Should GoPro Inc (GPRO) Be Worried about Polaroid’s New Cube?


Polaroid has recently launched Cube camera, which can shoot 1080p video and capture 6 megapixel photos with its 124-degree wide angle. This product release by Polaroid is seen as an effort to make its mark in action camera industry, which is occupied by GoPro Inc (NASDAQ:GPRO). Discussing Cube camera and Polaroid’s plans in a program on Bloomberg, Polaroid CEO Scott Hardy said his company was planning to launch a colossal product in the action camera line for some time. Answering the question about how Cube camera is better than a GoPro Inc (NASDAQ:GPRO)’s camera, Hardy said that his company has done everything to make Cube camera tiny in size and efficient in performance and quality.

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“If you look at the design, we really bring a fresh, unique perspective to the product. Its 35mm square, which 35mm was the classic camera film format for the analogue photography for decades, and, so we wanted to have some unique design attributes put into the product specifically and to engineer and design something that is this tiny and this small is truly unique […],” said Hardy.

Hardy added that the Cube camera is built with state of the art technology and provides high definition video and image shooting capabilities. In addition, Cube camera’s cost is only $99 and it is the simplest device one can use.

GoPro Inc (NASDAQ:GPRO)’s cameras come with high quality accessories for action shots. Polaroid has also rolled out Cube camera with all the accessories necessary for action film making and photo shooting. According to Hardy, there is a wide range of accessories coming with the Cube camera like a helmet mount, a suction cup mount and a bike mount. Hardy added that the camera also has a magnet built inside it. GoPro Inc (NASDAQ:GPRO)’s cameras have also a magnet inside them to make them stick to different surfaces. There is also a ‘monkey stand’ for the Cube camera which can make it easy to put the camera anywhere for easy shooting.  Polaroid has plans to launch its Cube camera in September or October this year.

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