Kyle Chayka writes about the the Fujifilm X100 camera series, which, by mimicking classic film aesthetics, has become a digital hit.
Fujifilm’s X100VI is an upgraded model that was released at the end of February. Its sticker price is $1,599.95, but most retailers have it only on back order, and buying one on the secondary market might cost you twenty-five hundred. In 2023, Fujifilm’s revenue hit “record highs,” according to the company’s earnings reports, boosted significantly by digital cameras. If you spend enough time online, you’ll learn to spot evidence of the devices’ popularity.
Fujifilm released its first camera in the line, the original X100, in 2011, when the company was known mainly for its actual film. David Hobby, a former photojournalist who has used the series since the beginning, found the X100 “slow, laggy, buggy.” But, with each new iteration, Fujifilm refined its technology and improved processing speed. It also released firmware updates to keep old models running better, which built a sense of loyalty among consumers.
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