Verdict
All guidesResearchMethodologyAboutContact
Head-to-head · Best Instant Cameras

Fujifilm Instax Square SQ40 vs Polaroid Now+ Generation 3 Instant Camera (White)

Which is the better buy? Side-by-side on rating, price, strengths, and watch-outs — with the published ratings we averaged to get there.

Verdict is reader-supported. As an Amazon Associate we earn from qualifying purchases. Some links on this page are affiliate links — if you click through and buy, we may earn a small commission at no extra cost to you. Our ratings are sourced from independent publications, not sponsors.
The short answer

Fujifilm Instax Square SQ40 comes out ahead by a clear margin (4.0 vs 3.3). The gap is mostly about casual users wanting vintage-style square prints — read the strengths below before deciding.

Fujifilm Instax Square SQ40
Higher ratedRanked #3 in Best Instant Cameras
Fujifilm Instax Square SQ40
6 sources$249as of Jul 31

The Fujifilm Instax Square SQ40 is a compact instant camera shooting the newer Instax Square format, which yields wider square prints with a vintage Polaroid look. PCMag's Jim Fisher described the analog process, where the image surfaces gradually 90 seconds after the shutter fires. Camera Labs' Gordon found it close to the SQ1 model but dressed up more seriously. A built-in flash and viewfinder are included, and it runs Instax Square film at 10 prints per cartridge. Reviewers pointed to the two limits: Square film only, and a price above the alternatives.

Strengths
  • — Uses fully analog process with prints emerging 90 seconds after shooting
  • — Produces wider square prints reminiscent of vintage Polaroids
  • — Includes built-in flash and viewfinder for easy framing
Watch-outs
  • — Limited to single print shape (cannot use Mini film)
  • — Relatively expensive compared to other instant cameras
$249 · Check Price on AmazonFull review →
Polaroid Now+ Generation 3 Instant Camera (White)
Ranked #12 in Best Instant Cameras
Polaroid Now+ Generation 3 Instant Camera (White)
4 sources2 derived$149.99as of Jul 31

The Polaroid Now+ Generation 3 pairs nostalgic design with simple operation and app-based creative controls, but the autofocus is unreliable and I-Type film runs expensive and unpredictable. PCMag's Jim Fisher writes that the classic Polaroid look and one-button simplicity hold up, while the basic autofocus misses too often for the price. It charges over USB-C and takes both I-Type and 600 film, the latter bought separately. Casual users who want easy operation should look at the Fujifilm Instax Mini 99, and artsy photographers set on Polaroid film may prefer the $200 Flip model.

Strengths
  • — Iconic trapezoidal design with classic Polaroid silhouette
  • — Simple one-button operation with optical viewfinder
  • — USB-C charging capability with built-in battery rated for 15 packs of film
Watch-outs
  • — Basic autofocus misses too often to justify cost per use
  • — Expensive I-Type film that is unpredictable and must be shielded from light during development
$149.99 · Check Price on AmazonFull review →

Derived means the reviewer published no score, so one was inferred from their written verdict. Everything else is a number the publisher printed. How we rank.

How they stack up

Fujifilm Instax Square SQ40

While the Fujifilm Instax Mini Film Twin Pack offers broader compatibility, the SQ40 camera uniquely produces wider square prints with a vintage aesthetic. Compared to the Polaroid I-2, it lacks advanced manual controls but provides a simpler, more analog experience. Unlike the Lomo Instant Square, it doesn't support dual formats or creative exposure modes, making it more straightforward for casual users.

Polaroid Now+ Generation 3 Instant Camera (White)

The Polaroid Now+ Instant Camera (White) offers app-based controls and creative modes that the Mini 12 lacks, but it's less reliable in autofocus and more expensive than the SQ6. Compared to the Evo, it's more analog and lacks digital connectivity, though it's more affordable than the LiPlay Hybrid. Unlike the SQ1, it's less practical and more expensive for similar features.

Specs side-by-side

SpecFujifilm Instax Square SQ40Polaroid Now+ Generation 3 Instant Camera (White)
Film FormatInstax SquareI-Type and 600
BatteryCR2 lithium—
ColorThree options—
Lens2components, 2elements, f = 65.75mm, 1:12.6Optical grade PC and Acrylic lens, coated
FlashBuilt In FlashAccurate, human-friendly flash
Focusing0.5m to infinity—
Weight453g15.9 ounces
Dimensions—3.8 x 4.4 x 5.9 inches
Connectivity—Bluetooth
Shutter Speed—Custom design shutter system, using precision step motor for shutter
Battery Type—Rechargeable battery
← See the full ranking of best instant cameras