Snapchat has changed its name to “Snap” and is releasing a pair of sunglasses with cameras mounted on the side of the lenses.
The news came after an ad for the product – dubbed ‘Spectacles’ – was leaked online. And Saturday morning, Snapchat CEO Evan Spiegel confirmed the rumors officially announcing the release of the company’s new baby, as well as company’s change of name into Snap Inc.
The new Twitter account is now live with surprising branding saying that Snap Inc is a camera company.
The old Snapchat, it appears, will live on a messaging service.
In this new and bold transition, Snap Inc breaks away from its dependence on the smartphone. It might seem like a just cool toy right now, but it won’t be surprising if the concept ends up challenging the way we film and produce images. As the Wall Street Journal reports, the “’Spectacles’ camera uses a 115-degree-angle lens, wider than a typical smartphone’s and much closer to the eyes’ natural field of view.”
The jury remains out on whether Snap’s new “Specs” will eventually succeed, or suffer the fate of Google Glass.
In an existential way, this new product might also reverse the angle of “selfies” from recording oneself to recording oneself seeing. Watch the new ad:
A new store was spotted on Wall Street:
JUST IN: Snapchat to release first hardware product called "Spectacles" this fall; video-sharing sunglasses to be priced at $129.99 – DJ
— CNBC Now (@CNBCnow) September 24, 2016
— Wall Street Journal (@WSJ) September 24, 2016