Why Apple Camera Failed? Reasons Behind the Epic Failure


Apple is a pioneer of innovation and technology. Apple released its QuickTake camera back in 1994. Most importantly, Apple was one of the first few brands that launched the first consumer-grade cameras in the market. However, it failed to gain enough attention among the consumers and ultimately became a huge flop for Apple. So what was the actual fact behind it, and why did quick-take cameras fail in the market? In this article, you will find us digging into this exact topic. Browse through to know more.

Why QuickTake Failed?

If we look at the history of Apple’s digital cameras, the Apple Quicktake 100 was first in this product line, released in collaboration with Kodak in 1994. To be more specific, QuickTake was a camera designed and manufactured by Kodak. But Kodak was a strong opponent of the digitalization of camera technology, so it didn’t want to market the camera under its own brand name. So it formed a business relationship with Apple and launched it using the apple tag on it. 

Now let’s analyze how camera users reacted to Apple’s new digital camera. Apple was essentially a tech company, a computer company, to be specific. And at that point time in the early 1990s, it was a failing tech company to many. The company was trying hard to survive and diversifying its business in the hope of a new source of profits. So Apple already had a bad reputation in the market. And when it comes to the camera, brand and its experience in the camera market is a huge thing to camera buyers. On the other hand, there were Fujifilm, Kodak, and other prominent brands making cameras with better specs and had a long experience in the photography industry. So to the consumers, the choice was obvious, and it was not Apple’s QuickTake. But Apple went ahead with the digital camera project anyway. 

After the launch, the QuickTake didn’t get enough sales, and there was a couple of reasons for that. First, the quick-take 100 was not a normal-looking camera. If you see the camera, you will find that it looks more like a small alien spacecraft rather than a camera. 

But Apple didn’t stop there. Instead, within the next two years of the first release, Apple launched the other versions of this digital camera, quick take 150 and 200. The quick-take 150 was almost the same as the first version. But the quick-take 200 came up with considerable differences in terms of looks and ergonomics. But it didn’t meet the expectation of the market with its specs. It could capture images of only 640 by 480, or 0.3-megapixel images. Moreover, there was neither any display to preview the image nor was any option to focus or control zoom. Apart from that, you could only take 8 images with this camera. And the image quality was way behind the analog camera images.   

After that, when Steve Jobs became the CEO of Apple in 1997, he took many initiatives to save the company from drowning, and one of them was to trim the product lines that were not profitable. As QuickTake was struggling for a long time, so the brand was finally discontinued in 1997. 

Final Verdict

That was all about how the QuickTake model of the Apple Camera ended. It failed due to Apple’s lack of camera market knowledge and a poor sense of what camera users wanted. But things have certainly been changed for Apple now. Apple’s cameras in iPhones are pushing the boundaries and competing side by side with digital cameras. Many camera experts assume that Apple might again enter the camera market, but with significant technological innovation. Let’s see how far this assumption goes. Let us know in the comment section.

Joe Pfeffer

Joe Pfeffer

What started off as just a dream for Joe Pfeffer, turned into his passion and livelihood. He started his career as a wildlife photographer and then transitioned into becoming a cinematographer. With a decade of raw on-the-field experience, Joe Pfeffer has all the technical knowledge about the ins and outs of cameras. Now, he uses his vast experience to educate others about photography.