• by Gavin O'Malley , Staff Writer @mp_gavin, March 28, 2017

Sorry, Snap -- but Apple just gave iOS users one less reason to employ their Snapchat apps.

Now, iOS users who want to share videos with captions can choose Apple's Clips. With the Clips app, people can share multimedia videos with friends through their Messages app, along with Instagram, Facebook and other popular social channels.

Clips also comes with “Live Titles” -- a feature that allows users to create animated captions and titles using just their voice.

Apple’s mission was to make Clips as simple a service as possible, according to Susan Prescott, Apple’s vice president of apps product marketing. “It’s incredibly easy to use,” she stated.

With Clips, users can also create multi-clip videos without timelines, tracks or editing tools.

Caption options include comic book filters, speech bubbles, shapes and full-screen animated posters.

While its success is far from certain, Clips obviously threatens Snapchat’s position as a go-to app for sharing video with friends. Since Snap went public earlier this month, its products are being scrutinized more than ever.

That said, there could be room in the market for more than one messaging service.

Indeed, time spent in social and messaging apps grew by an astounding 394% over the last year, according to recent findings from Flurry.

This column was previously published in Moblog on March 21, 2017.