Snapchat doesn’t care if you buy its new selfie drone, here’s why – Quartz

Social media giant Snap launched its second hardware product this week with the launch of the Pixy drone. The $230 device comes with a camera for still photos and video, and can be set to hover in place or automatically follow the user.

Like Spectacles, the company’s camera-equipped smart glasses, the images recorded (not including audio) on Pixy aren’t limited to the Snapchat app and can be downloaded to a smartphone for editing and sharing on the go. Pixy’s design and marketing are as inventive as Spectacles’ and appear poised for widespread adoption. But like Spectacles, this may be a product without an easily apparent integrated market.

Most drone photographers and videographers today are dedicated hobbyists or professionals. The Pixy’s 2.7k video resolution falls short of the 4k resolution that many in the drone community have grown accustomed to when filming sweeping cityscapes and aerial shots. For just $200 more, DJI’s Mini 2 offers 4k video and much more control via the remote, while the Pixy only uses limited preset controls.

So who exactly is the Pixy for? No one, and everyone, more or less

Due to Pixy’s simplistic preset controls and relatively low-resolution footage, it could be that Snap’s drone is meant to appeal to younger Gen Z users. Roughly 48% of Snapchat users fall into that demographic. . However, in an age where even tweens are setting up elaborate and popular live streams from Twitch and YouTube, streamlined technology isn’t necessarily a must.

Similarly, Snap’s Spectacles camera smart glasses continue to be updated and offered to the public, despite few signs that the product has gained much traction. Spectacles’ meager impact and Pixy’s unlikely curiosity can make it seem like Snap is hopelessly addicted to expensive hardware experiments. All while the majority of their earnings and market presence is based on the software.

Snap allows the public to participate in its research and development

But what if you could combine the social media impact of Facebook with the profile of conventional Apple hardware? You might have something that looks a lot like what Snap is building. Specifically, Spectacles and Pixy, each polished to perfection from packaging to price to marketing, may be practice runs for the company’s true hardware launch: a Snap smartphone.

Snap currently builds on its friendly relationships with smartphone makers like Apple and Samsung, with whom it has partnered on various Snapchat initiatives. When do not Yes) Snap finally decides to target its hard-earned hardware expertise in the smartphone market, those partnerships may not be so easy to come by.

As the major big tech mobile hardware and software companies, led by Tim Cook (Apple), Mark Zuckerberg (Meta) and Sundar Pichai (Alphabet), have matured into less exciting players, founder and CEO Snap’s Evan Spiegel moves small but interestingly nimble. him into the future he hints that the next Apple could be brewing at Snap’s headquarters in Santa Monica, California. But Snap’s version would have the social media clout that Apple lacks, and the social media goodwill and growth that Meta is now struggling to maintain.

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