VSCO Launches Capture: A New Era for iPhone Photography

VSCO Launches Capture: A New Era for iPhone Photography

VSCO, the well-known photo-editing and social media platform, is preparing to unveil its camera software for iPhones. This move aligns with a growing trend of third-party developers offering alternatives to the camera experience provided by Apple Inc.

The new app, named Capture, will enable users to select from a variety of VSCO’s renowned film-style presets before taking a photograph. This feature aims to minimise the need for post-capture editing and streamline the process of sharing images on platforms such as Instagram and VSCO’s social network.

Capture will launch exclusively on iOS, which remains the preferred mobile platform for most of VSCO’s user demographic. The company has not yet confirmed plans for an Android version. The app will initially be available this week in select test markets, including Ireland, Australia, and New Zealand, with a broader release in the United States anticipated later this summer.

Founded as Visual Supply Co., VSCO began its journey by selling vibrant photo filters for Adobe Inc.’s products, such as Lightroom and Photoshop. In 2012, the company introduced its mobile app, which has since accumulated over 300 million registered users. Capture marks the company’s first new standalone product in a decade, offering a fresh opportunity to engage photography enthusiasts and creators who may not have utilised VSCO’s services recently.

This launch comes at a time when both consumers and social media influencers are expressing fatigue with the overly processed aesthetic that many modern smartphones produce.

“Photographers are increasingly steering away from complex editing software and gravitating towards applications that facilitate the capture of the perfect moment with the desired aesthetic at the time of shooting,” remarked Chief Executive Officer Eric Wittman during an interview.

Technically, the quality of images produced by smartphones has reached new heights in terms of detail and dynamic range. However, this sometimes results in photographs that appear unnatural. In response, some app developers are now focusing on creating a more authentic look.

For instance, last August, Halide, a popular third-party camera app for iPhones, launched a “Process Zero” mode, which promises “zero-AI, minimally processed shots.” Furthermore, earlier this month, Adobe’s Labs division released Project Indigo, an iPhone camera application designed to generate images that resemble those captured with traditional removable-lens cameras.

Several engineers involved in this project, including Marc Levoy and Florian Kainz, previously worked at Alphabet Inc.’s Google and contributed to the company’s respected computational photography features in its Pixel smartphones.

This trend has not escaped the notice of handset manufacturers: Apple has enhanced user control over photo processing with its newly upgraded “Photographic Styles” feature. At the same time, Samsung Electronics Co. has introduced similar options in its latest Android smartphones.

Capture will be available for free, although users will need a VSCO account to access it. The app offers both automatic and manual modes, allowing users to adjust settings such as shutter speed, exposure compensation, and various visual effects like “bloom” and “halation.” (The former softens light for a dreamlike effect, while the latter adds a vintage flair to images.)

Capture includes a selection of 50 VSCO presets. Users can also transfer images to the main VSCO app, which provides a broader range of presets and an extensive suite of editing tools. Over 230,000 users are subscribed to the company’s Pro membership, which grants access to advanced features and allows photographers to showcase their work through VSCO Hub or by creating their portfolio websites.

Notably, Capture will not feature any artificial intelligence-driven tools upon its launch, although the main VSCO service includes such options.

The last standalone product released by the company was DSCO, an animated GIF tool that debuted in 2015 and was eventually integrated into the VSCO app. The brand gained significant visibility with the viral “VSCOgirls” meme in 2019, and in recent years, CEO Wittman has sought to deepen the company’s connection with creators.

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