Sony still hasn't announced its QX10 and QX100 lens cameras, but the flood of leaks just isn't slowing down. An official video ad for the QX10 and X100 has now surfaced on the web, offering the best glimpse yet at how Sony envisions consumers using these unique products. In the clip, we see that linking the QX10 and QX100 with a smartphone will be a simple, one-touch process — at least with Sony's own Xperia hardware — and you'll be using the PlayMemories app to control each lens. Sony is also trying to push ease of use here, with one user effortlessly sliding his phone into a cradle before casually snapping images on the street. Even under these ideal circumstances, everything comes off a bit convoluted as you'll see below.
Thankfully Sony's lenses won't always need to be attached directly to your phone. A remote shooting feature demonstrated in the ad lets you capture images in areas too cramped for a point-and-shoot or smartphone. And a "camera attachment case" previously revealed in leaked promotional stills should make handling a bit easier. At least with this ad, Sony is marketing the QX10 and QX100 to sharing buffs as a way of guaranteeing their Instagram and Facebook photos will be top notch. But will regular people really be hanging these lens cameras next to their house keys? Sony is expected to make the QX10 and QX100 official on September 4th.