Apple’s Clever Video Editor ‘Clips’ Captures the Fun of Snapchat

Apple on Tuesday introduced a new iPhone and iPad video creation and editing app called Clips. The standalone application obviously draws ideas from popular social media apps such as Snapchat and Instagram, but is not a social platform itself. Put simply, it’s an app that allows users to create and share expressive and fun video clips in a streamlined way — combining separate, photos and music into single videos which then can sent through Messages, or posted on Facebook, Instagram, YouTube, Vimeo and other platforms, the company announced in a press release.

That ease-of-use is perhaps the app’s biggest selling point, as it allows video creation with no complicated timelines, tracks or editing tools. Users can shoot video straight from the app, or add clips from a device’s library, and add filters, speech bubble, shapes and emoji. The app also has full-screen, animated posters and customizable text options, as well as a variety of music clips that automatically adjust to match video length. The app also debuts a feature called Live Titles, which lets users create animated text and titles just by speaking. Those captions and titles appear on-screen automatically, and are synced with a user’s voice. If captions are created throughout the entire video, Clips will populate the entire video with those captions automatically using the clip’s soundtrack.

While Apple doesn’t have the best track record of releasing popular apps, Clips could be a breakthrough for the company due to its streamlined use and innovative new features. Unlike Snapchat and Stories, Clips seems like more of a dedicated video editor and creator, partly due to the fact that videos made through Clips don’t expire. That fact alone sets it apart from its competitors, and could urge users to put more time into creating works of art. Similarly, videos make through Clips aren’t limited to 30 seconds — they can be as long as an hour.

Clips will debut as a free download in the App Store next month. At launch, the app will be compatible with the iPhone 5s and later models, iPad 2 mini and later models, Apple’s new 9.7-inch iPad, all iPad Air and iPad Pro models, and iPod touch 6th generation devices. All devices must be running iOS 10.3 to download the app.

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