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Some of the effects possible using Photoshop Camera. Image: Adobe

Adobe is debuting a new app, Photoshop Camera, designed to bring the power of the popular photo-editing tool straight into the camera. The move allows consumers to apply artsy filters, swap out backgrounds and more even before the picture is taken.

Why it matters: Adobe has a goal of getting its tools in the hands of vastly more people. That means reaching consumer shutterbugs where they are at, which increasingly is within the camera app of their smartphones.

Axios' Ina Fried got a very early look at what became Photoshop Camera back in 2017, writing at the time:

"What initially looked like a standard camera app turned out to be a proof-of-concept from Adobe Labs that uses neural algorithms to apply different artistic styles to photos. It's similar to popular apps like Pixma, but with enough real-time abilities that you can see what the result will look like before even taking the picture."

It's come much farther in the last 18 months, adding more depth and utility, while retaining a decidedly simple interface designed to make sure people feel like they can just take a picture without also having to understand Photoshop.

Photoshop Camera is launching in limited preview; those interested can sign up here.

Meanwhile: Adobe is also making several other moves at its Max conference, which started today in L.A. Specifically, it is:

  • Releasing the initial version of Photoshop for the iPad, which was teased at last year's show and has been in testing.
  • Showing a preview of Illustrator for the iPad, with the final version targeted for next year.
  • Bringing its new Fresco painting app, released recently for iPad, to Microsoft Windows.

Go deeper

Dave Lawler, author of World
6 mins ago - World

Modi humbled by India's coronavirus crisis

Still looming large, in New Delhi. Photo: Anindito Mukherjee/Bloomberg via Getty

After mishandling the worst domestic crisis India has faced in decades, Prime Minister Narendra Modi’s approval ratings have plummeted … to 63%.

Breaking it down: While that’s down from 74% before India’s second wave struck, per Morning Consult’s tracker, it still makes him perhaps the most popular leader of any major democracy. But despite his enduring popularity, Modi no longer appears invulnerable.

Dave Lawler, author of World
Updated 44 mins ago - World

Israeli ground troops join the fight near Gaza, raising threat of war

Israeli troops prepare to fire shells toward the Gaza Strip. Photo: Emmanuel Dunand/AFP via Getty Images

Israeli ground troops have joined the fight near the Gaza Strip, the Israel Defense Forces announced on Thursday night.

Driving the news: While tanks and artillery were deployed for the first time on Thursday, the IDF says no ground troops have crossed into Gaza. Israel has called up 9,000 reservists and massed at least three brigades on the frontier with Gaza, which is controlled by Hamas.