Polaroid Now review

Polaroid wows with Polaroid Now – an instant camera worthy of its legacy

Polaroid Now review
(Image: © James Artaius)

Digital Camera World Verdict

When it comes to instant cameras, the Polaroid Now is an instant classic. It delivers superior image quality to the trusty OneStep2, and does away with the extraneous controls for a straight-to-the-point-and-shoot experience. The OneStep+ is packed with more features, but if you want a great instant camera that feels as retro as the classic square pictures it takes, the Polaroid Now comes highly recommended.


  • +

    Improved flash

  • +

    Superior image quality

  • +

    Longer battery life


  • -

    Expensive film

  • -

    Inconsistent outdoors

  • -

    OneStep+ has more features

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The Polaroid Now marks a new chapter for the Polaroid brand and legacy. In its own right, it's a newly designed instant camera and a new Polaroid for a new decade – one that produces notably better images than the OneStep2. 

More than that, though, it also marks the reunification of the fractured Polaroid identity, as Polaroid Originals (formerly The Impossible Project, which rose from the ashes of Polaroid's film business in 2008) has removed the de facto asterisk from its name and assumed the Polaroid identity outright (after the brand and IP of the original company was acquired in 2017). 

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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.