Polaroid delivers on promises to make its signature instant photography cameras available to the market again, but not in the way most people had imagined.

Instead of coming up with cheaper, more readily-available film or producing newer versions of its classic cameras, Polaroid has instead partnered with rival Fuji to rebrand and re-release Instax products bearing the Polaroid name.

The new Polaroid 300 is almost identical to the Instax 7 series from Japan, with the only differences being cosmetic in nature. The 300 bears Polaroid’s badge instead of Fuji’s, and comes in three new colors not available with the Japanese maker.

The film stock is also identical — the 300 uses refills of ten credit card-sized prints housed in an easy loading cartridge. There is no official word yet if Fuji Instax Mini refills can be used with the Polaroid 300, but with the way both cameras are set up I won’t be too surprised if they are interchangeable.

Personally, given how much I love both my Polaroid and my Instax cameras I am quite upset with the way things have turned out. I’ve been hoping that Polaroid reconsider their stand on film production and start selling their iconic square refills again. Instead, what they gave us is poorly disguised Instax Mini, never mind that Fuji already has its own band of followers and enthusiasts separate from the Polaroid tribe.

POLAROID I AM DISAPPOINT 😡 This goes to Fuji as well for agreeing to go along with this farce. I’m going to sulk in my corner now.

Thanks to fellow Instax enthusiast Shabby for the heads-up.