Fujifilm in 2019: what happened, and was this really just in the last 12 months?

Fujifilm in 2019
(Image credit: Rod Lawton/Digital Camera World)

In the history of camera brand comebacks, Fujifilm will be right up there with the best. In 2010, Fujifilm took a wild punt with a high-end compact camera called the X100, with an APS-C sensor, traditional camera controls and a design which harked back to a different era. Would anyone actually want a camera like this in the modern age, and could Fujifilm possible challenge or even approach the success of those giants of photography, Canon and Nikon?

Ten years later, we’ve got our answer. 2019 has been one of the busiest years yet for Fujifilm, which is seeing sales increases where others aren’t and is flatly refusing to believe the gloomy predictions of rivals. It's made APS-C cameras respectable, even desirable, and it's rocked the medium format market to its gold-plated core. More of the same, please!

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Rod Lawton

Rod is an independent photography journalist and editor, and a long-standing Digital Camera World contributor, having previously worked as DCW's Group Reviews editor. Before that he has been technique editor on N-Photo, Head of Testing for the photography division and Camera Channel editor on TechRadar, as well as contributing to many other publications. He has been writing about photography technique, photo editing and digital cameras since they first appeared, and before that began his career writing about film photography. He has used and reviewed practically every interchangeable lens camera launched in the past 20 years, from entry-level DSLRs to medium format cameras, together with lenses, tripods, gimbals, light meters, camera bags and more. Rod has his own camera gear blog at fotovolo.com but also writes about photo-editing applications and techniques at lifeafterphotoshop.com