British Tech Company Sues Apple for Alleged Theft of Revolutionary Camera Technology
New Jersey, January 31, 2026 — A British technology firm, Reincubate, has filed a lawsuit in a United States District Court in New Jersey, accusing Apple Inc. of illegally copying its innovative camera software and manipulating the App Store to favor Apple’s own products, thereby violating antitrust laws.
Reincubate alleges that Apple appropriated its groundbreaking technology known as Camo, rebranded it as “Continuity Camera”, and integrated it directly into the iOS operating system. The complaint, submitted on Tuesday, claims Apple’s actions have undermined Reincubate’s business by steering users away from its software toward Apple’s proprietary offering.
About Camo and Its Impact
Camo is specialized software that enhances the quality of phone and tablet cameras, enabling users to create professional-grade images and videos. Unique in its design, Camo supports interoperability across multiple platforms and devices, including both Mac and Android systems. It also works seamlessly with popular software such as Zoom, Google Meet, Microsoft Teams, and Chrome, making it a versatile tool in the era of remote communication.
Reincubate contends that this flexibility posed a threat to Apple’s well-established “lock-in” strategy, which seeks to keep consumers within the Apple ecosystem by tightly controlling hardware, software, and services.
Key Allegations in the Lawsuit
- Patent Infringement and Copying: Reincubate claims that Apple copied its patented technology without permission.
- Anti-competitive Practices: According to the complaint, Apple exploited its dominance over the iOS platform and App Store to redirect demand from independent offerings like Camo to Apple’s integrated Continuity Camera.
- Loss of Market Share: The lawsuit asserts Reincubate suffered a significant loss in competitive position and potential revenue as Apple introduced similar functionality with its own software.
- Encouragement Followed by Undermining: Interestingly, Reincubate’s attorneys revealed that Apple initially encouraged Reincubate to invest in developing Camo before recognizing it as a competitive threat and taking steps to replicate the technology.
“For many years, Apple has maintained a closed iPhone platform and ecosystem, one that has driven the company to an astronomical valuation of approximately USD 3.7 trillion at the time of filing,” the legal filing states.
Reincubate further stresses that Camo was “the first high-quality, commercially successful product” to enable smartphones—both iPhones and Android devices—to serve as reliable webcams for Mac and Windows computers. Launched in 2020, Camo earned recognition in 2023 as an Apple Design Awards Finalist during the Worldwide Developer Conference, underscoring its innovation and relevance.
Apple’s Response
Apple responded promptly to the accusations, strongly denying any wrongdoing. A company spokesperson said, “We strongly disagree with the allegations and believe the lawsuit is baseless. Apple competes fairly while respecting the intellectual property rights of others, and these camera features were developed internally by Apple engineers.”
Context and Possible Implications
The lawsuit sheds light on the increasingly fierce competition in the technology sector, where innovation often intersects with questions of intellectual property and market dominance. Apple’s vast market capitalization and tightly integrated ecosystem have long drawn scrutiny from rivals and regulators alike, especially regarding how its control over app distribution influences competition.
Legal observers will be closely watching this case, as its outcome could have wide-reaching consequences not only for Apple and Reincubate but also for the broader tech landscape and the regulation of platform gatekeepers.
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