Fujifilm have announced a new model to add to their X-series range of digital cameras. Boasting a 24.2 megapixel sensor, colour reproduction technology, automatic scene recognition and a stunning retro aesthetic - it has the potential to be a nice little piece of kit.
But more than that, it seems to be aimed at smartphone camera users.
The X-T100 is quite compact and only weighs 448g. Judging from this promotional video, which places the camera and a smartphone alongside one another, it sure looks like Fujifilm are trying to target consumers who don't think they need a camera when they have a phone.
This is further highlighted in a recent press release about the X-T100, which states that "The 24.2 megapixel APS-C size sensor is 14 times bigger than the sensor inside a conventional smartphone and uses the latest built-in Bluetooth technology, making image transfer quick and easy for sharing with friends."
It's an interesting play, and while it's unlikely that these features will disrupt the convenience that people get from being able to snap and share photos quickly on their phones, I look forward to seeing how it works out for the company.
Some of the other features of the camera include a three-way tilting LCD screen, high magnification electronic viewfinder and a battery life of up to 430 frames.
Fujifilm also have a newly developed autofocus algorithm which allows for faster and more precise focusing.
Fujifilm's X-T100 will be available in a kit bundle with a FUJINON XC15-45mmF3.5-5.6 OIS PZ zoom lens from late June and have an RRP of $1,049. The camera itself will come in black, dark silver or champagne gold.