I'm not sure I would have believed you had you told me a week ago that Polaroid was going to have one of the biggest IFA debuts, but here we are, seven days later, and the Snap's got everyone talking. It's a return to form for the iconic company — something it should have done years ago.

All these decades later, after boatloads full of branded tablets and the like, the company's name is still synonymous with instant photography, and now, the company has embraced the concept using next generation technology.

The Snap is a plastic rectangle branded with Polaroid's rainbow strips. There's a pop-up flash at top but no view finder or display. You snap a shot, print it out via the on-board printer and that's that.

Unfortunately, we didn't get to see it in action at the show today, but the camera uses a technology called Zero Ink to — you guessed it — print without ink. The key lies in the paper, which features the requisite dyes, which are activated and colorized by the printer's heat.

The result is a 2x4-inch photo that prints out in around a minute or so. The camera is due out by year's end for $99.