The war for ephemeral app supremacy in 2017 rages on with the Snapchat's latest update. The biggest new feature is the ability to watch the video or look at the photo someone sent you for an unlimited amount of time versus the previous 1-to-10 second lifespan. So long as you don't close it, the media will live on for "infinity." Except, once it's closed, the clip will disappear into the digital abyss, the company says. So, not quite the "infinity" you and I are most familiar with.