Apple has launched a new video platform called Clips which combines video editing with social sharing in a way that clearly apes popular apps like Snapchat, Instagram and the recently-deceased Vine.
Users are provided with extensive video editing tools and can upload footage up to an hour long, adding filter overlays, animated captions, emojis or background music to their videos using simple controls.
The software isn’t as versatile as Apple’s current video editing software, iMovie, but seems to put the focus back on Apple and its hardware as creative tools, rather than just communication devices. Still, videos produced using the app will still be easily shareable on social media and through iMessage, with Apple clearly looking to take advantage of Vine’s departure from the playing field.
“Clips gives iPhone and iPad users a new way to express themselves through video, and it’s incredibly easy to use,” said Susan Prescott, vice president of apps product marketing at Apple. “The effects, filters and amazing new Live Titles we’ve designed for Clips let anyone make great-looking, easily sharable videos with just a few taps.”
The free app will be released at the beginning of April, and is compatible with iPhone 5S and later, as well as iPad Air, iPad Pro and iPad mini 2 and onwards.