Fujifilm Instax is a big seller for the company and the square format represents a bit of a compromise between the instax mini and wide format, which pleases a lot of photographers. In some ways, the format seems like a conservative move to test for a potential wide printer in the future, but the app associated with these printers has grown in some interesting ways that could be problematic for some as the format grows. For one the ability to print images from your Facebook library is appreciated, but the ability to print images off Instagram might cause a backlash, especially if the format grows any larger. I am sure many photographers are unaware of this Instax share feature and some might be very upset about how easy Fujifilm has made it to print their images on Instagram.
ephotozine – Fujifilm Instax Share SP-3 Instant Printer Review
Fujifilm SP-3 (B&H Preoder Available): B&H Photo / Amazon / Adorama
Fujifilm Instax Square: B&H Photo / Amazon / Adorama