Polaroid Now is a new instant camera for a new decade

Polaroid Now is a new instant camera for a new decade
(Image credit: Polaroid)

Today marks the launch of the newly designed Polaroid Now camera – which itself marks the long-awaited unification of the Polaroid Originals and Polaroid brands.

Intended to be a Polaroid camera for now, the Polaroid Now has been redesigned with a new look and feel befitting the new decade – and it has some new tricks, too, namely a newly developed autofocus lens system “that automatically switches between distance and portrait formats – for a more precise shot each time.”

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James Artaius

The editor of Digital Camera World, James has 21 years experience as a journalist and started working in the photographic industry in 2014 (as an assistant to Damian McGillicuddy, who succeeded David Bailey as Principal Photographer for Olympus). In this time he shot for clients like Aston Martin Racing, Elinchrom and L'Oréal, in addition to shooting campaigns and product testing for Olympus, and providing training for professionals. This has led him to being a go-to expert for camera and lens reviews, photo and lighting tutorials, as well as industry news, rumors and analysis for publications like Digital Camera MagazinePhotoPlus: The Canon MagazineN-Photo: The Nikon MagazineDigital Photographer and Professional Imagemaker, as well as hosting workshops and talks at The Photography Show. He also serves as a judge for the Red Bull Illume Photo Contest. An Olympus and Canon shooter, he has a wealth of knowledge on cameras of all makes – and a fondness for vintage lenses and instant cameras.