Facebook has launched a new photo-sharing app for the iPhone called Camera, which offers similar photo-sharing and enhancement services to Instagram.
The app offers several core features including the ability to share multiple photos at once, add captions, tag friends and add layer filters to pictures, although pictures can only be uploaded to Facebook.
Facebook's decision to release a competitor to Instagram is somewhat confusing as the company is currently in the process of closing a high-profile $1bn deal for the photo-sharing service.
Ovum analyst Eden Zoller has since speculated that the app's release could be a short-term tactic designed to temporarily boost Facebook's mobile revenue.
"Camera is not a ground-breaking application, and of course is similar to Instagram, which Facebook is set to acquire. However, the acquisition could take anything up to 12 months," he said.
"Facebook now operates in a post-IPO world in which it is under intense pressure to take its business to the next level and drive value, and to do so quickly."
The Camera release comes during a busy week for Facebook after it suffered numerous setbacks following its initial public offering (IPO), being hit with a lawsuit by a shareholder as rumours of pre-flotation tip-offs came to light.
Founder Mark Zuckerberg also found time to marry his longtime partner Priscilla Chan on Sunday.