---
schema_type: "SoftwareApplication"
entity_type: "Mobile Application"
app_name: "Exif Metadata"
developer_entity: "New Marketing Lab, Inc"
bundle_id: "com.newmarketinglab.ExifMetadata"
app_store_id: "1455197364"
google_play_id: "com.cac.photoexifedit"
category: "Photo & Video"
primary_platform: "ios"
primary_monetization: "Freemium"
offline_capable: false
market_region: "US"
platforms: "iOS & Android"
app_last_updated: "2026-05-03"
report_date: "2026-05-15"
last_verified: "2026-05-15T21:05:55.399Z"
report_version: "3.5"
total_reviews: 5980
overall_rating: 4.54
sentiment: "Excited"
sentiment_score: 85
confidence: "high"
confidence_score: 0.7
top_praise_theme: "Privacy control"
top_complaint_theme: "Feature gating"
review_sample_size: 69
data_age_days: 39
momentum_velocity: "maintenance"
intelligence_version: 3
nemesis: "Screenshot"
competitor_count: 11
tags: ["photo & video", "freemium", "excited sentiment", "mobile app", "app review", "app analysis", "iphone", "users,", "including"]
canonical_url: "https://marlvel.ai/intel-report/photo-video/exif-metadata"
license: "CC-BY-NC 4.0"
content_version: "v2"
---

# Exif Metadata App Audit

## TL;DR {#tldr}

- **Category**: Photo & Video · Freemium
- **Signal**: Rating 4.54 · Sentiment Excited
- **Recent focus**: Feature gating (top complaint) · Privacy control (top praise)

> **TL;DR:** Exif Metadata is a photo & video app by New Marketing Lab, Inc, rated 4.54/5 by 6K users, with Excited user sentiment (85/100), available on iOS & Android.
>
> **Marlvel.ai App Intelligence** — Independent analysis. US Market. No publisher influence.

<!-- speakable-start -->
> **Key Insight:** Exif Metadata maintains Excited user sentiment (4.54/5 from 6K reviews), with users consistently praising privacy control.
<!-- speakable-end -->

## Quick Facts

| Fact | Value |
| :--- | :--- |
| **Rating** | 4.54/5 (6K reviews) |
| **User Mood** | Excited |
| **Category** | Photo & Video |
| **Developer** | New Marketing Lab, Inc |
| **Pricing** | Freemium |
| **Platforms** | iOS & Android |
| **Confidence** | High (0.7/1.0) |
| **Data Age** | 0d |

## Metadata & Market Performance
- **Publisher:** New Marketing Lab, Inc
- **Category:** Photo & Video
- **Target Audience:** iPhone and iPad users, including parents and photographers, who require privacy control and metadata management for their photo libraries.
- **Platforms:** iOS & Android
- **Version Audited:** 3.5
- **Audit Date:** 2026-05-15
- **Signal Count:** 69 reviews analyzed
- **Confidence:** High (0.7/1.0)
- **App Store ID (iOS):** 1455197364
- **Bundle ID:** com.newmarketinglab.ExifMetadata
- **Google Play ID:** com.cac.photoexifedit
- **Performance Trend:** Mixed
- **Data Window:** Analysis based on signals collected up to 2026-05-15

<!-- section:executive-snapshot -->
## Executive Snapshot
**What it is:** Exif Metadata is a photo utility app for iOS and iPadOS that allows users to view, edit, and remove image metadata.
**Why users hire it:** Users hire this app to scrub sensitive GPS location data from photos before sharing them online, fulfilling a privacy-first job-to-be-done.
<!-- /section:executive-snapshot -->

<!-- section:features -->
## App DNA (Features & Intent)
- **[Differentiator] Bulk Metadata Editing:** Allows modification of metadata tags for multiple photos simultaneously
- **[Differentiator] Metadata Filtering:** Sorts library to identify photos missing location or specific metadata tags
  * *User Intent:* Users want to quickly find relevant content or features.
- **[Standard] Photos App Extension:** Enables viewing of metadata directly within the system Photos app
- **[Differentiator] On-Device Processing:** Metadata operations occur locally without server-side data transmission
  * *User Intent:* Users seek enhanced value through premium features.
<!-- /section:features -->

<!-- section:market-position -->
## Market Position {#market-position}

The app maintains a 4.56 rating on iOS with 5,902 ratings, significantly outperforming the 2.45 rating on Android. This platform disparity signals that the current feature set is optimized for iOS workflows while failing to meet Android user expectations.
<!-- /section:market-position -->

## Monetization Strategy
- **Model:** Freemium
- **Tiers:** Free version with basic viewing and editing, Pro version via annual subscription or one-time payment
- **Analysis:** Freemium model uses feature-gating for bulk operations and filtering to convert casual users to paid subscribers.

<!-- section:sentiment -->
## 🟢 User Sentiment (High Confidence: 6K reviews) {#user-sentiment}
- **Overall Rating:** 4.54/5
- **Platform Split:** iOS 4.6/5 (5.9K ratings) | Android 2.5/5 (78 ratings)
- **Overall Sentiment:** Excited

### Top Praises
- **Privacy control**
- **Simplicity**

### Top Complaints (Impact Areas)
- **Feature gating**

<!-- /section:sentiment -->
<!-- section:swot -->
## SWOT Analysis {#swot}

**Core Strengths:**
- On-device processing mechanism ensures user trust for privacy-sensitive photo management
- Photos app extension reduces friction by keeping users in the native library

**Critical Frictions:**
- 2.1-star rating gap between Android and iOS platforms
- Bulk-editing gate creates conversion friction for casual users

**Growth Levers:**
- Develop B2B partnerships for privacy-focused photo management in professional settings
- Expand metadata support to include ProRAW files

**Market Threats:**
- Screenshot's massive review volume and text-extraction capabilities
- Potential system-level metadata scrubbing features in future iOS updates

<!-- /section:swot -->
## Recent Changes (v2 → v3) {#recent-changes}

The app's competitive outlook shifted from managing ad-driven churn to addressing platform-specific performance gaps and refining the freemium conversion funnel.

**Overall trend**: Mixed
**Compared at**: 2026-05-15

### High-impact changes
- **[Improved] Sentiment Score Increase** (sentiment) — Overall sentiment improved from 'terrible' to 'positive', with the sentiment score rising from 20 to 85.
- **[Shifted] Competitive Landscape Pivot** (positioning) — Replaced Fluntro with Screenshot as the primary nemesis, shifting focus from metadata-only rivals to utility-heavy competitors.
- **[Added] Platform Parity Weakness** (swot) — Added a new weakness identifying a 2.1-star rating gap between Android and iOS platforms.

### Medium-impact changes
- **[Shifted] Feature Gap Re-prioritization** (features) — Removed share-sheet and map view gaps; added advanced text extraction and smart block capture gaps.
- **[Shifted] PM Action Item Pivot** (positioning) — Shifted focus from ad-frequency reduction to Android platform parity and bulk-edit trial implementation.

<!-- section:rivals -->
## Rivals Landscape {#rivals}

> Competitive positioning identified by AI analysis of app features, category, and market signals.

### Exif Metadata vs Screenshot — Head to Head
- **[Screenshot](https://marlvel.ai/intel-report/utilities/screenshot)** by 华 庄: This app competes directly by capturing the utility-focused user base that manages photo metadata and file organization, often overlapping with users who need to scrub or edit image information.
  - **Key differences:**
    - Massive user base provides significant data advantage for training text extraction and smart block capture models
    - High-frequency release cadence ensures rapid adaptation to new iOS screenshot formats and system-level UI changes
    - Advanced text extraction capabilities turn static images into actionable data, far exceeding basic metadata editing
  - **Where Exif Metadata wins:**
    - ✅ Specialized focus on deep EXIF metadata manipulation provides more granular control for professional photographers
    - ✅ Dedicated tools for removing sensitive GPS location data offer superior privacy workflows for casual users
  - **Where Screenshot wins:**
    - ❌ Dominant market presence and massive review volume create a powerful brand-as-category defensive moat
    - ❌ Smart Block Capture features provide high-utility automation that keeps users within the app ecosystem longer
  - **Verdict:** The target should pivot toward privacy-centric power features that Screenshot ignores, as competing on general utility scale is currently unfeasible.

### Contenders (Strong Challengers)
- **[Canon Mini Print](https://marlvel.ai/intel-report/photo-video/canon-mini-print)** by Canon U.S.A., Inc.: It competes for the attention of mobile photographers who use apps to manage, edit, and prepare images for printing.
  - Advanced tile and collage printing features offer creative utility that exceeds standard metadata management tools
  - Remote live-view functionality provides a professional-grade camera control experience that justifies higher user retention
- **[Biometric Passport Photo](https://marlvel.ai/intel-report/photo-video/biometric-passport-photo)** by Vitalij Schaefer: It overlaps with the target by providing utility-driven photo adjustment tools for specific regulatory requirements.
  - Global passport template library offers a broader geographic utility than the target's general metadata focus
  - AirPrint integration streamlines the workflow from digital adjustment to physical print without leaving the app
- **[HP Sprocket](https://marlvel.ai/intel-report/photo-video/hp-sprocket)** by C&A Marketing, Inc.: This app targets the same mobile photography demographic, focusing on post-capture processing and physical output preparation.
  - Hardware-software integration creates a strong ecosystem lock-in that pure software metadata tools cannot easily replicate
  - Exclusive embellishments and event modes drive high user engagement through creative, social-first photo editing features
- **[Passport Photo - ID Photo](https://marlvel.ai/intel-report/photo-video/passport-photo-id-photo)** by Vitalij Schaefer: It competes for the same photo-utility audience by offering specialized image processing tools that require precise metadata and formatting.
  - Automated background replacement technology solves a major pain point for users preparing professional ID documentation
  - Pre-configured passport templates provide immediate value, reducing the manual effort required for standard photo editing

### Peers (What They Do Better)
- **[Liene Photo](https://marlvel.ai/intel-report/utilities/liene-photo)** by Hannto Technology Co., Ltd.: It competes in the photo utility space by combining image editing with specific hardware-based printing workflows.
  - Dye-sublimation printing support provides a high-quality physical output that differentiates it from digital-only metadata apps
  - Built-in hotspot connectivity simplifies the printing process, removing common friction points for mobile users
- **[GyroCam | Always Upright Video](https://marlvel.ai/intel-report/photo-video/gyrocam-always-upright-video)** by Fayaz Shaikh: It addresses the technical needs of mobile videographers, overlapping with the target's focus on image data and orientation.
  - Real-time orientation detection provides a unique technical solution for video stability that metadata tools lack
  - Manual camera controls offer granular adjustments that appeal to users seeking professional-level mobile video production
- **[CamRanger 2 - Camera Control](https://marlvel.ai/intel-report/photo-video/camranger-2-camera-control)** by CamRanger: It occupies the professional photography niche, focusing on the technical aspects of image capture and metadata handling.
  - Automatic focus stacking provides a specialized technical advantage for macro and landscape photographers
  - Wireless tethering capabilities offer a professional-grade workflow that differentiates it from casual photo editors
- **[Sony | Creators' App](https://marlvel.ai/intel-report/photo-video/sony-creators-app)** by Sony Corporation: It serves the same professional and enthusiast photographer base by managing camera-to-phone workflows and metadata.
  - Direct cloud storage integration creates a seamless backup workflow that metadata-only apps cannot match
  - Native camera settings management provides deep hardware control, positioning the app as an essential professional tool

### New Kids on the Block (What's Innovative)
- **[Piczy - Photo Organizer](https://marlvel.ai/intel-report/photo-video/piczy-photo-organizer)** by Lunar Apps: It enters the photo utility market by focusing on the organization and cleanup of image libraries, a common secondary need for metadata users.
  - Swipe-based cleanup interface offers a gamified, high-velocity user experience for managing large photo libraries
- **[Steady Cam: Horizon Lock](https://marlvel.ai/intel-report/photo-video/steady-cam-horizon-lock)** by NOOR HOOR BUILDERS & MARBLES ( PRIVATE ) LIMITED: This newcomer targets the technical photography/videography utility space, focusing on image correction and alignment.
  - Automatic horizon alignment provides a specific, high-value correction tool that simplifies complex video editing tasks

<!-- /section:rivals -->
<!-- section:whats-new -->
## What's New

- **Latest (v3.5, 1 weeks ago):** Improved photo saving behavior for edited images within existing albums.
<!-- /section:whats-new -->

<!-- section:momentum -->
## App Momentum (Maintenance) {#momentum}

- Ships regular stability updates.
- Maintains high iOS rating baseline.

> **Cadence:** 2 total versions · 0 majors in last 6 months · 12 days since last update · 286 days avg between updates

<!-- /section:momentum -->

<!-- section:so-what -->
## The "So What?" (Strategic Takeaway) {#so-what}

Exif Metadata is a market-leading photo & video app that is free with in-app purchases.
With a 4.54/5 rating from 6K reviews, it delivers strong user satisfaction.

<!-- speakable-start -->
> **Bottom Line:** Exif Metadata holds a strong privacy-first position on iOS, but the Android performance gap and conversion friction threaten long-term growth, so the team must prioritize Android parity and trial-gating to stabilize the user base.
<!-- speakable-end -->

**Best for:** iPhone and iPad users, including parents and photographers, who require privacy control and metadata management for their photo libraries.

<!-- section:pm-actions -->
### PM Action Plan (Next Best Moves)

- [ ] [PIVOT] [HIGH IMPACT] Audit Android user experience because the 2.1-star rating gap indicates severe platform-specific friction → improve Android retention — *The 2.45 Android rating vs 4.56 iOS rating shows a critical failure in platform parity.* _(trade-off: deprioritize Pause the ProRAW support sprint — Android parity is a higher-risk churn driver.)_
- [ ] [INVEST] [MEDIUM IMPACT] Ship a limited-use bulk edit trial because feature-gating is the top complaint theme → increase conversion rate — *User reviews explicitly flag the bulk-editing gate as a primary frustration.* _(trade-off: deprioritize Deprioritize the UI refresh — conversion impact outweighs aesthetic updates.)_
<!-- /section:pm-actions -->

<!-- section:feature-gaps -->
### Feature Gaps vs Competitors

- Advanced text extraction (available in Screenshot but missing here)
- Smart block capture (available in Screenshot but missing here)
<!-- /section:feature-gaps -->

<!-- section:outlook -->
### Outlook: Mixed

The photo utility market is consolidating around privacy-centric tools, and Exif Metadata is well-positioned on iOS but exposed on Android. The team must address the platform rating disparity to prevent competitors from capturing the Android segment, as the current iOS-only success will not sustain long-term category dominance.

- 🔴 The 2.1-star rating gap on Android indicates that the current build fails to meet platform expectations, which will accelerate churn if left unaddressed.
- 🟢 Consistent 4.56 rating on iOS suggests the core privacy-scrubbing utility remains highly valued, providing a stable revenue base for future expansion.
<!-- /section:outlook -->

<!-- /section:so-what -->

<!-- section:metrics -->
## Key Metrics Summary

| Metric | Value |
| :--- | :--- |
| Overall Rating | 4.54/5 |
| Total Reviews | 6K |
| Sentiment | Excited (85/100) |
| Confidence | High |
| Pricing Model | Freemium |
| Platforms | iOS & Android |
| Key Features | 4 analyzed |
| Trend | Mixed |
| Outlook | Mixed |
<!-- /section:metrics -->

## Competitor Comparison

| App | Rating | Sentiment | Developer |
| :--- | :--- | :--- | :--- |
| **Exif Metadata** (this app) | 4.54/5 | Excited | New Marketing Lab, Inc |
| [Piczy - Photo Organizer](https://marlvel.ai/intel-report/photo-video/piczy-photo-organizer) | N/A/5 | N/A | Lunar Apps |
| [CamRanger 2 - Camera Control](https://marlvel.ai/intel-report/photo-video/camranger-2-camera-control) | 4.6/5 | Excited | CamRanger |
| [Passport Photo - ID Photo](https://marlvel.ai/intel-report/photo-video/passport-photo-id-photo) | 4.5/5 | Excited | Vitalij Schaefer |
| [HP Sprocket](https://marlvel.ai/intel-report/photo-video/hp-sprocket) | 4.7/5 | Excited | C&A Marketing, Inc. |
| [Canon Mini Print](https://marlvel.ai/intel-report/photo-video/canon-mini-print) | 4.8/5 | Excited | Canon U.S.A., Inc. |

## Company Profile
- **Developer:** New Marketing Lab, Inc
- **Website:** [https://www.sixstarapps.com/exif-metadata/](https://www.sixstarapps.com/exif-metadata/)

## Data Sources & Links
- **App Store:** [View on Apple Store](https://apps.apple.com/us/app/exif-metadata/id1455197364?uo=4)
- **Google Play:** [View on Google Play](https://play.google.com/store/apps/details?id=com.cac.photoexifedit&hl=en&gl=us)
- **Dev Site:** [Official Website](https://www.sixstarapps.com/exif-metadata/)
- **Sources:** Developer website content, App store metadata, User reviews.

## Related Intel Reports
- [*Piczy - Photo Organizer*](https://marlvel.ai/intel-report/photo-video/piczy-photo-organizer) (Lunar Apps) — N/A Rating | N/A Sentiment
- [*CamRanger 2 - Camera Control*](https://marlvel.ai/intel-report/photo-video/camranger-2-camera-control) (CamRanger) — 4.6/5 Rating | Positive Sentiment
- [*Passport Photo - ID Photo*](https://marlvel.ai/intel-report/photo-video/passport-photo-id-photo) (Vitalij Schaefer) — 4.5/5 Rating | Positive Sentiment
- [*HP Sprocket*](https://marlvel.ai/intel-report/photo-video/hp-sprocket) (C&A Marketing, Inc.) — 4.7/5 Rating | Positive Sentiment
- [*Canon Mini Print*](https://marlvel.ai/intel-report/photo-video/canon-mini-print) (Canon U.S.A., Inc.) — 4.8/5 Rating | Positive Sentiment
- [*Biometric Passport Photo*](https://marlvel.ai/intel-report/photo-video/biometric-passport-photo) (Vitalij Schaefer) — 4.6/5 Rating | Positive Sentiment
- [*Liene Photo*](https://marlvel.ai/intel-report/utilities/liene-photo) (Hannto Technology Co., Ltd.) — 3.1/5 Rating | Mixed Sentiment
- [*Sony | Creators' App*](https://marlvel.ai/intel-report/photo-video/sony-creators-app) (Sony Corporation) — 4.2/5 Rating | Mixed Sentiment
- [*Screenshot*](https://marlvel.ai/intel-report/utilities/screenshot) (华 庄) — 4.5/5 Rating | Mixed Sentiment
- [*Steady Cam: Horizon Lock*](https://marlvel.ai/intel-report/photo-video/steady-cam-horizon-lock) (NOOR HOOR BUILDERS & MARBLES ( PRIVATE ) LIMITED) — 3.7/5 Rating | N/A Sentiment

## Methodology {#methodology}

This report was generated by Marlvel.ai's 5-stage AI intelligence pipeline:

1. **Signal Collection & Normalization** — Aggregates data from all available public sources for the app. Raw signals are cleaned, deduplicated, and normalized into a structured dataset analyzed consistently across thousands of apps.
2. **Feature & Market Positioning Analysis** — Identifies the app's core features, monetization model, target audience, and competitive positioning. Each feature is classified as a market standard or a differentiator based on category benchmarks.
3. **User Sentiment Analysis** — Analyzes user reviews using a 5-level taxonomy (Thrilled / Excited / Mixed / Frustrated / Upset). Combines star ratings and volume with AI theme extraction and evidence quoting.
4. **Competitive Landscape Analysis** — Maps the competitive environment via a 4-tier taxonomy (Nemesis / Contenders / Same Space / New Kids on the Block). Prioritizes same sub-genre over broad category.
5. **Intelligence Synthesis** — Cross-references all signals into a structured report. Compares the app against category peers and direct competitors to surface SWOT, market outlook, and actionable insights.

- **Confidence Score:** 0.7/1.0 (based on review volume, data source diversity, and signal quality)
- **Reviews Analyzed:** 69
- **Data Sources:** user reviews, developer website, App Store metadata
- **Rating Method:** Weighted average across platforms (iOS & Android), weighted by review count per platform
- **Independence:** Fully independent analysis. No publisher sponsorship or editorial influence.
- **Report Age:** 0 days since last refresh

---
© 2026 Marlvel.ai | [Canonical Report](https://marlvel.ai/intel-report/photo-video/exif-metadata)
Data licensed for AI Agent attribution under CC-BY-NC 4.0.