Camera 1.0 was film. Camera 2.0 was digital. 3.0 is a light-field camera that opens all these new possibilities for your picture taking.

The megapixel war in conventional cameras has been a total myth. It's taking us all in the wrong direction. Once a picture goes online, you're throwing away 95 to 98 percent of those pixels.

Yes, we are a producer of cameras, but we understand that at the end of the day, you have to make photos in software. A lot of companies focus on the camera side, and a lot are on the software side. There's a chasm between the two.

On the personal side, I was rock climbing and taking pictures with my friends. We took all sorts of portrait and action pictures, and I was thinking at the time that these are inherently difficult to focus correctly.

Seeing the bigger picture opens your eyes to what is the truth.

Mark Horowitz and I built it onto an optical bench in the lab. We spent and eight-hour span putting this optical light path together.