That is the opinion of Joshua’s promoter, Eddie Hearn, who is trying to organise a mega heavyweight unification bout for his client.
Fury and Deontay Wilder shared the spoils in an exhilarating fight in Los Angeles last week, and although Fury was floored twice, he appeared to have won the contest.
So far, Joshua’s camp have yet to make headway in negotiations over a deal to face Wilder.
Throughout his career, Joshua has always been typecast as the good guy, while Fury has been portrayed as the villain.
Hearn is adamant that Fury has branded himself as a bad guy, but Joshua would only be like that if he was goaded.
“I suppose so [he Fury is a bad guy],” Hearn said in an interview with GQ.
“In the drama of boxing, he’s a bad guy, but he’s not actually a bad guy.
“He chooses to sell himself in a way where he will be a little bit outrageous.
“He will say some controversial stuff.
“Everyone’s difference, but you will never see Joshua playing up to the camera. Not a chance!
“If you put him on AJ, you will see the old Joshua, the one who was on a council estate and grew up in a gang.”
Meanwhile, Amir Khan reckons Joshua is scared to face Wilder.
He said: “One thing about fighters… The fight would have happened if [Joshua] wasn’t scared of him.
“Maybe he has a little bit of fear in him – that’s why the fight never happened.”