VSCO’s iPhone Camera App Aims to Beat Apple at Its Own Game

Sick of clicking a photo, and then editing for eternity? Same. But with VSCO’s iPhone app arriving, it might be hassle-free. The new VSCO iPhone camera app is called Capture, and it turns the traditional photo process on its head.

Rather than editing afterwards, Capture allows you to select one of VSCO’s popular film-style filters prior to taking the photo. That way, what you see is what you get. No unnecessary steps.

Initially, VSCO’s iPhone camera app launches small. It only just rolled out in Ireland, Australia, and New Zealand. A U.S. release will come later this summer. It is free, but you will need a VSCO account to get it.

What Sets VSCO’s iPhone Camera App Apart from Standard Apple Cameras?

Now, here is what sets Capture apart from the standard iPhone camera. First and foremost, it does not use AI. No bizarre over-smoothing or extreme processing. Just clean, natural-looking photos. And if you want even more control, there is a manual mode as well. You can adjust shutter speed, exposure, and more. There is also bloom and halation, two effects that make your photos have a dreamy or retro feel.

You have 50 presets right out of the box. And if that is not sufficient, you can always send your picture over to the full VSCO app to edit further there. But in all seriousness, Capture is supposed to save you from all the editing time. That is the entire concept.

This is VSCO’s first independent app in close to a decade. You may recall their old photo editor or perhaps even the “VSCO girl” meme. But this is different. One that is more centered on the camera itself, not just filters subsequently.

And it is not only VSCO doing this. Halide and Adobe’s new Project Indigo are also trending in the direction of that natural look. Even Apple and Samsung are offering users greater control nowadays. Looks like everyone is drifting away from the overly polished look that was once so trendy.

The vast majority of users have recognized the brand via its photo editing app and the trendy film-inspired filters that gave rise to the “VSCO aesthetic.” The company has expanded to more than 300 million registered users over the years. It is now, with this new tool, looking to engage both long-time enthusiasts and also new generations of creatives who might desire something different from the ultra-processed photos most phones currently create.

Final Thoughts

I love the direction VSCO’s iPhone camera app is going. I have always enjoyed the aesthetic of VSCO filters, but post-editing can be a hassle. With Capture, what you see is what you get. It makes photography feel more deliberate and less tedious. I do not always need hefty AI or advanced sliders. Sometimes I only need to point, shoot, and live. Capture seems like it was designed for that.

[via bloomberg; Image credits: VSCO]

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