Apple acquires video editing firm MotionVFX

Apple has acquired MotionVFX, a Warsaw-based developer of templates, advanced capabilities, and plug-ins—which are software add-ons for video editing. The financial terms of the transaction have not been disclosed. Apple, which rarely publicly discloses its acquisitions, did not respond to a request for comment.

Founded in 2009, MotionVFX has spent over 15 years developing professional-grade video editing tools, graphics, and templates. The company offers subscription packages starting at $29 per month for access to its products, which are designed for software like Apple’s Final Cut Pro. According to MotionVFX, its mission has been to create visually inspiring content and effects for video editors, focusing on quality, ease of use, and design. Following the acquisition, MotionVFX’s tools will likely be integrated into Apple’s services. In a statement published on its website, MotionVFX announced: “We are extremely excited to share that MotionVFX is joining the Apple team to continue to empower creators and editors to do their best work.”

The acquisition could help Apple compete with Adobe Premiere Pro and the broader Adobe Creative Cloud suite. Specifically, Apple is looking to attract more subscribers to Creator Studio, Apple’s subscription bundle. Launched in January, the Creator Studio bundle offers access to six creative applications across Mac and iPad devices:

• Final Cut Pro, Logic Pro, and Pixelmator Pro, which are available on both Mac and iPad
• Motion, Compressor, and MainStage, which are available on Mac

The bundle also includes premium content for Apple’s iWork applications, which consist of Keynote, Pages, and Numbers. The Creator Studio subscription is priced at $12.99 per month or $129 per year.

This acquisition aligns with Apple’s broader strategy to expand its services business, which has become one of its largest growth drivers in recent years. The services segment accounted for more than 26% of Apple’s total revenue in the last fiscal year, representing a notable increase from the 8.5% share reported in 2015.

Why it matters

Apple is looking to attract more subscribers to its Creator Studio subscription bundle through this acquisition, which could help the company better compete with Adobe’s creative software suite.