As a reviewer of all things photography, I think I’ve got my ear to the ground, listening for what’s hot and what’s not.
Online communities, especially in photography, love to talk about gear. Sometimes, those pleasant chats turn serious and, on occasion, nasty.
One debate I often see online is about the cost of camera equipment.
Being a Fujifilm Fanboy (FF), I also hear debates over the current cost of Fuji cameras.
Some say they are overpriced, and others (FFs) believe they are the Goldilocks cameras in terms of price and value.
Regardless of the subject, the argument of cost and value will always exist.
In this article, I discuss the arguments for and against the current price tag of Fuji gear. Let’s get stuck into it!
The Rising Cost Of Photography
While we’re here to discuss the rising cost of premium photography equipment, it’s worth having some context.
The Covid pandemic and associated lockdowns proved to be one of the most significant events in our lifetime.
Gently putting aside the impact on people’s health and well-being, the pandemic significantly impacted global financial markets.
While we all made the most of online shopping and working from home, many industries suffered immensely, and the photography industry was no exception.
With retail stores closed to foot traffic, many businesses scrambled to improve their online shopping platforms to sell enough products to stay afloat.
Manufacturing sites closed down, resulting in a shortage of core camera and lens assembly components. It was a time of uncertainty for all.
Fortunately, the pandemic ran its course, although with lasting consequences.
Camera stores, distributors, and manufacturers returned to business as usual. Some didn’t return at all.
Capitalism marches on, and in the wake of such an event, the industry did everything it could to compensate for lost ground.
Everything went up in price, from the cost of components to freight and shipping. The consumer inevitability pays.
I’m not an economist, but having worked with several distributors and retailers during the pandemic, I saw the financial strain firsthand.
Australia, where I live, has been teetering on the brink of a recession, and the rising cost of living is making headlines daily.
Everything costs more – $100 doesn’t get you much at the supermarket nowadays.
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As a result of these and many more factors, cameras and lenses have significantly shot up in value.
It’s a seller’s market – even second-hand camera equipment is priced considerably higher.
Don’t get me wrong, buying camera gear has always been a luxury to me and many of my peers. It’s an expensive hobby.
However, once invested in the right camera system, the addition of lenses and accessories is more affordable over time.
The Fujifilm Catalog
The big question is if Fujifilm is priced too high. I’ve heard both sides of the argument.
On the one hand, some argue that the cost of Fuji cameras and lenses no longer makes sense and is too high.
On the other hand, many of the FF side to which I subscribe say that the quality and performance of Fuji gear justify the price.
Let’s examine the cost of a handful of Fujifilm’s current X Series cameras. We’ll discuss lenses later.
Entry-Level Fuji Kit
Anyone looking to start their photography journey with a Fuji would more than likely consider an entry-level interchangeable lens camera body.
The entry-level range is currently limited. In the past, Fuji offered several entry-level X Mount cameras, such as the X-E and X-A range.
Today, the best entry-level Fuji is the X-T30 II. It’s a compact camera featuring a 26MP CMOS X Trans 4 image sensor and X Processor 4.
The X-T30 II is an incredibly reliable and easy-to-master digital mirrorless camera that benefits from the Fuji lens range. It retails for around US$1,000 (AU$1,500).
The second choice for entry-level photographers, especially videographers, is the Fujifilm X-S20.
It features the same 26MP X Trans 4 sensor but packs a faster X Processor 5 chip.
The powerful processor drives the 5-axis sensor-shift image stabilization for greater low-light performance. At retail, the X-S20 sells for around US$1,600.
Both budget-friendly options offer excellent design, ergonomics, image quality, and value for money.
I hope Fujifilm introduces the X-E5, a new entry in the X-E range. The highly affordable X-E4 launched globally in early 2021—it’s time!
Intermediate Fuji Options
The next step up in price and performance is the new Fujifilm X-T50.
It’s unclear whether it will replace the highly acclaimed X-T30 II.
It’s important to understand that Fuji is marketing the X-T50 as a powerful X Mount camera suited to all levels of photography.
It boasts a beefed-up 40MP X Trans 5 HR sensor and X Processor 5. It also features In Body Image Stabilization (IBIS), which delivers up to 7 stops of light.
Its performance and specifications run incredibly close to the Fuji flagship models. More on that in a minute.
Retailing for around US$1,750 (AU$2,600), it’s an attractive option for anyone looking for a highly capable digital camera.
Flagship Fuji
The flagship cameras from any brand will cost the most.
Flagship models offer the highest features and performance in the range and are ideal for enthusiasts and professionals.
The Fujifilm X-T5 is, without a doubt, Fuji’s flagship X Series offering.
It features the X Trans 5 HR and X Processor 5 for optimal performance. The X-T5 also features the same IBIS and aesthetics.
It retails for around US$1,950 ($2,900 Aussie dollars), which is only a few hundred dollars higher than the X-T50.
If I were saving up to buy a new camera, I would hold of for a couple of weeks to earn the extra cash to buy the X-T5 over the X-T50.
The X-T5 supersedes its little brother thanks to weather sealing, dual UHS-II SD slots, a tri-hinged touch screen, faster FPS bursts, and the biggest and brightest EVF you’ll ever enjoy shooting with.
Where the X-T5 is a near-flawless photography camera, the Fuji X-H2S is a videographer’s dream machine.
It features a stacked BSI X Trans 5 HS 26MP image sensor, IBIS, and X Processor 5.
Videographers love the ability to record up to 6.2K at 30P in 4:2:2 10 Bit color internally.
The X-H2S retails for around US$2,700 (AU$4,000), making it the most expensive Fuji camera in the current X Series range.
However, professional photographers and videographers must invest in the right tools for the job.
Is Demand Or Fame Driving Up The Price?
Let me make something clear: I’m not an economist or financial wizard. I’m just a photographer who has observed the market for several years.
When I began as a Fuji photographer, the X Series was new to the market and still vying for attention online and in-store.
As a fledgling range with a limited offering of cameras and lenses, consumers were cautious to invest.
In 12 years, Fujifilm forged ahead and earned a solid reputation as an industry disruptor.
Fujifilm is now considered a premium brand that has harnessed 90 years of experience to develop high-quality cameras and lenses.
The brand has exploded in popularity in the past couple of years thanks to aggressive marketing and influencer-assisted brand awareness.
The best example of this is the X100 series. The first X100 was released in 2012, offering a compact, APS-C digital mirrorless camera experience.
Its retro rangefinder styling, build quality, image quality, and overall performance made it a cult classic.
Over the years, its popularity and performance output increased to the point where the latest Fujifilm X100 VI sold out before it even hit store shelves.
The X100 VI packs a flagship 40MP X Trans 5 sensor, IBIS, and X Processor 5 into a near-pocketable body.
Its gorgeous styling and compact form hide some awe-inspiring power. The demand for the X100 is at an unprecedented high.
Second-hand models, including the X100 IV and X100 V, still sell for near-new retail prices because the demand is so high.
The Fujifilm X100 VI retails for around US$1,950 (AU$2,900).
Some think the price is too high and is driven by Fuji trying to milk consumers due to high demand and throttled stock.
I don’t believe Fuji predicted how strong the market would be. The company can only manufacture and ship so many units a day.
Besides, the new X100 VI boasts flagship power and output. As a fixed-lens camera, Fujifilm won’t make any future money from interchangeable-lens sales.
Fuji will eventually catch up and meet the demand.
Given the durability and performance of the X100 VI, it’s not likely to be replaced anytime soon.
Fujifilm Versus The Rest
I think it’s also important to consider how Fujifilm prices compare to other brands.
It’s a tricky comparison as Fuji flagship models feature cropped APS-C sensors.
Sony, Canon, and Nikon flagship models house a full-frame sensor. While it’s not apples for apples, it’s worth looking at.
Looking at Sony, the A6700 is a premium E-Mount digital mirrorless camera featuring a 26MP BIONZ XR image sensor, ultra-fast AI-driven autofocus, and 5-axis image stabilization.
Its specifications are between the X-T30 II and the X-S20, and it retails for around US$1,400 ($2,000 to my fellow Aussies).
Canon also offers APS-C digital mirrorless cameras.
The EOS R7 features a 32.5MP APS C CMOS image sensor and 5-axis image stabilization. It retails for around US$1,350 and is comparable to the Fujifilm X-T50 in terms of performance and quality.
However, neither the Sony nor Canon models are considered flagship cameras.
That title goes to the Sony A1, a 50MP full-frame mirrorless camera blasting out 30FPS and 8K video. It costs around US$5,400 or AU$8,000.
As for Canon, the EOS R5 is a top-tier camera that retails for around US$3,100 ($4,600 in AUD).
While the argument of full frame versus APS-C is for another day, there’s no denying the high cost.
By comparison, the Fuji X-T5 or even the X-H2S is a bargain.
What Will Fujifilm Do Next?
If Fujifilm removes the X-T30 II from the range, the next cheapest X Series interchangeable lens camera will be the X-S20.
As a result, the cheapest Fuji X camera increases by around US$575.
That’s a big jump and the approximate cost of a compact Fuji prime lens. However, I don’t believe Fuji has abandoned the entry-level market.
The Japanese company is very focused at the moment on creating cameras that are accessible to anyone.
It wouldn’t make sense to restrict access to the X Series by making all camera bodies out of financial reach.
Besides, Fujifilm needs to promote and sell the 40 X Mount lenses it offers. To do so, it needs as many X Mount cameras as possible.
Regardless of the camera’s level, those lenses work wonders.
I dislike rumors about product lineups, but I think Fujifilm hasn’t revealed all its cards this year.
There’s a temporary gap in the range to support further entry-level photographers or those looking for fewer bells and whistles than a flagship camera.
The Value Proposition
One of the biggest challenges when understanding the cost of a consumer product is its actual value. Cost and value are two very different things.
The cost is the sticker price online or at the camera store.
The value is a multifaceted evaluation of budget, needs, expected use, profession, and socioeconomic status.
For example, if you can buy a new camera every year, its value may seem less than that of someone who can only afford one every five years.
If you intend to use a Fujifilm X-T5 professionally, the cost and return on investment are justifiable.
If you’re an enthusiast looking for a perfect holiday camera, the X100 VI will exceed your expectations.
Aside from the performance and image quality, Fujifilm cameras and lenses are built incredibly tough and, if cared for properly, will last a lifetime.
The X Mount is still relatively young, and Fujifilm is dedicated to expanding its lens range.
Final Thoughts
The reality is I can’t answer the question of whether Fujifilm is priced too high. Too many factors determine what each person values and can afford.
I can’t currently afford to upgrade from my trusty Fujifilm X-E4 to a higher MP Fuji model.
I would love to buy the X-T5. However, I still get exceptional value from my three-year-old X-E4.
I use it for everything from travel and street to product and portrait photography, and I’m more than satisfied with its performance and output.
I would undoubtedly get a lot of value from an X-T5 as it would likely last me another five years.
And as much as it hurts to say, I probably don’t need such a powerful camera at this stage.
As I’ve mellowed with my craft, I care more about the experience than the megapixels. Ouch!
Regardless, upgrading to a Fujifilm flagship camera is well within reach compared to striving for the best from another brand.
The brand and performance of any camera must deliver value that works for you and you alone. Most importantly, grab any camera and get out to experience photography’s joy.
