Fujifilm has become a shining example of how to do things the right way, but they can’t rest on their laurels.

Fujifilm has become a significant player in the Mirrorless camera space over the last seven or eight years. While they hit a few bumps in the road along the way, they actively listen to their users and have made improvements to their APS-C X line of cameras, which thrust them into the spotlight. On top of their success with cameras like the X-T3, X-Pro 3, and the X-H1, Fujifilm has revolutionized the Medium Format market with their GFX cameras.
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https://www.thephoblographer.com/2020/04/26/opinion-5-things-fujifilm-must-do-to-keep-the-x-gfx-platforms-growing/