If you’ve been enjoying the current trend of retro digital cameras and digicams, then you’ve probably heard of the Flashback 35 V2. We reviewed it a while back and consider it to be one of our favorites. And now, the price of the camera is going up by 10%. Despite that, there’s still a problem.
Here’s the statement from Flashback issued in an email communication to customers.
The current price has been in effect since we launched the ONE35 V1 in early 2024. Since then:
- Import costs have increased
- Production costs have risen
- We launched V2 with major technical upgrades (13MP sensor, USB-C transfers, faster WiFi, raw DNG support) without raising prices
We’ve held the price as long as we could, but we’ve reached the point where we need to adjust to keep building and supporting Flashback the way we want to.
However, what lots of folks don’t realize is that the DNG Raw ability broke via the app after the first firmware update. We’ve been in touch with Flashback’s reps who tell us that they’re still working on a fix for this. That was nearly a month ago.
If you don’t care about making photos in DNG raw, then you’re just fine and can keep on keeping on. But I’d personally still want the entire functionality of the camera. In fact, it’s one of the most unique features of the camera as it’s the only one to offer RAWs. However, the whole point of the digicam craze isn’t to shoot in RAW and add algorithmic editing. It’s to actually have an organic experience.
Flashback tells us that they’re working on fix. But otherwise, Flashback’s system is really nice. You turn the film advance wheel in a similar way to a disposable camera to power it up. Then you press the shutter to make a frame. You can even sometimes hear when the shutter will close and recock. After that, you advance the frame and make a new one.
Folks who call this a gimmick don’t realize that it’s more about the experience than anything else. People want experiences that are much different from the digital norm-core of today. It’s why folks are buying wired headphones, iPods, and even old school Game Boy colors.
To call this a gimmick, the way CNET does, is to be incredibly judgmental of a subculture of cameras that one doesn’t understand. One could easily call lots of what Sony does a gimmick. Who asked for a 50-150mm f2 lens, after all? But I understand that the brand is trying something different — and for that they should be praised.
Brands like Flashback, Camp Snap, and Echolens have been working to do something different in the compact camera space. They were originally designed for Gen Alpha children who went away to camp and their parents didn’t want them looking at screens. However, Millennials ended up being the biggest consumers. And Gen Z followed shortly afterward.
None of this is a gimmick — but I surely do want an advertised feature to work.