Apple Latest to Impersonate Snapchat With New Software Push (Report)

New feature may be part of iPhone’s existing camera set or released as a standalone app

Another tech giant appears to be following in Snapchat’s footsteps.

According to Bloomberg, Apple is in the process of developing a video sharing and editing application that will allow users to shoot video, use filters and apply drawings.

Users will be able to send the recordings to their contacts or upload them to a social media network like Facebook or Twitter. Bloomberg said Apple is creating the software with the intention of giving users the ability to record, edit and upload the content in under a minute.

So, pretty much everything Snapchat does.

According to the report, Apple is simply trying to appeal to the generation that grew up using social media.

The new feature may either be integrated into the iPhone’s existing camera feature or released as an app downloadable from the App Store.

Earlier this month, Instagram also took a page out of Snapchat’s playbook (or maybe copied the entire thing), adding “Instagram stories” to its app. Users of the photo sharing platform can now upload videos or pictures to their stories and share them with their followers, which also expire after 24 hours.

Apple is aiming for a 2017 release of its software, but Bloomberg said the project could get nixed if it doesn’t meet the company’s expectations and timeline.