Polaroid released the action camera The Cube on Tuesday priced at $99.99.
The Cube measures 35mm in size and has a memory card slot that can accommodate up to 32GB. The weatherproof and shockproof mini camera can record 720p and 1080p HD movies with its 124° wide angle lens. It has built-in rechargeable batteries on either side of the camera.
The action camera already has a line of accessories and mounts such as the waterproof case and sunction mount, monkey stand and bumper case. A magnet on the bottom allows it to be attached to any metal surface.
Taking the cue from the hit GoPro, the camera company jumps on the bandwagon and releases an action camera that's a lot cheaper than the $199-$399 camera. The Cube is designed not for travelers, unlike the way GoPro is targeted for adventure seekers and professionals.
"But when we look at that market, we think it can be much bigger by not just targeting the professional and amateur and aspirational thrill-seekers but going after more of the lifestyle segments," said Scott Hardy, Polaroid's Chief Executive Officer.
To design the camera, the company partnered with Ammunition who has previously worked with Apple and designed the Beats headphones. They eliminated the usual burdens of professional cameras and made the mini-camera as a rubberized cube that can be as durable as an eraser. The camera is shockproof that its made to withstand any kind of fall. The rounded corners and tactile skin are designed to let parents allow their kids hold the gadget.
As a tribute to Polaroid's history, there's a colorful band running the width of The Cube. Most consumers won't recognize it, but Brunner said they'll just let people think they ripped off the design from Instagram.
So far, the camera has received favorable reviews. Slash Gear's Chris Burns said, "Is the Polaroid Cube worth the cash? Absolutely. Even without apps, even without a viewing screen. Even without the ability to toss it down a mountain."
