- Leica has just launched a new camera app called Lux.
- It allows you to emulate the cinematic look of a Leica and even its legendary lenses.
- It's great and maintains Leica's high-end branding.
Leica's new Lux iPhone app looks like another overpriced gimmick, but is it really?
The Lux is Leica's attempt to get into the film simulation game, presumably to challenge its high-end, high-priced cameras and their exquisite lenses. Given Leica's incredible talent for self-promotion and marketing, it's easy to overlook this. But it's actually a very compelling app and even the free version delivers great results.
"As a photographer who loves both traditional and digital methods, I'm very excited about Leica's new iPhone app, Leica Lux!" Jeffrey Wang, professional photographer and founder of Perfect Moment Photo & Video, told Lifewire via email. "Basically, it's designed to bring that classic Leica lens look to your iPhone. It lets you emulate the famous aesthetics of lenses like the Noctilux-M 50mm f1.2 and Summilux-M 28mm f1.4, so you can Get professional-quality photos straight from your phone."
The Lux app is a nice camera app with two main additional features. It can apply the Leica "look", its attempt at film simulation similar to that found in Fujifilm cameras, as well as the image adjustment features of the Panasonic Lumix S9. You can get some looks by downloading the app, but to get the full range, you have to subscribe for $6.99 per month or $69.99 per year.
The other part is probably the most eye-catching – a simulation of Leica’s iconic lens. The free version gives you one lens, while the sub-version expands that to three: 28mm and 35mm Summiluxes (both fo1.4) and the 50mm fo1.2 Noctilux. All of which are impressive. The out-of-focus background fades in very well and looks very natural. The app still faces the same difficulties as all other camera apps in detecting and rendering glasses, but overall the results are very cinematic.
A note. You must enable Aperture Mode to use lens simulation. This results in a slightly laggy live view because the app is processing the incoming camera data in real time to preview the results. In reality, it's not a big deal and the results are totally worth it. I even prefer the basic look of the Leica to the built-in look of the iPhone, which is too fancy in my opinion.
“I’ve spent over a decade crafting visual narratives and understanding the nuances of photography from lens to light. Leica’s new iPhone app is interesting because it makes their iconic lenses look more accessible to a wider range of The audience embraced it," professional photographer Jodi Blodgett told Lifewire via email.
Well, this could be a solid alternative to the built-in camera app, although it's not a replacement for Leica's own cameras. I used to own a Leica film, before the prices were so ridiculous, and while the lenses in the app looked impressive, they weren't close to the real thing.
Could this app serve as a gateway drug, encouraging people to buy around $9,000 worth of Leica camera bodies and a few bucks more for lenses? Probably not, but it does maintain Leica's image as a desirable, premium camera brand .
"They may reach a wider audience by letting people experience the Leica experience through the app. This may lead to more interest in their physical cameras and lenses from users who start using the app and come to appreciate the quality of Leica and style,” said Wang.
“[F]rom a marketing perspective, the app enhances brand recognition in a saturated digital marketplace. Similar to providing evidence to help my clients clarify preferences and ensure satisfaction, Leica’s app delivers their legacy experience , has the potential to convert casual users into loyal customers," Blodgett said.
Plus, you know, money is money, and $70 per subscriber per year is nothing.
Whatever you think of Leica as a brand, now known for its collector-friendly and ridiculous limited editions as well as the amazing quality of its cameras and lenses, the Lux app is worth a look. It puts a really different spin on the concept of analog film and lenses, and if anyone knows the ingredients for good lens design, it's Leica. Plus, the app itself is easy to use and works well in free mode, with a two-week trial to test out extra features.
All in all, the Lux app is one of those rare cases where everyone is a winner.
