According to a new report, Apple plans to go after top smartphone apps with alternatives of its own. An Apple spokeswoman declined to comment. This is viewed by Apple as being especially important as its hardware business slows.
Despite Apple's failed music-based iTunes Ping social network, analysts said it might make sense for Apple to try again.
This is not Apple's first effort to get into the social space however.
The company's upcoming update of its mobile operating system, which will run on recent iPhone and iPad models, will include an overhauled messaging application aimed squarely at Facebook's Messenger and Tencent Holdings Ltd.'s WeChat. Recently, Apple has been painted as a company that is lacking in innovation.
The software is created to be used mostly with one hand, so that video can be shot, edited and uploaded in less than a minute, people familiar with Apple's strategy told Bloomberg.
In addition, the app would allow users to send the videos to contacts stored on their devices. This is seemingly the distinctive edge the company hopes to enjoy over others - a departure from Snapchat's limitation of either saving files to users' "memories" or having no options to forward their videos and photos to friends outside their Snapchat lists.
The company acknowledges that social apps are the most engrossing pieces of software on the iPhone.
Apple is highly experienced when it comes to video editing and will be employing the same development team behind Final Cut Pro. Apple's decision to boost its focus on services is not unexpected considering that the firm did not surpass sales expectations when the company once made a habit of outclassing projections quarter after quarter. However, professionals from the video editing field have been hired to develop the app. The company is also planning to overhaul its "proactive assistance" functionality that was originally rolled out back in 2015. The reports states Apple wants to improve connections between contacts, and make viewing messages from various sources easier. Another features being tested is how two users can see every communication between them - email, chat, and so on, in a single panel. Plus, it can't ignore how much time people spend on social.