According to SamMobile, Samsung’s Advanced Professional Video (APV) codec, which rivals Apple ProRes, is gaining significant traction ahead of its expected smartphone debut. The popular professional video editing software DaVinci Resolve has already added support for APV, suggesting the codec could see widespread adoption in the coming years. Google has integrated APV support directly into Android 16’s stock version, meaning it will be available on all compatible devices unless specifically blocked by manufacturers. Samsung reportedly plans to enable APV video recording on the upcoming Galaxy S26, positioning it as an advanced device for video creation and editing, with support expected from both Snapdragon 8 Elite Gen 5 and Samsung’s own Exynos 2600 chipsets.
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The Apple ProRes Challenge
Samsung’s APV represents the most credible challenge yet to Apple’s dominance in professional mobile video workflows. Apple ProRes has become the industry standard for high-quality video editing, particularly since its integration into iPhones starting with the iPhone 13 Pro. The ProRes implementation gave Apple a significant advantage in attracting professional creators and YouTubers who value efficient editing workflows. Samsung’s move to create its own professional codec isn’t just about technical specifications—it’s about capturing a lucrative segment of the content creation market that has traditionally favored Apple’s ecosystem.
The Android Fragmentation Reality
While Google’s decision to include APV support in Android 16 is significant, the history of Android codec adoption suggests a more complicated reality. Android’s notorious fragmentation means that even when Google includes features in stock Android, implementation across manufacturers varies dramatically. Many Android device makers strip out “pro” features to reduce licensing costs or differentiate their own video processing solutions. The requirement that manufacturers must “specifically block” APV rather than opt-in creates an interesting dynamic, but we’ve seen similar approaches with other codecs that still resulted in inconsistent support across the Android ecosystem.
Storage and Performance Headaches
The practical challenges of professional codecs on mobile devices cannot be overstated. ProRes files are notoriously large—a single minute of 4K ProRes footage can consume multiple gigabytes of storage. If APV follows similar compression characteristics, Galaxy S26 users will face significant storage constraints. The existing ProRes implementation on Samsung devices already demonstrates these limitations, with recording times measured in minutes rather than hours on typical storage configurations. Additionally, the computational demands of encoding high-bitrate professional video in real-time could impact battery life and thermal performance, potentially limiting the practical utility for extended shooting sessions.
The Ecosystem Adoption Hurdle
DaVinci Resolve’s support is a crucial first step, but true professional adoption requires broad ecosystem compatibility. Video professionals work across multiple applications—Adobe Premiere, After Effects, Final Cut Pro—and often need to share projects with collaborators using different software. If APV remains primarily a Samsung-and-Android phenomenon, it risks becoming another proprietary format rather than a true ProRes competitor. The success of any professional codec depends on its adoption across the entire production pipeline, from capture through editing to delivery, and Samsung will need to convince major software developers and hardware manufacturers to embrace APV beyond their immediate ecosystem.
Broader Market Implications
This development represents a strategic shift in how smartphone manufacturers are competing. We’re moving beyond camera megapixels and sensor sizes into the realm of professional workflow integration. If successful, APV could help Samsung capture market share from Apple in the growing creator economy, particularly among YouTubers, social media influencers, and independent filmmakers who value mobile-first production workflows. However, the timing is critical—with the Galaxy S26 not expected until early 2025, Samsung risks losing momentum unless they can demonstrate clear advantages over existing solutions and build broader industry support in the interim.
