Apple has been working on a new video sharing and editing application with a focus on social networking, according to a new report from Bloomberg. Sources familiar with Apple’s strategy suggest that the move is aimed at taking on apps such as Facebook Messenger and Snapchat. The move would likely expand on new features in iOS 10’s new Messages app, which will bring new animated effects, stickers, and tools expandable via third-party App Store plug-ins — features clearly designed to bring the Messages app more into line with apps like Snapchat to appeal to a younger set of users.

The video sharing app reportedly under development would allow users to record video and apply filters and drawings to the media, which could then be easily sent out via existing social media networks. Apple is apparently focusing on trying to optimize the app to allow video to be shot, edited, and uploaded in less than one minute by focusing on intuitive controls and one-handed operation. While Apple currently plans to release the tool as a standalone app, sources have noted that the company may ultimately decide to build the functionality into the iPhone’s existing Camera application, similar to the approach that it took with the new Memories feature coming in iOS 10. Sources note that the app remains in the “preliminary development stages” and the company is striving for a 2017 release. However, managers are said to still be weighing the list of features and the app could still be killed off if it doesn’t meet the company’s expectations.


Jesse Hollington was a Senior Editor at iLounge. He's written about Apple technology for nearly a decade and had been covering the industry since the early days of iLounge. In his role at iLounge, he provided daily news coverage, wrote and edited features and reviews, and was responsible for the overall quality of the site's content.