Fujifilm X Half Is Almost the Perfect Gen Z Camera, But It’s Missing One Key Feature

Gen Z is big into retro cameras. It’s something that took me by surprise when the youth movement toward old Coolpix, Cyber-shot, and PowerShot pocket cameras gained enough traction to warrant reports from NPR and The New York Times. Young creators want small cameras that give a different aesthetic than smartphones, with digital noise and the distinctive look of direct flash you won’t get from an iPhone snapshot. The problem? You’re left scouring eBay or used shops to get a good-quality pocket camera because the few made today cost a bundle and are frequently sold out at stores.

So when Fujifilm briefed me on the features of its latest digital camera, the X Half, just about everything seemed perfect for Gen Z photogs. The Half is pocket-sized, has an optical viewfinder, snaps pics in a social-friendly vertical 3:4 aspect ratio, and includes a baker’s dozen Film Simulation profiles to give pictures an analog look. Plus, the Half looks great—Fuji’s designers are experts at making new cameras with vintage flair.

But instead of using a Xenon flash like an old compact, its built-in flash is LED, like a smartphone, and it doesn’t work with external flashes. It seems like a missed opportunity for a camera otherwise catered to an over-connected generation that’s looking for a disconnected device to use for photography.

(Credit: Fujifilm)

For instance, you can set the Half to Film Camera mode, in which you’ll pick a film simulation and a number of images (36, 54, or 72), and snap a virtual roll with just the optical viewfinder and no option to play back photos in camera. When you finish the roll, you’ll need to send it to a smartphone app to develop into individual photos, plus a simulated contact sheet showing the whole roll.

Of course, you can also use the X Half to take individual photos. It has an optical viewfinder and two rear LCDs. One shows a preview of your photo (or playback) and serves as the main menu, while the second shows a graphic with the current film setting and lets you swipe between options. It has one more neat feature: a film advance lever that lets you create two-shot diptychs in camera. Take a picture, advance the lever, and your next photo will complete the pair.

I’m looking forward to trying the X Half and seeing how it works for myself. I’ll be sure to try the LED flash for some snapshots to see if it’s able to get close to achieving the direct flash look that’s all the rage. But I can’t help but think that a proper Xenon flash or a hot shoe would have made this one an instant hit with younger creators. Heck, I’d be happy with a center-pin hot shoe, as there are loads of small, inexpensive add-on flashes like the Godox Lux Elf that would have paired well with this camera were it compatible. Time will tell if it’s as in-demand as Fuji’s most recent TikTok darling, the X100VI, an upscale alternative with a proper Xenon flash tube built-in, plus a hot shoe for an add-on. The X100VI is a hot item that’s been on backorder since launch, leaving impatient photographers to pay inflated aftermarket prices to get one without a wait.

The X Half will be available in late June for $849.99. Stay tuned for my full review.

About Jim Fisher

Lead Analyst, Cameras

Images, and the devices that capture them, are my focus. I’ve covered cameras at PCMag for the past 13 years, which has given me a front row seat for the DSLR to mirrorless transition, the smartphone camera revolution, and the mainstream adoption of drones for aerial imaging. I have extensive experience with every major mirrorless and SLR system. As a Part 107 Certified drone pilot, I’m licensed to fly unmanned aircraft systems (UAS) for commercial and editorial purposes, and am knowledgeable about federal rules and regulations regarding drones. You can find me on Instagram @jamespfisher.

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