Nokia's Lumia 920 was the most recent phone to make use of the company's PureView camera technology.
Nokia has made a name for itself in recent years by implementing high-quality cameras in its smartphones, and one of the biggest initiatives the company's undertaken to support high-quality cameras is PureView. According to a new blog post by Nokia, what we've seen of PureView so far is only the beginning.
In an interview posted on Nokia's official blog, Juha Alakarhu, head of imaging technologies at Nokia, said improvements to the PureView brand won't just manifest in hardware improvements. "We're looking at imaging holistically, from optics to display, and working on all of those to improve. It's very complicated, and the trick is to make all these building blocks work well together," Juha told the blog. "But it's not just purely hardware innovation. You need to get the software to work as well. That’s the real beauty – that's what makes a truly amazing solution."
Juha added that Nokia's hardware and software team work together to get the best results possible from its cameras and emphasized that hardware "doesn't work" without good software.
On the subject of problems with smartphone cameras, Juha said one of the biggest complaints he has is that it's difficult to get good results consistently. According to Juha, the fact that novice photographers can have a hard time getting their desired results needs to change. "I'd love to make it super easy to get great photos every single time," he said. "You should be able to give your phone to a 3-year-old and still capture amazing photos, like with a big DSLR camera."
One of the areas Juha hinted at for future advancement is the company's digital lenses in Windows Phone devices, citing the Cinemagraph app it recently released.
Despite Nokia's critical praise for the PureView brand, the company came under fire for releasing misleading videos of the Lumia 920's PureView camera prior to the smartphone's release. The company later apologized and released a video showing the Lumia 920's actual use of the technology.
Earlier today, Nokia announced it sold 4.4 million Lumia smartphones last quarter, exceeding the company's expectations.