Fujifilm added a flip screen to the X-A2 model, making it much useful to the selfie vacation set that's in the target price market. The screen on the X-A3 now rotates 5 degrees more than the previous model to 180 degrees exactly, thanks to a new mechanism. The company has also added a smile detection feature and skin-tone improvements, a further nod to its people-centric raison d'etre.

That said, the camera is no slouch in the spec department and compares very favorably to other mirrorless models in its price category. It features a 77-point autofocus, "fashionable" retro body (that brown color is nice), 1080p, 60fps video and a newly designed APS-C sensor that's considerably larger than any on Micro Four-Thirds cameras. The X-A3 arrives in October for $600 with the 16-50mm f/3.5-5.6 OIS II kit lens.

Fujifilm also revealed a new lens, the XF 23mm f2 WR, compatible with all Fujifilm X models. While not as low-light capable as the company's 23mm f/1.4 model, it's weather resistant, more compact and quicker focusing. It arrives in September for $449.