So-forting what?
Remember the Leica Sofort (German for “instantly”) camera? It came out of nowhere years ago, an unacknowledged collaboration with Fujifilm that took their popular Instax Mini 90 model and rehoused it in a sleeker Leica-designed body (offered at a much higher price, nearly double if I recall right). Reviewers tried to discern a difference in the photos, but they were essentially identical cameras on the inside. For some reason, everyone danced around the similarities and at best said the Sofort was “inspired” by the Mini 90, as if it was a new Instax camera by Leica that somehow came out looking mighty similar, rather than a simple body swap at the same Fuji factory.
This week, Leica announced the Sofort 2, which is now a redesigned Instax mini Evo (a camera I bought myself for Christmas in 2021). Where the original Sofort was a fully analog Instax camera, the Sofort 2 is one of Fuji’s hybrids: a digital camera fused with one of their Instax printers, so you can take tons of photos and then decide which to print.
By the way I also mentioned this on Threads. You should follow me there if you’ve quit Twitter.

In my opinion, the mini Evo is the least ugly Instax camera Fuji has made, which is one of the reasons I was excited to get one when they came out. Oh, I noticed that Jurin from XG uses one, and some of their IG posts look like mini Evo shots. But the Sofort 2 is beautiful, streamlining the body to its essential elements and removing nearly all traces of fake plastic leather and silver-effect plastic.

Leica’s ability to wrap other companies’ cameras in minimalist industrial designs and sell them for more money is unmatched. I bought their D-Lux 7 precisely because I wanted Panasonic’s LX100M2 but could not get behind its rugged hiking shoe looks.
Where the mini Evo is a cute plastic facsimile of a Fujifilm X100 camera, and wearing one around on a shoulder strap makes you look like a kid who’s been placated with their very own toy iPhone, the Sofort 2 looks like a camera in its own right (far as I can tell from the images). And as little as I have used my mini Evo over the past two years, it will be very hard to convince myself not to “upgrade” to this version for Christmas. And to be clear, there are ZERO functional improvements from the Fuji version, apart from not looking like a toy.
Fujifilm makes their Instax cameras kid-friendly. They’re colorful, bulbous, fun, and recall the freewheeling sensibilities of product design before the 2008 financial crisis, when phones could look like tubes of lipstick and translucent plastics were everywhere (they’re coming back). The Leica partnership seemingly exists to provide the market with what the Japanese might innocently call “adult versions”. Why Fujifilm leaves money on the table by not doing this themselves is mind-boggling. Are they really incapable of producing understated designs? I don’t care about the Leica logo; it’s a joke on a product like this, I just want a clean-looking rounded rectangle.
Generational shifts in photography
And apropos of all this, I heard that Sean was getting into film photography and about to use an Olympus XA2 I once gave to Cien. Which got me talking to my Pi AI (we’ll come back to this) about old becoming new again in photography. Part of it was trying to convince myself that a Sofort 2 would be worth buying as an adult-friendly retro toy camera — a loving term for cameras with garbage image quality. I’ve owned many of the sort, like the Digital Harinezumi series, and they’re always plastic and cheap, or simply dusted-off vintage digital cameras. But this is a new! luxury! toy camera!


So Pi sorta made the “observation” that using an analog camera is an attempt to engage with photography more deliberately. Which I already knew? Because of course using a dedicated camera instead of a smartphone today is deliberate; a “slow photography” thing, a “real photographer” flex. Of course instant film is an extension of this.
But I’d not really appreciated it from the perspective of Gen Z people who grew up without them. Like why ordinary kids not into capital-P Photography would be interested in Instax/film cameras and old digital cameras beyond signaling coolness. Obviously we Xennials and Millennials grew up with photographic scarcity and have fewer photos of our younger days, but these kids grew up in an age of surplus, literally taking photos for granted. Phone cameras everywhere mean cheap and infinite memories. So naturally tools that force moments to be more precious, that force viewers to see events through wonky lenses, would hit different.
I noticed afterwards that Leica’s press release for the Sofort 2 sums this up with a simple statement: “Back then, the instantly printed photo symbolized acceleration, whereas, in today’s fast-paced world, it represents a moment of caution and relief.”
Next day update: I neglected to mention here that the mini Evo and Sofort 2 cameras are actually perfect bridges between these two approaches to photography. They are digital cameras that let you shoot in surplus, and print only the photos worth keeping in scarcity. Also, having two offerings serves buyers across the spectrum from fun/affordable to serious/expensive, which tends to be a generational divide. The hybrid instant camera is a tool that unifies photographers with different values (so long as they’re okay with 5-megapixel shots), and serves as a symbol of ‘making this moment count’.
The Pi personal AI assistant
Okay, so what’s Pi? It’s billed as a personal AI, a ChatGPT for your daily life. But isn’t ChatGPT already for daily life, as well as work life, I hear you ask? Yeah I know, which is why I’m giving this a go. The main difference is that instead of multiple chat threads for different topics, with Pi you just have one main chat. It tries to learn more about you and draws on past context to inform its responses. It’s built on a proprietary foundation model, so perhaps they have a way to get around the short-term memory and context collapse that I’ve seen with other generative AI text systems — so far it’s doing quite well after a few days!
It’s free, and their privacy policy claims they’ll never share or sell your information, but yeah sure what else would they say? I’ve found it quite pleasant, and its responses are tuned to be shorter and less formal than ChatGPT’s defaults. It does feel like talking to a friendly personal assistant.
So far I’ve had discussions with it about movies (we talked about Interstellar and why some Nolan films don’t work as well as others), python programming, economics, frameworks for building good arguments, as well as its own purpose and unique value proposition.
I just asked it to brainstorm what a Sofort 3 could bring to the table. It suggested more AI features (lol) and making it more user friendly. I said I’d go the other way and make it more unapologetically professional, with manual controls and higher quality. It was able to say that it sounded almost like an instant film version of a Leica M, and when I asked it to price such a product, it said $800 USD or higher. That’s pretty insightful!
Something about its simulated personality and the UX of having a single chat thread (where I don’t have to keep introducing my needs and context) makes this very pleasant to use, so much so that I might end up using it over ChatGPT for some queries.
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Media activity
- I had Saturday all to myself so it was a movie day. I saw The Equalizer 3, which was much slower and less action-packed than you’d expect. But Denzel is still badass and he gets to have a nice Italian holiday. Just expect a chiller installment going in. I think this is the last one for Robert McCall.
- Indiana Jones and the Dial of Destiny was nowhere as bad as I was led to believe. I’d say it’s actually very successful in closing out Harrison Ford’s role and setting up a possible future heir. The last one was roundly panned and tried to introduce the idea that he had a son, played by an awful human being, which failed so badly they wrote him out in the most delicious way possible in this film. I really hope Phoebe Waller-Bridge gets her spinoff out of this, but apparently she’s developing a Tomb Raider TV series for Amazon Prime? What a shame to work on the pretender when the original tomb raiding franchise is right there!
- I forced myself to finish season 1 of Invasion on Apple TV+, just because season 2 looked good in the trailers and has a higher Rotten Tomatoes score. Season 1 is an awful plodding mess, which given Simon Kinberg’s involvement should not surprise anyone. If you’re interested in S2 and haven’t started on S1, I’d recommend you just go straight to it and try to fill in the blanks.
- The Below Deck marathon continues. We finished seasons 5 and 6, started over with season 1 — it was disappointing in terms of production quality and crew likeability — and are now on the second.
- Apple Arcade’s new James Bond game is quite entertaining. Cypher 007 is an isometric stealth-action game from the makers of Space Marshalls, and should scratch the itch for anyone who loves the franchise and/or Metal Gear games.
- So much new music came out and I haven’t had a chance to hear it all yet. After hearing about how Sufjan Stevens’ Javelin is dedicated to his partner who died this April, I’ve played it through several times. I think it’ll be one I come back to over the years.
- There’s also a new Drake album, For All The Dogs, which may not have the same longevity.
- I enjoyed my playthrough of HOW DID WE GET HERE? by a 22-year-old Canadian pop artist named “young friend” while writing this post. Admittedly, I wasn’t listening to the words at all, but it was very pleasant and I’ll have to get back to it.
- A new Omar Apollo EP, Live For Me, which I’ve heard one song off and am really excited for.
- Caroline Polachek’s second album, Desire, I Want To Turn Into You, has been getting great reviews too, so I’ll get around to it next week hopefully.
- Also, a new Jorja Smith! A new Static Selektah!





































