Polaroid announced its latest camera today, introducing the all-new Polaroid Flip in what it calls “the ultimate point-and-shoot instant camera.”
Arriving in two colors, the Polaroid Flip builds on the brand’s eight decades of instant photography expertise and features a design inspired by some of its cameras of yesteryear, like the Polaroid OneStep 600, the very first camera created to use 600 film with its iconic open-close flip front lid.
It marries both new and old technology to give users the best shot, including its Hyperfocal 4-Lens System that packs four different focal lengths into one camera body. These “sweet spots”, as Polaroid calls them, allow users to achieve a perfectly in-focus and sharp image with their subjects at various distances (0.65m, 0.85m, 1.2m, 2.5m). The Polaroid Flip also features a sonar autofocus system, utilizing a technology that Polaroid first adopted in 1978 with its Polaroid SX-70 Sonar One Step camera, which uses sound waves to determine the distance between the camera’s lens and the subject of the photograph (similar to how bats navigate). The updated Sonar Autofocus of the Polaroid Flip automatically selects the correct lens to use for a picture, and (again, just like bats) even works in the dark, allowing users to capture crisp, in-focus images all day long.
Additionally, the Polaroid Flip features an adaptive flash built-in to its lid, which the brand describes as the “most powerful flash for any lighting condition”. Polaroid says that the flash automatically “adjusts power based on subject distance”, and states that it can illuminate subjects up to 4.5m (almost 15ft) away.
Others features found in the new camera include Scene Analysis, which helps users to accurately expose their photos and notifies them if a photo will be over or underexposed, as well as self-timer and double exposure modes. It can also connect to the Polaroid app via Bluetooth, opening up additional controls for users, including the ability to control the camera remotely. It’s compatible with both Polaroid i-Type and Polaroid 600 film, and features a built-in battery that’s rechargeable via USB-C.
The Polaroid Flip is available today for Polaroid’s early access members and launches generally worldwide on April 29. It is priced at £199.99 GBP / $199.99 USD / €219 EUR.
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