Fujifilm could be making a quirky digital compact that shoots vertically like your phone – and it's a polarizing concept

A Fujifilm X-M1 camera resting on a folio
The Fujifilm X-M1 is one of Fujifilm's smallest X-series cameras. Could a rumored half-frame digital compact look similar? (Image credit: Fujifilm)

Rumors that Fujifilm is making an all-new camera with a new kind of sensor, tipped for 2025, have plenty of fans excited. Details are thin, to say the least, and initial speculation has been based on what makes most sense according to Fujifilm's current camera lineup, most plausibly landing on a digital compact with a 1-inch sensor.

That logic would pit the would-be Fujifilm camera against the likes of the Sony RX100 VII, which is one of our favorite premium compact cameras. However, there has recently been a surprising development that suggests this new sensor could, in fact, be a unique vertical one rather than being horizontally positioned like in pretty much every digital camera.

So, you would hold this camera horizontally – which is the easiest way to hold a camera – yet make vertical format pictures and videos, like the natural way on your phone. In analog terms, it's the approach of half-frame, which is the format of the recent Pentax 17: it uses 35mm film but takes two half-sized vertical pictures in the space of every single frame on the film roll.

The difference here is that Fujifilm's rumored camera isn't analog but supposedly digital. So, is a digital half-frame camera a smart idea or a gimmick?

Pentax 17 compact film camera front-on, in the hand with boats in background

The Pentax 17 is a popular half-frame analog camera that shoots pictures in vertical format when held horizontally, like above. (Image credit: Future | Tim Coleman)

Is a digital 'half-frame' compact camera a gimmick?

If anyone can make a digital compact with vertical sensor work, presumably being aimed at content creators, it's Fujifilm. Fujifilm is a trending camera brand – its X100VI is one of the most popular and sought-after cameras in recent memory. Analog photography is also trending, with the half-frame Pentax 17 proving to be one of the hits this year. So bringing the two design concepts together into one: a retro digital compact with social-friendly vertical photos and videos – it should make sense.

Am I convinced? Yes and no. Let's say the rumor is true. On the one hand I think a 'half-frame' digital compact is an easy sell in 2024, especially with Fujifilm's retro looks. But what would it be like to actually take pictures and videos with said camera?

Let's be clear: You can simply rotate a regular digital camera 90 degrees to shoot in vertical format and rotate those video clips using a video editor. Or you can sacrifice video resolution by cropping into your horizontal videos to make a vertical one. However, these steps are awkward, and a camera that's optimized for shooting vertically makes a lot of sense in 2024 and beyond.

Most people view short-form video content and photos on their phones vertically, so why not just make capturing in that format as easy as possible? Sure, shooting half-frame is counter intuitive at first. However, you'd get the full-resolution of the sensor for vertical video rather than having to crop down to a lower resolution, and avoid unnecessary time editing. Being a dedicated camera, you would also get a superior user experience over using your phone instead.

Half-frame makes even more sense for analog photography, where your photos are permanently exposed onto a film roll. For instance, I love creatively thinking in pairs, which is another layer of image curation, plus you double the number of your shots on a film roll. In a way you don't get the same practical benefits with digital and a memory card that can hold thousands of photos. As an aside, I wouldn't be the only one hoping that Fujifilm follows in Pentax's footsteps and develops an analog camera, especially as it's one of the leading producers of photographic film.

I can see a digital half-frame compact resonating with many people, and being ridiculed by others. Personally, I'm all for brands trying new things and I hope this rumor turns out to be true. If the camera materializes, it'll certainly spark debate and offer creators a unique shooting experience to wrap their heads around.

You might also like

TOPICS
Timothy Coleman
Cameras editor

Tim is the Cameras editor at TechRadar. He has enjoyed more than 15 years in the photo video industry with most of those in the world of tech journalism. During his time as Deputy Technical Editor with Amateur Photographer, as a freelancer and consequently editor at Tech Radar, Tim has developed a deeply technical knowledge and practical experience with cameras, educating others through news, reviews and features. He’s also worked in video production for Studio 44 with clients including Canon, and volunteers his spare time to consult a non-profit, diverse stories team based in Nairobi. Tim is curious, a keen creative, avid footballer and runner, and moderate flat white drinker who has lived in Kenya and believes we have much to enjoy and learn from each other. 

Read more
Fujfilm GFX 50R
First Fujifilm GFX100RF images leaked in build-up to expected reveal – here’s what they tell us about the unique premium compact camera
The Fujifilm X-E4 camera sitting outside on a bag
The rumored Fujifilm X-E5 is the camera I'm most excited about in 2025 – here's why
The front and side of the Fujfilm Instax Mini Evo instant camera
The rumored Fujifilm Instax Wide Evo sounds like my dream instant camera – here's why
Powershot G7 X in the hand
It's time for point-and-shoot digital cameras to make a comeback in 2025 – here's what I want to see
Sony, Canon, Nikon, GoPro, Fujifilm, Ricoh and Pentax cameras in two rows on a blue and pink background with radar graphic
The 12 most exciting cameras of 2025, from the iPhone 17 to the Sony A7 V
Canon Powershot G7 X Mark III
Canon’s rumored PowerShot V1 point-and-shoot could hit the sensor sweet spot – and be first of two new PowerShots for 2025
Latest in Compact Cameras
Image showing detail of the Leica D-Lux 8
Still can't get a Fujifilm X100VI? This premium Leica compact costs less, and it's in stock
Fujfilm GFX 50R
First Fujifilm GFX100RF images leaked in build-up to expected reveal – here’s what they tell us about the unique premium compact camera
Canon PowerShot V1 in user's hands, oudoors with a snowy Japan backdrop
I review cameras for a living, and the new Canon PowerShot V1 could be this year’s vlogging star – here’s why
Canon Powershot G7 X Mark III
Canon’s rumored PowerShot V1 point-and-shoot could hit the sensor sweet spot – and be first of two new PowerShots for 2025
Flashback ONE35 redisposable digital camera on a wooden surface
I tested the Flashback ONE35 "re-disposable" camera, and it's a novel idea let down by a shoddy app
Canon compact cameras tipped for a big return with rumored Powershot V1 – and I think that's Canon's most exciting play for 2025
Latest in News
Apple iPhone 16 Pro HANDS ON
Leaked iPhone 17 dummy units may have given us our best look yet at all four models
A super close up image of the Google Gemini app in the Play Store
It's official: Google Assistant will be retired for phones this year, with Gemini taking over
Quordle on a smartphone held in a hand
Quordle hints and answers for Sunday, March 16 (game #1147)
NYT Strands homescreen on a mobile phone screen, on a light blue background
NYT Strands hints and answers for Sunday, March 16 (game #378)
NYT Connections homescreen on a phone, on a purple background
NYT Connections hints and answers for Sunday, March 16 (game #644)
Three iPhone 16 handsets on show
Apple could launch an iPhone 17 Ultra this year – but we've heard these rumors before