Why are we
making Pixii?

 
 

Pixii is a new kind of camera. You press the shutter and the picture is revealed on your phone. That simplicity is the result of deep changes and a factor of further evolutions.

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The Natural Evolution of Cameras

 

Pixii is designed for the new generation of photographers. Everyone has a smartphone now. The smartphone has become, by and large, the number 1 camera in the world. At the same time, the traditional camera market has collapsed. Was it killed by the smartphone? No, photographers just aren’t interested in old cameras anymore. This is the end of the line for the digital camera designed in the 80s: a sensor, a CPU and a screen. All of these components were necessary back then. Because computers were rare and hard to use.  

Except it's 2018 now. Who seriously needs a fixed function computer and a bad LCD at the back of a camera? Pixii is the fusion of 2 essential elements: the physical camera body and the software, virtualized into an app, that dynamically develops the picture on a screen. Virtualizing software to accelerate innovation: does that sound familiar? Connecting objects to a smartphone: this sounds even more familiar on your connected speaker or HiFi. This is just a natural evolution for cameras. It’s just about time…

 

Smarter Design

To resist the rise of the smartphone some manufacturers have been trying all sorts of things : adding more software and functions inside the camera, putting a phone inside a camera, a touch screen, etc. With the results we all know. Now, photographers know that lenses are generally safe values. But the software and screen of a camera can quickly get outdated, sometimes even before getting out of the factory.

 
 
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By moving software and screen off the camera we can make both parts better. The camera software now evolves at the speed of an app. The camera body is updated directly from the Cloud. And when you upgrade your phone, you get a better screen and a better processor for your photos. Keeping safe those hard earned lenses, and now your camera too. This, we think, is a smarter design.

 

At the heart of Pixii

 

Pixii is designed with a smartphone in mind. But the mind that matters is the mind of the photographer. This is where we put the screen and the software to their place: in your pocket, not in your way. A clear camera design is necessary to make it a good tool. One that lets you understand the basics and go beyond.

"This is the path I followed” says David, our founder. “Using a film camera with a lightmeter app on my phone. Then it all started to make sense”. Direct manual control, no side-wheels and no screen between you and the scene you want to capture. We are just like you: we simply love cameras! This is the deeper reason behind the creation of Pixii: to make a more intuitive camera, let people be creative enjoy taking pictures.

This is the path I followed. Then it all started to make sense
 
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