Fujifilm unveils X-Half, a digital camera made for native vertical photography–like a smartphone

The X-Half, Fujifilm’s latest camera, is a digital half-frame camera, with a 3:4 display in the back, a stylish retro design, and a companion app. It’s also an interesting experiment that tries to tap into the Gen-Z and late Millennials' craving for the good old analog photographic tech of yore. Looking at the specs, the X-Half is no head turner. It has an 18MP 1” sensor, an f/2.8 fixed lens with a 10.8mm focal length (equivalent to a 32mm on a full-frame), and an optical viewfinder that simulates “the feeling of an analog camera”, says Fujifilm.
The camera is also extremely stylish, with a catchy retro design that follows Fujifilm’s most recent design upgrades on the GFX100RF. The idea behind it is this: instead of taking vertical pictures with their smartphones, which would inevitably turn into just another AI-enhanced forgettable shot, young photographers can now enjoy a more meaningful process, yet avoid the common annoyances and costs of analog photography.

Fujifilm makes no secret that this is not a camera for professionals. The company is also clear in stating that this is no toy camera either. The target is the hard-to-define bunch of 20 to 30-somethings interested in street or lifestyle photography that neither want to use their smartphones for the purpose, nor are ready to commit to a more professional camera.
Does that target exist, and is it relevant enough to sustain the sales of this new €830 camera? Fujifilm thinks it does, and we tend to agree. Especially considering the potential spillover of customers from the X100V and X100VI, two other similarly targeted cameras that are constantly backordered in most markets. The X-Half is also interesting for the way it mixes hardware and software to deliver its intended experience. After shooting their vertical pictures, users can stitch them together on camera, apply camera simulations and filters, or use the Bluetooth-connected X-half app to compile more complex photographic stories from single frames.
Last but not least, the new X-Half weighs only 240g, making it extremely portable as a photographic companion for users tired of shooting with their omnipresent smartphone. Fujifilm X-Half has a suggested price of €829,90 and will be available in Europe from mid-June.