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This years hotly anticipated camerais here and it isn’t a photo/video hybrid mirrorless fromSonyorCanon; its theFujifilm X100VI.

We askedFujifilmUKs General Manager, Theo Georghiades, about the company’s experience.

Fujifilm X100VI in the hand

A street photo I took with the Fujifilm X100VI in Japan using the Reala Ace film simulation.

Our task now is to give a shot to fulfil the demand as quickly as possible!

Its a great moment for Fujifilm, and indeed photography itself, because of what the X100-series represents.

But the question remains: just how did we get here, and why is the X100VI so popular?

Fujifilm X100VI in the hand with top plate in view

A street photo I took with the Fujifilm X100VI in Japan using the Reala Ace film simulation.

The following and attention its attracting from all types of people is amazing and really exciting to see.

However, there is something about it that cant be explained by features and specification alone.

I love the hybrid viewfinder and retro dials.

Street photo of ladies in traditional Japanese attire

A street photo I took with the Fujifilm X100VI in Japan using the Reala Ace film simulation.

Fujifilm X100VI preorders are available here

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Person holding the Fujifilm X100VI camera up to their eye with a bustling Tokyo city background

Me with the Fujifilm X100VI in Tokyo, Japan.