Around three years ago, a new photography app hit the App Store. Called VSCo Cam, the app came from Visual Supply Company, makers of film emulation presets for Lightroom, ACR, Aperture etc. It was never meant to compete against Instagram, but that is how a lot of people saw it. (Some probably still call it the anti–Instagram.)
Today, with the recently released 4.4.1 version and renamed simply VSCO, the app stands as arguably the best filter for iPhone, but is really a full–powered editing suite and manual camera. Most use it in conjunction with all their mobile photography needs, not merely as an Instagram competitor. And with nearly a hundred million uses, #vscocam is Instagram’s most popular hashtag today. Competitor Snapseed has four million, Afterlight has three.