Advanced Filters. So this is actually two suggestions for Fujifilm: add Expired Film to Advanced Filters, and allow Grain to be selected for Advanced Filters.
Expired Film (Green) Filter — Fujifilm X half diptych
Third is Halation, which puts a red glow around bright highlights. This Filter should be a JPEG option that can be applied to any Film Simulation. I suggest three choices: Off, Weak, Strong. I would love to pair this effect with my CineStill 800T Recipe to more accurately mimic the film. The X half is not necessarily a great option for nighttime photography, so it’s almost a waste on this camera, but I definitely see potential for this effect on other X-series models.
Halation Filter — Fujifilm X half
I haven’t used Retro yet, but I’m sure it would be fine to join the Advanced Filter club. Vignette should probably be added as a JPEG option (like Color Chrome Effect and Grain). In my opinion, Fujifilm should graduate Pop Color to Film Simulation, and call it Fortia. In-camera diptychs are just a ton of fun, but I don’t see that coming to other cameras. The Film Camera Mode is pretty cool, and I’d like to see something similar be included in the next X-Pro or X100-series model (although maybe implemented slightly differently). The X half has plenty of unique features and functions, which is what makes it an interesting camera. In my opinion, some of these need to find their way into other models, and not remain solely on the X half.
In 1978, Pentax surprised the photographic world with the Auto 110, a tiny interchangeable-lens SLR that used 110 film cartridges. It was the smallest ILC ever made. For only $249, you got the body, a 24mm f/2.8 lens, a case, and a strap. Pentax discontinued the Auto 110 in 1986.
The concept of this camera was portability and simplicity. It was the smallest and lightest SLR ever made—probably the only one that’s pocketable. It was one of the most simple SLRs to operate. In order to accomplish these goals, Pentax built it around the 110 film format, which was considered subpar and only for amateurs. And that was the paradox: interchangeable-lens SLRs were for enthusiasts and pros, while 110 film was not.
Serious photographers would never, ever use 110 film. The camera was fully auto except for focus; at the time, anything auto was largely considered for novices, as “real photographers” used full manual. Interchangeable-lens SLR cameras were the standard for hobbyists and professionals. The Pentax Auto 110 occupied a weird space of being too robust and expensive for the uninitiated, yet too lackluster for anyone remotely serious. Who would buy it? While plenty of photographers scoffed at the Pentax Auto 110, it sold fairly well, and Pentax continued to make it for eight years—a pretty long run. So how did Pentax pull it off? Why was the camera not a flop?
There is a market for compact, unique, fun, less-serious cameras. The Pentax Auto 110 was able to get the most out of the small film format, delivering image quality that was plenty good enough for everyday moments. No, the pictures weren’t going to grace the cover of magazines or hang on museum walls, but they could be placed into photo albums, or in an 8″x10″ frame and hung in the hallway. It was so small and lightweight that the camera didn’t get in the way, and could be easily carried everywhere. It was simple enough to operate that most anyone could do it, as the complications of larger SLRs were removed. At the very least, it was a conversation starter (still is).
The Auto 110 was more affordable than other SLRs, at only $249. The Canon A-1, released the same year, was $625 (with a 50mm lens). Pentax released the iconic K1000 two years prior—in 1976—with an MSRP of $299 (with a 50mm lens), so for just $50 more one could get a much more respectable camera. It’s pretty interestingly if you adjust these numbers for inflation: $249 in 1978 is $1,230 today, $299 is $1,477, and $625 is $3,087! None of these cameras were cheap, not even the Auto 110.
Which brings me to what I want to discuss today, and that’s the cost of the Fujifilm X half. Unless something unexpected happens, this will be the last post about the new camera until after I get back from the B&H BILD Expo next month, so if you are tired of hearing about it, just bear with me a moment—I promise that we’ll get to other things. Let’s dive in!
Probably the biggest criticism of the X half is the price. $850 seems like a lot of money, because it is. The camera is a little expensive. I’ve seen plenty of people say that if it was $400 or $500, that would be the right cost. If it was 2015, I might agree, but there’s been some significant inflation since then. $500 in 2015 is $680 today, which is what I estimate would be a fair price for this camera (I said $700, but close enough). The reality is that things are expensive in 2025. And if you consider that the X half is probably the first to be adjusted for the tariffs, I think it’s more of a foreshadowing of what’s to come across the entire camera market in the coming months.
Yet the X half is still much cheaper—$380 cheaper—than the Pentax Auto 110 was in 1978, accounting for inflation. I knew the late-1970’s were rough economically, but I didn’t realize just how expensive things were. While there is plenty that’s divergent, I see some parallels between the Auto 110 and the X half, namely portability, simplicity, and casual fun. If the X half was transported back in time to 1978, it would sell for $172, which would have been considered a good bargain for the time; however, in 2025, $850 is a lot of money for what it is. Even as prices seem to skyrocket, it’s still much better than it was in the late-1970’s.
So where does that leave us? I think it’s good to have a healthy historical perspective, but that doesn’t help the wallet feel any less empty. I don’t know the future, but I think it’s unlikely that the tariffs are fully settled, and as things fall into place over the coming months, the opportunity to lower the price is a strong possibility. If the camera sells really well, and the backorder list is long, even if Fujifilm could drop the price, they would be silly to do so (but who knows, maybe they will). I don’t see the historic X100VI demand, but all indications are that preorder sales have been strong. I believe that the camera will do quite well for Fujifilm. Time will tell, though.
If you can accept the X half for what it is, and forgive it for not being what it’s not, it could be a really fun camera for capturing everyday moments. It’s not a serious camera for serious photography, yet it is priced nearly as if it is—just like the Pentax Auto 110 was. If you think you’d enjoy it, then consider grabbing one at some point; if not, it’s very easy to pass, and consider a more advanced model instead—you can get a Fujifilm X-T30 II with a lens today for less than a Pentax K1000 with a lens cost in the late-1970’s, adjusting for inflation. There are plenty of options for those that want an enthusiast or pro camera. The X half is one of a kind—the most unique digital camera ever made—and as such, it’s not going to be for everyone, and that’s ok.
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One of the disappointing aspects of the upcoming Fujifilm X half, which was just announced a couple days ago, is the video capabilities. Instead of allowing 9:16 1080p, the camera produces a 3:4 1080p video, which is less than HD once cropped to 9:16 for TikTok, Reels, and Shorts. It could have been an appealing feature for social media content creators, but the implementation fell short for that purpose.
One easy fix for this is to simply allow 9:16 1080p via a firmware update by taking full use of the sensor height. I don’t think that would be an especially difficult firmware to implement (could even be released by the time the camera is shipped), and would make the X half much more useful for video; however, one issue is still the mic. The built-in mic is so-so (as built-in mics typically are), and there is no option for an external mic. So either you deal with the quality of the built-in microphone, or you record the audio separately and sync it in software.
Another solution, which would be harder for Fujifilm to do but would better match the camera’s analog concept (and likely would excite some people), is to make an 8mm mode. Fujifilm could either make a lofi 4:3 crop from the 3:4 readout, or they could make you rotate the camera 90º to take full advantage of the resolution. I think either way would be acceptable, or even better is to offer the choice. In this mode, the camera would add sprockets to the edge, and simulate 8mm video camera aesthetics. Also in this mode, no sound is recorded. Clips created in this mode would look similar to the YouTube video below:
This would be a much more difficult firmware to create, but in-camera 8mm simulation would definitely be welcomed by some, and turn a disappointing feature into something that might actually get used. It would be viewed positively for the most part, I think, by those who purchase the camera. It’s doubtful that such a firmware could be made ready before the camera ships, but it could be a cool update for later in the summer. Or, should Fujifilm not want to create such a firmware update, if a successor eventually comes someday in the future, this is something to strongly consider for that camera. I do think there would be interest in an 8mm-like video feature, and the X half seems like an excellent candidate for it.
Also, the Evergreen + Fuji X Weekly case for the Fujifilm X100-series cameras is (and has been) out of stock on Amazon and directly from Evergreen Cases; however, it is still in stock at B&H, for those who might be interested.
One thing that might have been missed with the Fujifilm X half announcement is that the next X Summit will be in Shanghai on June 12th, which is less than three weeks away. I’m not sure what time, but most likely it will be in the early morning hours in the United States, or maybe late PM on the 11th for those on the west coast.
What gear will be announced? I don’t have any inside information—I find out the same way that you all do. I’m guessing a camera and lens, but that’s only a guess. Fujifilm will unveil it soon enough, though, so we won’t have to speculate for much longer.
It’s a bit unusual for Fujifilm to release two cameras so close together. It’s exciting times, even if one or both models are not all that interesting to you, personally. I’ve been saving up for a GFX100RF (still have a ways to go), but I might just divert those funds to what Fujifilm just released and is about to release.
Not very long after this X Summit is the B&H BILD Expo at the Javits Center in Manhattan on June 17th and 18th. Fujifilm invited me to come out to be a part of it, although I’m not sure yet what my role will be. This is a big event that you won’t want to miss! Peter McKinnon is one of the headline speakers, but there are many others, too. David Geffin, Kyler Steele, and Jasmine Quiñones are three that I personally recommend. It’s a free event (but you have to register), so if you are in the NYC area, be sure to attend—come say “hi” and chat a little.
I’m sure that Fujifilm will have on display a GFX100RF, X half, and whatever gear is upcoming. You can probably hold them, and it’s an opportunity to ask any questions you might have about these items from people who have personally used them and know them inside and out. Even if you don’t have any interest in that, be sure to stop by anyway—this is going to be a great time, and well worth the effort to get to.
There’s been a lot of negativity within the community about the new Fujifilm X half camera. A lot of positivity, too, but definitely a lot of gloom. I think it stems from a misunderstanding of who the camera is for. Understanding better the intended market segment might help to make sense of the camera. I think it’s also important to state that just because a particular model is not for you personally, doesn’t mean that it shouldn’t exist—if it becomes commercially successful (which I’m confident it will be), that is a strong argument that it should indeed exist because it obviously filled a market void, but maybe just not the particular void affecting you. It’s certainly ok to express your opinions about it, but preferably in a kind and constructive way. Not everything I said was positive because in all honesty, not everything about it is roses and rainbows; however, that doesn’t mean the camera is junk. With that out of the way, let’s get into this.
So who is the Fujifilm X half for? In my opinion, there are several primary groups. And just because someone doesn’t fit any of those groups, that doesn’t mean they won’t buy or appreciate the camera. I think this is a polarizing model that is definitely not for everyone, or even for most people. Some of you will love it, some of you will hate it, and that’s ok. This camera isn’t for everyone who regularly reads this website. In fact, the target audience most likely has never heard of Fuji X Weekly, or is maybe only vaguely familiar (but probably not).
One group is those who have recently discovered the joys of film photography, particularly those who have purchased the Pentax 17 or Kodak H35N—but not exclusively those people. Some have a 35mm point-and-shoot from the ’90’s. Some have been using Fujifilm Quicksnap disposable cameras. Film photography has seen a significant resurgence from the younger generation; however, it’s been hindered by the high cost of film and development, and sometimes the lack of availability. A camera that provides a similar experience and even aesthetic, but with the convenience of digital and with a one-time-fee entry point will be appealing to some of these people.
Another group is the digicam lovers. Surprisingly, the number one digital camera brand in Japan in 2024 was Kodak (actually, JK Imaging using the Kodak brand name). They’re selling a ton of cheap digicams that are basically 15-year-old tech and designs. Nobody in the camera world takes this seriously, but it is a sizable demographic. Retro digicams from 15 or 20 years ago are all the rage right now, too. The X half offers a graduation of sorts for those looking for a more premium option.
A third group is Instax users. Instax is the camera division’s money maker much more than the X-series is. Instant film photography is big and has been for awhile, and Fujifilm is king of the hill. At some point one can outgrow Instax; the Evo series is supposed to help with that, but it’s not a big step. So how can Fujifilm convince Instax photographers to take the leap into the X-series world? With a digital camera that offers a simple and analog-like experience with some Instax compatibility, of course!
In my opinion, those are the three main groups. That’s a pretty large umbrella, and you only need a small portion from each to sell a lot of copies. If you are not in one of those groups, you may still find the camera appealing, and might buy and love it (I might be one of those people); however, you’re not necessarily the target market for the X half. What’s fascinating—genius, really—is that this is a potential stepping stone into the system from the bottom. There’s always a lot of discussions about market share, and convincing those from other brands to join the fold. This camera is intended to bring in outsiders, and grow the brand unconventionally yet organically. Then, later, some of these people will buy an X-M5, X-T50, X100VI, etc., as their second X-series camera. I bet thousands get into the system this way.
Unfortunately, some of those who aren’t the target market have been trashing the camera online (not on this website, but elsewhere), and—much worse—speaking harshly of those who might buy it. My estimation is that the majority of sales will come from first-time Fujifilm photographers. I think it will sell fairly well to the existing X-series customer base because it’s a fun concept, but primarily it’s going to be someone’s first dip into the X-series pool. Instead of degrading these folks for liking and buying the camera, we should gladly welcome them into the community. If they have a good experience, they may just stick around for awhile, and that’s a very good thing for the brand and photography in-general. I think we need to be more welcoming and accepting of these newcomers, and not criticize them for making the purchase. I don’t think anyone here is doing that, but I’ve definitely seen it elsewhere, and it’s not healthy. It’s ok if this camera isn’t for you, but it is certainly for someone, and they’re going to absolutely love it.
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….
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