Fujifilm goes after aspiring vloggers with its new $800 X-M5 camera

Image: Fujifilm

Even as it keeps working to catch up with demand for the massively popular X100VI, Fujifilm has been on a steady cadence of releasing new cameras. The X-T50 was announced in May, and it was the first to feature a physical dial for switching between the company’s signature film simulations. That dial is carrying forward to the new, budget-tier X-M5 that Fujifilm is announcing today.

The X-M5 is priced at $799.95 and is an affordable gateway into the company’s interchangeable lens mirrorless camera lineup.. Fujifilm is positioning it as a lightweight camera ideal for everyday shooting and “emerging content creators” who want to vlog with it — despite a lack of in-body image stabilization (IBIS). At 13 ounces (355 grams), the X-M5 is the...

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