Fuji's rough ride with their X series.

Fuji showed off their first X camera, the X100, in 2010. Fast forward to 2014, they have finally started to make money with their imaging division. In large part, this is due to the X-T1 and the Instax cameras. No one ever said it was easy being innovative in a market where status quo is so readily accepted.

“VISION 2016”: High-end X-series cameras in Fujifilm’s Medium-Term Management Plan! | Fuji Rumors