--- 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: "2026-08-16" last_verified: "2026-08-16T00:00:00.000Z" report_version: "3.5" total_reviews: 5980 overall_rating: 4.5 sentiment: "Frustrated" sentiment_score: 25 confidence: "high" confidence_score: 0.8 top_praise_theme: "Core metadata editing functionality provides utility for users needing to manage photo information" top_complaint_theme: "Aggressive full-screen advertisements interrupt workflow and make the interface difficult to navigate" review_sample_size: 185 total_review_count: 185 analyzed_review_count: 69 data_age_days: 0 momentum_velocity: "maintenance" intelligence_version: 10 nemesis: "Screenshot App: Snipping Tool" competitor_count: 13 tags: ["photo & video", "freemium", "frustrated sentiment", "mobile app", "app review", "app analysis", "iphone", "users,", "including"] canonical_url: "https://marlvel.ai/apps/exif-metadata" license: "CC-BY-NC 4.0" content_version: "v2" --- # Exif Metadata Intelligence Report ## TL;DR {#tldr} - **Category**: Photo & Video · Freemium - **Signal**: Rating 4.54 · Sentiment Frustrated - **Recent focus**: Aggressive full-screen advertisements interrupt workflow and make the interface difficult to navigate (top complaint) · Core metadata editing functionality provides utility for users needing to manage photo information (top praise) > **TL;DR:** Exif Metadata is a photo & video app by New Marketing Lab, Inc, rated 4.54/5 by 6K users, with Frustrated user sentiment (25/100), available on iOS & Android. > > **Marlvel.ai App Intelligence** - Independent analysis. US Market. No publisher influence. > **Key Insight:** Exif Metadata faces Frustrated user sentiment (4.54/5 from 6K reviews), with users reporting aggressive full-screen advertisements interrupt workflow and make the interface difficult to navigate as the primary concern. ## Quick Facts | Fact | Value | | :--- | :--- | | **Rating** | 4.54/5 (6K reviews) | | **User Mood** | Frustrated | | **Category** | Photo & Video | | **Developer** | New Marketing Lab, Inc | | **Pricing** | Freemium | | **Platforms** | iOS & Android | | **Confidence** | High (0.8/1.0) | | **Data Age** | 0d | ## Metadata & Market Performance - **Publisher:** New Marketing Lab, Inc - **Category:** Photo & Video - **Target Audience:** iPhone and iPad users, including serious photographers and parents, who need to manage or remove sensitive location data from photos. - **Platforms:** iOS & Android - **Version Reviewed:** 3.5 - **Report Date:** 2026-08-16 - **Signal Count:** 185 reviews analyzed - **Confidence:** High (0.8/1.0) - **App Store ID (iOS):** 1455197364 - **Bundle ID:** com.newmarketinglab.ExifMetadata - **Google Play ID:** com.cac.photoexifedit - **Performance Trend:** Declining - **Data Window:** Analysis based on signals collected up to 2026-08-16 ## Executive Snapshot **What it is:** Exif Metadata is a photo utility for iOS and iPadOS that allows users to view, edit, and remove EXIF and GPS data from their images. **Why users hire it:** The app removes the privacy risk of sharing location data embedded in photos, a primary concern for parents and professional photographers. ## App DNA (Features & Intent) - **[Standard] Metadata Editing:** Modify aperture, exposure, date, and author tags. - **[Differentiator] Bulk Metadata Editing:** Update metadata for multiple photos simultaneously; premium-tier gate for power users. * *User Intent:* Users seek enhanced value through premium features. - **[Differentiator] Photos App Extension:** Access metadata viewing directly within the native iOS Photos app. ## Market Position {#market-position} Exif Metadata maintains a presence in the Photo & Video category, currently ranking in the top 100 grossing charts across multiple international markets. The gap between its utility-focused feature set and the high-volume productivity rivals signals a need to pivot toward professional-grade workflows to justify its Pro-tier pricing. ## Monetization Strategy - **Model:** Freemium - **Tiers:** Free tier for viewing and single-photo editing, Pro version via annual subscription or one-time payment - **Analysis:** Freemium model uses feature-gating for bulk operations to convert casual users into lifetime or annual subscribers. ## 🔴 User Sentiment (High Confidence: 69 of 185 reviews analyzed) {#user-sentiment} - **Overall Rating:** 4.54/5 - **Platform Split:** iOS 4.6/5 (5.9K ratings) | Android 2.5/5 (78 ratings) - **Overall Sentiment:** Frustrated - **Note:** The 4.54/5 store rating reflects cumulative history, while the Frustrated sentiment reflects recent user reviews analyzed by our AI pipeline. ### Top Praises - **Core metadata editing functionality provides utility for users needing to manage photo information** ### Top Complaints (Impact Areas) - **Aggressive full-screen advertisements interrupt workflow and make the interface difficult to navigate** ## SWOT Analysis {#swot} **Core Strengths:** - Extension integration into the native Photos app reduces friction for metadata viewing. - Specialized bulk-editing features create a defensible utility for professional photographers. **Growth Levers:** - Localized pricing models could capture untapped value in international markets where the app currently ranks. - Expanding file format support beyond JPEG would address the primary feature request from professional users. ## Recent Changes (v9 → v10) {#recent-changes} The intelligence report reflects a shift in competitive strategy, moving from a focus on internal maintenance to an external assessment of how technical instability and a lack of professional-grade features allow high-frequency rivals to capture the market. **Overall trend**: Declining **Compared at**: 2026-08-16 ### High-impact changes - **[Shifted] Contrarian Take Pivot** (positioning) ### Medium-impact changes - **[Added] New Threat and Opportunity** (swot) - **[Added] ProRAW Incompatibility** (features) - **[Shifted] Refined Weakness Narrative** (swot) ## Rivals Landscape {#rivals} > Competitive positioning identified by AI analysis of app features, category, and market signals. ### Exif Metadata vs Screenshot App: Snipping Tool - **[Screenshot App: Snipping Tool](https://marlvel.ai/apps/screenshot-app-snipping-tool)** by Moon Technolabs Pvt Ltd: This app competes by capturing the same utility-focused user base that manages image metadata and file organization, often serving as the primary tool for users who frequently edit and share screenshots. - **Key differences:** - Massive install base and brand recognition provide a significant distribution advantage over niche metadata tools. - Integrated annotation and clipboard features create a sticky workflow that keeps users within their ecosystem. - High release frequency ensures compatibility with the latest iOS screenshot capture and sharing APIs. ### Contenders (Strong Challengers) - **[The Photo Investigator](https://marlvel.ai/apps/the-photo-investigator)** by Daniel Anderson: It is a direct functional competitor that focuses specifically on the inspection and editing of photo metadata. - Provides specialized bulk metadata templates that streamline professional workflows for photographers managing large libraries. - Long-standing market presence establishes trust, though the lack of recent updates creates a vulnerability. - **[Status Bar - Screenshot Editor](https://marlvel.ai/apps/com-statusbar-app)** by Jordan Zeleny: It competes by targeting the visual customization needs of power users who frequently edit screenshots for professional or social sharing. - Focuses on visual aesthetics and precision adjustments for status bars, a niche not addressed by metadata tools. - High-frequency updates ensure the app remains compatible with the latest iOS design and UI changes. - **[Image Size](https://marlvel.ai/apps/vsmedia-de-imagesize)** by Vitalij Schaefer: It competes by offering a robust suite of image manipulation tools that often overlap with the needs of users who manage metadata alongside file dimensions. - Offers a comprehensive integrated photo editor that goes beyond simple metadata removal into file resizing. - Multi-step workflow features allow users to batch process images, creating a stronger retention loop. - **[Canon Mini Print](https://marlvel.ai/apps/canon-mini-print)** by Canon U.S.A., Inc.: This app competes for the same mobile photography audience by providing post-capture utility, specifically focusing on printing and layout management. - Leverages strong hardware-software integration with Canon printers, creating a proprietary ecosystem lock-in. - Advanced layout and tile printing features provide unique value that pure metadata apps cannot replicate. ### Peers (What They Do Better) - **[Moment Pro Camera II](https://marlvel.ai/apps/moment-pro-camera-ii)** by Moment Inc.: It competes for the attention of serious mobile photographers who require advanced control over their capture and post-processing workflows. - Cinematic video tools and hardware integration create a premium, professional-grade experience for mobile creators. - Precision monitoring features provide real-time data that is more immediate than post-capture metadata editing. - **[Golden Hour App](https://marlvel.ai/apps/golden-hour-app)** by Oleg Kan: It serves the same professional and enthusiast photography audience by providing essential planning data for outdoor shoots. - Provides specialized sunlight phase calculations that act as a critical planning tool for outdoor photographers. - Robust offline functionality ensures reliability in remote locations where metadata editing is less critical. - **[Search by Image for Safari](https://marlvel.ai/apps/dev-armin-searchbyimage)** by Armin Sebastian: It competes for the same user base interested in image-centric utilities and reverse-lookup capabilities within the browser. - Multi-engine search integration provides a powerful utility for identifying image sources and related content. - Browser-based workflow allows for seamless image extraction and editing without leaving the Safari environment. - **[myLightMeter PRO](https://marlvel.ai/apps/com-dq-mylightmeterpro)** by David Quiles: It is a staple tool for the same photography demographic, focusing on technical exposure data rather than file-level metadata. - Provides professional-grade incident and reflected metering that is essential for traditional photography workflows. - Includes a hyperfocal distance calculator, offering technical utility that complements metadata management tools. - **[Timestamp Camera Basic](https://marlvel.ai/apps/com-jeyluta-camera7free)** by 玉彬 陈: It focuses on the automated application of metadata overlays, which is the inverse of this app's removal functionality. - Real-time metadata overlay capability provides immediate value during the capture process rather than post-processing. - Massive user base and high review count indicate strong market penetration for metadata-related photography tools. - **[Light Meter by WBPhoto](https://marlvel.ai/apps/com-willblaschko-ios-lightmeterv2-pro)** by William Blaschko: It provides technical utility for photographers, sharing the same user base that values precise control over image data. - Advanced zone system metering offers technical precision that appeals to traditional and film-style photographers. - Reciprocity calculator provides a niche utility that is highly valued by long-exposure photography enthusiasts. ### New Kids on the Block (What's Innovative) - **[Steady Cam: Horizon Lock](https://marlvel.ai/apps/steady-cam-horizon-lock)** by NOOR HOOR BUILDERS & MARBLES ( PRIVATE ) LIMITED: It enters the photo/video space by offering automated stabilization tools that solve a common pain point for mobile videographers. - Automatic horizon alignment provides a specialized video-editing utility that differentiates it from static metadata tools. - **[Sticki - Widget Sticker Maker](https://marlvel.ai/apps/sticki-widget-sticker-maker)** by Chaoyang Minimal Software Studio: This newcomer targets the creative side of the photo-editing market, focusing on personalization and widget-based content. - Focuses on widget-based sticker creation, appealing to a younger, design-oriented demographic rather than technical photographers. ## What's New - **Latest (v3.5, 1 weeks ago):** Improved photo saving behavior for edited images within existing albums. ## App Momentum (Maintenance) {#momentum} - Ships minor improvements at low cadence. - No major feature releases in six months. > **Cadence:** 2 total versions · 0 majors in last 6 months · 12 days since last update · 286 days avg between updates ## The "So What?" (Strategic Takeaway) {#so-what} Exif Metadata is a photo & video app that is free with in-app purchases. With a 4.54/5 rating from 6K reviews, it draws more critical themes in recent reviews than its store average suggests. > **Bottom Line:** Restoring core save functionality is the priority, as the current functional regressions invalidate the app's primary utility. Addressing these stability issues will unlock the retention needed to convert casual users into Pro subscribers. **Best for:** iPhone and iPad users, including serious photographers and parents, who need to manage or remove sensitive location data from photos. ### PM Action Plan (Next Best Moves) - [ ] [PIVOT] Rebuild image-processing pipeline because functional regressions cause widespread save failures → restore core utility ### Feature Gaps vs Competitors - PNG and professional file format support (available in Image Size but missing here) ### Outlook: Declining The market for photo utilities is consolidating around tools that offer high-frequency updates and professional format support. Exif Metadata's current maintenance-mode status leaves it exposed to rivals that better serve the professional photography segment, which will likely compress its long-term retention if stability issues persist. - 🔴 Functional regressions post-update cause widespread failure to save metadata, which erodes the daily active habit and drives negative sentiment. - 🔴 Aggressive full-screen advertisements interrupt the workflow, making the interface difficult to navigate and increasing churn pressure among casual users. ## Key Metrics Summary | Metric | Value | | :--- | :--- | | Overall Rating | 4.54/5 | | Total Reviews | 6K | | Sentiment | Frustrated (25/100) | | Confidence | High | | Pricing Model | Freemium | | Platforms | iOS & Android | | Key Features | 3 analyzed | | Trend | Declining | | Outlook | Declining | ## Competitor Comparison | App | Rating | Sentiment | Developer | | :--- | :--- | :--- | :--- | | **Exif Metadata** (this app) | 4.54/5 | Frustrated | New Marketing Lab, Inc | | [myLightMeter PRO](https://marlvel.ai/apps/com-dq-mylightmeterpro) | 4.8/5 | N/A | David Quiles | | [Search by Image for Safari](https://marlvel.ai/apps/dev-armin-searchbyimage) | 4.1/5 | Mixed | Armin Sebastian | | [Light Meter by WBPhoto](https://marlvel.ai/apps/com-willblaschko-ios-lightmeterv2-pro) | 4.4/5 | n/a | William Blaschko | | [Timestamp Camera Basic](https://marlvel.ai/apps/com-jeyluta-camera7free) | 4.8/5 | Excited | 玉彬 陈 | | [Image Size](https://marlvel.ai/apps/vsmedia-de-imagesize) | 4.7/5 | N/A | Vitalij Schaefer | ## 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 - [*myLightMeter PRO*](https://marlvel.ai/apps/com-dq-mylightmeterpro) (David Quiles) · 4.8/5 Rating - [*Search by Image for Safari*](https://marlvel.ai/apps/dev-armin-searchbyimage) (Armin Sebastian) · 4.1/5 Rating - [*Light Meter by WBPhoto*](https://marlvel.ai/apps/com-willblaschko-ios-lightmeterv2-pro) (William Blaschko) · 4.4/5 Rating - [*Timestamp Camera Basic*](https://marlvel.ai/apps/com-jeyluta-camera7free) (玉彬 陈) · 4.8/5 Rating | Positive Sentiment - [*Image Size*](https://marlvel.ai/apps/vsmedia-de-imagesize) (Vitalij Schaefer) · 4.7/5 Rating - [*Moment Pro Camera II*](https://marlvel.ai/apps/moment-pro-camera-ii) (Moment Inc.) · 4.3/5 Rating - [*Screenshot App: Snipping Tool*](https://marlvel.ai/apps/screenshot-app-snipping-tool) (Moon Technolabs Pvt Ltd) · 4.2/5 Rating - [*Sticki - Widget Sticker Maker*](https://marlvel.ai/apps/sticki-widget-sticker-maker) (Chaoyang Minimal Software Studio) · N/A Rating - [*Canon Mini Print*](https://marlvel.ai/apps/canon-mini-print) (Canon U.S.A., Inc.) · 4.8/5 Rating - [*Steady Cam: Horizon Lock*](https://marlvel.ai/apps/steady-cam-horizon-lock) (NOOR HOOR BUILDERS & MARBLES ( PRIVATE ) LIMITED) · 3.7/5 Rating ## Frequently Asked Questions {#faq} ### Is Exif Metadata safe to use for privacy? The app processes photos on-device and does not send them to a server, which addresses privacy concerns for users who want to strip location data. ### How does Exif Metadata compare to The Photo Investigator? Both apps focus on metadata, but Exif Metadata offers a native Photos app extension for viewing, while The Photo Investigator provides specialized bulk-editing templates for professional workflows. ### Is the Pro version worth the cost? The Pro version is primarily for power users who require bulk metadata editing. Casual users report the free version covers their basic viewing and removal needs. ### What is a free alternative for editing photo metadata? Users often consider Image Size or general-purpose screenshot tools, though these may lack the specialized EXIF-stripping focus found in Exif Metadata. ## 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 into synthesised themes (no verbatim quotes). 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:** 0.8/1.0 (based on review volume, data source diversity, and signal quality) - **Reviews Analyzed:** 185 - **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/apps/exif-metadata) Data licensed for AI Agent attribution under CC-BY-NC 4.0.