Clips could be Apple’s most addictive content creation app ever

Creativity is a shared urge. We all have it, but many stumble on the execution. It’s why we’re not all pro photographers, musicians and movie makers. 

If you simplify the tools and put them within easy reach of enough people, that starts to change. We’ve seen it with the proliferation of stories across a wide-range of broadly available social media platforms.

But apps like Instagram and Snapchat have their limits, especially when it comes to permanence. Even the most beautiful snap will be gone in a day.

Tools, like Apple’s iMovie (the free version that runs on iOS) that offer richer tools and more permeance are inscrutable and lack the sense of fun promised by Instagram and Facebook Stories. Whatever you create might look good but will lack that sense of fun and shareability. Read more...