The Camera that went Viral

The Fujifilm X100 is a camera that has transcended the world of photography to capture the hearts and minds of, not just photographers, but the general public. When a camera becomes popular outside the world of photography, it becomes a legend that can impact the whole photographic community.

The official story starts back in 2010 when Fujifilm introduced the original X100, a large-sensor premium point-and-shoot camera that blended classic style and modern digital features. This camera made sense from a Fujifilm point of view — a company with a long history of point and shoots, but also the maker of an eclectic range of professional cameras.

The backstory

Back in the heyday of 35mm film, Fujifilm made a variety of fixed lens and interchangeable lens cameras (Fujica). Their interchangeable lens system was never as popular as Canon, Nikon, Minolta, or Pentax. When autofocus came along in the 1980’s and all the systems had to rebuild their entire system to accommodate the changes, Fujifilm dropped out of the race.

Fujifilm continued to churn out compact point-and-shoot cameras; a bread and butter item of the industry, but they also focused on niche areas of photography. They made professional medium format cameras that might be used in the studio or in the field. They offered unique panoramic cameras and the first autofocus medium format point and shoot.

When the digital revolution came around, they adapted their point and shoots to the new system. Looking to get back into the interchangeable lens game, they partnered with Nikon to create a Frankenstein of a camera that melded a Fuji imaging sensor onto a Nikon camera that utilized a Nikon lens mount. The cameras were a hit with portrait photographers, due in large part to the popularity of Nikon lenses and the quality of Fujifilm’s color science. The shared project with Nikon was never going to last, Nikon would go on to independently create a pure Nikon product from top to bottom.

Along comes the year 2010 and Fujifilm is a company with serious skills at crafting professional cameras, a deep understanding of color science and a long history of compact point-and-shoots. Fujifilm, at the time, didn’t offer an interchangeable lens system like rivals Canon, Nikon, Olympus, Leica, and Pentax. Even new upstarts like Sony and Panasonic had interchangeable lens systems crowding the market.

With the early days of the digital revolution over, most new cameras had taken on a similar form and style. In 2010, at the largest photography trade convention of the time — Photokina — Fujifilm introduced the X100, a large-sensor retro-inspired camera that looked like little else on the market at the time.

The X100 was reminiscent of popular rangefinder cameras from an earlier era. These small, svelte cameras played a large roll in the growing popularity of photography in the 40’s, 50’s, 60’s and 70’s. Many photographers remember desiring one of these compact cameras as one of purest ways to pursue photography. Leica remained the only company regularly producing rangefinder cameras, but their high prices kept many enthusiasts away. The X100 offered a modern version of that rangefinder experience, in a compact, retro-controlled package, at a mostly affordable price. The X100 was different, and it stirred up quite a bit of fuss.

The original X100 was by all consensus — gorgeous. A timeless looking camera that would be an ideal choice as a photographic tool that you could bring anywhere. However, the software, operations, and performance of that first iteration, were less than ideal. Over the years there have been 11 firmware updates to try and solve as many issues as possible.

X100 Evolution

Eventually a replacement model, the X100S (S for second) was unveiled in 2013 and corrected a number of missteps of the first version, as well as increased the sensor resolution from 12 to 16 megapixels. The X100S would only undergo four firmware updates before the third iteration ( X100T) was unveiled only a year later in 2014. Minor improvements would continue in the fourth edition (X100F), along with a bump in megapixels up to 24. A fifth version, with further refinement came in 2020 and running out of letters Fujifilm resorted to roman numerals in the model name X100V.

The X100 series had developed a cult following in the photographic world. There was very little else that looked or acted like it. The closest competitor in many respects was the Leica M series of cameras that, when attached with a lens, were 5 times more expensive. Fujifilm seemed to take the traditional looks of a Leica, added in modern digital electronics, with autofocus, and put it into a compact, mostly affordable package. And surprisingly, this is something that Leica had not done themselves.

Social media and influencers

Along comes social media (TikTok) and influencers that needed images to promote whatever it is that they do. It doesn’t hurt if the accessories they are seen with look cool and produce images different from the norm. The standard photos from an iPhone are designed to be accurate and high quality, but some might argue they lack in character The optional film simulation modes from an X100 are designed to look like films from the 60’s, 70’s or 80’s — different, retro, dare we say – cool.

[photo credit: michelle greengo]

One particular TikTok star, Kylie Katich, featured the X100V in a number of posts. This spreads to other influencers traveling to the far corners of the earth and living the high life, all with an X100 with them. Suddenly a whole generation realizes that a dedicated camera produces better results than a tiny lens and sensor crammed into a phone. And yes, it looks pretty cool when you are photographed with this retro-styled camera hanging off your shoulder while on a white sand beach in Bali.

Hard to find

Along comes a pandemic and disruption to the supply and production line and now you have demand for a popular camera that far exceeds its supply. A world-wide shortage of X100V occurs and nobody can get their hands on the new model. People start selling X100Vs on the used market for more than a new model; except you can’t find them new.

Never-mind that you could purchase a Fujifilm X mount camera and put a similar lens on it and get the exact same result. With a supposed lack of parts available to make more X100Vs, Fujifilm works on creating the next variation.

The never ending backorder on the X100V attracts the attention of the “real” photographers and now everyone is in line waiting for the X100VI. Announced in February of 2024, the X100VI instantly sells out, even with Fujifilm moving the production to China where they were able to double their production numbers.And even with all my connections in the industry, I’m not able to get my X100VI until November of 2024. As I write this today, it’s still not in stock at my favorite camera stores.

Finally in my hands

Call me late to the party, that’s fine, but I’m here and enjoying myself. The X100VI is indeed a wonderful camera. I’ve been using interchangeable lens systems so much of the time I’ve forgotten the joy of working with a minimalist compact camera. I’ve harbored a lot of poor experiences with compact camera image quality over the years, but the X100VI breaks free of that. It competes with many larger, and more expensive, cameras.

[photo credit: michelle greengo]

It doesn’t matter what camera system you currently own; with the X100VI being a fixed-lens camera, it can find a purpose within your collection of gear. When you want to go lightweight or simple, this is the camera that allows you to take photography with you wherever you go.

With it’s fixed 23mm f/2 lens (35mm full-frame equivalent), this isn’t the right camera for a number of photographic chores. For almost anything in particular: like landscapes, portraits, or architecture, this isn’t the best camera. But for almost everything, it is a camera that you can get great results with, if you are creative.

By the nature of what it is — a fixed lens small rangefinder, it’s easy and inviting to take along. For the dedicated or aspiring photographer, this is the camera to pursue your craft when you don’t have a specific agenda. When you want to exercise your ability to find and compose a photograph, you’ll be hard pressed to find a more enjoyable way to do it.

I dare to say it, but I will: I believe this camera can make you a better photographer. Don’t be confused, this camera doesn’t return results that make your images better.

The limitations of what it is, a camera with a moderately-wide fixed lens, forces you to think, look and react differently. Yes, you can mimic what this camera does by attaching a similar lens onto any interchangeable lens camera. The X100VI however will almost always come out smaller, lighter, simpler, and more desirable to take along.

Improvement doesn’t come in the form of theory, but in practice. The X100VI makes it easy, and desirable, to practice the art of photography.

In the end

For the dedicated photographer, if you can only own one camera, an interchangeable lens model is the obvious choice. However, if you can afford an additional camera, the X100VI makes for a compelling choice. The small lightweight and stylish package makes the camera a desirable tool to choose for a variety of outings. The advanced stabilized sensor and plethora of features on the inside gives you the opportunity to harness a wide variety of creative options while the tactile exposure controls keep you connected to the photographic process.

The X100VI and the rest of the X100 series is popular for a reason — they’re great cameras. It fits a photographic need and desire that few other cameras can compete with.

The new camera course

Fujifilm X100VI: Complete Camera Guide is now available. Don’t let the sleek exterior and its minimalist design fool you; this is a fully modern, feature packed, camera. My new course takes you through all operations of the camera with all the graphics, animations, and examples of my other courses. For this camera I’ve had to add in a bit more to address the variety of film simulations and image adjustment options that are so popular with this camera. This course, like my others, will help you master the controls, understand the features and set your camera up so that you are ready to pursue your photographic journey.