Everywhere you look today, large social media ventures are seemingly ripping a page out of Snapchat’s playbook. Instagram did it, Facebook’s Messenger app has done it, and we are about to witness Facebook itself clone Snapchat’s daily stories big time. As much as Apple are primarily known for their hardware, it goes without saying that this major shift in what consumers want from their applications (or: spike in perceived self-importance) will not have gone unnoticed by Apple’s software department.

Coincidentally or not, Snapchat-like features are spreading like wildfire at a time where Apple are beginning to talk more openly about the prospect of tying Augmented Reality into a future iOS version. Against the backdrop of Pokemon GO’s success with augmented camera images and Snapchat’s unrivalled popularity based on selfie filters, it is not far to seek that Apple will be looking to capitalize on such trends as well - and what better way to jump on the bandwagon than to provide built-in effects for the stock camera?

Like the sound of it or not, it has got to be a proposition almost irresistible to Apple, mainly for two reasons: the ability to deepen monetization of their in-house apps and chance to reel in a whole lot of new Gen-Y customers. Here’s why filters on iOS could happen in 2017.