The nature of products is changing. It doesn’t make sense to think of cameras as straight-up-and-down products — you have you consider what a camera is as a service, and what it is as media. That is: how does the camera meet the service offering of “taking and sharing photos” as easily and wonderfully as possible? And how does the camera let photos take their place as objects in the communication and entertainment media of social networks? The industrial design is almost secondary.