Snap will continue having an existential crisis as long as their platform is dependent on companies like Apple and Google. They are a camera company, and they need to use their expertise to beat Apple at the camera game, which is no easy task.
https://www.diyphotography.net/sony-dominated-the-smartphone...
Huh? Forgive my ignorance, and perhaps this speaks more broadly to a failure on Snap's own part to accurately convey that image, but the last thing that ever comes to my mind would be calling Snap a camera company. What makes them a camera company as opposed to a social media company?
That’s the justification for the investment in hardware, in AR filters, etc. They do “camera stuff”. To be fair, their camera stuff is good… their attempts to increase ad inventory (in app professional content etc) are not so good.