Apple to buy Pixelmator: what is this new company joining Apple ?

The Photomator app. © Pixelmator

Regularly, Apple buys companies to improve its offering. Among the most important acquisitions, there are those of Shazam, Beats Music or the acquisition of a part of Intel for the development of its 5G chips. And this week, a new acquisition has been made official: that of Pixelmator, a company based in Lithuania.

In a blog post, Pixelmator announced that it has signed an agreement to be acquired by Apple, subject to regulatory approval. For now, no changes have been announced for the company's apps and services: Pixelmator Pro, Pixelmator, and Photomator.

Why did Apple decide to buy Pixelmator ?

In announcing the acquisition, Pixelmator explained that it has always been inspired by Apple's philosophy. “Now, we will have the opportunity to reach an even wider audience and have an even greater impact on the lives of creators around the world,”we also read in the publication. It does not indicate what Apple's interest is in this acquisition. But it is clear that the Cupertino company is buying Pixelmator in order to be able to offer its users new features in terms of photo editing.

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Some of you may already know this, but the products offered by Pixelmator are among the best applications for photo editing, whether on iPhone or computer. Pixelmator Pro describes its Pixelmator Pro app as a professional image editing tool that anyone can use. Indeed, in the design of its products, the company emphasizes ease of use. As for Photomator, it is described as a “powerful and easy-to-use photo editor for Mac, iPhone, iPad and Vision Pro.”

Apple will be able to better compete with Google Photos and the Google Pixel

Furthermore, as 9to5Mac notes, Pixelmator has not missed the turn towards artificial intelligence, since it already offers AI-based features, including one that automatically removes the background from a photo. And if the acquisition of this company is validated by regulators, Apple will be able to rely on Pixelmator's products and expertise to develop new photo editing functions for the iPhone, iPad and Mac. That would allow Apple to better compete with Google, whose Photos app and Pixel smartphones are already packed with AI-powered editing features.

• Apple plans to buy Pixelmator, if regulators approve the acquisition
• Pixelmator has developed powerful photo-editing tools that are easy for consumers to use
• It has also developed editing features based on artificial intelligence
• Pixelmator's technologies and expertise could allow Apple to offer new editing features on its products, and better compete
• Google Photo as well as Pixel smartphones, which are already full of AI-based photo editing features

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