( CNN ) -- HTC is dipping its toes in the camera market with the new Re : a supersimple handheld action camera that pairs with a smartphone . The L-shaped Re camera looks like an inhaler or small periscope . Just under 4 inches high , the waterproof gadget is mostly handle . It turns on when you grip it and features a fixed ultra-wide-angle lens , a single button and no viewfinder . It captures 16 megapixel still images and shoots 1080p HD videos at 30 frames per second or 720p videos at 120 frames per second . Though it works independently , the Re does a lot more when used with its Android or iOS apps . The apps can turn a smartphone into a viewfinder and make it possible to shoot time-lapse and slow motion videos . Why is HTC , traditionally a smartphone company , making a camera ? In a way , all smartphone makers are already in the camera industry . Starting with Apple 's iPhone , smartphone manufacturers have mostly obliterated the point-and-shoot by putting powerful cameras in everyone 's pocket . Part of the problem was that traditional pocket cameras just could n't catch up fast enough with the editing and instant sharing features smartphones offered . HTC is approaching its camera from a different angle : It 's built as a phone accessory . Though aimed at a more casual user , Re is similar to the many portable action cameras available . Led by the hugely popular GoPro , action cameras have taken off in recent years . Rugged and powerful , they can be mounted on vehicles , heads and animals for intense videos . Like GoPro , the Re will have a line of custom mounts and clips . It can shoot up to 1 meter underwater . HTC says the camera will be available before the end of the year and cost $ 199 . It comes in white , navy and red . The Taiwanese company announced the new camera on Wednesday , along with the Desire Eye smartphone . Built to capitalize on the selfie craze , the Desire Eye puts its most powerful camera on the front side of the phone , so people can get the highest quality image of their face and make sure they look good at the same time .
HTC announces new handheld action camera . The Re is a small waterproof camera with just one button and no viewfinder . It has an 8-megapixel sensor, which means it can take photos in low light conditions without using flash or moving the shutter speed up to 1/8000 of a second ( ISO 100 ).