Back in July, Fujifilm announced that it plans to focus investments on pharmaceuticals — and not imaging — in order to drive profits. What does this mean for the future of its cameras?
Last week, Fujifilm announced three new (sort of) cameras — the GFX 50S II, the X-T30 II, and the X-T3 WW — alongside a batch of new lenses. In this video, Tony Northrup examines Fujifilm’s strategy with these new releases and looks at how the company’s business model might be changing in response to the continued dominance over the market from Sony and Canon.
Fujifilm has carved a distinctive niche. appealing to photographers who enjoy a tactile shooting experience that’s very different from the more conventional “PASM” dials used by most of its competitors. Given the reported success of the Nikon Z fc, a camera that draws heavily on history, nostalgia, and classic retro styling, Fujifilm might be wise to push further into this niche and, Nikon might well have plans to do the same. Let Sony and Canon produce boring, conventional cameras full of incredible technology, and cater more to discerning customers who appreciate a refined photographic experience.
For more insights into Fujifilm’s situation, be sure to check out this excellent article from Fstoppers’ own Mike Smith.
Is Fujifilm destined to be like Leica, but more affordable? Let us know your thoughts in the comments below.