Top 5 Features of Fujifilm's New XF10 Premium Compact Camera

Tiny all-in-one and/or fixed-lens cameras have been losing ground to smartphones for years and, for the most part, it makes sense. Smartphones are easy to use, they have a touchscreen, you can apply filters to your photos, crop them for Instagram and upload instantly with an internet connection. Well, Fuji is launching this tiny little powerhouse of a camera -- the Fujifilm XF10 --that just might be the camera to make you second guess taking all your photos on your phone. It has a built-in 28mm equivalent F/2.8 FUJINON lens, a 24.2 MP APS-C image sensor, a touchscreen, 4K video recording, and Bluetooth 4.1. It's a lot packed in a compact little body. Here are our top five features of Fuji's new XF10 that just might make you pick one up:


This camera only weighs 280 grams. Heck, an iPhone 8 plus weighs 202 grams. Would you even notice an extra 60 grams? This camera was made to be put in your back pocket to hit the streets. It bears such a strong resemblance to the Ricoh GR 2 that one can't help but assume that did it on purpose. They can say all they want that it's a small camera for the social media generation, but social media loves a good street artist Look at this side by side comparison with the Ricoh GR2 on top and the Fuji XF10 on the bottom and you decide for yourself.

Fuji XF10 vs Ricoh GR2.png


The XF10 boasts a fixed 18.5mm F/2.8 FUJINON lens (equivalent to 28mm on 35mm format) that's so compact you never have to worry about it getting in the way. Fuji glass is known for sharp images and, with its built-in digital teleconverter, the camera can take also photos with a 35 mm equivalent of 35mm and 50mm. Perfect for street photography, this range alsos covers your wide landscape shots or city buildings and still allows you to pop into a 50mm for portraits.

XF10 gold angle.jpg


Most compact or point-and-shoot cameras try to get away with smaller image sensors, but the XF10 features the same 24.2MP APS-C sized sensor you'll find in the company's more expensive cameras. Along with the F/2.8 lens, this sensor will give you better low-light performance, not to mention Fuiji's color science and film simulations for still images as well as 4K video recording.

The XF10's 3.0" (1,040K-dot) LCD touchscreen has been designed to be as easy to use as a smartphone. Flick left or right to change modes or filters, tap to enter, etc. If you want to sell something that can replace a smartphone, it has to be as easy to use as one and I think camera manufacturers are finally understanding that.


This camera is made for the Instagram generation with its built-in "SQUARE MODE" allowing you to make true 1:1 images without worrying about cropping them later when you post them to Snap, Instagram or Facebook. It has 11 FUJIFILM Film Simulations that are exclusive to Fuji and a whopping 19 advanced filters and Bluetooth 4.1 allowing you to easily and quickly transfer your images directly to your phone after taking them. This is great for the few beauty shots you want to upload to social media immediately before the files get lost in your backlog of photo editing.

The Bottom Line

When I'm traveling I honestly use my iPhone for most wide shots and keep a longer lens on my DSLR. The Fujifilm XF10 is small enough and affordable enough to make me consider ditching the phone for a secondary camera and that's the first time in years a camera has come along like that. The XF10 will be available in August in both Black and Champagne Gold for a suggested retail price of $499.99.

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Featuring an APS-C sensor and enhanced Bluetooth® connectivity for seamless transfer of images to a smartphone after shooting

Valhalla, N.Y., July 19, 2018 - FUJIFILM North America Corporation has announced the latest addition to the X Series lineup, the FUJIFILM XF10, a premium compact digital camera with a high quality FUJINON 18.5mmF2.8 fixed lens. Weighing only 280g, the XF10 combines simple touchscreen operation with superior image quality and versatile settings in a pocket-sized body, making it the perfect companion for photo enthusiasts and smartphone users alike.

"We are excited to introduce the XF10 as a premium, ultra-lightweight compact camera that delivers high quality images and new features in a body small enough to travel with, and possesses functionality to instantly transfer images to your phone to share," said Yuji Igarashi, General Manager of the Electronic Imaging Division & Optical Devices Division at FUJIFILM North America Corporation.

Available in August 2018, the XF10 has wide dynamic range and produces sharp, high resolution images. Combined with Fujifilm's proprietary color reproduction technology, its 24.2 megapixel APS-C sized sensor allows the XF10 to produce high quality images in a wide range of settings. In addition, both 4K movie and Full HD high speed video are available on the XF10.

The new FUJIFILM XF10 is the first X Series camera to offer the new "SQUARE MODE," which allows users to switch to a 1:1 format with a single flick of the touchscreen. Combined with a method for seamless transfer of images to a smartphone, this camera enhances compatibility with social media where the 1:1 format has become a popular image format for posting photos. Available in Black or Champagne Gold, the XF10 is a stylish and portable tool for everyday creatives.

High Quality FUJINON Lens Covers a Wide Range of Subjects from Landscapes to Snapshots

The XF10 features an 18.5mmF2.8 FUJINON lens (equivalent to 28mm on 35mm format) that ensures every image is sharp from center to edges. The optical design of the lens is perfectly matched to the sensor in the XF10, to ensure there is no compromise in quality due to the camera's compact size. With the Digital Teleconverter function, the camera is capable of taking photos with equivalent focal lengths of 35mm and 50mm on a 35mm format.

Enhanced Creativity with Unique Film Simulation and Advanced Filter Modes

The XF10 offers 11 unique FUJIFILM Film Simulations and 19 Advanced Filters, providing photographers with the ability to enhance their creativity. The camera also introduces two new Advanced Filters - "Rich & Fine" and "Monochrome [NIR]" - to easily add artistic flair or film-like color tones to photos. The new "Rich & Fine" filter provides brighter and more vivid color at the center of the image, and a slight shadow at the corners in order to emphasize the subject, perfect for food and other tabletop photography. The "Monochrome [NIR]" filter simulates a monochrome effect as taken by near-infrared cameras.

FUJIFILM XF10 Key Features:

  • 24.2MP APS-C CMOS sensor

  • 3.0-inch" (approx. 1,040K-dot) color LCD touchscreen, aspect ratio 3:2

  • Standard output sensitivity of ISO200 - ISO12800

    • Extended output sensitivity of ISO100 - ISO51200

  • Bluetooth® version 4.1 low energy technology

  • New "SQUARE MODE" for 1:1 format

  • 4K 3840 x 2160 15P, continuous recording up to approx. 30 min.

    • Full HD 1920 x 1080 59.94P / 50P / 24P / 23.98P, continuous recording up to approx. 30 min.

    • HD 1280 x 720 59.94P / 50P / 24P / 23.98P, continuous recording up to approx. 30 min.

    • High Speed Movie 1280 x 720 1.6x / 2x / 3.3x / 4x

  • Accessories include:

    • Li-ion Battery NP-95

    • AC-5VG AC adapter

    • USB Cable

    • Hand Strap

    • Lens Cap

    • Owner's Manual

Availability and Pricing

The new FUJIFILM XF10 will be available in August 2018 in the U.S. and Canada for USD $499.95 and CAD $649.99.

About FUJIFILM North America Corporation, Electronic Imaging

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About Fujifilm

FUJIFILM North America Corporation, a marketing subsidiary of FUJIFILM Holdings America Corporation consists of five operating divisions and one subsidiary company. The Imaging Division provides consumer and commercial photographic products and services, including: instant cameras and film, photographic paper; digital printing equipment, along with service and support; personalized photo products; film; and one-time-use cameras; and also markets motion picture archival film and on-set color management solutions to the motion picture, broadcast and production industries. The Electronic Imaging Division markets consumer digital cameras, and the Graphic Systems Division supplies products and services to the graphic printing industry, including offset plates and supplies, digital printing equipment and large format printers and ink. The Optical Devices Division provides optical lenses for the broadcast, cinematography, closed circuit television, videography and industrial markets, and also markets binoculars. The Industrial Division and Corporate New Business Development Division deliver products derived from Fujifilm core technologies. FUJIFILM Canada Inc. sells and markets a range of Fujifilm products and services. For more information, please visit, go to to follow Fujifilm on Twitter, or go to to Like Fujifilm on Facebook. To receive news and information direct from Fujifilm via RSS, subscribe at

FUJIFILM Holdings Corporation, Tokyo, Japan, brings innovative solutions to a broad range of global industries by leveraging its depth of knowledge and fundamental technologies derived from photographic film. Its proprietary core technologies contribute to the fields of healthcare, graphic systems, highly functional materials, optical devices, digital imaging and document products. These products and services are based on its extensive portfolio of chemical, mechanical, optical, electronic and imaging technologies. For the year ended March 31, 2018, the company had global revenues of $23.0 billion, at an exchange rate of 106 yen to the dollar. Fujifilm is committed to responsible environmental stewardship and good corporate citizenship. For more information, please visit:

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