Why do people still choose a single-purpose camera when they already have a smartphone? It might be because of superior image quality that appeals to photography enthusiasts (like SLRs), or it could be about freeing up hands for action-packed activities, which attracts extreme sports lovers (like GoPro). It could also be about unique features that help capture everyday life (like LifeLogger by Memoto). So, what makes the Cube, a new sports camera from the instant imaging brand Polaroid, stand out?
Although both Cube and GoPro are motion cameras, there's a clear difference between them. If GoPro is seen as a high-performance, professional tool, then 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 not just a gadget—it's a fun toy for everyone. You can hand it to your child or attach it to a bike handlebar, and since it’s waterproof, it’s safe to use at the water park.
This playful camera was designed by San Francisco-based design studio Ammunition. Robert Brunner, the founder of Ammunition and a former Apple designer, shared his thoughts on Cube in an interview with Fast Company.
“My generation is old enough to remember the originality that Polaroid brought with products like the Land Camera and One Step,†he said. “With Cube, we wanted to create a camera that spiritually connects with the best of Polaroid’s legacy.â€
Unlike GoPro, Cube is aimed at the general public. It's meant to blend into daily life, becoming a favorite toy for both kids and adults. It does things that smartphones aren’t always great at. “GoPro is an amazing product, but it’s too expensive for many people,†Brunner explained. “Let’s face it: not everyone wants to mount a camera on their helmet and jump off a building. That’s the ideal scene for GoPro. We want to do something completely different. You can open it up and hand it to an 18-month-old and let them run around the house.â€
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