Polaroid has launched a branded application for Apple?s iPhone as part of its strategy to provide consumers tools and resources to enable their creative spirit and easily share with the world.

The Instant Camera application simulates the classic Polaroid instant photo experience, enhancing ordinary iPhone photos by adding the Polaroid classic border.

?Polaroid photos have always offered a unique and distinctive look and feel and we want to give consumers the option of treating their mobile images to that same originality,? said John Pollack, chief technology officer of Polaroid, Minneapolis.

?Starting with the Polaroid Instant Camera app for the iPhone, the beloved features of Polaroid instant film are replicated for mobile platforms, allowing consumers to get creative and share their mobile images,? he said.

Polaroid is a trusted and recognizable brand when it comes to instant photography. The Polaroid story began more than 70 years ago when polarized sunglasses, evolved into instant film, cameras and camera accessories, as well as other consumer electronics categories.

Polaroid creativity
The Polaroid Instant Camera application allows users to select from four Polaroid styles ? black and white, vintage, colorize and digital ? for taking or editing pictures already stored on the iPhone.

Just like the traditional Polaroid experience, once a photo is taken using the application, the user must "shake" or "blow" the phone's screen for the picture to develop.

The user can then add handwriting-style text and share their photos via email or through their favorite social networking sites.

The application also allows easy upload and storage of an unlimited number of images and albums for free at Polaroid Studio.

The Polaroid Instant Camera application for iPhone was created for Polaroid by Pente Group, a developer of mobile and social media applications based in Montreal, Canada.

The application is available now from the Apple iTunes store for $1.99.

?Millions of mobile images are trapped on cell and smartphones, not being shared via email or social networks,? Mr. Pollack said. ?Polaroid looks forward to giving consumers on different mobile platforms the tools to add their own creative and personal touch to these images with four different Polaroid styles and the user?s own text, and then giving them the option to easily share via email or social networking sites.

?Back in October we announced Made In Polaroid, our new branding platform,? he said. ?The Made In Polaroid badge signals products, resources and experiences that enable creativity ? and includes the new Polaroid iPhone app.

?Our goal is to give consumers tools and resources to enable their creative spirit and easily share with the world. Polaroid is looking forward to giving consumers more tools for many mobile platforms over the next few months.?

Final take
Here is a demo of the Polaroid mobile application
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