Photographer's Dream? Focus Is a Thing of the Past


Cool, But Revolutionary?

Ng will not release the price of the camera, nor its shape or size.

Erik Butler, a professor in the MSA Photography Department at San Francisco's Academy of Art University, said that although it might be a good learning tool, the price "will dictate if it's revolutionary."

"The product seems really cool, but might have a short-lived enthusiasm," he said, adding that with cameras now focusing on 3D imaging, that could be the arena in which Lytro's product really shines.

From the standpoint of professional photography, Biggs thinks that the new technology might not be appealing.

"With this technology specifically, if you're a good photographer, you're not going to need this. Setting up the scene is one of the basics-- having this as a crutch is not something most professional photographers are going to be interested in."

Yet according to Ng, the focus of the product isn't necessarily marketed toward professional photographers but, rather, will be simple enough for the most amateur of picture-takers.

"The product design is very user-centric. User research shows what folks are having trouble with," said Ng. "We're not doing it for technology's sake, but [instead] to make photography simpler, faster and more magical."

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