The Creative Labs team's first product is called Zoe (originally available on the One M7), which has the power to stitch together up to 16 videos or images.

HTC also developed Zoe to be able to share creations, so friends and family can tweak them, perhaps in an effort to come up with an Instagram or Vine of its own.

The app is at basic stage and will be available to competitors like Samsung and LG, it can only be installed on high-end devices loaded with Android 4.4.

HTC has plans to help boost Zoe's presence despite those limitations, though, including forging partnerships with music and sports companies.

The new Zoe will come out later this week, with more to follow, as the Creative Labs team plans to release other HTC apps from its own phones' confines in the future.