Fujifilm XF10 Preview

The all-new Fujifilm XF10 is a pocket-sized 18mm f/2.8 fixed lens premium compact camera with a 24.2 Megapixel APS-C sensor that only weighs 280 grams. Perfect for street photographers, it looks surprisingly like the much-beloved (and now out-of-date) Ricoh GR 2. It has the same focal length and compact appearance and it's hundreds of dollars less than the Ricoh.
The camera is priced at $499, which puts it at the upper end of compact all in one cameras, but it has many features that both amateurs and professionals can appreciate. From its form factor to its Bluetooth 4.1 connectivity and easy-to-use touchscreen, this camera was made just as much for the Instagram generation as it is for your old Aunt Sally who needs to get the photos off her camera to post on Facebook as easily as possible.

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The 24.2 MP APS-C sensor features Fuji's legendary color reproduction technology which may be the best in the industry. It's also powerful enough to take 4K videos and high-speed video in 720p HD.

In a press release, Yuji Igarashi, General Manager of the Electronic Imaging Division & Optical Devices Division at FUJIFILM North America said:

"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"

The XF10 is the first X camera in Fuji's line that can shoot square images in Fuji's cleverly titled "SQUARE MODE". That mode can be accessed with just a flick of the touchscreen as can other modes like 11 custom Fujifilm simulations and 19 Advanced filters. Two of the filters are brand new to the X line, the "Rich & Fine" and "Monochrome [NIR]" which simulates a monochrome look that you'd get from a near-infrared camera.

The unique and compact lens on the XF10 is an 18.5mm F/2.8 FUJINON lens that's a 28mm equivalent on a 35mm camera. Even though it is a wide fixed lens the camera cleverly comes with a built-in digital teleconverter function that allows the camera to take images with a 35mm and 50mm focal length (35mm equivalent) as well.


  • 24.2MP APS-C CMOS sensor
  • 18.5mm F2.8 FUJINON lens (28mm equivalent)
  • 3.0" LCD touchscreen
  • ISO 200 - ISO 12800
    • Extended 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
  • HD 1280 x 720 59.94P / 50P / 24P / 23.98P
  • High Speed Movie 1280 x 720 1.6x / 2x / 3.3x / 4x


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The Fuji XF10 might just be the all in one point and shoot camera that saves an entire line of compact cameras from extinction. It's got the resolution, the lens quality, and the connectivity to give you what you want... and it's tiny. Which is key. If you can put it in your pocket, it's worth considering. It could also be street photography sleeper. It's got the specs and size, so, it will be really interesting to see this baby in action.


The new camera will be available in August in both Black and Champagne Gold for a suggested retail price of $499.99.

Visitors of Steves can visit the stores below for real-time pricing and availability. You can also find hot, soon to expire online offers on a variety of cameras and accessories at our very own Camera Deals page.