Leica Sofort Instant Camera Unveiled – NOT A JOKE!

Leica Sofort Instant Camera Unveiled – NOT A JOKE!

I felt it necessary to add that clarification to the title, and if we had a category called WTF, I’d certainly be filing this one in there. Leica, a brand whose product history contains some of the most highly desirable premium cameras, has launched a $300 Fuji Instax rip-off.


It’s not a secret in the industry just how much money Fuji make from the Instax series, but I feel that Leica just didn’t need to do this… small $20,000 cars sell well, but you don’t see Ferrari building one just to make a bit of money. I also can’t wrap my head around why Fuji would have licensed the innards of this camera to Leica in the first place?  Many companies have partnered with Leica in the past, but not Fuji. Let’s be clear, from looking at the specs of this thing, it’s just a Fuji Instax Mini 90 with a different shell on it and a doubled price tag.

You’ll be able to use the Fuji Instax Mini film packs, including the recently announced Mini B&W film, or you’ll also be able to order the exact same film in a Leica box, for probably twice the money.


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