Is Apple working on a Snapchat clone? iPhone maker rumoured to be developing ‘social video app’

It seems that Facebook and Instagram may not be the only companies hoping to emulate Snapchat’s success in social video.

Apple is also reportedly working on a video sharing and editing app that will allow iPhone users to record videos, apply filters and drawings, and share them with friends and family.

The software is designed to be used mostly with one hand, so that video can be shot, edited and uploaded in less than a minute, people familiar with Apple’s strategy told

At least one of the prototype designs for the app would enable users to shoot video in an Instagram-like square format, the people said

The video sharing app is still in the early stages of development, but Apple is reportedly aiming for a 2017 release. It the project doesn’t meet the company’s expectations within that timeframe, it could be killed off.

The news comes after Facebook-owned Instagram announced a major update to its mobile app , allowing users to create temporary posts with text and emoji that will expire after just 24 hours.

Instagram claims the new “Stories” feature gives users a way to share multiple photos and videos throughout the day, without cluttering up their friends’ photo feeds.

Rather than being added to your main feed, these posts will be gathered together in a slideshow format, known as “Your Story”.

However, users have pointed out the many similarities between Instagram Stories and Snapchat, and even Instagram boss Kevin Systrom has admitted that Snapchat “deserves all the credit”.

Facebook has also launched a new mobile app called Lifestage , that lets teenagers create video profiles and share snippets with their friends.