After a curious company history, the re-establishment of the original idea of the instant camera under the name Impossible Project and a stopover with the name Polaroid Originals, this new camera finally reappears under the name dedicated to original, analog instant photography: POLAROID.

The new Polaroid camera has a newly developed autofocus lens system, a longer battery life, a more powerful flash and a housing that is easier to grip, making it easier to use. One charge now lasts for 100 pictures. Unlike previous cameras, the POLAROID NOW has an autofocus that automatically switches between portrait and standard settings. A flash that can be activated separately ensures better image quality in poor lighting conditions. The camera also has an easier-to-use self-timer and the option of double exposure. This involves exposing a film twice in succession, resulting in two overlapping photos on one film. The two exposures blur into one another and the subjects usually become slightly transparent.

Further technical data: Battery: Lithium-ion battery, 750 mAh, 3.7 V, Lens: Optical lenses made of polycarbonate and acrylic glass, coated, Lens: Autofocus system via 2 fixed focus zones 0.5 m to 1.3 m and 0.6 m to infinity, Focal length: Close range (objective 1) 94.96 mm, Distance (objective 2): 102.35 mm, field of view: 41 degrees vertical, 40 degrees horizontal.