Do we really need entry-level cameras?

2024 is undoubtedly a blessed year for photography enthusiasts. In just the past six months, the camera market has welcomed flagship cameras such as the Canon R1, Fujifilm GFX 100S ii, Nikon Z6iii, and of course, more affordable options like the Fujifilm X100Vi, Sony ZV-E10ii, and OM System OM-1 ii.

However, upon closer inspection, it's not difficult to notice that the prices of these cameras are still on the higher side for most consumers. Not everyone can afford to spend several thousand or even tens of thousands of yuan on a camera, making lower-priced entry-level cameras their preferred choice to get started.

(Image source: Fujifilm's official JD.com flagship store)

As one of the hottest camera brands in recent years, Fujifilm has recently been exposed to be preparing to launch two more affordable products: the Fujifilm X-M5 and Fujifilm X-E5. The former is highly likely to be released in the second half of this year, while the X-E5 will officially launch around the beginning of next year.

Based on previous pricing for these product lines, their prices are expected to be around 5000 yuan, which is much more accessible compared to the Xs and XT series, which start at around 8000 to 9000 yuan. If they can improve in terms of aesthetics and film simulations, they are bound to be popular models.

More affordable, or just more milking?

Let's start with the Fujifilm X-M5. Many users may not even know that Fujifilm has an X-M product line. In fact, this series has only had one generation so far (the X-M1 released in 2013), and due to its overly entry-level positioning, its configuration can only be described as "barebones." Coupled with the fact that Fujifilm later launched the similarly positioned X-A series, the X-M series naturally ceased updates.

(Image source: Fengniao.com)

This seemingly insignificant product line has suddenly "revived" after 11 years, which inevitably leaves some scratching their heads. After thoroughly reviewing the information, it becomes clear that the entry-level Fujifilm X-A series has not had an update in four years, and there is currently no information on any new models.

Personally, I boldly speculate that Fujifilm may believe that the X-A series' reputation falls far short of popular products like the XT, XS, and GFX series. Even if new products were launched, they would struggle to compete with Nikon, Sony, and Canon's offerings at the same price point. Instead, it might be more advantageous to cut the X-A series and revive the X-M series, which many consider a "newcomer," to attract consumers in need of entry-level cameras.

Regarding configuration and specifications, there is currently no information about the X-M5 on foreign websites. However, based on its positioning and Fujifilm's current technology, it is highly likely to be a rebranded Xs-10, featuring a 26.1-megapixel APS-C CMOS sensor, supporting up to 4K/30fps video recording and output, with optimizations and upgrades to the critical focusing system to make it a competitive product in the entry-level camera market.

(Image source: Fujifilm official)

The second model, the X-E5, is one I'm more familiar with. Unlike the X-M series, the X-E series was Fujifilm's most cost-effective line before the Xs series was officially released. Its unique retro design, decent configuration, and pricing starting at just over 5000 yuan made it my first Fujifilm camera. Needless to say, spending a little over 5000 yuan on such a high-looking camera with decent photography capabilities is indeed a popular choice for many beginners.

(Image source: Fujifilm official)

Additionally, considering that the X-E4 was released in early 2021, it's indeed time for an iteration update in 2025. Therefore, compared to the X-M5 mentioned earlier, I believe the rumors about the X-E5 are more credible.

Regarding its configuration and specifications, based on currently exposed information and my personal understanding of Fujifilm's product lines, the X-E5 will undoubtedly feature Fujifilm's mainstream 40.2-megapixel APS-C CMOS sensor (it seems Fujifilm only has this one new CMOS), paired with Fujifilm's self-developed X-Processor 5 processor. This will provide significant improvements in focusing speed, photo writing, and video recording compared to the previous-generation X-E4, which used the X-Processor 4.

Next is the change in film simulations. Due to positioning and pricing factors, the X-E5 is highly unlikely to come equipped with the newly launched film simulation filters from the past two years. However, the two classic filters, Classic Neg and Nostalgic Neg, will definitely be present, as many consumers buy Fujifilm cameras specifically for these filters. It's not an exaggeration to say that film simulations are one of Fujifilm's main selling points.

(Image source: Fujifilm official)

As for the brand-new 7.0 five-axis IBIS stabilization architecture found on the XT5 and X100Vi, it is highly unlikely to be downscaled to the X-E5. If it were, it would negatively impact the sales of the XT5, X100Vi, Xs20, and XT50. In other words, the X-E5's photo success rate is concerning, as even slight shakes during shooting can result in blurry images, with even more significant negative effects in low-light environments.

While it may seem that the X-E5 has been compromised in various aspects, it's important to remember that it is one of Fujifilm's few entry-level product lines. Moreover, the X-E series is positioned to be more lightweight and compact, giving APS-C cameras a form factor close to M43 compact cameras. Simplifying its configuration is quite reasonable.

(Image source: Fujifilm official)

Regarding pricing, considering Fujifilm's somewhat chaotic product line and confident pricing, I speculate that its pricing should be around 6499 yuan. Although this price is still slightly higher than that of Nikon's Z30, Canon's R50, and Sony's ZV-E10ii, considering Fujifilm's current "brand premium," this price is a good option for those who love Fujifilm but have a limited budget.

My only concern is that if the X-E5's pricing is sufficiently reasonable or affordable, it may very well become the next "premium miracle machine." The only way to secure a unit at its original price would be to find a local dealer and pre-order as soon as possible.

Are entry-level cameras a rigid market demand?

As an old enthusiast who has been playing with DSLRs since their inception, I personally have never been very fond of entry-level cameras and do not recommend them to my friends. The reason is simple: for a beginner who has never touched a camera before and knows nothing about post-processing, an entry-level camera costing several thousand yuan paired with a kit lens costing a few hundred yuan may not even outperform today's flagship smartphones in photography.

This is not an "outrageous opinion" on my part. Some may argue that the CMOS size of cameras is something that smartphones will never be able to match, and that their image resolution and dynamic range are unparalleled by phones. However, don't forget that today's smartphone cameras have extremely sophisticated algorithms behind them. To address limited dynamic range, manufacturers have introduced multi-frame synthesis technology, and to improve resolution, they have adopted one-inch sensors and super-resolution algorithms.

(Image source: Fujifilm official)

The emergence of computational photography has enabled smartphones to achieve leapfrog progress in imaging performance. Many parameters that need to be constantly adjusted on cameras can now be achieved with just a single press of the shutter button on smartphones.

Of course, cameras are not without their merits. Their advantages lie in more details, higher controllability in post-processing, more professional handling, and interchangeable lenses. Their disadvantages include a reliance on post-processing, high prices, inconvenience in carrying, and various maintenance requirements. If you're not a photography enthusiast, a camera will likely be less useful in your hands than a smartphone.

(Image source: Leitech production)

This is even more true for entry-level cameras. If you have a certain foundation and technical accumulation in photography, the configuration of an entry-level camera will likely not meet your needs, and you will sell it within half a year to upgrade to a higher-resolution camera. And if you simply want to experience the freshness that photography brings, it's better to borrow a camera from a friend or a rental platform, and only after experiencing it will you understand whether you truly enjoy photography or just the feeling of holding a camera.

(Image source: Leitech production)

Therefore, personally, I am not very supportive of camera manufacturers launching various entry-level cameras with simplistic functions and configurations, ostensibly to help beginners better understand and use cameras, but in reality, it's just a way to clear inventory and milk customers.

(Image source: Sony official)

In my opinion, the camera market may divide into two extremes in the future. Professional photographers will require increasingly high-performance and high-priced cameras, which is an inevitable trend in the development of the camera market. On the other hand, cameras for ordinary users will be more focused on personalization and aesthetics. While their hardware parameters may not see significant improvements, they will offer greater enhancements in user manipulation experience and photo success rates.

Final Thoughts

The most important thing camera manufacturers should do now is to "cultivate" these ordinary consumers into photography enthusiasts.

They can simplify the camera's operation logic and incorporate more AI to enhance its intelligence rather than misleading users with simplistic entry-level cameras.

As the hottest camera brand in recent years, Fujifilm has indeed attracted many ordinary consumers to photography. However, Fujifilm's selling points are not irreplaceable, as Nikon and Canon have successively launched corresponding competitive models.

If Fujifilm does not make changes and continues to squeeze profits by incremental updates, its future may not be bright.

Source: Leitech