The Story

A popular photo-sharing app is zooming in on nostalgia. 

I’m all for it. 

Figured. Here’s the snapshot: Lapse essentially turns your phone into a disposable camera — meaning, you can take pics in the app, then send them to the “darkroom” to be “developed.” When the grainy, analog-style photos are ready, a few hours later, they can be shared with friends or archived on the app, but not edited. That’s to encourage “living in the moment and sharing memories pressure-free.” It seems to be clicking: Since its rerelease this summer, the app has developed quite the following — becoming one of the top free apps in Apple’s App Store. TBD if and how long that lasts, since similar apps have come in and out of focus. (Remember BeReal?)

Trying to spot the difference...

A hint: nostalgia. ICYMI, just about every Y2K fixture — culottes, high heel chairs, Polly Pocket, Fergie’s “Glamorous” — is having a comeback. Not surprising since research has shown nostalgia can increase our wellbeing, boost optimism, raise self-esteem, and deliver a dose of comfort. Particularly, during times of crisis, like, say, a global pandemic or a devastating international conflict. Not to mention, nostalgia sells, especially in the age of social media. That might explain why businesses are putting it in the foreground, capitalizing on some familiar faces and aesthetics.