• by Gavin O'Malley  @mp_gavin, April 4, 2017

Does the world need another photo editing app?

Betting that it does, Microsoft just unveiled Sprinkles -- a new camera app, which uses artificial intelligence software to suggest smart captions.

“Captions are unique to what’s in the picture, so try different things, such as coffee, food, pets and selfies,” the software giant suggests on Sprinkles’ iTunes preview page.

Not unlike Snapchat, Sprinkles can also frame users’ faces, and then custom fit the images with fun graphics. The new app also features hundreds of emojis and stickers. Additional offerings are expected to be added regularly.

Like Facebook, it’s no secret why Microsoft would look to Snapchat for a more successful mobile blueprint.

On the heels of a big IPO, Snap is poised for explosive growth. This year, Snapchat’s domestic ad revenue will grow 157.8% to $770 million, eMarketer expects.

Snapchat officially joined the ranks of the Top 10 most popular apps in late 2016, according to comScore.

“Snapchat … went from being a very popular app among the younger demographics to being one of the most popular apps among the general population,” Adam Lella, senior analyst at comScore, recently toldMediaPost’s Moblog.

Of particular note, Snapchat’s general popularity has yet to undercut its status among Millennials, according to comScore. At the end of 2016, a whopping 78% of U.S. consumers ages 18-to-24 -- and 48% of those 25-to-34 -- were using Snapchat.

Of course, no single app can jolt Microsoft out of its mobile malaise. Android bested Microsoft Windows as the world’s most popular operating system in March, according to Web analytics firm StatCounter.

“It marks the end of Microsoft’s leadership worldwide of the OS market which it has held since the 1980s,” Aodhan Cullen, CEO of StatCounter, noted in a related report.