From App Store Award-winning video tools to a platform where creators record, publish, and earn.
Everyone has a story to tell. But most people get stuck when that story has to become video. Video is the defining medium of the decade. But the workflow to record and edit hasn't kept up. Most video editors still look like they did thirty years ago. A complicated timeline, disconnected steps, and a lot of friction. All of that for someone who just wants to talk, react, teach, or explain.
Five years ago, we decided to fix that. That's why we built Detail.
Detail is a video creation app for iPhone, iPad, and Mac. The teleprompter helps you write your script and automatically adapts to your pace. You can record with one device or connect two for instant multi-camera. And now when you're done, AI auto-edit turns your recording into a polished video with captions, transitions, and clips. You go from idea to ready-to-share content in just minutes.
Our focus on making video creation accessible is getting noticed. In December, Apple selected Detail on iPad for the Best of App Store awards out of nearly 2 million apps. Here's what Apple wrote about us:
"Detail's incredible features help democratize the production process at a time when video storytelling has never been so vital." — Apple
People use Detail to record podcasts, presentations, interviews, and reaction videos. And 70% of our app installs come through our organic video channels, without any paid acquisition.
"It used to take hours. Now it happens in minutes. The AI chooses great segments, and the whole workflow feels effortless."
Every week we hear from people that Detail not only saves them time, it helps them create videos they never thought they could make. These are people teaching classes, running small businesses, recording podcasts or interviews, or sharing personal stories, often with little or no prior video experience.
"I was astounded at other people's videos. After watching the how-to videos by Detail, I am slowly becoming a pro as well."
That matters, because the biggest unlock in media right now is not better editing software. It's making video accessible to the millions of people who have something worth saying, but never had the tools to say it.
Everyone has a story to tell. Most people get stuck when that story has to become video.
But first, let's talk about what happens today after you stop recording.
You record a great conversation, then you have to export it, import it into an editor, spend hours editing or juggling different tools, upload it to YouTube, cut clips for TikTok, write a newsletter, create an article, manage an RSS feed for podcast apps, and then format thumbnails for five different platforms, each one with different specs, different algorithms, and different rules.
That's the workflow that Subwave eliminates. You just record and then you publish on Subwave. We then turn your recording into a full episode, vertical clips, written article, an audio version, and a newsletter. It's one take, everything you need.
Your subscribers are yours. It's your email list, your content, and your revenue. If you ever decide to leave, you can take everything with you.
Subwave isn't just built for publishers. It has to be a place that people love to watch. So no autoplay rabbit holes, and no algorithmic rage bait. You open Subwave and you see the people you chose to follow, with new episodes, a curated collection, and real conversations. It's a viewing experience designed for attention, not addiction.
It's video that respects your time and channels that you subscribe to because you trust them, and a place where longer, deeper content actually gets discovered.
The same AI that now powers the publishing experience for contributors will become part of the viewing experience, adapting the format of content and the content discovery to your preferences.
The principles behind Subwave are simple:
Human over algorithm, discovery based on relevance and not rage, and transparency by default.
We want to apply that same transparency to how we make money. A clear business model without any data hoarding.
We start with direct subscriptions, available in preview soon. It's the same model as Substack and others, where your audience pays you. And for every euro from your subscribers, you'll keep 90% in their first year, and then next year you'll keep 95%. The rest we'll use to build and grow our platform.
From direct subscriptions, we want to expand into collections, which are curated bundles of channels shared between contributors, like subscribing to a magazine instead of a single writer. And eventually we want to explore advertising models, where creators can team up with advertisers that fit their perspectives and work directly with them on their own terms.
In addition, we'll reserve 30% of Subwave ownership for the creators on our platform. We call it the Subwave Collective. So contributors can earn equity in the platform based on their audience and their consistency.
The people who build the community own a piece of what they help create.
Detail is the on-ramp. Thousands of people use our product to record and create the best stories with video. Subwave is where their stories can live, grow, and earn.
This series that you're watching right now is recorded with Detail, published on Subwave, and you're looking at our product.
In the next episode, I'll explain why we're building this as an open platform and why that matters more than most people realize.
