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Prynt's instant camera is all about augmented reality

As a growing number of companies jump on the augmented reality bandwagon, San Francisco-based startup Prynt has found an unusual tactic: instant photos. The three-year-old company's instant cameras let users print photos from their smartphones and see them come alive when scanned with Prynt's mobile app.

Nearly a year after it started shipping its first camera, Prynt is debuting a new version, still priced at $150, that will be available for only for iPhone users at first, with an Android version planned for September.

AR craze: Prynt's instant cameras, which it sells through its website as well as retailers like Urban Outfitters and Best Buy, are the company's Trojan Horses, co-founder and CEO Clement Perrot told Axios. What it's really selling is the ability to connect video and photo content from smartphones to printed photos—something consumers are still willing to pay for even as it's becoming increasingly difficult to get them to pay for digital content, according to Perrot.