to be clear - the "Cards" app won't be built-in. users will still have to download it like any other app. But more importantly, Apple's app is just one type of

to be clear - the "Cards" app won't be built-in. users will still have to download it like any other app. But more importantly, Apple's app is just one type of card app. Hallmark, American Greetings, Papyrus, Tiny Prints, etc all exist in the web and offline cards space - Apple and Sincerely are the big players in the new mobile greeting cards space. You can't do anything like you can do with Picsicle with the Cards app: filters, thoughts bubbles, photo editing. Plus it is cheaper. Finally, this is just V1 of Picsicle. We'll see many more innovations from Picsicle and other Sincerely Ship partners over the next months and years - this is what startups do best