The New Instax SQ10 – The Wrong Road?

Instax SQ10

Well, almost here. Fuji’s Instax SQ10 square format camera. I’ll keep this opinion piece short so I can go lay down and cry. I was very excited when I found out that Fuji was releasing a square format Instax camera. In fact, I wrote about that here. But I’m not sure how I feel about this camera. The Fujifilm Instax Square SQ10. It has a 3 inch LCD, (460k dots), on the back of the camera. It uses a 3.7-megapixel digital sensor that has a 1/4-inch CMOS sensor @ 1920×1920-pixel. It has a slot for a microSD card. It does spit out an actual physical image. It does have a rechargeable battery. But is this a digital or film camera? Fuji was on the right track with their other Instax offerings. And the square format is awesome. But printed from a tiny digital sensor? And at $1.70 per image? (over twice the cost of Instax Wide film)


Fujifilm Instax SQ10


The Instax SQ10 – Price of a Leica Sofort?

Ok. I guess they know what they’re doing. But at $280, I think I’ll just stick with the Impossible Project offerings. They should probably just call this the “Fuji Instagram”. The actual image will be 62mm x 62mm, but the total photo size with borders are 86mm x 72mm. So, it’s smaller than the old Polaroid square images. The lens is a 35mm camera equivalent 28.5mm. A bit wide. (for me) Plus a bunch of iPhone like filters.


Fujifilm Instax SQ10


Here’s what I was expecting. A regular old Instax camera with a square format. Preferably an “X100” type solid build, taking Instax to the next level. And film at about the same price as their wide format film. I suppose that was too much to ask for. I can’t really see the pure digital guys getting excited about a 3.7MP camera with a fixed lens. But maybe that’s just me.


Fujifilm Instax SQ10


A Modified Polaroid Snap?

On the upside to the Instax SQ10; being able to adjust the image first means you’ll have a lot more keepers. Didn’t the Polaroid SNAP and Polaroid Socialmatic with it’s ZINK paper just do this? I doubt you’ll see clones from Lomo. Of course, I could be wrong. I guess if Helena Christensen says it’s cool, then it must be true. I have no issues with this surprise direction taken by Fuji. It’s just not for me. But I’d be the first to admit,….different strokes for different folks. Wasn’t that an 80’s TV series?


Fujifilm Instax SQ10


Will the Fujifilm Instax SQ10 find love? I suppose it will. After all, Fuji has a really big marketing department. I suppose their hope is that it’s the next “Corvette”,…not an “Edsel”. We’ll see. Couldn’t you just print an iPhone pic wireless to an inkjet cheaper?  And no viewfinder? I like the response of one guy to the ‘Fuji Guys’ YouTube review; “Digital camera with printer” Yeah, that pretty much says it all.



Image sensor 1/4-in., CMOS with primary color filter
Effective pixels 1920 x 1920
Storage media Built-in memory, microSD/microSDHC memory card
Recording capacity Built-in memory: Approx. 50 files
microSD/microSDHC memory card: Approx. 1000 files per 1 gigabyte
File system Compliant with Design Rule for Camera File System (DCF), Exif Ver.2.3, Compliant with JPEG and PIM
Focal length Fixed as 28.5 mm (35-mm format equivalent)
Aperture F2.4
Auto focus system Single AF (Contrast-detect TTL, equipped with AF illuminator)
Focus range 10cm to ∞
Shutter speed 1/29500 sec. to 1/2 sec. (Auto), maximum 10 sec. in Bulb mode
Sensitivity ISO 100 to 1600 (Auto)
Exposure control Programmed AE
Metering 256-segment through the lens (TTL) metering, Multi metering
White balance Auto
Flash Auto/Compulsory flash/Suppressed flash/Slow synchro/Red-eye removal Effective range: Approx. 50 cm to 8 m
Shooting mode Standard, Double exposure, Bulb mode
Self-timer Approx. 10 sec./Approx. 2 sec.
Image effect 10 Filters, Brightness adjustment, Vignette
Playback function Trimming, Multi image playback


Film FUJIFILM Instant Film “instax SQUARE” (Purchased separately)
Photo capacity 10 prints/pack
Film size 86 mm x 72 mm
Image size 62 mm x 62 mm
Supported image size 800 x 800 dots
Printing solution 12.5 dots/mm (318 dpi, 80 μm dot pitch)
Printing levels 256 levels per color (RGB)
Supported image format JPEG (Some images saved with a photo editing/processing software may not be displayed or printed.)
Printing time Approx. 12 seconds
Print timing Printing shortly after shooting/Printing after selecting image
Printing function Images on built-in memory/micro SD card
Reprint Printable up to the past 50 prints
(Up to 50 images stored in print history)
Digital zoom Up to 2.4 X in printing (Output pixels: 800 x 800)
Film detection Yes (Automatic ejection when inserted)


LCD monitor 3.0-in. (7.6 cm) TFT color LCD monitor
Pixels: Approx. 460k-dots
Input/Output terminals Micro USB (For charging only)
Battery NP-50
Charging function Built-in
Printing capacity Approx. 160 prints (From when the battery is charged fully)
* Varies depending on the conditions of use.
Charging time Approx. 3 to 4 hours (Using 0.5 A USB port)
* Varies depending on air temperature.
Dimension 119 mm x 47 mm x 127 mm (W x D x H)
Weight 450 g (includes fi lm pack and battery)

Photo Tee Shirts


  • Reply
    Mathias Sweet
    April 20, 2017 at 12:26 pm

    I could not agree with you more. I recently got an Instax for personal vacations, after having one some years ago, and love it, but an LCD? No thank you. The Instax offers something tangible at a relatively reasonable cost, it allows me to pull away from the connected realm while enjoying the wonders around me, but this would seem to negate that in some cases. Just a huge veer of the path I’d like to see them take with their instant offerings. I do love Impossible Projects offerings but the cost is difficult to justify for snapshots.

    • Reply
      April 20, 2017 at 1:20 pm

      Impossible is more of an “art” thing. Especially as it pertains to their 8×10 film. My Instax Wide is great. A little clunky, and not great ergonomics, but still cool images. Just need Mono film, like the Mini’s. And a PC sync connection like the Lomo versions would be cool. But I know I’m going to get flak. I think I’m the only site that’s said,…”Eh.,,,whatever.” It reminds me of the old thermal mini printers that printed from “0’s and 1’s”, not light.

  • Reply
    April 26, 2017 at 4:29 am

    The film is too small. It really should have been at least as big as Polaroid sx-70. That is a deal breaker for me.

  • Reply
    April 26, 2017 at 8:13 am

    Fuji hit a nerve with their great success with the Mini. Why they are not bringing it to it’s logical conclusion with well built, larger film models is beyond me and their corporate mindset.

  • Reply
    May 29, 2017 at 7:13 pm

    “Different Strokes” was actually the name of that 80’s show.

  • Reply
    May 29, 2017 at 7:17 pm

    The only thing I like about this camera is that the images are square. I hate the landscape format of 35mm film. But it is a digital camera, so I’m not thrill about it. And the price is just way up there. Not worth it.

    • Reply
      May 29, 2017 at 9:50 pm

      I agree,….but like I said, I’m apparently in the minority. Oh, well,…not the first time I’d be wrong.

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