As far as exciting announcements go, this one is just as breathtaking as being served a jury duty notice. Third-part Apps have been offering this service for a long time, so there is already an established market, which makes you wonder why Instagram took so long to develop something so simple? Layout aside, this latest development raises a wider question about Instagram's strategy.
In true Instagram style, they launched Layout on iOS only, with a vague promise that it will come to Android. Remember when they launched Hyperlapse back in in 2014? It came with a promise of Android which STILL has not arrived! Remember when Instagram itself first launched on iOS? It took months and months before they finally put in an appearance on Android. Why is this a problem?
Instagram consistently allow competitors to create a solution to the gaps they leave vacant, and Layout is a perfect example of this. If we look back to Hyperlapse, there are already several Android imitations apps available. If they ever do launch on Android, there will be no real great enthusiasm for the product, it won't be a necessity. They no longer lead, they follow.
Instagram is a strong brand in its own right, and there can be no arguments with that. They have an incredible user base now, which provides a strong platform for engagement and interaction across iOS and (mostly) Android. It is one brand, with one shop window, and if a product isn't available for all customers, is it really ready for release. The customers all want the products as and when they are released, and if they aren't there, they will be found somewhere else.
Will you be downloading Layout, or are you happy to keep using your existing editing Apps? Should Instagram launch on all platforms concurrently? Have your say!