At first it feels like a joke, a parody of the infamous Photo Booth craze. After watching the video, the project becomes truly incredible.

Update: It looks like the project is undergoing investigation by “Apple and the Secret Service.” I can see why people are apprehensive of the project, but (as is the norm these days) a “full-blown” investigation feels like a bit much. To wrap it up, here’s a pretty important snippet from AppleInsider:

McDonald, who holds a master’s degree in electronic arts, maintains that he hasn’t broken any laws, although he does admit that his project might make some people uncomfortable. The artist noted that did receive permission from Apple’s security guards to photograph in the store and first checked with customers about taking their photos with a camera. He also said people who do not want to be part of his project can ask to be removed.