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Could the Leica M12 Be a Fuji Killer?

Chris Gampat
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Last updated on 01/03/2025
03/03/2025
3 Mins read
Chris Gampat The Phoblographer Leica M11 review images product photos 4.51-30s400
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It’s probably true: Fujifilm might’ve given up on the X Pro 4, considering what we’re finding with their current lineup. But could that mean that Leica might come in to save the day? Leica’s prices have held steady as the rest of the camera market’s prices have risen. It goes to show that people will surely pay more for cameras. With all that said, what’s stopping former X Pro camera users from hopping over to Leica and shooting with full frame? If you’re into film-styles, Leica has surely got them.

Earlier this year, the Leica M12 reports started to fly via Leica Rumors. Sources point to the possibility of a camera with an EVF. If true, this will be the first Leica M-series camera with an EVF. Leica has already proven that this is possible in this form factor with their wonderful Leica Q3. So, if it can be done with fixed-lens cameras, why can’t it be done with interchangeable-lens cameras?

So why could this be a Fujifilm killer? Well, I’ve got a bunch of reasons for you:

  • Full frame: I’ve said it before, brands aren’t putting a lot of innovation into APS-C. And Fujifilm isn’t really known for being an innovative company except for their retro-style ergonomics and the film simulations.
  • Film styles: Leica Looks have been making a bigger and bigger splash into the newer cameras.
  • Durability: Leica actually stands behind their products instead of truly treating them like disposable objects. I mean, look at how long they serviced the Leica M9 after it was discontinued. While their lenses don’t have IP durability, there’s little reason why a Leica M12 couldn’t have it.
  • A massive lens selection: There are tons of them out there for Leica M-mount.
  • The rangefinder aesthetic: It’s been proven that people like it. It only took the camera industry too long to wake up to this fact.

But perhaps the biggest thing is that Fujifilm has stated several times that their future is with GFX. They’re bound to move away from X-Series.

No, this isn’t my hating on Fujifilm. This isn’t my saying that they make bad cameras. Please, if you’re thinking that, do the following: inhale, exhale, then inhale for the count of four, and finally exhale for the count of eight. Relax and repeat this process: please stop labeling what we’re saying with your own thoughts. What we’re saying is that if a camera like this comes out, the Fujifilm X series could be really done for. At least, it could be the beginning of the end.

And honestly, that’s just fine. They’ve shown that they’re not going for the retro audience at the higher end but they’re milking the Fujifilm X100vi for all it’s worth. That’s where I’ll hate on Fujifilm: they slightly updated a camera body from 2019 and gave it internals from 2022. By the time the product life-cycle is over after four years, you’ll have 6-year old internals and a camera body that’s nearly a decade old.

Why is that worth defending?

At least with a Leica, I know I’m buying the camera because I’m relying on my own skillset and not for the camera to do things for me. And truly, that’s what matters the most: my skill. My skills can evolve, but I can only take a camera so far.

camera fujifilm fujifilm x pro 4 leica leica m12 rangefinder x pro 4
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Chris Gampat is the Editor in Chief, Founder, and Publisher of the Phoblographer. He provides oversight to all of the daily tasks, including editorial, administrative, and advertising work. Chris's editorial work includes not only editing and scheduling articles but also writing them himself. He's the author of various product guides, educational pieces, product reviews, and interviews with photographers. He's fascinated by how photographers create, considering the fact that he's legally blind./ HIGHLIGHTS: Chris used to work in Men's lifestyle and tech. He's a veteran technology writer, editor, and reviewer with more than 15 years experience. He's also a Photographer that has had his share of bylines and viral projects like "Secret Order of the Slice." PAST BYLINES: Gear Patrol, PC Mag, Geek.com, Digital Photo Pro, Resource Magazine, Yahoo! News, Yahoo! Finance, IGN, PDN, and others. EXPERIENCE: Chris Gampat began working in tech and art journalism both in 2008. He started at PCMag, Magnum Photos, and Geek.com. He founded the Phoblographer in 2009 after working at places like PDN and Photography Bay. He left his day job as the Social Media Content Developer at B&H Photo in the early 2010s. Since then, he's evolved as a publisher using AI ethically, coming up with ethical ways to bring in affiliate income, and preaching the word of diversity in the photo industry. His background and work has spread to non-profits like American Photographic Arts where he's done work to get photographers various benefits. His skills are in SEO, app development, content planning, ethics management, photography, Wordpress, and other things. EDUCATION: Chris graduated Magna Cum Laude from Adelphi University with a degree in Communications in Journalism in 2009. Since then, he's learned and adapted to various things in the fields of social media, SEO, app development, e-commerce development, HTML, etc. FAVORITE SUBJECT TO PHOTOGRAPH: Chris enjoys creating conceptual work that makes people stare at his photos. But he doesn't get to do much of this because of the high demand of photography content. / BEST PHOTOGRAPHY TIP: Don't do it in post-production when you can do it in-camera.
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