Technically, there's no big shift here -- this is more of a rebranding, which isn't surprising when GoPro has owned Quik and Splice for less than three months. It may take some time before the apps are obviously tailored toward action cameras. All the same, it's still a big deal. GoPro now has friendlier official editing tools to offer to newcomers, many of whom won't relish the thought of spending hours turning a raw bike ride video into something Facebook-worthy. That's crucial for a company that's both facing sales slumps and trying to rebuild itself around connected, convenient camera tech.