Superior sync and square format shooting Introducing the new FUJIFILM XF10



Superior sync and square format shooting

Introducing the new FUJIFILM XF10

Budding photographers seeking a step up from smartphone snaps are fixed thanks to FUJIFILM’s latest camera announced globally today (July 19th).

The brand new fixed-lens XF10, available in New Zealand in August, is a premium, compact camera that packs a picture-quality punch. Including all of the hallmarks of FUJIFILM’s X Series mirrorless system, the XF10 combines simple manual operation with superior image quality and versatile shooting options.

The ultra lightweight and travel-friendly camera weighs in at only 280 grams and sports newly enhanced Bluetooth®*1 connectivity to automatically transfer images to a smartphone for social share.

FUJIFILM NZ X Series specialist Craig Robertson says to not let the mirrorless camera’s compact size fool you.

“Despite its pocketable size and weight, the XF10’s high quality, fixed FUJINON lens covers a wide range of subjects from landscapes to food photography and flatlays – a perfect companion in our social media age,” says Robertson.

                        XF10 Black                                                           XF10 Champagne  Gold  

The XF10 is the first X Series mirrorless camera to feature the brand new Square Mode that allows users to switch seamlessly to a 1:1 format with a simple flick on the touchscreen.

“Square images have become the standard format on social media networks such as Instagram. With speedy syncing and Square Mode, professional-looking shots can be transferred and posted on social media in an instant,” says Robertson.

As a fixed-lens camera, eliminating the need to carry extra camera gear, the XF10 has a powerful 18.5mmF2.8 FUJINON lens (equivalent to 28mm on 35mm format) optimised to perfectly match the sensor and ensure images are sharp from centre to edge.

Packed with a 24.2 megapixel APS-C sized sensor and FUJIFILM’s world-renowned colour reproduction technology, the XF10 produces high quality, high resolution images destined for picture frames and worthy of “Insta fame”.

In addition to FUJIFILM’s unique 11 film simulations, the XF10 has 19 advanced photography filters, including two brand new modes for photographers to easily add extra artistic flair to their photos.

The new Rich & Fine mode is perfect for food and tabletop flatlay photography. It results in brighter, more vivid colour at the centre and slight shadow at the corners to emphasise the subject.


Monochrome [NIR] mode simulates the monochrome effect seen in near-infrared cameras.


The low down:

  • Weighs only 280g
  • First X Series camera to have updated automatic image transfer and new 1:1 format Square Mode
  • Combines a 24.2 megapixel APS-C with a precision, fixed 18.5mmF2.8 FUJINON lens
  • Hosts the 11 famous FUJIFILM film simulation modes and 19 advanced filters (including the new Rich & Fine and Monochrome [NIR] filters

The FUJIFILM XF10 can be purchased from specialist photographic dealers nationwide from 1 August 2018.

FUJIFILM XF10 specifications

Model Name


Number of effective pixels

24.2 million pixels

Image sensor

23.5mm×15.7mm(APS-C)CMOS with primary colour filter

Storage media

SD Card (-2GB) / SDHC Card (-32GB) / SDXC Card (-256GB) UHS-I*1


FUJINON single focal length lens

f=18.5mm (35mm format equivalent: 28mm)


5 groups 7 lenses (2 aspherical glass moulded lens included)


F2.8 - F16 1/3EV step (controlled with 9-blade aperture diaphragm)

Focus distance

Approx. 10cm - Infinity / 3.9in. - Infinity


Standard Output Sensitivity: AUTO1 / AUTO2 / AUTO3(up to ISO6400) / ISO200 to 12800(1/3 step)
Extended output sensitivity : ISO100 / 25600 / 51200

Continuous shooting

Approx. 6.0 fps (JPEG: max. approx. 13 frames)
Approx. 3.0 fps (JPEG: max. approx. 13 frames)
* Use a card with UHS Speed Class 1.
* Speed of continuous shooting depends on shooting environment and shooting frames.

Movie recording

4K 3840 x 2160 15P, Continuous recording : up to approx. 30 min.
Full HD 1920 x 1080 59.94p / 50p / 24p / 23.98p, Continuous recording : up to approx. 30 min.
HD 1280 x 720 59.94p / 50p / 24p / 23.98p, Continuous recording : up to approx. 30 min.
High Speed Movie
1280x720 1.6x / 2x / 3.3x / 4x, Continuous recording : up to approx. 7 min.
*For 4K movie recording, use a card with UHS Speed Class 3 or higher
* Although movie recording will continue without interruption when the file size reaches 4 GB, subsequent footage will be recorded to a separate file which must be viewed separately.

Digital Tele-Converter

28mm*(Normal),35mm*,50mm* *35mm format equivalent

Power supply

NP-95 Li-ion battery (included)


112.5 (W) mm x 64.4 (H) mm x 41.0 (D) mm / 4.4 in.(W) x 2.5 in. (H) x 1.6 in. (D)
(Minimum depth: 25.9 mm/ 1.0 in.)


Approx. 278.9g / 9.8 oz. (including battery and memory card)

Approx. 241.2g / 8.5 oz. (excluding accessories, battery and memory card)

Battery life for still images

Approx. 330 frames

Accessories included

NP-95 Li-ion battery
AC power adapter
Plug Adapter
USB cable
Hand strap
Lens cap
Owner's manual