Steve Jobs once famously said, "If you don't cannibalize yourself, someone else will." It was in reference to how the iPhone would take sales away from the iPod - a move that proved tremendously successful for Apple. The topic of cannibalization comes up often in the camera world.

Fast autofocus with face/eye detection; Same sensor; processor as X-T3; 10-bit 4K video output; Engaging user experience; Fast continuous shooting speed

No in-body image stabilization; Some ergonomic compromises; Small image buffer

As we generally find to be the case with Fujifilm offerings, there's a lot to like about the X-T30 and hardly anything to dislike. It's a superb camera that distils many of the best elements of the X-T3 into a smaller, lighter and cheaper camera.

Gorgeous; retro body; Tilting; touch-sensitive screen; 4K video

Single card slot; Limited buffer for action; Irritating Q button placement

The Fujifilm X-T30 is Fujifilm's mid-level APS-C mirrorless camera with an electronic viewfinder (EVF). The X-T30 features the same 26mp BSI CMOS sensor as the X-T3 , and is an update to the X-T20 , which is Fujifilm's best selling X series camera, striking a balance between high-performance, and...

Same 26mp sensor as X-T3; Excellent image quality; High-speed continuous shooting; Rapid focus; and numerous options; CINE 4K video recording; Price

Easy to accidentally press the Q button; Short video recording times

The Fujifilm X-T30 may be the 'little brother' of the superb X-T3, and we were impressed - surprised, actually - at just how many features were carried over from a camera costing $600 more.

Those seeking a lightweight camera with great out-of-camera image quality; flexible Raw files and top-notch video

Those seeking best face and eye AF performance; Serious videographers who need the very best spec

For Fujifilm, shrinking the phenomenal X-T3 down into a smaller package was always going to be a winning proposition. For several years running, the company has followed up on its flagship X-series mirrorless camera with a more portable (and more affordable) option that still offers many of the best...

Same sensor as X-T3 at much lower price; Excellent autofocus and burst shooting capabilities; Compact and light; Nice 4K video

Probably too small for people with big hands; No weather sealing; Viewfinder is improved from X-T20; but no match for X-T3; Standard carry-a-spare mirrorless battery life

Please

Fujifilm has had many successes with its X-series cameras since it launched the range, with its rangefinder-style X-Pro line and DSLR-like X-T models being particular favorites. But it's the X-T20 that's become the company's best-selling X-series model to date.

Great build quality; Superb value for money; Plenty of customization options; Excellent 4K video quality; Lovely default JPEG output; Speedy AF system

0.62x EVF magnification; Grip not ideal for larger lenses; Some controls can be fiddly; No sensor-based stabilization; Tripod thread awkwardly placed; No UHS-II support

The Fujifilm X-T30 is a new mid-range mirrorless camera that's smaller, lighter and a lot cheaper than the flagship X-T3 model, yet in some ways is actually slightly more advanced than the X-T3.

Both are excellent cameras. I'll typically recommend one product over another, but they are so close in capabilities and performance, and different enough in design philosophy, that there's room for two Editors' Choice winners here.

Proven 26MP APS-C image sensor; Quick, accurate autofocus; Up to 30fps Raw capture; EVF and built-in flash; Tilting touch LCD; Tactile controls; 4K video; Wi-Fi

Body isn't weather-sealed; Restricted maximum video clip length; No in-body stabilization; Small capture buffer; Memory card slot limited to UHS-I speed

Overall, the Fujifilm X-T3 manages to take one of the best all-round compact system cameras and make it better in every department. It's a mirrorless marvel, that's for sure. There are still some areas that could be further refined: certain lenses won't make the most of the autofocus system; there's...

Great OLED electronic viewfinder and tri-adjustable LCD screen; 100% frame coverage for autofocus; Impressive speed (11fps burst) and autofocus ability; 4K60 will be attractive for some; Doesn't amp the price point over predecessor

Touchscreen lacks sensitivity/response; Smallest autofocus point not the fastest; Dioptre adjustment fiddly to use; No compatibility with X-T2 grip (due to new footprint