There is Nothing Special About Fujifilm Cameras… From Someone Who Owns 3
Why Critique Fujifilm?
Why do I write this article? It’s because I can! Because I’m not beholden to saying only nice things about camera manufacturers. On this website, I made a commitment to my readers that I won’t take loaner cameras or write sponsored reviews. The 50,000 monthly readers of this website are sick of watching YouTubers and fake reviewers regurgitate the talking points given to them by their masters, the camera companies. I would rather retain the freedom to speak my mind than to sell my soul to a corporation to make a little extra money.
Function and Capability Vs. Fuji Hype
Fujifilm cameras are the right pick for some photographers and videographers. I myself own a Fujifilm X-H2, and I find it to be a perfect hybrid camera for my professional and casual work.
But there is a difference between usefulness and hype, and I believe many people have bought into the hype of the Fujifilm system.
This article is mostly directed at those who are itching to get their hands on a Fujifilm camera because they’ve heard so many amazing things about them. It is especially directed at those who have bought into the hype to a degree that they are willing to pay above market price or wait months for a pre-order to arrive. It is especially especially meant to stand in contrast to the swarms of gushing Youtubers who get sent cameras from Fujifilm and gush about how special they are after a 1 week review period (gross).
Hear me when I say this… these cameras are not worth waiting for, and they are not worth paying for (if you’re paying a premium).
If you think a Fujifilm camera is going to make your photos magical or give you some kind of special feeling no other camera system can… you’re probably wrong.
As someone who has owned 5 or 6 Fuji cameras and multiple lenses, I’m here to tell you there is nothing particularly special about the system. It offers very little that other manufacturers don’t.
Are Fuji Colors Really that Amazing?
Everyone on YouTube raves about “Fuji colors” and goes on and on about the “film-like” qualities of the Fujifilm sensor.
I admit, Fujifilm color science is nice. But is it the nicest on the market? That is subjective to the user.
While I like Fuji colors, I prefer the colors I get from my Lumix S1 and Sigma FP. Panasonic and Sigma are the best in my opinion, with Fujifilm coming in at 3rd place.
Don’t buy a Fujifilm because someone online told you their colors were unbeatable… they’re not… and that is just an opinion.
Take a Look at these Sigma and Ricoh colors:
Build Quality… Not Fujifilm’s Strong Suit
When YouTubers comment about how their Fujifilm cameras have “exceptional” build quality, it makes me wonder if they’ve ever used cameras from other brands. Fujifilm does not have the most premium feeling cameras on the market, not even close.
I remember the time I bought a Fujifilm X-T4 and then immediately returned it because it felt like cheap plastic.
My X-H2 is build well, but my Olympus e-m1 mark ii is built better.
Don’t buy a Fujifilm because you think the build quality is top-of-the-line… it’s not.
Auto Focus… What is Going On?
It’s no secret that Fujifilm has been struggling in the autofocus department recently. My X-H2 misses autofocus for unexplainable reasons in situations that are inexcusable.
I’ve never liked the autofocus on Fuji. In a recent review of the Lumix G85, which I bought for $180 USD, I found that the single point autofocus in the Lumix was noticeably more accurate than my $2,000 Fujifilm.
Give me a Ricoh GR III with snap focus over an X100VI any day.
Don’t buy Fujifilm if you want the best autofocus… it doesn’t have it.
JPEGs… Ok, I Admit It
This category I’m going to have to give to Fujifilm. If you like shooting JPEG images with custom settings, the Fujifilm film simulation settings and recipe community are unbeatable.
No camera system comes close to competing in the JPEG space. I’ve made custom JPEG recipes for the Ricoh GR III, the Olympus Pen-F, and the Sigma FP. All of those cameras can make beautiful JPEGs, but what they lack is community support. Fujifilm users have created their own subculture around JPEG recipe creation. There are tons of useful apps and community websites where people share their creations. I’ve listed some below:
You can find some of my recipes here:
Do buy a Fujifilm if you love JPEG straight out of camera images… they’re the best.
Supply Chain… Don’t Wait… Buy Another Brand
Fujifilm has been plagued by supply chain problems for years now. They can’t (or won’t) keep cameras in stock. Buyers often end up on a waitlist with a vague estimated shipping date.
Why would you do that when other camera brands will sell you a competitive product, for a cheaper price, at a retail store in your area?
There is nothing that ruins the “magic” of Fuji like a 6-month backorder.
Don’t buy Fujifilm if you want a camera today… they don’t have one to sell you.
Hype… Its Real… But Mostly Not Merited
If you’re in the camera market, please don’t pay an inflated price for a Fujifilm, and please don’t pay more than you can afford because some YouTuber hyped the system. Fujifilm has its strengths, but the other camera brands are arguably better in many categories.
There is nothing magical about Fuji, its just another brand with a few unique features, none of which will transform your photos into works of art.
No camera has been more hyped than their X100VI, but there are many competitive alternatives.
Additional Reading:
The Olympus E-m1 mark ii Review in 2024 and 2025
Fujifilm X-H2 - Best Hybrid Camera? - Long Term Review in 2025
Review: Sony A7s (the original) - A Great Deal in 2024?
