Fujifilm takes a crack at the slimline, touch-screen digicam genre with the Z90. This sleek shooter packs a 28mm, 5x zoom lens into a slender metal chassis, rounded out with standard features like 720p HD video, face detection, tracking autofocus, and the like. We've been wary of touchscreen cameras in the past -- they're often frustrating to use, and drain batteries quickly -- but the Z90 at least uses a resistive-type touchscreen, rather than capacitive. This means you can use the touch controls with gloves on or with a stylus, if you'd like. It's all a pretty decent deal for $169, though experience tells us to expect some performance issues.
Being among the first creators of the compact camera, Fujifilm is one of the world's most significant imaging and photographic companies. Fujifilm launched the DS-1P in 1988, gaining credit for the first real digital camera widely available.
Most of their latest advanced cameras use an X-Trans sensor, which eliminates the need for an optical low pass filter by reducing moire with the arrangement of pixel units instead. Eliminating the optical low pass filter means there's less between the lens and the sensor, which translates into better resolution and detail.
Fujifilm digital cameras are famous for their natural image color, wide dynamic range, low noise and high sensitivity. It's hard to go wrong with a Fujifilm X mirrorless camera. Models like the X-M1 have an affordable price, yet sacrifice the right features in order to reach that price. Models like the X-T1, on the other hand, are packed full of the latest, greatest features on the market.
Fujifilm is about more than mirrorless though, offering several fixed lens cameras that are good options as well. Their super zoom cameras are usually a pretty good bet. They also offer a waterproof XP line, but they're more of a budget camera than a best-in-class option.
Fujifilm has also recently joined the retro camera craze, giving many of their models a retro film look with all the features of digital. Many of their models follow this trend, but there's a few that stick with a more digital look.
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