The App market is a competitive and over-saturated place, so when an app does manage to break through into the popular public domain, it is expected that it won't stay on top for long. Replicants of popular apps are sweeping the internet and you only have to look at the ever more Facebook-like Myspace to realise imitation is not the sincerest form of flattery; it can often be the best way to make a profit. Brand loyalty in the digital age is a rarity and if users realise they can get a better deal elsewhere, they'll often jump ship. The latest case of this social media mutiny; Instagram's new Vine-like video feature. Instagram has occupied the picture sharing market in a way that no other app has. Offering sharing options that guarantee existence on multiple social media platforms, a user-friendly interface and playing a large part in the resurgence of 'vintage' photography, it is rare to find a person or company without Valencia tinted photos of what they ate for lunch yesterday. This dominance over the photo app market unwittingly left open a space in the market for a video sharing app, which Vine quickly occupied, offering the simple editing option of stop and start filming with a maximum of six seconds per video. As with all apps, once celebrities got on board with it, Vine fast became one of the top 3 apps used in America, and happily maintained this position... until mid June this year.