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Expressive video, says Apple

Wednesday, 22 March, 2017

Cupertino, California — “Apple today introduced Clips, a new app that makes it quick and fun for anyone to create expressive videos on iPhone and iPad. The app features a unique design for combining video clips, photos and music into great-looking videos to share with friends through the Messages app, or on Instagram, Facebook and other popular social networks.”

That’s how yesterday’s PR release from Apple about its new Clips app begins. The word “expressive” does not appear anywhere in the Clips text so the curious reader has to search further for enlightenment. Is expressive video like immersive video? Or is it a format like FLV video, MP4 video or AVI video?

Susan Prescott, Apple’s VP of Apps Product Marketing, has the answer: “Clips gives iPhone and iPad users a new way to express themselves through video, and it’s incredibly easy to use.” Ah, so obvioius. And it’s incredibly easy for Apple to create new video categories. After expressive video, we can expect communicative video, indicative video, demonstrative video and assertive video, no doubt.

The most interesting aspect of Clips is what Apple calls “Live Titles.” This feature lets users create animated captions and titles using their voice. Effects include speech bubbles, shapes and posters. The captions are generated automatically, as you speak, appearing on screen synced with your voice and you can change them by adding your own text, punctuation or emoji.

Live Titles supports 36 different languages and the Clips app will be available for free in the App Store at the beginning in April. Over to you, Samsung.

Clips


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