Bloomberg reports that Apple is working on a video-sharing app in the lines of Snapchat and Instagram. With the tremendous growth rate of this app, looks like big daddy wants a share in the game. Smartphone social apps including Facebook, Snapchat and instant messengers generate the greatest level of engagement on the iPhone. Facebook users average 50 minutes a day, while Snapchat users spend 30 minutes each day on the app. So it’s not surprising that Apple plans to go after the top smartphone apps. Right now, it’s not clear if the app will be available as a stand-alone app or baked in the next OS, i.e. iOS 11.

iOS 11

According to Bloomberg: The goal behind the project’s development is to offer simple video editing with tools that appeal to the generation of users growing up with Snapchat and Instagram, said the people, who asked not to be identified because the plans are private……Apple’s current plan calls for its project to become a stand-alone app, presumably as a download via the App Store, but the company may decide to package the functionality into the iPhone’s existing camera application, the people said.

The focus of the app will be on creating short, fun videos super-quickly. Despite its fun nature, the video editing does have some serious use. Apparently, it’s being developed by the same team responsible for Final Cut Pro. The former president of the video production company is leading the project.

READ: iPhone 7 Release Date, Specs, Features, Rumors, and Price: All We want to Know

Bloomberg has also reported that Apple has been developing a number of social-media features for iOS in the last year. Unfortunately, not one of them has been made public. The report says: One system that has been tested and still may launch in the future is a bolstered version of the “proactive assistance” functionality. The current implementation, bundled into iPhone software since 2015, recommends points of interest, contacts, and apps based on location and time of day.

One interesting project was the consolidation all communication between two people into a single view. Bloomberg says: For example, two friends could be able to see all text messages, e-mails, and social network interactions between each other in a single window, one of the people said.

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