Talking to our retail partners about the X100VI, we hear that camera preorders are “by far the best they have seen in a long time”. Some will go so far as to say that “pre-orders have broken all-time records for digital cameras” within the respective time frame. While the latter claim seems dramatic, knowing the context surrounding FUJIFILM X100VI may prove it’s not far-fetched. So how does such a prosumer-hobbyist camera, that costs $1,599, with a fixed focal length lens garner such hype? Well, if someone can tell you exactly how and why viral responses work, they’re either lying or millionaires by now. Quite some stars must align in various forms to get a premium product into the realm of a cult following. This rare alignment is the story of the FUJIFILM X100V, the predecessor of the X100VI. FUJIFILM X100VI, silver and black. Image credit: FUJIFILM X100VI hype – the origin story FUJIFILM X100 series is probably the most prominent, long-lasting, and influential fixed-lens large-sensor compact line around. Respectable as this title may be, this segment is hardly a high-grossing field, as it is often too pricey and not flexible enough for hobbyists and prosumers, and never meets top-tier professional requirements. Traditionally, X100 cameras targeted photographers looking for a second compact camera, a vacation camera, or a vintage-esque shooting experience. Seldom meant as the main or exclusive tool, owning an X100 required additional justification compared to others. The price tag didn’t help either. I remember how happy I was when...
Published By: CineD - Friday, 1 March, 2024