What's new and how it compares

The Fujifilm XF10 is a re-imagining of the aforementioned X70, which was a more expensive model with more direct controls and was aimed at a distinctly different audience. In creating the XF10, Fujifilm has pivoted, dropping the price substantially and simplifying the overall experience while bringing a boost in image quality.

Key takeaways:

  • New 24MP sensor uses a traditional Bayer pattern, rather than Fujifilm's X-Trans pattern on more expensive models
  • Snapshot snap focus modes allow for very responsive, if imprecise, shooting
  • 'Square mode' enables quick access to 1:1 aspect ratio shooting, for instantly Instagrammable shots

Updated 24 megapixel sensor and processor

We like Fujifilm color, but we also like its monochrome film simulations as well.
Out-of-camera JPEG with Monochrome + Yellow filter simulation | ISO 200 | 1/125 sec | F4
Photo by Wenmei Hill

The 24 megapixel sensor and processor combination in the XF10 is likely the same as that in the Fujifilm X-T100, an entry-level interchangeable lens camera. There are some good and bad things about that, so let's start with the good.

Image quality is an XF10 strength, with the lens giving a good amount of detail for the 24MP sensor to deal with. Color response, though subjective, remains pleasing in my opinion, and the film simulations are still just as fun and effective as ever. In short, the image quality from the sensor and processor is largely beyond reproach.

Nothing makes a camera less engaging than the feeling of waiting for it to catch up to you.

Now for the not-so-good: lag. The XF10 is among the least responsive cameras in recent memory. Startup time isn't bad, but if you're navigating menus, moving the AF point with either the touchscreen or the joystick, or even just manipulating exposure settings with the control dials, you will notice a distinct lag between executing your input and seeing a response on the screen.

The standard 'Provia' film simulation gives rich, but not over-the-top, colors.
Out-of-camera JPEG | ISO 200 | 1/320 sec | F5.6
Photo by Wenmei Hill

This is something we've hammered Sony about for years (though they've made great strides to address it as of late). Nothing makes a camera less engaging to use than the feeling of waiting for it to catch up to you. And for a camera you're supposed to have with you, to whip out at crucial moments and grab an image, this is disappointing to say the least. It's also one of the most notable steps backward from the X70, which was more responsive overall.

Snapshot snap focus modes

The '5m at F5.6' snap focus mode gives you pretty much all the depth of field you need except for very close-up subjects.
Out-of-camera JPEG | ISO 200 | 1/480 sec | F5.6

Snap focus sets the camera's focus to a predetermined distance when you mash the shutter, meaning you don't have to wait for the camera to autofocus if you're in danger of missing a shot. This is especially useful on wide-angle lenses - like that on the XF10 - where your depth of field (how much of your scene is in focus) is pretty deep to begin with.

Fujifilm calls this new feature 'Snapshot,' and it's something that we lamented the absence of on the previous X70. You have two preset options. The camera will focus at a 5 meter distance with an aperture of F5.6, or at a distance of 2 meters at F8. While Ricoh's GR series of cameras allows for far greater customization (you can select your own distance, for starters), we're glad to see at least some form of snap focus on the XF10, and the options seem sensibly chosen.

For reference, the 5m at F5.6 setting provides you with good focus from 2m to infinity and the 2m at F8 setting gives you good focus from about 1m to 24m of distance. In other words, just because the 2m setting has an F8 aperture, you'll find that objects far off in the distance will be softer than they will at the 5m setting because they'll be outside the plane of focus.

Happily, you can also assign it to a custom button and run through the options quickly. The XF10 will remember your setting if you turn it off, so it's ready to go when you next power it on.

Square mode

The Instagram-tastic square mode is now just a button press or touchscreen swipe away.
Out-of-camera JPEG | ISO 200 | 1/160 sec | F4

It's true, you can always crop after you wirelessly transfer your XF10 images to your smartphone. But many photographers appreciate the act of framing their photos while using various aspect ratios to more effectively tune their composition. And so, Fujifilm has added a quick-access 1:1 square format aspect ratio to the XF10.

Just like the Snapshot snap focus modes, this can be assigned to a function button (or function 'swipe' on the touchscreen) for quick toggling on and off.

4K video [but not really]

In terms of moving pictures, the XF10 follows in the footsteps of the X-T100 and shoots 4K video...at 15 frames per second. If you've watched a movie within the last 90 years or so, the XF10's video will look choppy by comparison. There are some potentially useful 4K burst modes available, and there is of course 1080/60p capture as well. But with no stabilization and limited capture aids, we'd recommend just sticking with your smartphone if you're aiming to do any video capture with any frequency.

Compared to...

Fujifilm XF10 Fujifilm X70 Ricoh GR III Fujifilm X100F
MSRP at launch $499 $799/£549 $899 $1299/£1249
Sensor 24MP Bayer 16MP X-Trans 24MP Bayer 24MP X-Trans
Lens 28mm-equiv. F2.8 28mm-equiv. F2.8 28mm-equiv. F2.8 35mm-equiv. F2
AF system Hybrid Hybrid Hybrid Hybrid
ISO range (native) 200-12800 200-6400 100-102400 200-12800
Image stabilization None None Sensor-shift None
Rear screen 1.04M-dot touchscreen 1.04M-dot tilting touchscreen 1.04M-dot touchscreen 1.04M-dot fixed (non-touch)
Built-in flash Yes Yes No Yes
Video capture 4K/15p 1080/60p 1080/60p 1080/60p
Continuous drive (no AF) 6 fps 8 fps 4 fps 8 fps
Wireless Connectivity Wi-Fi + Bluetooth LE Wi-Fi Wi-Fi + Bluetooth LE Wi-Fi
Battery life (CIPA) 330 shots 330 shots 200 shots 390 shots
USB-charging Yes Yes Yes Yes

The XF10 is a member of an exclusive club of small cameras with fixed lenses and large sensors. It also must be said that, though we've included Fujifilm's much larger and more expensive X100F for comparison's sake, these cameras are really aimed at very different audiences. There are control differences to be sure, but the difference between a 28mm field of view and 35mm field of view is significant enough that the two cameras will produce very different types of photographs and potentially appeal to different types of photographers.

Lastly, at its $499 USD retail price, it's worth noting that the XF10 is currently among the cheapest ways to get a large APS-C sensor in a brand-new camera.