With nearly every new phone, music player, and baby mini laptop sporting it’s own camera these days, it’s increasingly rare that a run-of-the-mill digital camera makes an impression on the tech news circuit. European electronics company Benq must’ve realized this and decided to make some PR moves. The campaign for their newest digital camera, the T850, declares it “the world’s slimmest 8-mega-pixel digital camera.” Indeed the T850 is quite impressive in its ability to pack the clarity and performance of 8 megapixels, 1600 ISO, and an smc PENTAX lens into a very sleek, very handsome 0.6″-thick frame.

But what really should’ve have driven the PR machine is the T850’s highly innovative LCD touch-screen. As is the current trend, it takes a lot of cues from the iPhone, particularly the ability to scroll with the swipe of a finger. But, the T850 has enough of its own tricks to set it apart– like a “quick bar” to which you can add clickable shortcuts assigned to your most used functions. In playback mode, you can switch the focal point by simply tapping the screen at the desired point; the photo will re-center itself accordingly. To zoom (up to 12x) in playback mode, just circle your digit around the desired portion of photo. The T850 was designed to be as intuitive as it is functional, saving the average user the all-to-familiar frustration of having to decipher a myriad of vaguely marked buttons to perform the simplest of functions. By all accounts, it lives up to its hype.