With rising competition between Instagram and Snapchat, Apple has entered this space with an innovative creative camera app that goes about it in a different way. Apple's Clips app lets users film social videos and edit them by combining clips, adding photos and videos, and sharing on any social network. The end result is similar to Instagram and Snapchat videos with filters, titles, and emoji stickers but its key differentiator and perhaps where it will truly shine is that it is social media network agnostic. Whereas a video created in Snapchat can only be shared on that platform, videos created by Clips can be shared on any network including via text messages and iMessages.
Another innovative feature of Clips iOS the ability to record subtitles by speaking into your device. The app will even time the appearance of words on-screen to match the cadence with which you speak including emphasis and speed.
Clips also hopes to succeed by implementing a more traditional user experience design. We have all heard the cliche that nobody over the age of 30 understands how to use Snapchat and Apple is responding by what some people are calling Dadcore UX. As explained by Mark Wilson from Co.Design: "It’s not beautiful UI. It’s by no means subtle. And frankly, there are so many buttons on the Clips screen–with upper and lower menu bars!–that it’s hard to imagine anyone not being a little bit overwhelmed compared to alternatives like Instagram, or even Snapchat. But it is designed with a very specific purpose that plays to Apple’s strengths–a massive user base that, with the right instruction, could learn to use the internet in new ways, too."
Similiar to last year's release of iMessage Stickers, it will be fascinating to see how brands will take this new tool to create engaging marketing for their audiences.