Ten years ago, on January 9, 2012 in Las Vegas, Fujifilm surprised the camera world with the introduction of their first interchangeable-lens mirrorless camera, the X-Pro1. The X-Pro1 was mirrorless, setting itself courageously apart from the DSLRs that then still ruled; used a new X-Trans (instead of the standard Bayer) CMOS image sensor with its unique color filter array and no low-pass filter; used a hybrid optical/electronic viewfinder; and reverted back to using dedicated controls. Over the past 10 years, they have introduced close to 30 X models and 40 lenses.
How did a film maker succeed in producing some of the most popular cameras ever? They went retro, with beautiful camera designs (cameras so beautiful you really ache to own one) and returned to using dedicated control dials. That return to giving control back to the photographer (as opposed to having to constantly ask the camera permission through the Mode Dial) reignited the love of photography for so many that Fujifilm was able to carve out a place for itself in the cut-throat camera competition.
To celebrate this 10th anniversary, Fujifilm is launching a video project, “Reflections.” An X user will be featured every month, starting January 26 on the FUJIFILM X Series YouTube channel.
Users can also participate in the #10YearsOfXMount campaign by publishing a photo based on a published theme each month on Instagram (@fujifilmXworld). Themes will be announced every month on fujifilm-x.com. The January theme is my “BEST PHOTO.” Of course, with your submission, include relevant details of the camera and lens used, exposure settings, and any interesting story behind the photo.
The big news is that during the upcoming X Summit in May 2022, Fujifilm will reveal its 5th generation of X Series mirrorless cameras. They promise a further evolution based on everything they have learned during the past successful 10 years. Exciting stuff ahead!