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DIGITAL MARKETING NEWS

Better video from Apple iDevices

iPhone and iPad users can look forward to some video capture innovations, announced alongside iOS 11.

iOS takes a pop at Pixel

iOS 11 will give the Camera app more efficient video capture. New file systems could accelerate read/write rates, and updated compression algorithms will allow videos to be saved as smaller files without compromising quality.

Micro video clips created with Live Photos will be easier to edit, with loop, bounce and reverse functions all expected to be single-click.

Perhaps the lead-line of the announcements for iOS’s Camera app is its better low-light capture. This may be a direct statement of competition with the Google Pixel, which has boasted similar capability since its launch last year.

Meanwhile, in hardware

At the same time, it’s been announced that the new iPad Pro will have significantly better video capability than its predecessors.

This will include lens improvements, 4K video capture and editing, and wide colour gamuts. Backed by a 12-core GPU, Apple says the new tablet will ‘deliver digital cinema-standard colors’.

Next up…

Most of these new features will filter through with the iOS 11 update, due later this year. Then, next year, we can look forward to AR capability being built into Apple’s Camera app.

Are Apple’s amped up video capabilities strictly for the selfie crowd, or is there something serious emerging here?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.

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