Snapchat rebrands itself as Snap Inc; Also launches a new line of sunglass-based camera, Spectacles.

Snapchat has rebranded itself as Snap Inc. The announcement was made to differentiate the company from its products. Snapchat, the photo-messaging app, continues to be called Snapchat. Snap also announced Spectacles, a new line of sunglass-based recording device. These are sunglasses with integrated cameras, with a button that takes Memories.

Spectacles is a "totally new type of camera" because it records videos from "the human perspective." The camera in Spectacles has a 115-degree field of view, which is wider than that of a normal smartphone camera, located on the frames near the left eye.

"Imagine one of your favorite memories. What if you could go back and see that memory the way you experienced it? That's why we built Spectacles," the company said in a blog post.

A button is to be tapped to take a 10 second video, that is instantly transmitted wirelessly to Snapchat, where it appears as a Memory. The specs charge in their charging case, and can be used for a whole day on a single charge. Snap claims the Spectacles use one of the smallest wireless video cameras in the world.

When Snaps are being taken, an LED light ring glows to show that a video is being recorded. The camera has a field of view of a hundred and fifteen degrees. They are available in blue, red and black, with highlights in the iconic Snapchat yellow. The glasses work only with Snapchat, and are expected to land in the market soon. Snap Inc has also indicated that they will be developing more products in the future.

Snapchat had indicated its intentions of getting into hardware when it joined the Bluetooth Special Interest Group, an industry body that maintains the wireless Bluetooth standard. There were speculations that Snapchat would be creating an Augmented Reality Headset.

Spectacles will cost $130, and will be available in limited quantities later in the fall. There will be three options: black, blue and coral.

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