If Fuji’s Instax Is the Cash Cow, Should It Produce Digital Cameras?

If Fuji's Instax Is the Cash Cow, Should It Produce Digital Cameras?

Fuji’s Instax line of products — the legacy of its film heyday — is successful. They’ve sold more than 50 million cameras, with 10 million alone in the 2019 business year. However, more than that, it’s the financial powerhouse for its Imaging division, turning over twice as much money as its digital counterpart. It’s strange to think that film is where the money is, but for Fuji, that is the case. So, why is it making digital cameras?

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