The Fuji X-Pro 3 is the first digital camera that’s genuinely piqued my interest in a long time – and it’s not even been officially released yet. Fuji did some sort of pre-announcement presentation sometime last week, which was followed by the online photography press exploding with news and pictures of a camera that seemed to cause a disproportionate amount of disgust. I wasn’t disgusted though, in fact, I found myself really quite intrigued – not because I want to buy it, but instead for the simple fact that a mainstream camera manufacturer seems to have tried to create something a little different to the broadly homogeneous kit the other big brands are churning out.
Of course, Fuji are known for breaking the mould a little bit once in a while. I remember (and bought) when the X100 was first released – it was one of the most interesting cameras any of the bigger manufacturers had dared to bring to market for a long time. It was a big success for Fuji too. From it was spawned the first X-Pro 1 – an interchangeable-lens pseudo-rangefinder camera that I suspect was an even bigger hit than the X100 (I bought one of them too). From the X-pro 1 then came and entire system of cameras that has been vastly built upon over the years since.
Over those same years though, I’ve personally felt the Fuji have been slowly loosing their edge, or at least losing something of what made those original cameras so unique. I talked about this opinion in a bit of a review I penned about the latest ‘F’ variant of the X100 here. A great camera, there’s no denying that, but to me it felt as though what was special about the original version had somehow been lost.
As I talk about in that review, the simple original concept had been over-complicated with a stack of extra, largely superfluous functions – and with all the extra function there was a huge increase in buttons, controls and other ways the user could interface with it.
Of course, many of the commentators on that review told me that I’d missed the point. All the extra functionality could only aid the photographer, and if I didn’t like it, I could and should have just switched it all off. Whilst this is true, I feel quite strongly that these opinions missed the point I was trying to make. It’s my view that the beauty of the original design was not in the extent of its functionality, but indeed in the lack of functionality it provided.
The original design concept provided a niche group of photographers with a set of limitations that would work for them, the latest one tried to make that inherently limited concept offer something for everyone. To my mind, a camera that’s so limited by the nature of having a fixed 35mm f/2 lens could benefit from also be allowed to be limited in other ways. By making the choice to add a proverbial kettle, toaster and microwave with built-in-grill to the X100 design – at least in my opinion – Fuji had lost touch with the concept and lost their way a little when it came to their own original design philosophy.
The Fuji X-Pro 3
Which is exactly why I am so pleased to see them bringing out a camera like the X-Pro 3. I’m not going to go into too much detail about the features that Fuji have so far spoken about the X-Pro 3 offering – at least short of highlighting the headline conspicuously-disruptive screen design. If you’ve not read about it yet, you might be surprised to hear that the new X-Pro 3 has a screen on the back that’s articulated in such a way that it’s natural position is folded away out of view. In addition to the main screen, there is also a little secondary screen that shows various camera settings, including a film emulation type display.
To shoot using live-view with the primary screen on the back, you have to fold it out. This means it can either be used as a waist level finder, or if you wish to use it at eye level, the screen awkwardly hangs below the camera. It can’t be rotated, and therefore can’t be viewed from the front for selfies and can’t be folded back against the camera facing out. As such, to use the camera comfortably at eye level, you need to use the viewfinder.
Of course – especially in the DPReview comments section – this idea has been lambasted beyond reason. There is some positivity there, but in the main, the comments are really quite negative, and this is even before the camera has been officially announced, never mind widely used.
As I’ve said though, personally I find myself on the side of those who appreciate this move as a positive one. I think what Fuji have done is innovative, interesting, and actually quite brave. There is, admittedly, a bit of a gimmicky element to it – the secondary screen showing the film emulation type has been done in such a way that it imitates the little slots in film cameras that allowed people to tear off a bit of the film box and slot it in as a reminder of what film was in the camera. Diehard film photographers will no doubt be shouting “why not just shoot film” etc… but I’m not really interested in all that side of the argument. What I’m interested in is the overarching design philosophy of limiting the ways it can be used by photographers, and therefore limiting its appeal to a smaller niche.
Limitations for a niche
What Fuji have done – well or badly I’d argue it remains to be seen – is create a camera that imposes limitations, rather than trying to remove them. They’ve not tried to create yet another camera that solves every possible problem for every possible photographer. Instead they’ve designed something that will work specifically for a small niche of photographers – something usually only attempted by the likes of Leica and other more esoteric brands such as Alpa.
This is why the comments section of DPReview has erupted. There are hundreds of people who are seeing a camera that not only doesn’t quite fit their needs, but is actually quite specifically not designed for them. More significantly though, it’s come from a brand that usually does make cameras for them, and this seems to have caused a huge amount of confusion and anger… Which, to me, is just bizarre! I can’t help but find it really odd that so many people can’t see that it’s perfectly possible for cameras that offer features and functions that don’t appeal to them to exist on the marketplace…?
Why the anger?
So why is it that Fuji get so heavily lambasted for trying something different? Well, it’s my opinion that digital camera industry has dug a bit of a hole for itself. Proven, I think, by the fact that it’s been contracting year on year for a while now. It has pushed and pushed the bigger, better, faster sales tactic for so long that the consumer has bought into the ideal wholesale. The average consumer seems to have arrived at a point in their mentality that every camera released needs to be the perfect fit for every photographer and possible usage case out there. In reality though, many cameras have been offering a bit of everything for everyone for a while now, so the newer bigger, better, faster ones haven’t had much new to offer. In many other walks of life innovation, variety and choice are at very least prized if not essential – yet in camera design, manufactures push and are pushed to make the same do-everything boxes, so have largely run out of ideas that actually help sell the things.
It’s all become really quite absurd in my opinion, which is why I applaud Fuji for this move. The X-Pro 3 might be a little gimmicky, but beyond that, it’s a design that’s is trying to offer something for a niche set of photographers who want something different; photographer who want a different user experience and want limitations imposed on them rather than the opposite.
I’m one of those photographers too – which is perhaps why I’m drawn to the concept, despite not being particularly convinced that I would choose the X-Pro 3 specifically for me.
But, whilst I’m not sure it’s for me, what I am sure of is that it will be right for some other photographers out there – and good luck to them I say! I just hope it’s right for enough photographers to prove to Fuji that more of this sort of disruptive innovation is a good idea.
You listening Fuji?? A Fuji X100 without a screen (or even one like this new X-Pro) and about 10 less buttons would be a great addition your line up – make it happen, yeah – you might even find yourself welcoming curmudgeonly me back to the fold…
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Paul Pacurar on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 30/09/2019
thorsten wulff on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 30/09/2019
Iván Bernal on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 30/09/2019
Malcolm Myers on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 30/09/2019
As for this one, it does look interesting, but I really have enough film and digital cameras now. The only thing I'm really missing is a high-ISO / low-light camera but I can live without that most of the time. And if I did have the money I'd seriously look at the new iPhone 11 instead.
Dale Rogers on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 30/09/2019
Thanks for the commentary!
Allan U on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 30/09/2019
Hut on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 30/09/2019
Bernhard on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 30/09/2019
the concept is not bad, but the cam is to expensive for me as a family father.
Regards Bernhard
Nick Clark on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 30/09/2019
What works with Leica M’s (and arguably the original X100) isn’t applying limitations, it’s about reducing the photographic experience into its most basic elements. What you need and nothing more. My M2 doesn’t do much, but everything it does it does perfectly.
My frustration with the X-Pro3 is that it hasn’t done this - the screen is still there, it hasn’t been removed - it’s just been implemented in such a way that, in practice, it will just work badly. The stupidity of this is that there are highly effective ways of designing articulated screens that face inwards when not in use (Pen F a case in point).
If Fuji really where really committed to people using the VF and pursuing a niche through limitation, then by all means remove the screen. Leica did that with the M-D. Sure, I don’t know if I’d buy it, but it would certainly fit a niche and that’s to be celebrated.
But to include the feature, but implement it badly just to make a point? Nope, that’s just bad design.
Comment posted: 30/09/2019
Comment posted: 30/09/2019
Anthony Smith on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 30/09/2019
Robert M Gambill on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 30/09/2019
Adding to that, the ability to hide the LCD when it's not needed is really exciting to me. I was recently on a trip where I made a conscious effort to not review any shots on the screen while I was shooting to see how it impacted the way I was photographing. I found that I took way more shots than I would have otherwise, but also, that they turned out way better than normal as well. Eliminating the distraction of chimping really works for me, apparently.
I totally agree with you, Hamish. This isn't a camera that's for everyone, but it is absolutely a camera specifically for me, and that makes it feel really special, in my opinion.
David Hume on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 30/09/2019
If they make a new X100 in this vein I’ll buy that too.
You’ve said lots of sensible stuff here, but it’s a bit like “You had me at Hello”
(FWIW for digital I currently shoot an XE-2 for commercial travel stuff with the kit zoom, and with the pancake 27 2.8 if it’s not a gig)
Roger B. on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 30/09/2019
Comment posted: 30/09/2019
Dave on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 30/09/2019
Sasij on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 30/09/2019
Valdo on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 30/09/2019
I agree with your points. I have the XPRO2 and I like the different concept of XPRO3.
What I don't like are the buttons on the thumbrest, when I picking the camera from the bag I always push minimally one of them. A thumbrest should by a thumbrest only!
Another think what I dislike, but this is common for all Japanese camera manufacturer, is the myriad of available menu settings. Those guys are thinking that if a spec list isn't full with features they don't have a competitive product. I would kick out minimally half of items out of menu!
Cheers
Steve Lang on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 30/09/2019
Peter on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 30/09/2019
Nick Lyle on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 30/09/2019
George Appletree on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 30/09/2019
By other side the main characteristic of this camera is the hybrid rangefinder like viewfinder. So really a foldable screen for this camera becomes just a supplementary feature, perhaps more an inconvenient than an advantage.
Pat on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 30/09/2019
Gregory Morton on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 30/09/2019
Adrian Morgan on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 30/09/2019
Kodachromeguy on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 01/10/2019
karellen on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 01/10/2019
Simon on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 01/10/2019
I doubt I’ll be buying cause I can’t justify the expense for a camera that’s not full-frame, but I hope it does well!
Also the DPReview comments section is always full of hate, it’s a sink of anger and rage, not reflective of the real world lol
Zoran on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 01/10/2019
Discussing "facts" about something that does not exist yet physically is akin of screaming into the wind. It doesn't serve any purpose.
Thank you for correcting this.
Bruno Chalifour on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 01/10/2019
Now regarding the X Pro 3, its "niche" audience (judging by the number of X pros 1 or 2 I keep seeing in such places as the Rencontres d'Arles where Leicas used to be the cameras to take for a walk) seems to indicate that the niche might be broader than Leica's. FUJI just keeps on improving its X pro concept to compete with the growing EVF category (Canon, Nikon, Leica CL, SONY,...). There are improvements compared to the X pro 2 (Titanium body (lighter, tougher), 26 Mp, improved sensor and processor, better color rendition, improved finder (both optical and electronic). It is as interesting as the X pro 2 was when it came out... I bet X pro 1 and X pro 2 owners will be tempted to upgrade; even X100 owners might be tempted. Another reason to buy into the Fuji family is the quality of their lenses (weren't they originally lens makers?) and their cost especially compared to Canon, Leica, Nikon and the latest (finally up to par with the others) Sony. All of this explains the resurrection of Fuji as a camera and lens manufacturer, we are just seeing a steady continuity taking small risks in innovation, enough maybe to attract a new audience and expand the current one on its margins. Nothing to moan about, I agree, on the contrary quite a few things to be happy about, first of an innovative manufacturer producing interesting equipment (cameras and lenses) of high quality at a reasonable price (although no price has been announced yet for the X pro 3... let us wait for this last criteria which may tip the scales one way or the other).
Victor on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 02/10/2019
More importantly, while I do understand the complexity of the implementation of the hybrid VF, but the end result is, unfortunately, far from being perfect worse than on X100 series let alone leica (dimmer, lower magnification, worse eye relief). A huge con for a camera which main selling point is optical viewfinder! Yes they improved the hybrid part, but that does not really matter as people who want 3m EVF, just buy XT series. People who want flippy screen, buy that (or canikoson) too. I think, Fuji is half doing it, as unlike leica (I'm looking at M-D and Monochromes!) they dont have balls to go all in and follow marketing department rather than their inner photographers soul. In the end, they probably suffer from that, as they claimed X-pro series is not particularly profitable anyway, and more of a halo product. What they should have been doing is strip the camera to the basics (i.e. no dual card slots, no display, no zoom-in OVF for which you have EVF anyway, no fussy AF modes with 100% coverage, no joystick, etc). On the other hand, polish its main selling point (hybrid OVF) to perfection. By that I mean making it clear and bright with decent magnification and eye relief, and usable focussing aids (X100F is almost fine in this regard). In the process they could make camera lighter and cheaper to produce (does not mean lowering selling price though). People who would complain about missing features would buy other camera anyway, and bashing battles on forums are great free marketing :)
Neil on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 02/10/2019
Can someone not just make a digital camera which has no screen and is as elegant as a Leica but not costing £6500. We don't want more features and buttons we want less of everything.
Patrick Medd on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 05/10/2019
Johny on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 13/10/2019
Comment posted: 13/10/2019
Bill H. on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 15/10/2019
Hanumanbob on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 19/10/2019
Mario Piper on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 20/10/2019
Bill H. on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 27/10/2019
Yes, the camera is a bit unconventional. I think we as a community should celebrate that uniqueness! I think for some the XPro-3 will encourage their creativity. I’m putting my ‘“money where my mouth is”. I think I’d always wonder if I passed up a great opportunity if I didn’t take the plunge.
Antoni Rybaczyk on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 27/10/2019
Clive W on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 04/11/2019
My first X camera was the X70, and I seldom use that without flipping out the LCD. I like the unobtrusiveness of waist- or chest-level shooting and it has another advantage for me: being very nearly 2m tall, I have to make an extra effort to photograph people's faces, not the tops of their heads, so it's useful to have a comfortable way to hold the camera lower. Yes, I could do this with any X-T instead, but those just look and feel a little too 'mainstream' for me. Part of the fun of a Fuji is not about people mistaking it for a Leica, but about using something that doesn't look like everyone else's D41835nxi, and the X-Pro, X-E and X100 just do this better for me.
So the fold-out screen is clever because it removes an old limitation without changing the nature and appeal of the camera. The X-Pro3 is not a 'tilt-screen camera' in the manner of the X70; the screen is very much a secondary viewing device for occasional situations. Nor is it a 'whatever you want' tool like the X-T3 - a thing I hugely respect but don't want for my own use. Nor is it really an ersatz film camera, despite the sly nod with the mini-LCD.
The mini-LCD box-top might be a gimmick but for the other work Fuji has done on JPEG output. With the 24MP and later Fuji cameras, you really need to be a bit of a control freak (moi?) to insist on working in Raw and post-processing everything. Which means that if, say, you’re a travel blogger with an X-Pro3 and an iPad (other tablets are available) you can rely on the camera alone to produce JPEGs ready to transfer and dispatch at your first coffee stop of the day. The box-top is there as a quick visual check that you’ve selected the right settings for your style for the day. So you could argue that, rather than making you slow down and be 'more like film’, the X-Pro3 is actually helping you speed up the creative process by making it more immediate. You don’t have to work that way, of course, but wouldn’t it be nice to have the option? (And if you can travel without a laptop, it might leave room in the bag for another camera and some actual, y’know, what's it called? Oh yes, film.)
Jazz1 on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 10/11/2019
I’ll probably add and XT-3 or XT-4, (when it is releasedin the future) to cover all bases.
Pixii (Model A1112) - A Primer into this New Digital Rangefinder Concept on Fuji X-Pro 3 – A digital camera design philosophy I can get on board with!
Comment posted: 08/06/2020