Report updated Jun 24, 2026
Exif Metadata is a challenged photo & video app that is free with in-app purchases. With a 4.5/5 rating from 6K reviews, it faces significant user friction. Users particularly appreciate core metadata editing functionality provides utility for users needing to manage photo information, though aggressive full-screen advertisements disrupt the user experience and make basic navigation difficult remains a common concern.
What is Exif Metadata?
Exif Metadata is a photo utility for iOS and iPadOS that allows users to view, edit, and remove metadata tags and GPS location data.
Users hire this app to sanitize personal location data from photos before sharing online, serving a specific privacy job-to-be-done that native OS tools do not address.
Current Momentum
v3.5 · 1w ago
Maintenance- Shipped album saving improvements.
- Ships periodic stability updates.
Active Nemesis
Screenshot App: Snipping Tool
By Moon Technolabs Pvt
Other Rivals
7-Day Rank Pulse 🇺🇸
Photo & VideoNo ranking data
Rating Pulse 🇺🇸
Recent User Mood
What makes this app unique?
What Does It Look Like?
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What Are The Key Features?
Modify aperture, exposure, date, time, author, description, and copyright tags.
Apply metadata changes to multiple photos simultaneously.
Strip GPS location and other metadata from photos before sharing.
How much does it cost?
- Free tier with basic viewing/editing
- Pro tier via annual subscription or one-time payment
Freemium model gates power-user features like bulk editing and filtering to drive paid conversion.
Who Built It?
New Marketing Lab
Providing privacy-conscious iOS utility tools to help users manage personal data and important dates without cloud-dependency.
Portfolio
10
Apps
What other apps does New Marketing Lab make?
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Compress Videos & Resize Video
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Explore the full New Marketing Lab report
Portfolio breakdown, audience, momentum, and every app published by New Marketing Lab.
What do users think recently?
High confidence · Latest 69 of 185 total reviews analyzed · Based on 185 reviews. Signal may be noisy.
How did the latest release land?
What is the recent mood?
Recent user voice shows a frustrated sentiment. Users appreciate core metadata editing functionality provides utility for users needing to manage photo information, but report aggressive full-screen advertisements disrupt the user experience and make basic navigation difficult.
What Users Love
What Frustrates Users
What Users Want
View the full user-sentiment analysis
Mood gauge, ratings & review-volume history, every praise / complaint / request, and sentiment over time.
What is the competitive landscape for Exif Metadata?
Where is it available?
Localized markets (1)
How's The Photo & Video Market?
How does it evolve in the Photo & Video market?
The app holds a #80 Grossing position in the Photo & Video category, but the high-frequency ad complaints suggest monetization is currently outpacing user satisfaction.
Rank progression
1 active ranking tracked — 30-day window
The rivals identified
Nemeses(1)
This app competes for the same utility-focused user base that requires quick image manipulation and metadata handling for screenshots.
Differentiators
- 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.
Head to head
The target should pivot toward 'Pro-Photographer' workflows to avoid a direct feature war with this high-volume productivity giant.
Contenders(4)
It targets users who need to clean up or modify the visual appearance of their screenshots, overlapping with metadata removal use cases.
Differentiators
- 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.
It captures the same audience of users who need to perform technical adjustments to their images before sharing or storage.
Differentiators
- 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.
This is a direct functional competitor that focuses specifically on the inspection and editing of photo metadata.
Differentiators
- 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.
It competes for the attention of mobile photographers who need to manage and prepare their images for physical output.
Differentiators
- 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.
Same space(3)
It focuses on the automated application of metadata overlays, which is the inverse of the target app's removal functionality.
It provides technical utility for photographers, sharing the same user base that values precise control over image data.
It targets the high-end mobile photography market, where metadata management is a secondary but necessary workflow step.
Differentiators
- 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.
Compare Exif Metadata against every rival
All rivals in one side-by-side table — identity, store metrics, ratings & sentiment, and strategic intel — plus a head-to-head page for each.
The outtake for Exif Metadata
Strengths to defend, gaps to attack
Core Strengths
- On-device processing builds trust with privacy-focused users
- Photos app extension reduces workflow friction
Critical Frictions
- Aggressive ad frequency drives high churn
- Post-update functional regressions prevent reliable file saving
Growth Levers
- Education partnerships for privacy-focused photo sharing
- Expansion into professional file formats like PNG
Market Threats
- High-volume productivity tools with integrated annotation
- Negative sentiment trend eroding the user base
What are the next best moves?
Audit ad frequency because high-frequency pop-ups are the #1 complaint theme → reduce churn.
Aggressive ads are the top-cited complaint in sentiment analysis.
Trade-off: Pause the Pro-tier feature rollout — user retention is a higher priority than new feature acquisition.
Rebuild save-logic in the latest release because post-update failure messages are causing data loss → stabilize ratings.
Functional regressions are driving a negative sentiment trend.
Trade-off: Deprioritize PNG format support — stability is the primary blocker to user retention.
A counter-intuitive read
The app's #80 Grossing rank is a liability, as it signals that monetization is currently prioritized over the functional reliability required to compete with high-volume productivity utilities.
Feature Gaps vs Competitors
- Real-time annotation (available in Screenshot App: Snipping Tool but absent here)
Key Takeaways
Exif Metadata provides essential privacy utility, but the current ad-heavy experience and post-update instability threaten its market position, so the PM must prioritize stability and ad-frequency reduction to stabilize the user base.
Where Is It Heading?
Declining
The metadata management market is consolidating around tools that offer seamless integration with native OS workflows. Without resolving the current functional regressions, the app risks losing its core privacy-conscious audience to more stable competitors.
Persistent save-failure messages post-update erode the daily active habit, which compounds the rating drag already visible on the platform.
Aggressive ad-frequency complaints indicate that current monetization is creating a barrier to long-term user retention.