Day after day, more and more products are gearing towards “lifestyle” products that are essentially blend into your life, making it apart of your routine, something that you can’t live without, something that resembles you, something in style that fits your personality, look and character. It’s not hard to see these products are getting more attention and sales as compared to “traditional” products that compete with specifications and reliability.
An easy example that can be drawn will be Apple. Apple had never produced any products that are superior in terms of specification. However, people used to say “it just work” on Apple products, and that their design aesthetics adhered to what they are looking for: simple and minimalist. Apple has a huge crowd of followers, and I’m one of those who purchase their product, though I don’t classified myself as their cult follower as I don’t appreciate every single thing they produced.
In the world of photography, it has always been a race of superiority in terms of specifications. With every product launch, you will only hear about how many stops of dynamic range, how many frames per second, how large is the buffer, how fast the camera auto focuses and so on. There was once a megapixel war, followed by mirrorless versus DSLR war and so on. Much of it still revolves around the technical aspect of the product. Well, it’s hard to deny that as we are actually talking about a rather technically engineered product here.
However, there were those who seek to breakthrough and go the other way. Leica was one of them. Their camera has never been “the best” in any class of specification that you can think of, unless you are saying highest price is one of the attribute you are looking at. But still, Leica managed to develop a cult of followers that believes in their philosophy and approach in photography, hence they are able to continue to survive until today. Moderate specification that command premium price tag and yet still able to sell. They are selling “feeling” and “lifestyle” more than anything else.
Another company that kind of follow this approach was none other than Fujifilm. Their camera has long been accused of copying Leica’s rangefinder design. Seriously, looking at the X100 series and the X-Pro series, it’s hard for people to say they are not. Fujifilm has never been the “best” in any of their specification. They were late in the digital camera business, they were late in the mirrorless craze, but yet, they managed to develop a group of cult followers that believed in their “passion for photography”.
My point of view is, Fujifilm has been pretty successful is differentiating themselves and building their own group of followers. They started off with retro design on their camera bodies, differentiating their camera with “X-Trans” sensor technology, adding in dials that provide tactile control resembling those from the film cameras and so on. They did gathered quite a lot of interest, but in order to continue to grow further, apparently it’s not enough.
Sony on the other hand has always been a company that focus only on specifications over form and functions. Sony cameras in particular has always been leading the edge in some key development areas, particularly those surrounding the imaging sensor. A7 has revolutionized the mirrorless camera line by bringing full frame sensors with it, followed by the recent launch of A9 which wiped out most of the advantages that DSLR holds against mirrorless. Their camera has never been a looker, but their performance will keep you wanting to go back for more.
It’s been pretty clear that lately Fujifilm has emphasized more on specs lately and started to detour themselves away from their retro-ness. They started to adopt top plate LCD, they talk more about specification than anything else, they started to venture into videography business for their X-series camera line-up and so on. It does make business sense for these decisions. However, the current state of of products from Fujifilm makes me feel that they are not sure where to go. The GFX and X-H1, to some extent are good initiatives from Fujifilm to grow their product lines. But the fact that they tried to innovate but at the same time still kind of afraid to let go of their retro styling, makes the GFX and X-H1 look just weird. I believe they could have just gone all out with both of these camera and ditched all the dials if they were to incorporate the top plate LCD, just make them with futuristic design to differentiate from the existing retro styled offering. I believe they had built a strong enough cult followers for their retro cameras, is time to move on with something more modern that opens up a new market segment for them.
It seems to be that all manufacturer has bowed to specification over style. Even Leica has been busy with a slew of “modernized” camera like the SL, CL, TL and Q. It remains the be seen whether this will be the way moving forward. I would really want to see if any manufacturer can strike the balance of the two (the Hasselblad X1D is pretty close in my opinion, but I have yet to see or try one in person for myself to comment). Anyway, I’m just contemplating on this while I’m thinking about where should I move on next in terms of my photography gear. Style or spec? Let’s wait and see what else 2018 has to offer for us. Till then.