Fujifilm once struggled to sell cameras. Now, it can't keep up with demand
For years, Japan's Fujifilm pivoted away from its legacy camera business to focus on healthcare. Fujifilm is struggling to meet demand for the $1,599 camera, prized by young 20-something social media fans for its looks and high-end functions. After it sold out last year, the company increased production in China to double the launch volume for the VI that debuted in March, said Yujiro Igarashi, manager of Fujifilm's professional imaging group.