At the recent Worldwide Developers Conference (WWDC) 2024, Apple introduced a set of AI-powered features for its devices, including a new clean up tool for the Photos app. The tool allows users to remove unwanted objects or people from their photos by simply highlighting them. Interestingly, Apple’s AI clean up tool is very similar to tools already available on competing phones, such as Google’s “Magic Eraser.”

Apple is not the first company to offer a photo editing tool like Google. Samsung and OnePlus have also recently introduced AI eraser tools for their users. While we are seeing these mobile manufacturers equipping their phones with AI capabilities, what is the big deal about these AI erasers?

This trend started with Google’s Magic Eraser—an image editing tool within Google Photos that uses artificial intelligence to automatically remove distracting objects from photos. Launched with the Pixel 6, the tool was initially exclusive to Pixel phones, then became available with a paid Google One subscription. Recently, Google expanded the availability of Magic Eraser, making it free for more Android users. It’s an easy-to-use photo editing feature that requires just a few taps or drawing a simple circle around an unwanted element for the AI ​​to do the heavy work. Whether it’s an annoying photobomber or a stray telephone pole, these AI tools can erase them and fill in the blanks with ease.

Following Google, Samsung too launched its Galaxy S24 series earlier this year with a host of AI capabilities. Samsung’s tool, called Generative Edit, uses AI to remove or move objects in photos, ensuring the background is filled in naturally. Last month, OnePlus too joined the AI ​​revolution with its AI Eraser tool, available on models like the OnePlus 12 and OnePlus Nord CE 4. The AI ​​Eraser removes objects from photos and creates a replacement background that blends in seamlessly.

Recently, Apple has introduced its Clean Up tool, which mimics the functionality of Google’s Magic Eraser. Users open the Photos app, select a photo, and circle or highlight the unwanted object or person. The tool then removes the highlighted element, making the edit nearly invisible.

While the Magic Eraser tool is a great feature to clean up photos, the question is why are phone companies so keen to give away this feature?

There are probably two reasons behind this. The technology behind these tools, generative AI, is becoming increasingly popular, and users are eager to try their hands on smartphones with AI tools. A photo editing tool like this provides a quick way to edit photos without relying on heavy software like Photoshop.

For companies, the inclusion of an AI eraser tool serves multiple purposes. First, as I mentioned, it enhances the user experience, making their devices more attractive and competitive. In a market where camera quality is becoming a top selling point, advanced photo editing capabilities can be a deciding factor for consumers. Secondly, these tools serve as a stepping stone towards an AI-powered future. Even a simple editing tool, as OnePlus is introducing, assures users that their company is also entering the AI ​​transformation, showcases the companies AI prowess and solidifies their reputation as a leader in innovation.

Additionally, these features are intended to encourage users to engage more deeply with their ecosystem, potentially leading to subscriptions and further purchases. For example, Google’s Magic Eraser, which was initially tied to a Google One subscription, is now being offered for free to a wider range of Android users. This not only increases user engagement but also establishes Google as a more inclusive and user-friendly brand.

Although this photo editing technology is still in the development stage, it is a clear indication of where the future of smartphone photography is headed. With Apple joining in, the competition is going to be even fiercer, which will ultimately benefit users with more powerful and user-friendly editing tools readily available on their smartphones.