Kodak's decline has culminated in it recently filing for Chapter 11 protection; a decline many say resulted from Eastman Kodak Co's failure to reinvent itself in the digital age. Looking back from our digital world we can see how Kodak was able to define the mass market photography as the Kodak moment:

Photographs came to represent something more than a portrait or a recordiong of family life. They became extensions of our minds; they replaced our memories. They remind their makers of a person, place, or event with special meaning or importance to their lives. The Kodak prints of the snapshots were generally kept with their negatives, in boxes and drawers to await a definitive culling that rarely came.

Nancy West in Kodak and the Lens of Nostalgia says that Kodak's marketing around the “You press the button, we do the rest” slogan created a new kind of desire for photography in the late nineteenth and early twentieth centuries ---to apprehend our experiences and memories as objects of nostalgia.

Kodak has been replaced by Apple's iPhone and Facebook--the latter's marketing says that its Timeline help us to tell the story of our life" as it would allow us to "highlight and curate all your stories so you can express who you really are."