The Fujifilm Instax Square SQ10 takes the fun, nostalgic shooting experience of an instant film camera, combines it with the safety of shooting digital and adds the appeal of a new square print format that's familiar to both Polaroid and Instagram users.
Fujifilm's other Instax cameras are fully analog, which means every time you press the shutter release you get a film print. While this can lead to some great one-of-a-kind shots, you won't always get perfection and the costs of those goof prints adds up. Plus, since you get just the one print, it means to share a picture online you'll have to take a digital picture of it or scan it first.
The Square doesn't shoot straight to instant film, though, but instead uses a very small digital image sensor that captures 1,920x1,920-pixel images (about 3.6 megapixels). With a flip of a switch, you can choose to have every picture you take printed -- like an analog instant film camera -- or you can capture a shot and decide if you want a print after the fact. And, since all shots are stored straight to internal memory (it'll hold up to 50 photos) or an optional microSD card, you have a digital copy to share with friends and family (though Fujifilm doesn't make this easy to do without a computer).
As a digital camera, its image quality doesn't come close to your average point-and-shoot or your phone. That is difficult to accept considering its price: $280, £249 and AU$399 (though it sells for less). It is, however, capable of doing things Fujifilm's other Instax cameras can't like take close-ups as close as 4 inches (10 cm), crop in on your subject and shoot with 10 different filters, vignette control and brightness adjustment.