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How a Camera Company Sold Nostalgia Not Megapixels
When Fujifilm launched the X100 series in 2011, the camera industry was obsessed with one metric: megapixels. More pixels meant better cameras — that was the rule. Fujifilm broke it. Instead of chasing spec sheets, they built a camera that looked, felt, and sounded like a film camera from the 1970s. The X100 had a fixed lens, a hybrid viewfinder, and deliberately imperfect image quality. Critics called it a gimmick. Photographers called it magic. By 2024, the X100V was so hard to buy that used models sold above retail — a phenomenon normally reserved for luxury watches or sneakers. This…
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