Why would someone choose a single-purpose camera over a smartphone? It could be for better image quality that appeals to photography enthusiasts (like DSLRs), or for hands-free operation that suits extreme sports lovers (like GoPro). It might also be for unique features that help capture everyday life (like LifeLogger by Memoto). So, what makes the Cube, a new sports camera from Polaroid, stand out in this crowded market?
Although both Cube and GoPro are motion cameras, they cater to different audiences. GoPro is a high-performance, professional-grade device, while Cube is more of an amateur-friendly option. Its hardware isn’t top-tier, but its charm lies in its cute, compact design and affordable price. It’s a fun gadget meant for everyday use—perfect for kids, or for attaching to a bike, or even taking to the water park, thanks to its waterproof feature.
Cube was designed by San Francisco-based design studio Ammunition, led by Robert Brunner, a former Apple designer. In an interview with Fast Company, Brunner shared his vision for the product: “I’m old enough to remember how Polaroid made products like the Land Camera and One Step so iconic. With Cube, we wanted to create a camera that spiritually aligns with the best of Polaroid’s legacy.â€
Unlike GoPro, which targets adventure-seekers and professionals, Cube is aimed at the general public. It's designed to blend into daily life, becoming a playful companion for both kids and adults. It can do things that smartphones aren't always great at—like capturing spontaneous moments without the hassle of a phone. “GoPro is an amazing product, but it's not for everyone,†Brunner said. “Not everyone wants to mount a camera on their helmet and jump off a building. We wanted to do something completely different. You can hand it to an 18-month-old and let them run around the house with it.â€
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