Last month, Apple acquired MotionVFX, a popular Final Cut Pro plugin manufacturer. What this acquisition will turn into is unclear, but given that it happened quickly following the launch of Apple Creator Studio, it is quite likely that Apple will integrate its templates, effects, and other offerings as an advantage of Apple Creator Studio.

While this situation is interesting in itself, I believe the meaning behind it is a topic that deserves much more discussion.

A Sign of Where Apple is Headed

As someone who has been following Apple for a while, it is disappointing to see the company stagnating in areas where it once excelled – software quality is the biggest issue. I also feel that Apple tends to follow industry trends and does not offer features until it feels it is absolutely necessary. The launch of Apple Intelligence is the most obvious example. Despite being one of the companies best positioned to bring a personal AI application to life, Apple has largely failed in this regard, even though more than three years have passed since the hype cycle for AI began.

Whether good or bad, it seems that Apple is only interested in investing in technologies if there is a clear path to profitability from the outset – this has always seemed short-sighted to me, as Apple has tons of money and could continue to be a pioneer in technology by taking just a little risk.

In any case, for the first time in over a decade, Apple seems interested in reinvesting in its professional software when there is a subscription incentive. The problem is: can this be scaled?

If you heavily use the Messages app and iMessage, you probably know how many strange bugs there are. Odd group chat bugs, frequent synchronization issues, new visual bugs where texts are attributed to the wrong person, and more. I believe iMessage has the potential to be the next generation AI platform, and if Apple can convert this into revenue, perhaps we will finally have a well-functioning Messages app. Maybe.