Lytro Announces the Lytro Camera; Focus After Shooting Now Reality?

"Today in San Francisco, digital camera and imaging start-up Lytro is unveiling a consumer digital camera that it claims will be the biggest technological jump since we started talking megapixels over 20 years ago."

Well, this is turning out to be some week. First the Canon EOS-1D X, now Lytro is announcing a shipping product of their technology. It's developing right now, but it seems to be simply called "Lytro", and will come with an 8x zoom lens, starting at a bright f/2.0. The camera captures "11 megarays", whatever that means. In an odd way of segmenting product that is more akin to smartphones than cameras, there will be an 8GB model at US$400 and a 16GB model at US$500. Ships in early 2012.

Edit: The form factor is certainly different, and having only two buttons mean it is definitely consumer-friendly. This could well be a disruptive camera, though a 1.5" LCD screen may not be that well received by many. Not to mention no user-replaceable battery and memory. Still it is interesting, and might send a message about simplicity to the traditional camera companies. Plus using a square aspect ratio reminds me of using medium format 6x6 cameras. Lots more coverage at the links below, so check them out!

More coverage:

Engadget, Engadget Hands-on

DPReview

TheVerge