Fujifilm Issues Official Apology for Making Photography ‘Awesome’

Fujifilm India published a public “apology” on its Facebook account this morning, saying it’s sorry for “making photography this awesome.”

“It has come to our attention that a few of our Fujifilm users have been encountered some unexpected complications after buying camera from the X & GFX Series,” the discover says (spelling and grammar errors are Fujifilm’s, as PetaPixel doesn’t right these in direct quotes).

“Apparently, life behind the viewfinder of a Fujifilm has led to the following problems:

• Family and friends have started complaining that ‘just a quick waslk to the market’ now turns into a multi-hour, golden-hour photo session.
• Strangers on the street keep stopping to ask about ‘that beautiful vintage film camera,’ only to be confused when you mention it’s digital.
• ‘Weekend plans’ have been replaced by spontaneous photo walks.
• Some owners admit to just sitting on the sofa, holding their camera and clicking the tactile dials, even when it’s turned off, just to enjoy the feel.
• And a few have reported spending hours admiring their ‘Straight-Out-Of-Camera’, often forgetting to even open their editing software.

“We sincerely apologize for making photography this awesome,” the assertion concludes.

Despite the informal nature of on-line dialogue, it’s nonetheless uncommon to see corporations — even digicam corporations or these within the inventive business — publish one thing like this, both out of concern it doesn’t align with the model or that any criticism acquired will outweigh any perceived advantages. Fujifilm India clearly didn’t let these prospects hassle it because it revealed this assertion with out totally proof studying it.

Still, it’s a enjoyable, innocent joke that seemingly bolsters the Fujifilm model, which fairly often focuses on the enjoyment of images relatively than the usually overly severe perspective that the majority digicam manufacturers will take. Posts like this and the truth that the Fujifilm Xhalf merely exists must be proof sufficient that the corporate’s focus is usually deliberately contrarian to the established order. The common response on social media has been good, so Fujifilm India’s aim, which was prone to simply have enjoyable and interact with its viewers, seems to be working.

Image credit: Photographs by Fujifilm India