Snap unveils a flying digital camera referred to as Pixy.

Snap, the maker of the Snapchat messaging app, has lengthy positioned itself as a digital camera firm.

On Thursday, it unveiled a flying one. Referred to as Pixy, the drone digital camera might help individuals take selfies with out assistance from a selfie stick. Customers maintain the pocket-size digital camera of their palm and choose a flight mode by way of a dial on the system’s physique. The gadget then flies for a minute, taking pictures and movies that it downloads to the person’s personal Snapchat drive earlier than touchdown again within the person’s palm.

“It provides you a very new perspective, truly permits you to have enjoyable and go hang around with your loved ones and create movies all collectively,” Evan Spiegel, Snap’s chief government, mentioned in an interview.

Pixy is Snap’s first {hardware} product since Spectacles, which have been glasses with embedded cameras and augmented actuality options. Spectacles debuted to hourslong traces in 2016 however in the end underperformed. In 2021, Snap launched a brand new model of Spectacles that permit individuals see augmented actuality filters overlaid on the bodily world.

Snap is promoting Pixy for $229.99, with further batteries for $19.99 and a twin battery charger for $49.99. The corporate mentioned it deliberate to promote the digital camera “whereas provides final” in the US and France.

In 2020, Amazon additionally introduced a flying digital camera, the $249 Ring All the time House Cam. The surveillance drone flies round its proprietor’s house and information video, ostensibly for safety functions. It was instantly pilloried on social media as a privateness hazard.

Mr. Spiegel mentioned he was unfamiliar with Amazon’s product. He mentioned Snap’s flying digital camera was not a privateness drawback as a result of its brilliant yellow shade, recording mild and engine sounds make it conspicuous.

“I don’t assume there are privateness considerations on the subject of different individuals being recorded with out their information,” he mentioned.

Snap introduced Pixy alongside a set of augmented actuality merchandise — which overlay filters and visible results on the true world — at its annual occasion for builders and advertisers. It additionally launched new instruments for companies that permit consumers to just about attempt on their merchandise. Snap mentioned that individuals have engaged with its merchandise for augmented actuality procuring 5 billion instances since January 2021.

“We see our greatest alternative over time to actually be reinventing the digital camera,” Mr. Spiegel mentioned. “Pixy is a continuation of this experimentation and innovation round what the digital camera is able to.”

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