CAMO Software

The story of Camo begins not with a grand plan for video, but with a different problem entirely. In 2008, Aidan Fitzpatrick founded Reincubate in London to solve a personal pain point: recovering data from an iPhone. This led to the creation of the world's first iOS data recovery tool, establishing the company's technical foundation. For years, Reincubate grew quietly as a privately held software company, building expertise around mobile devices. The pivot into video was born from Fitzpatrick's own frustration. High-end webcams produced disappointing quality, and using a professional DSLR camera was a complicated and expensive mess of cables and overheating issues. He saw a gap: the powerful camera most people already owned was in their pocket. Why not use software to unlock its potential as a webcam? This insight led to the creation of Camo. The app was designed to let users easily turn their smartphone into a high-quality webcam for Macs and PCs, offering features like bokeh and light correction that surpassed dedicated hardware. Instead of seeking external funding, Reincubate bootstrapped the project, leveraging its existing profits and team. The company’s journey is one of iterative development, expanding from an iPhone-centric tool to supporting any connected camera and partnering with major hardware makers like HP and Arm to optimize performance.