If Apple Made a Camera 👀
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Description
how would we make a camera exactly the way Apple would make a camera and that's this this is the new Sigma BF it's full frame it's mirrorless it is gorgeous and it is very Apple like and that's both in good ways and bad ways so this unibody aluminum build is sick it's got this knurling on one side and it's clean on the other side it's heavy it weighs about as much as a can of soup one pound and then look at these buttons they're all metal this wheel has no play it's super crisp and clicky but also this is not a very practical camera first of all there's no viewfinder anywhere at all so you have to use the screen there's also no media card slot anywhere so you have to rely on the internal 230 gigs of storage and also these buttons are not real buttons they're just touch sensitive areas with haptics behind them which is super Apple like and there's also no flash but at least this mag safe lens cap is kind of cool it's like Sigma went to the drawing board and said
The video presents a hypothetical concept: if Apple designed a camera, exemplified by Sigma’s BF full-frame mirrorless model reimagined with an Apple-like aesthetic. The device is described as having an all metal unibody made of aluminum, with a clean, minimal look and knurling on one side. It feels heavy, roughly the weight of a can of soup, and includes a highly tactile metal control wheel that is precise and clicky. However, the concept immediately reveals practical shortcomings that undermine real-world use: there is no viewfinder and no memory card slot, forcing reliance on a touchscreen for composing shots and on internal storage of 230 gigabytes. The physical controls are touch-sensitive with haptics rather than true mechanical buttons, and there is no built-in flash. The camera design includes a MagSafe lens cap, which is a quirky nod to Apple-like hardware integration. While the appearance is striking and polished, the video emphasizes that the form emphasizes style and brand feel over practical usability for serious photographers, making it more of a premium concept or fashion piece than a ready-for-work tool. Overall, the concept showcases an Apple-inspired user experience and design language, while highlighting how such a device would struggle in real photo work due to its lack of memory expansion, traditional controls, and essential features. The discussion centers on balance between elegance and practicality, inviting viewers to weigh aesthetic ambition against functional needs in professional photography equipment.
Topics · technology · cameras · consumer electronics · product-design
Questions answered
- Would this Sigma BF concept be practical for professional photography given its lack of a memory card slot?
- No, its lack of a memory card slot and reliance on internal storage would limit backup options and long-term reliability for professional work.
- What makes this concept appear 'Apple-like' and what trades does it make for style?
- It emphasizes a unibody aluminum build, tactile metal controls, and a minimal interface, trading traditional physical dials, multiple ports, and expandable storage for a sleek, brand-aligned aesthetic.