Fujifilm's Instax Square 2 is a fully analog instant camera that The Verge reports costs $119.95 and goes on sale in October. Its new trick, per Fujifilm, is a switch that slides a Warm or Cool filter in front of the lens.

Our call, untested: if you will shoot a lot, a Mini 12 with Mini film is the cheaper habit. Consider the Square 2 when it is available only if you want square prints and the filter.

As of Oct. 14, 2026, The Verge is the source for the $119.95 camera price and the $18.99 price for a 10-shot pack of new Soft Haze film. Fujifilm's US product page lists neither price and gives no US on-sale date.

What you get

Fujifilm specifications, from its product page and specifications page:

  • Filter: Cool for crisp, blue-toned color, Warm for subtle golden tones, or Off for the standard Instax look.
  • Focus: a lens ring picks Close-up (11.8 to 19.7 inches), Standard (19.7 inches to 9.8 feet) or Landscape (9.8 feet and beyond).
  • Automatic: exposure and flash are automatic, and there is a selfie mirror for Close-up shots.
  • Prints: 62 mm square, developing in about 90 seconds.
  • Power: four AA batteries, good for about 30 packs of film.
  • Colors: Misty White, Slate Blue and Brick Red. It weighs 450 g without batteries, film or strap.

What the film costs

The Verge reports the new Soft Haze film, which has lower saturation and contrast, is $18.99 for 10 exposures. That is about $1.90 a shot.

If Soft Haze works in this camera, 50 shots at that rate is five packs, or $94.95. Added to the $119.95 camera, that would total $214.90, before tax and shipping.

Fujifilm's spec page says only that "instax SQUARE film" is required and sold separately. We have not confirmed that Soft Haze and the Square film priced below are interchangeable.

Cost of ownership

As of Oct. 14, 2026, about 12:41 p.m. ET, on Amazon.com: Instax Square film was $31.30 for 20 shots ($1.57 each), sold by The Tudak Store and shipped by Amazon. A 100-shot pack was $119.35 ($1.19 each), also sold by The Tudak Store. We found no Square film sold by Amazon.com itself that day.

Camera plus the prorated cost of 50 exposures: about $180 to $198 for the Square 2, which is the $119.95 camera (per The Verge) plus $59.68 of film at $1.19 a shot, or $78.25 at $1.57. If Soft Haze works in the camera, $1.90 a shot would put it at $214.90.

As of Oct. 14, 2026, about 12:41 p.m. ET: the Instax Mini 12 in lilac purple was $82.99, from third-party seller Homegoods Shop and shipped by Amazon. Mini film was $18.17 for 20 shots ($0.91 each), sold by Amazon.com. The same prorated 50 exposures come to about $128.

Buyers pay for whole packs. The first purchase covering at least 50 shots is $213.85 with three Square twin packs (60 shots), $239.30 with the 100-shot pack, or $137.50 with three Mini twin packs (60 shots).

The tradeoff is print size. Square prints are 62 mm square. Mini film costs less per exposure in these listings, by $0.29 to $0.66 a shot against standard Square film. The Square 2 setup costs about $51 to $70 more on this prorated comparison.

As of Oct. 14, 2026, about 12:41 p.m. ET: the SQ1 was $124.76 as a Glacier Blue import sold and shipped by Amazon Germany. We found no SQ1 offer sold by Amazon.com during that check.

Why it matters

The Verge notes that $119.95 matches the SQ1's launch price in 2020, and says the Square 2 keeps the SQ1's layout in a rounder body. The filter is the headline change, and it is a physical switch, not an app.

If you shoot a lot, film, not the camera, becomes the larger bill. Standard Square film at $1.19 to $1.57 matters more than the switch. If you want the cheapest prints, the Instax Mini 12 with Mini film costs less per exposure.

Our call, untested: consider the Square 2 when it is available only if you want square prints and the filter. As of the Oct. 14 check, Amazon.com itself did not sell the SQ1; the one offer we recorded was an Amazon Germany import at $124.76 (as of 12:41 p.m. ET).

What to watch

The Verge reports an October release but gives no specific day. Its reported camera and Soft Haze prices remain unconfirmed by an Amazon listing. RR Tech Pulse has not tested the camera.