{"id":338094,"date":"2017-04-12T04:45:53","date_gmt":"2017-04-11T20:45:53","guid":{"rendered":"http:\/\/techcrunch.com\/?p=1474959"},"modified":"2017-04-12T04:45:53","modified_gmt":"2017-04-11T20:45:53","slug":"apple-clips-scored-up-to-1-million-downloads-in-its-first-4-days","status":"publish","type":"post","link":"https:\/\/people.utm.my\/asmawisham\/apple-clips-scored-up-to-1-million-downloads-in-its-first-4-days\/","title":{"rendered":"Apple Clips scored up to 1 million downloads in its first 4 days"},"content":{"rendered":"

<\/p>\n

In its first four days on the market, Apple\u2019s\u00a0new social video editing app Clips reached between 500,000 and a million downloads, according to estimates\u00a0from app store analytics firm App Annie. However, despite heavy press coverage and featured positions in the App Store, Clips hasn\u2019t yet broken into the top 20 apps by ranking in the U.S. App Store\u2019s Top Charts.<\/p>\n

The day after its debut on Thursday<\/a>, the app climbed to No. 28 in the App Store, its highest rank so far, per App Annie\u2019s data. To put that in perspective, Apple\u2019s Music Memos app<\/a> \u2013 a fairly niche app aimed at musicians \u2013 reached No. 29 that day.<\/p>\n

Music Memos, we should note, no longer registers on the Top Overall Charts, as App Annie doesn\u2019t track rankings below No. 1750.<\/p>\n

But according to data from two firms, Sensor Tower and App Annie, Clips already\u00a0beat Music Memos in terms of downloads, if not rankings.<\/p>\n

Another point of comparison for Clips is Instagram\u2019s Layout. While the former is focused on video and the latter is for photos, both apps are broadly\u00a0about editing media for the purpose of social sharing. During Clips\u2019 first four days, it was ranking in the No. 5 to No. 6 range in the competitive Photo & Video category on the App Store, while Instagram\u2019s Layout was in the No. 17 to No. 35 range, and as low as 80, in its first days, App Annie said.<\/p>\n

\"\"<\/p>\n

But Clips is slipping in the U.S. charts already. Over its\u00a0launch\u00a0weekend \u2013 a time when\u00a0the app could have gotten a boost from curious users looking to play with Apple\u2019s latest toy \u2013 Clips instead continued to drop. By Saturday, it was No. 39 in the U.S. By Sunday, 40. Today, it\u2019s 53.<\/p>\n

U.S. rankings don\u2019t tell the full story of downloads, of course \u2013 Clips is available worldwide. But in this case,\u00a0the U.S. accounts for around a quarter of its total downloads, so its performance in this market matters.<\/p>\n

The U.S. is currently the\u00a0largest market for Clips downloads (25% share), says\u00a0App Annie, followed by China (roughly 16%), with Japan, Russia and Hong Kong rounding out the top five.<\/p>\n

\"\"<\/p>\n

Beyond Clips\u00a0simply being a new app from Apple, the app\u00a0will ultimately succeed or fail based on its ability to tap into the network effects that come with social sharing.<\/p>\n

\u201cThe average user is not yet aware of it,\u201d notes Danielle Levitas, Senior Vice President, Research & Professional Services at App Annie.\u00a0\u201cThey\u2019ll start to become more aware of it through that\u00a0network effect as people share these clips in Facebook, in Instagram, in WeChat,\u201d she says. Clips does not have its own built in social network, so it will rely on these shares.<\/p>\n

\u201cThe question for Apple will be not only where this is in terms of downloads \u2013 which is obviously important when a new app launches \u2013 but\u2026what is the network effect?,\u201d says\u00a0Levitas.<\/p>\n

Those effects will be tied to Apple\u2019s ability to get the app onto people\u2019s devices. In this area, it has an advantage: it owns the platform. With a 42 percent share of smart devices in the U.S. and the App Store as the\u00a0single point of entry to the world of mobile applications, Apple can heavily promote its own apps if it chooses. And it certainly is doing so with Clips.<\/p>\n

The company placed Clips in featured banners both on the homepage and in the Photo & Video\u00a0category page\u00a0in its App Store, and it gave Clips the number one position\u00a0on Apple\u2019s\u00a0\u201cNew apps we love\u201d list.<\/p>\n

\"\"<\/p>\n

Plus, there\u2019s the accompanying onslaught of press coverage from not only the typical array of technology news sites and Apple blogs, but also a slew of mainstream media outlets like The Wall St. Journal<\/a>, Reuters<\/a>, Time<\/a>, CNN<\/a>, CNBC<\/a>, and many others. It\u2019s kind of impossible to not know that Apple launched a new app, if you spend any time online at all.<\/p>\n

That being said, not all iOS device owners read the news, or launch the App Store regularly.<\/p>\n

\"\"<\/p>\n

It seems like Clips is catching on with those who\u2019ve tried it, however, leading to a 4-star rating and many rave reviews on the App Store. The app\u00a0seems to appeal to those who are already familiar with video editing, and find Clips to be a less bloated alternative to iMovie for iOS. But those with less experience complained\u00a0the app doesn\u2019t feel that intuitive or has poor navigational elements, among other things.<\/p>\n

As TechCrunch\u2019s own review noted,<\/a> many of Clips\u2019\u00a0features are buried, with the goal of keeping it simple. This could have the side effect of\u00a0making them hard to find. And\u00a0it\u2019s clear\u00a0not everyone agrees<\/a> that Apple has built a straightforward app. The user interface is not as simple\u00a0as it could be<\/a>, some reviewers said, leading to a bit of learning curve<\/a> to getting the hang of it. These are areas Apple may need to iterate upon in the future.<\/p>\n

In the meantime, Apple could\u00a0gain real-world insight into what people want to do with their videos. Eventually, it could choose to\u00a0port a feature or two from Clips \u2013 like its filters, overlays or other live editing tools\u00a0\u2013 to its main Camera app.<\/p>\n

But Clips\u2019\u00a0real test won\u2019t be rankings or downloads, but\u00a0in the number of clips the app ends up producing, and their distribution. Those numbers won\u2019t be visible for at least a month out from launch, at the earliest.<\/p>\n","protected":false},"excerpt":{"rendered":"

\"\" In its first four days on the market, Apple’s\u00a0new social video editing app Clips reached between 500,000 and a million downloads, according to estimates\u00a0from app store analytics firm App Annie. However, despite heavy press coverage and featured positions in the App Store, Clips hasn’t yet broken into the top 20 apps by ranking in the U.S. App Store’s Top Charts. The day… Read More<\/a><\/p>\n

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