SUMMARY
In 1996, Kodak, Fuji, Canon, Minolta, and Nikon jointly launched the Advanced Photo System (APS), a new film format developed in secret. The five companies invested approximately $1 billion in total, aiming for convenience without sacrificing image quality. APS featured a 24mm film in a cartridge, allowing for easier loading and mid-roll changes, and offered three print aspect ratios: Classic (3:2), High Definition (16:9), and Panoramic (3:1). Despite industry-wide adoption and innovative features, the format was largely forgotten within 15 years.
TAKEAWAYS
Five rival photography giants collaborated on the APS film format, investing around $1 billion.
APS offered a 24mm film in a user-friendly cartridge with features like mid-roll changes.
The format allowed consumers to choose between three print aspect ratios after shooting.
Despite initial industry confidence, APS faded from public memory within 15 years.