Should Fujifilm Make Full-Frame Cameras?

Why doesn’t Fujifilm make full-frame cameras? Given their excellence and dominance of full-frame cameras, shouldn’t they offer at least one full frame camera? According to them, no. They will not be joining the full frame market, ever. Though some consumers would love to see a full-frame offering from Fujifilm they believe they don’t have the history in the market to justify full frame products. The cost to develop and bring to market a full-frame camera is beyond their ambition and not on their agenda. Furthermore, they believe that selling a full-frame camera would cannibalize sales of their current stellar lineup. 

Fujifilm is dominating the APS-C market. Several manufacturers make crop sensor cameras, but those models are mostly seen as entry level, to use until you can upgrade to full-frame. That is not the case for Fujifilm. Their cameras are known for their quality; they’ve just chosen to use crop sensors. How would thus-far loyal customers perceive the company if they released a full-frame camera? Consumers who have been devoted to Fujifilm may lose confidence in their investment if Fujifilm were to all of a sudden offer full-frame, after so long without it.

Fujifilm doesn’t use crop sensor cameras to reach more customers. They use it because they’ve mastered it. A full-frame camera could be mistaken as a dip in the quality of their APS-C cameras, leaving a large portion of their consumers confused. Obviously, there would also be the need to invest in bigger, heavier lenses when making the upgrade. If consumers want a full-frame Fujifilm camera, they need only look to one of Fujifilm’s medium format beasts for all the benefits of full-frame, plus more!

If you don’t know already, Fujifilm has proven that there are some great benefits to rejecting the full-frame market. With all the excitement about full-frame cameras, photographers always know what will be released next and manufacturers are constantly developing the next release. Without the constant anticipation in the crop sensor market consumers are forced to spend more time learning about the options and really choosing what is best for them, not just what is new or trendy. Putting the effort into a thoughtful choice strengthens the relationship between the buyer and their purchase. Fujifilm believes that can cultivate this strong relationship with crop sensor cameras.

APS-C cameras are smaller than full-frame cameras. There are some very small full-frame cameras now, but the APS-C is usually associated with smaller size. Fujifilm knows that a small camera with small lenses makes a lighter kit. Lighter kits encourage photographers to pack up and take their cameras with them everywhere they go, which is exactly what Fujifilm wants their consumers to do. Fujifilm would love for their consumers to have a Fuji camera with them at all times. Small APS-C sensors allow them to make cameras light enough to be taken anywhere. The versatility of Fuji cameras makes it difficult to leave them at home.

Crop sensors also have a video advantage. An APS-C sensor makes it easier to process video footage and reduce the rolling shutter effect. Fujifilm cameras are all capable of shooting video, so having a powerhouse for stills and video in one small camera is difficult for any photographer to resist. Shooting on-the-go is easier as well. The smaller sensor makes IBIS (in body stabilization) much better than it would be in a full-frame camera. You almost can’t deny that a Fujifilm camera would be a great addition to your bag. It's clear why Fujifilm cameras are popular among amateurs and professionals. At a price point lower than most full frame cameras, it’s hard to justify not buying a Fujifilm.

With their amazing APS-C cameras and medium format options, full-frame shouldn't be a worry for Fujifilm. This long-standing camera company has proven to be trend setters, not followers. Jumping in to the full-frame market would disrupt their image and make consumers uncertain about their brand. With so many other great cameras, their full-frame model would need to be amazing to avoid damaging their image. The camera industry surely doesn’t need another full frame option anyway. There are already plenty, and the full-frame train isn’t slowing down any time soon.

Fujifilm can focus on what they’re already doing well, and continue to be great at it. Their current model isn’t broken, so there’s no need to fix it. If they aren’t already, there’s plenty of potential to be the leader of the crop sensor market as well as the medium format market. When you’re that good at avoiding the full-frame market, why even jump in?

The most important reason Fujifilm should avoid full-frame is for the loyal Fujifilm photographers. Fuji has a devoted base - a base of photographers so faithful, their cameras are almost a part of the family. There’s no reason to waste money and resources to disrupt that loyalty. Anyone who wants a full-frame Fuji can simply get a medium format. Now that Fujifilm is making medium format cameras the size of a full-frame camera, there isn’t much of a reason to even want Fuji to make full-frame. Fujifilm isn’t going to change their ways any time soon, nor should they.