Photo-editing app VSCO is launching a new camera application called “Capture.”

This app aims to provide users with a streamlined photo-taking experience by allowing the application of VSCO’s film-style presets before capturing images.

This feature reduces the need for post-editing.

The app will first be available in test markets, including Ireland, Australia, and New Zealand, this week.

A release in the United States is planned for later in the summer.

Capture will initially be available for iOS devices, and there is currently no confirmation regarding an Android version.

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🔗 Source: Bloomberg

🧠 Food for thought

1️⃣ Mobile photography’s pendulum swing toward authenticity

VSCO’s new Capture app is part of a broader industry correction away from over-processed smartphone photos toward more authentic aesthetics.

This mirrors the resurgence of retro film photography that’s appealing to a new generation of creators seeking more genuine visual expressions over computational perfection 1.

Similar apps like Halide’s “Process Zero” mode confirm this industry-wide pivot, showing how the pendulum is swinging back toward minimally processed images after years of AI-enhanced photography.

The timing is strategic, as 90% of mobile users now exclusively use their phones for photography 2, creating a massive market for specialized camera apps that offer alternatives to native camera software.

This trend reflects photography’s cyclical nature, where technical innovation (smartphone computational photography) is now being countered by a desire for artistic authenticity and more manual control over visual aesthetics.

2️⃣ The evolution from post-processing to pre-capture aesthetics

VSCO’s approach with Capture—applying film presets before taking photos—represents a significant shift in mobile photography workflow that addresses user pain points.

With over 657 billion photos taken annually by smartphone users 3, the editing bottleneck has become a significant barrier to sharing content quickly, explaining why pre-capture filters address a genuine user need.

This approach aligns with broader industry data showing photographers are “moving away from using overly complicated editing software” in favor of solutions that deliver desired aesthetics at the point of capture (mentioned in the article).

The strategic focus on iOS first is backed by user demographics, as the article notes that iOS is “the mobile platform of choice for the majority of VSCO’s user base,” reflecting the company’s data-driven approach to product development.

VSCO’s evolution mirrors the overall photography software market trend toward integrating creation and sharing processes, as the market continues its significant growth trajectory toward 2030 4.

3️⃣ Building a full-stack creator ecosystem in a fragmented market

VSCO’s launch of Capture after a decade without a new standalone product reveals a strategic move to build a comprehensive ecosystem for creators rather than just offering editing tools.

With 300 million registered users and 230,000 Pro subscribers (mentioned in the article), VSCO is leveraging its established user base to expand vertically into the capture process.

The company’s Pro subscription plan reportedly accounts for 25% of its revenue 5, indicating significant growth potential in the creator economy if they can capture more of the photography workflow.

This strategy positions VSCO against both social platforms like Instagram and dedicated photography tools like Halide, carving out a niche in the professional-grade mobile photography space that connects creators with potential commercial opportunities 5.

By focusing on film-style aesthetics rather than AI features (which the article notes are absent at launch), VSCO is differentiating itself in a crowded market that increasingly emphasizes AI-assisted photography.

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