Fujifilm is a company synonymous with photography around the world, having set down their roots in the industry back in the days of film and successfully surviving the digital revolution in the late 20th century, Fujifilm embraced digital photography and imaging technologies. It successfully transitioned from film-based products to digital cameras, inkjet printers, and other digital imaging solutions.

Fujifilm's dedication to research and development enabled it to maintain a competitive edge in the industry by developing products both digital and analogue that suited all different types of photographers needs from the snap happy teenager through to the hardened professional. In recent years with the advent of Polaroid cameras becoming popular again Fujifilm has grabbed this emerging trend by the horns with their Instax line of cameras with some models offering a truly analogue experience and others offering both a hybrid analogue/digital experience there is no denying the popularity of the Instax line of products and their charming looks and the ability to print out your latest snapshots with a simple press of a button.

The Fujifilm Instax Square SQ40 is an instant camera that offers a simple and straightforward shooting experience. It's designed for those who want to capture and print memories instantly without the need for complicated settings or technical know-how. One of the key features of the Instax Square SQ40 is its ease of use. It operates on a fully automatic system, which means it takes care of the exposure and focus for you. All you need to do is point and shoot, and the camera will handle the rest. This makes it a great option for beginners or anyone looking for a hassle-free instant photography experience.

The SQ40 uses Fujifilm's popular Instax Square film format, producing square prints with a size of 2.4 inches by 2.4 inches. The film is widely available (a twin pack of film good for 20 shots will set you back around $30) and offers a nostalgic appeal that instant photography enthusiasts enjoy. The camera also includes a built-in selfie mirror, making it convenient for capturing self-portraits and group shots.

In terms of design, the Instax Square SQ40 features a very minimalist design styled in black and silver that looks like a cross between an old film camera and a modern DSLR, it feels incredibly nice to hold in your hands and its simplistic controls make it very intuitive to shoot with. One short turn of the lens barrel turns the camera on and immediately ready to shoot shots through its analogue view finder, whilst another quick turn of the barrel changes the camera to selfie mode where you can frame your shots via the handy in built mirror on the front of the camera, simply click the shutter button and your shot will instantly shoot forth from the top of the camera and develop over the next 90 seconds. Image quality is generally good, with vibrant colours and a classic instant film look. However, it's important to note that the SQ40 doesn't offer manual control options for adjusting settings such as exposure or focus. While the automatic system does a decent job in most situations, it may not be suitable for those seeking more creative control over their shots.

One minor downside of the SQ40 is the lack of a built-in rechargeable battery. Instead, it relies on replaceable CR2 batteries. While this allows for easy battery replacement, it may become costly in the long run, particularly if you frequently use the camera as a set of batteries are only good for around 30 or so shots, the non-standard battery format could also make it difficult finding replacements as they are not found as easily as AAA or AA batteries and tend to be a fair bit more expensive than the more well known battery formats.

Overall, the Fujifilm Instax Square SQ40 is a user-friendly instant camera that delivers instant prints with a charming vintage appeal. It's perfect for teenagers, casual photographers, parties, or social events, offering a fun and immediate way to capture and share memories. However, if you desire manual control options or higher image quality, you may want to consider other instant camera models or even digital cameras.