| Photo: Richard Butler |
When the Fujifilm X half, a compact camera designed to provide a whimsical, nostalgic shooting experience rather than technical prowess, launched, it cost an eye-watering $849 in the US. Many commenters balked at that price, saying that they might have considered it as a fun toy, were it closer to $500.
Well, that time has come. The X half is currently on sale at multiple US retailers and on Fujifilm’s own site, selling for $550, a substantial markdown compared to its launch price. But is that a sign that Fujifilm is so desperate to sell the cameras that it’s willing to mark them down by around 35%?
Not quite. For the past few months, US stores have been selling the X half for $649, which is much closer to its price in countries like the UK or Japan. While some marked that as a sale price, others, like B&H and Fujifilm’s official store, show it as a permanent reduction. And indeed, the camera hasn’t sold for above that on Amazon since December 2025, according to price tracking site CamelCamelCamel.
Again, though, this isn’t necessarily a sign of the camera’s failure. When the X half launched in the summer of 2025, the environment around the US market was murky, as the country’s arbitrary import tariffs sparked trade wars with several countries, including China, where the X half is made. While few companies ever actually confirmed their strategy, we wouldn’t be surprised if many products launched during that time had some extra padding in their prices to avoid the companies having to later raise prices on newly-introduced models.
If the X half’s price kept you from picking one up, your time may have come
Fast forward to the present day, and things have somewhat settled down, with the US Supreme Court ruling that those tariffs were introduced illegally. While that may not mean that the battle over tariffs is over, it does at least seem like Fujifilm is comfortable selling the X half for $200 less than when it was introduced, and even letting it go on sale to bring the price down further.
Of course, there were things people disliked about the X half beyond just the price, and those aspects haven’t changed. The company has released a few software updates since we reviewed the camera, but none of them have fundamentally changed what the camera is. But if the X half’s price was the main thing keeping you from picking one up, your time may have come.