Sony, Canon and Nikon take note: Fujifilm shows how APS-C should be done

Sony, Canon and Nikon take note: Fujifilm shows how APS-C should be done


Let’s be blunt about this: the usual suspects at the top of the imaging market seem to have all but given up on APS-C. Nikon has drip-fed some APS-C options but is clearly hedging its bets on its full-frame Z-series. Sony? They’re solely focused on the full-frame arena, with not a whiff of a new APS-C model since the A6600.

Canon, though, is beginning to wake up to the potential of the APS-C format in its mirrorless EOS R line, with the likes of the EOS R7, EOS R10 and EOS R100. But let’s face it – they’re playing catch-up. All of these giants, it seems, have been so mesmerised by the full-frame format that they’ve either abandoned or just lightly flirted with APS-C.

And then there’s Fujifilm. While the other big hitters are off chasing the full-frame dream, Fujifilm has been quietly – and smartly – carving a niche, refining and redefining the possibilities of the APS-C format. This isn’t some late-stage pivot, but a sustained and consistent focus that has now spanned years.

In the hands of Fujifilm, APS-C isn’t just alive and well; it’s thriving. Fujifilm’s lineup boasts cameras to suit virtually every type of photography you might be into. Street photography? The X100 series has you covered. Looking for versatility? You can’t go wrong with the X-T series.

The recent 8K-capable Fujifilm X-H2 and X-H2S models have even broken new ground for the APS-C format for advanced videography. It’s a clear message to any doubters: Fujifilm isn’t just leading the APS-C race – they’re the only ones truly running it.

Now, let’s also talk design. Fujifilm’s cameras are a visual treat. They’re a heartwarming nod to the golden era of film photography, a retro-styled marriage of style and substance. These are cameras that don’t just produce beautiful photos; they’re beautiful objects in their own right.

And it’s not all just about looks – Fujifilm’s build quality is second to none. We’ve all put their cameras through their paces, and they just keep on delivering, session after session, shoot after shoot. They’re workhorses that look like show ponies – a rare feat in our industry.

In short, while other manufacturers chase trends, Fujifilm has been creating them in the APS-C world. Their unwavering commitment is a testament to the versatility, value and viability of the APS-C format. It’s a brave and resolute strategy, and one that’s paid off handsomely.

In Fujifilm’s hands, APS-C isn’t just a format; it’s an art form. And that is why they’re the undisputed kings of the APS-C realm. The others might be playing the game, but it’s Fujifilm that’s setting the rules.

But, of course, we can’t disregard the competition. Canon, though a late bloomer in the mirrorless APS-C game, is showing huge potential. Their offerings with the EOS R7 and EOS R10 suggest an earnest commitment to expand their APS-C options. And let’s not forget, this is Canon we’re talking about: they have the financial power, R&D prowess and a track record of innovative technology cascading down from their professional EOS R system and Cinema EOS models.

While Fujifilm currently wears the APS-C crown, the challenge from Canon is not one to be dismissed lightly. Looking ahead, we can expect a lively competition that will only serve to push APS-C technology to new heights, which is a great thing for photography. In the end, competition fuels innovation and benefits us, the end-users.

There is an elephant in the room, however, when we talk about Canon and Nikon’s foray into mirrorless APS-C: their glaring shortage of dedicated APS-C format lenses. Both have begun to build out their APS-C camera options, but their lens offerings for the format are, frankly, paltry.

Photographers know that a camera is only as good as the glass you put in front of it, and this is where Fujifilm once again excels. The company offers a wide range of high-quality lenses specifically designed for its APS-C cameras. Meanwhile, Canon and Nikon users are often left adapting full-frame lenses, which can negate the size and weight advantages of using an APS-C body in the first place.

In the end, it’s about more than just releasing a camera – it’s about providing a complete, thoughtfully considered system to back it up. And so far, it’s clear that Fujifilm remains the only manufacturer truly committed to building out not just an APS-C camera line, but a full APS-C ecosystem. Canon and Nikon, it’s your move.