High-end cameras make epic comeback despite smartphone ubiquity

High-end cameras, like those from Leica and Fujifilm, are resurging despite smartphone competition, driven by demand for quality and creative photography.

: Despite smartphones dominating casual photography, high-end camera sales are thriving. Brands like Leica and Fujifilm focus on premium models, much to their success. Demand is propelled by a renewed interest in creative photography among younger consumers. Premium models are becoming both professional tools and fashionable accessories.

Stand-alone digital cameras were thought to be nearly extinct, but high-end models are experiencing a renaissance. Brands such as Leica, Fujifilm, and Nikon are focusing on premium offerings, which has led to tripled average selling prices over six years and a 12% year-over-year increase in total global camera shipments from January to May 2024.

Leica's latest Q3 full-frame camera, priced at $6,000, saw such high demand that it had six-month waiting lists upon launch in 2023. Similarly, Fujifilm's $1,600 X100 model quickly sold out worldwide after its release in February. Revenue for Leica reached 485 million euros, a 9% increase from the previous year.

According to Nikon President Muneaki Tokunari, the widespread use of smartphones has helped fuel a passion for professional photography, benefiting elite camera sales. Younger, culturally savvy consumers are especially driving this trend, with videos of models like Fujifilm's X100 series garnering millions of views on TikTok. Premium cameras have now become status symbols as well as professional devices.

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