Capture One has built its reputation as the professional standard for commercial and beauty photographers thanks to its precise color management and tethering tools. But the company is also in the midst of an expansion, adding tools for new types of photographers, from photojournalists to those working with film.

We sat down with CEO Rafael Orta to talk about what that growth looks like, how the company approaches AI, and how it differentiates itself from other editing platforms.

Who it’s for

Capture One

While some editing platforms aim to serve everyone, Capture One is intentionally more narrow in its scope. Orta is clear about who the company builds for: photographers who have made photography their career choice, whether as a primary income source or a serious secondary one.

The professional lens shapes everything from feature priorities to how the company talks about its product. Capture One is often considered the commercial standard for beauty and product photography, but Orta says it has deliberately expanded into professional portrait, wedding and family photography in recent years as well. It’s also seen lots of growth in its enterprise segment, with the Associated Press coming on as its first photojournalism client last year.

The key is that all of these are genres where client relationships and deadlines can define the work. “We have a really good understanding of how photographers work with clients, work under deadlines and how clients are the ultimate judge of your work,” Orta says. “It’s a tool that has been built with professional standards in mind.”

AI on its terms

There’s no getting around the fact that AI is everywhere these days, and it’s reshaping many aspects of the photography software market. But Orta is careful about how Capture One positions itself within that shift, and it comes down to trust in the company’s identity. “We are not confused about who we are,” he says. “We are a photography company first, not a software company that happens to serve photographers.”

That identity, according to Orta, is what allows the company to incorporate AI responsibly. He tells me that Capture One owns more cameras than it has employees and that nearly every photo on its website and in its marketing is taken by someone who works there. “We are incredibly protective of usage rights; even in internal presentations, you need to credit the photographer,” he explains. The company also runs a monthly internal photography competition with winning images adorning the walls of their offices.

Orta explains all of this to make it clear that AI tools in Capture One are built by people who take photography seriously; they aren’t added simply to keep pace with competitors. “It’s why we’ve been able to bring AI into Capture One without the backlash others have faced,” he says. “We built it as a participant in the industry, not an operator standing outside it looking in,” he says.

A pulse on the community

Earlier this year, Capture One released a negative film conversion feature in partnership with Negative Supply. While this could seem like an odd move for an editing platform dedicated to commercial work, Orta sees it as the perfect example of how in-tune with the industry the company is.

“It’s the perfect example of our connectivity in the industry,” Orta says. “We saw early on that there was a resurgence of film photography, and it quickly began to enter the commercial space.” He explains that they want to offer a better way for commercial photographers to integrate all their work into a single platform. Doing so enables photographers to maintain a more consistent workflow and create a more coherent look across both film and digital.

Orta is also clear about how intentional the company is with new features and the work involved in creating those. “We are soaking in the industry, and we listen and respond to the requests,” he says. “But because we’re precious about quality, some of these things may take a bit of time. We spent the best part of two years on negative conversion to make sure the results would be good.”

As an example of how dedicated the team is to its new features, Orta tells me that a few weeks ago, the company held its annual gathering and handed out disposable film cameras to everyone there. Now, the employees are using the negative conversion tool to scan in their own negatives. It’s another example of the team getting real-world experience with the features they develop.

Pricing adjustments

Capture One

Capture One has never been the cheapest option for photographers, and recent pricing increases have made that especially true. The editing platform has raised its prices twice in recent years, and another 6% increase took effect this month. The new price is more than double the cost of Adobe’s Lightroom, a gap that is certainly hard to ignore.

Orta doesn’t shy away from the pricing question, though. “What we have committed to is yearly pricing increases, and we will do them in a modest way,” he says. As for the why, Orta simply cites inflation and foreign exchange as factors in the decision.

Naturally, he points to what subscribers get in return. Orta says that Capture One has been pushing more than one update per month to at least one of its platforms, bringing a constant stream of improvements. He explains that these include server-side updates to things like its collaboration tools (Live, Live for Studio) and admin platform, not just desktop and mobile app updates. Some of these updates are visible to a user, while others aren’t. He adds that the company has simplified its product lineup in recent years to make pricing tiers clearer. Overall, Orta frames the increases less as a burden and more as a reflection of ongoing investment in the product.

A clear vision for the future

For Orta, all of Capture One’s recent changes, including the newly added Hasselblad support, point in the same direction: a company that’s clear on who it is and who it’s building for. “We try to serve specific genres and build products and services that are perfectly adapted to the needs of each one,” he says. For a company with its roots in commercial studios, that’s a wider net than it used to be, but it doesn’t mean that the focus is any less intentional.

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