Instax Square SQ40 Review 2026: Square Format Tested | Worth €145?

The Square Format: Why It Changes Everything

The Square print measures 62x62mm — that is 70% more surface area than a standard Mini print (62x46mm). It may not sound like much on paper, but in practice the difference jumps out at you. More visible detail, faces stand out better, and above all there is that uniform white border all around that gives every print a naturally "framed" quality.

The Square format occupies a special place in the Instax ecosystem. Launched in 2017 with the hybrid SQ10, it found its pure analogue form with the SQ6 in 2018, then the SQ40 in 2023. Fujifilm chose to simplify: gone are the SQ6's creative modes, replaced by a streamlined camera that does one thing and does it well.

At around $120-150, the SQ40 sits at the same level as the Wide 400, well above the Mini 12 ($70) and Mini 11 ($55). The premium is justified by the unique format and superior build quality.

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Design and Build Quality

Honestly, this is probably the most handsome analogue instant camera Fujifilm has ever released. The all-over matte black finish, clean lines and retractable lens give it a sophisticated retro look that stands apart from the pastel Mini range. It is a camera you want to show off.

Dimensions are compact — 130 x 127 x 67mm — and the 346g weight (without batteries or film) makes it easy to carry. It fits in a handbag without issue. However, the lack of a textured grip is noticeable when your hands are damp — the Mini models do better on that front.

The power-on mechanism by twisting the lens is a gesture you quickly get used to. Turn, the lens extends, you are ready. To turn off, twist back the other way. Simple, mechanical, satisfying.

The only real practical complaint: the CR2 batteries. Two required, and unlike the AA batteries used by Mini and Wide cameras, CR2s are harder to find and more expensive. Our advice: buy four in advance and always keep a spare pair handy.

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Image Quality

Prints are sharp in the centre with slight softening in the corners — that is the signature of all analogue Instax cameras, not a flaw specific to the SQ40. Colours lean warm and slightly saturated, that flattering look you recognise immediately.

The 62x62mm surface makes a real difference compared to the Mini. You can make out clothing details, stone wall textures, facial expressions. A side-by-side comparison with a Mini 12 print: the Square wins every time in clarity.

Auto exposure does a solid job overall. A few dark prints in dimly lit restaurants, and a slightly blown-out portrait on a beach at midday. But without manual brightness control, that is expected — the SQ40 does the best it can with what it has.

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Shooting Experience

Power on, aim, shoot. No menu, no dial, no mode to select. Exposure and flash are fully automatic. It is liberating to have so few choices to make — you focus purely on framing and nothing else.

Autofocus covers 0.3m to infinity, sufficient for nearly every scenario. The selfie mirror beside the lens is handy for arm-length self-portraits, though it is small.

The square format changes how you compose. Gone is the "horizontal or vertical?" reflex — everything goes square. You naturally frame subjects centrally, and centred portraits and symmetrical compositions come out particularly well. For panoramic landscapes, the Wide format remains more suitable.

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In Detail: The Retractable Lens

The SQ40's retractable lens system is more than an aesthetic gimmick — it is a genuine practical advantage. When closed, the camera loses nearly 2cm of thickness, making it easier to store in a bag. More importantly, the lens is protected in its retracted position, reducing the risk of scratches and dust on the glass.

The rotation mechanism is firm and precise. No wobble, no suspicious noise. After hundreds of open/close cycles, the system shows no sign of wear. It is a small detail, but on a camera you take out and put away several times a day, it matters.

Compared to the SQ6, which had a fixed lens always exposed, this is a notable improvement. The SQ6 needed a removable lens cap — easy to lose. The SQ40 integrates protection into its design.

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In Detail: CR2 Batteries, the Unfortunate Choice

This is the SQ40's weak point and it deserves an explanation. CR2 lithium batteries are not AA batteries. They cost about $8-12 for a pair at a pharmacy, versus $3 for AAs. They are harder to find: not in regular supermarkets, rarely at petrol stations.

Each pair of CR2s allows about 100 photos (roughly 10 film packs). That is decent, but the cost adds to the film price. Over a year at 5 photos per week, expect 3 to 4 battery changes — that is $24-48 extra.

Why did Fujifilm choose CR2 over AA? Size. CR2s are significantly more compact, which kept the body slim and elegant. It is an aesthetic choice at the expense of practicality. We understand the decision, but we regret it a little.

The alternative: rechargeable CR2 batteries exist, but they are rare and have lower capacity. Our advice remains to buy a stock of batteries in advance on Amazon.

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Cost per Photo: The Real Budget

Item	Annual Cost (5 photos/week)
SQ40 camera	145 EUR (one-time)
Square film (260 photos at ~1.30 EUR)	338 EUR
CR2 batteries (3-4 pairs/year)	~36 EUR
Year 1 total	~519 EUR

For comparison with the Mini 12 at the same rate:

Item	Annual Cost
Mini 12 camera	80 EUR
Mini film (260 photos at ~0.70 EUR)	182 EUR
AA batteries (3 pairs/year)	~9 EUR
Year 1 total	~271 EUR

The SQ40 costs nearly double the Mini 12 over a year. That is the price of the unique format and premium design. Whether the square aesthetic and build quality are worth that gap is your call.

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Facing the Competition

Against the Instax Mini 12 ($70): the Mini 12 is far cheaper to buy and per print. But it produces smaller rectangular photos and its design is less sophisticated. The SQ40 is for those who want to stand out.

Against the Instax Wide 400 ($149): the Wide 400 produces panoramic prints (99x62mm) suited to landscapes and group photos. The SQ40 excels at portraits and square compositions. Two different use cases for roughly the same price.

Against the Polaroid Now Gen 2 ($119): the Now Gen 2 produces larger square i-Type prints (79x79mm) with a more organic, vintage feel. The SQ40 offers more accurate colours and greater consistency. It is the classic Fujifilm precision vs Polaroid character debate.

Against the Instax Mini 99 ($179): the Mini 99 offers advanced creative modes the SQ40 lacks. But its format remains standard Mini. The SQ40 wins on print originality.

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User Feedback

We analysed over 150 Amazon reviews and specialist forum posts. Here is what stands out.

What users love:

• The design: "the most beautiful instant camera I own", "a decorative object in its own right"
• The square format: "finally something different from the Mini", "perfect for Instagram before its time"
• The simplicity: "turn it on, shoot, that's it", "ideal for people who hate menus"
• Print quality outdoors: "the colours are stunning in sunlight"

What frustrates users:

• CR2 batteries: "impossible to find on holiday in a small village", "the only negative point, but it's a big one"
• Lack of creative modes: "my old SQ6 had double exposure, this one doesn't", "a shame at this price"
• Flash sometimes too aggressive indoors: "indoor photos are either too dark or blown out"
• Film cost: "$1.30 per photo makes you think before pressing the shutter"

The consensus: a camera you love to take out and show off, but that you use sparingly because of the film price.

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Who Is This For?

• Those who want to stand out: the Square format instantly distinguishes you from the Mini everyone else has
• Polaroid aesthetic fans who prefer Fujifilm consistency to the surprises (good and bad) of Polaroid film
• Square framing enthusiasts used to the Instagram format
• Creatives looking for an original physical medium for their compositions

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Price

Between $120 and $150 for the body, plus $10-13 per 10-film pack. The cost per print runs about $1.00-1.30 — halfway between Mini and Polaroid. Over a year of regular use, film spending easily doubles the camera price.

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Alternatives

If the SQ40's square format interests you but some aspects hold you back, here are options.

For the same square format with more features: look for a used or discounted 🛒 Instax SQ6 →. It offers double exposure, colour filters and brightness control — features absent from the SQ40.

For a larger square format: the 🛒 Polaroid Now Gen 2 → produces 79x79mm i-Type prints with a more organic feel. More expensive per print, but more impressive.

For the best value for money: the 🛒 Instax Mini 12 → remains the most economical and accessible choice, even if the format is more conventional.

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Verdict

The SQ40 is a proudly niche camera. Its unique square format and refined retro design make it stand apart in the instant ecosystem. Every print has a personality that Mini cameras cannot replicate.

Our 8.0/10 rating reflects an excellent camera held back by the lack of brightness control, the CR2 battery choice and the cost of Square film. But for those seeking something different, the SQ40 is an inspired choice.

🛒 Check the Instax Square SQ40 price on Amazon →

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Technical Specifications

Specification	Instax Square SQ40
Dimensions	130 x 127 x 67 mm
Weight	346g (without batteries)
Lens	Retractable, 2 elements
Focus	0.3m to infinity
Flash	Automatic
Power	2 CR2 lithium batteries
Battery life	~100 photos per pair of CR2
Film format	Instax Square (62 x 62mm)
Shots per pack	10
Features	Selfie mirror, auto exposure
Colour	Matte black

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FAQ

SQ40 vs SQ6: what is the actual difference?

The SQ40 takes the SQ6's square format with a completely redesigned look: retractable lens, more reliable auto exposure, more modern styling. However, the SQ6 had creative modes (double exposure, colour filters) that the SQ40 lacks. If technical creativity matters to you, that is a step backwards.

Does Square film fit in a Polaroid?

No, not at all. Instax Square film (62x62mm) is a proprietary Fujifilm format. No compatibility with Polaroid films in either direction.

Can I take selfies with it?

Yes, there is a small mirror next to the lens. You can see yourself in it, adjust the framing and press the shutter. Basic but it works.

What if I want to use Mini film in it?

Impossible. The SQ40 only accepts Instax Square film. Mini and Wide cartridges have different physical dimensions and simply do not fit.

How much does Square film actually cost?

Expect between $1.00 and $1.30 per photo. A 10-pack costs $10-13. Buying in bulk (50-packs) saves a few cents per print.

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See also

• 📷 Instax Mini 12 Review
• 🏆 Best Instant Cameras 2026
• 🎞️ How to Choose an Instant Camera
• ⚔️ Instax vs Polaroid 2026