2025 saw the launch of the Fujifilm X half, a camera that bets on nostalgia, a vertical 1″ sensor and a $849 launch price. I remember thinking the price being a bit too much for a camera with so many limitations, but I wanted it to succeed.
It turns out the Fujifilm X half isn’t doing that great. James Warner (“snappiness” on YouTube) made a video about the camera having what seems to be a permanent discount. If you’re willing to buy refurbished, you can get an X half for about half the price. I don’t want to sound silly, but I believe this is unheard of after just 6 months on the market.
So people aren’t buying the X half. Of those who do, I suspect quite a few are disappointed by it, otherwise I wouldn’t be seeing this many second-hand units on MPB. Does this mean that nostalgia alone isn’t enough to make a product successful?
