Because they listen.
I mean really listen.
When customers request new features, they listen by releasing a constant stream of firmware updates to both new(er) as well as existing older model cameras.
I’m not just referring to adding these new features to future models either. Besides image quality, one of the things Fuji is known for is the constant release of firmware updates. More often than not these firmware updates are designed to add new features such as better and faster autofocus performance to existing models.
Not just for current models either, they are known to add new features or improve performance in older models as well.
Who else does that?
When most other manufactures seem hell bent on forcing you purchase the newest model in order to get the latest list of features, Fuji is content keeping their customers happy by improving older models as well as the newest high end models. My guess is they know that by treating their customers right and keeping them happy those customers are highly likely to upgrade to the newer models at some point anyway.
Case in point the camera that started my journey with Fuji, the Fujifilm X-Pro1.
I purchased mine used back in October, roughly four years after its initial release. Known for great image quality though having autofocus performance that can generously be described as glacial, the X-Pro1 was and still is a great camera. However even with the release of the much improved X-Pro2 on the immediate horizon, the engineers at Fuji still saw fit to release at least one more firmware update in an attempt to improve the autofocus performance of this great little camera.
Even my current camera, the Fujifilm X-T2 which shares top of the line billing with its rangefinder style sibling the X-Pro2, has received two firmware updates since I bought it back in October.
Looking back to my time with Canon I can think of only one or two times, if that, that a firmware update was released, not one of which added a new feature of any kind to the cameras.
So if great image quality in a small package that’s built like a tank isn’t enough for you to consider buying one of the many great Fujifilm cameras, getting a few new features added to it long after you bought it just might.
Oh yea, those firmware updates, they’re free!