Having played around a little bit with the Fujifilm X pro 3, I actually really liked it. But some design suggestions for the next XPRO4:

Radical simplification

Too many ugly buttons and text and font around the camera. Get rid of the drive button, the AE button, and the random button above the Q button, and also the top right button. Anyone who buys a Fujifilm X pro camera essentially wants a more modern like a rangefinder, so make it more simple.

Introduce Fujifilm Neopan 1600 as a preset

I used the acros black and white film simulation preset, and it was very dissatisfying. Not enough contrast, introduce the neopan 1600 preset, and make it insanely high contrast black-and-white, just like the Ricoh GR 3X hi contrast black and white setting.

Also, the Fujifilm camera should also be able to adjust the contrast settings of every film simulation preset JPEG in camera in-camera.

Also, to make the X pro 4 more film like, for the film grain settings, just have the user toggle between ISO 400, ISO 400, ISO 800, and pushing to 3200.

Make the X pro 4 less chunky

The big problem about the Fuji film X-pro series is this; it is too fat and chunky. Put it on a diet, make it slimmer, and rounder around the edges.

Change the font

The font for the X pro 3 and the X pro series is too generic. It looks like standard Arial font. Make it look more unique, maybe more Japanese.

Also, the Fujifilm X pro 4 should be stylized as ”XPRO IV”. I do not see a strong reason for there to be a dash between the X and the Pro.

Who should Fujifilm target?

This is my thought; Fujifilm should position themselves like Tesla; much more advanced, sexy, and innovative and modern than the Leica M digital rangefinder.

It seems based on my experiences, a lot of people who end up buying a Fujifilm x100 camera, or a Fujifilm X pro camera could actually afford a Leica M digital camera, or even a Leica Q digital camera.

The other day I looked at the Leica M 11, and was very unimpressed. I think the only thing like is is running on is their past Legacy. Fujifilm is in a great position to disrupt, as it is creating a new legacy.