- Adobe’s $70/month rivals just went free: Canva has relaunched the Affinity creative suite (Photo, Designer, Publisher) as one all-in-one Affinity app that’s “completely free, forever,” challenging Adobe’s pricey Creative Cloud [1] [2].
- No catch (so far): All core features are free – users just need a free Canva account. Optional AI tools (e.g. generative fill, background removal) require a Canva Premium plan, but no essential features are paywalled [3] [4]. Canva insists it’s “not selling your data” or training on user content [5].
- Creative community divided: Many designers celebrate this “best news…in years” for free pro design tools [6] [7]. Others are wary – fearing future ads, stagnation, or a bait-and-switch to subscriptions down the line [8] [9].
- Canva’s bold strategy: Canva (which acquired Affinity’s maker Serif in 2024) is betting a free high-end tool will draw professionals, who then bring business to Canva’s paid enterprise and AI services [10] [11]. It’s a “craft and scale” play to bridge pros and non-pros on one platform [12].
- Adobe stock and outlook: Adobe shares dipped ~0.5% on the announcement before rebounding flat [13] [14]. Investors aren’t panicking yet – Adobe remains the industry standard – but analysts say a “shockwave” is coming if Affinity delivers on its promise [15] [16].
Affinity Goes Free Forever – An All-in-One Adobe Alternative
In a move shaking the creative software landscape, Affinity’s suite of professional design apps just went 100% free. Canva – the Australian design platform – acquired Affinity’s developer (Serif) last year, sparking speculation about its plans [17]. Few expected Canva to relaunch Affinity as a unified app that costs nothing. But on October 30, Canva dropped the news: instead of three separate $70 apps (Affinity Photo, Designer, Publisher), there’s now one Affinity application combining vector illustration, photo editing, and page layout tools – and it’s free for everyone, forever [18] [19]. The new Affinity is available now on Windows and Mac (with an iPad version in the works) and includes all the pro features at no charge [20] [21]. “You know, free free. ‘Free forever,’” as Canva co-founder Cameron Adams emphasizes – a stark contrast to the up to $70/month Adobe charges for full Creative Cloud [22].
Canva has been careful to stress there’s no hidden catch. Unlike Adobe’s own free-tier apps which are often limited, the Affinity app offers the full functionality of the old paid versions [23] [24]. Users do need to sign up for a Canva account, but no Creative Cloud-like subscription is required to use Affinity. “All features are free to use from the start,” notes Creative Bloq’s Joe Foley, who calls Affinity “the best Photoshop alternative… now completely free” [25] [26]. In fact, Affinity V2 sales were halted earlier in October – causing anxiety among its fanbase – but the payoff was this surprise free release [27].
So what’s changed in Affinity’s rebirth? The new app merges Affinity’s once-separate personas (Photo for pixels, Designer for vectors, Publisher for layouts) into one interface. A top-left toolbar lets users instantly switch between Vector, Pixel, and Layout “studios” in the same project [28]. This design is akin to how DaVinci Resolve handles editing/color panels – you no longer need to juggle different apps or export files mid-project [29]. As Affinity CEO Ashley Hewson explains, the goal was to eliminate “workflow interruptions that kill creativity”: “Previously, you’d have to change app…and export… Now I can just go to the Vector Studio if I want to do that work,” Hewson says [30] [31]. With full GPU acceleration, edits are all live and non-destructive – whether you’re applying a Gaussian blur to a vector object or painting a pixel mask, it updates in real time with “zero lag” even on complex, multi-thousand-layer files [32] [33]. In short, Affinity promises a seamless, high-performance workflow that packs Photoshop, Illustrator and InDesign capabilities under one roof – without the subscription toll.
A Bold Challenge to Adobe’s Subscription Empire
This move by Canva is being seen as a direct challenge to Adobe’s decades-old dominance. Fast Company bluntly framed it as Canva going “for Adobe’s jugular” [34]. Adobe’s Creative Cloud has long been the industry standard for creative pros, but also a source of frustration due to its high cost and subscription-only model. Many freelancers, photographers and small studios bristle at paying continual fees for tools they once could own outright. Affinity emerged 10 years ago as a lifeline – a one-time purchase alternative that “in many ways was better” than Adobe’s apps, recalls tech writer Tom May [35] [36]. Still, Adobe largely shrugged; as May notes, “Adobe just kept putting their prices up… they could largely coast on being the industry standard” [37]. Affinity, while popular in niche circles, only captured a fraction of the pro market – most creatives remained “trapped in a Creative Cloud subscription treadmill,” paying for “expensive, arguably bloated” software full of AI features “many…neither need nor trust,” May argues [38].
Canva’s free Affinity relaunch ups the stakes dramatically. It removes the last barrier (cost) that kept some Adobe users from fully trying Affinity. “But now? It’s free. Completely free. Forever. For everyone. And so there’s absolutely no excuse to dive in,” writes May, urging photographers to finally give Affinity a shot [39]. Indeed, early reactions saw creatives marvel at how “unreal” it is that full-featured design software is now available at no cost [40]. One commenter listed their new arsenal of free creative tools: Affinity (for Photoshop/Illustrator/InDesign tasks), ComfyUI and Krita for AI art, DaVinci Resolve for video, Darktable as a Lightroom alternative, Blender for 3D – “It’s unreal that these design tools are free,” they wrote [41]. Clearly, the value proposition is huge: Adobe’s all-app Creative Cloud plan runs about $55–$70 per month, whereas Affinity’s suite just went to $0 [42].
If Affinity’s quality truly matches Adobe’s for most tasks, many expect Adobe will face pressure. “Affinity just crushed Adobe,” one YouTube reviewer declared [43]. Even Fast Company mused that this could be a strategic “H-bomb”: “If it delivers, the creative world is about to feel the shockwave that may finally bust Adobe’s decades-old foundations.” [44]. It’s not just about price, but philosophy: Adobe has leaned heavily into cloud and AI, whereas Affinity’s free app lets creatives work fully offline, files saved locally, without mandatory cloud tie-ins or surprise fees. This resonates with artists who prefer control over their tools. As one designer put it, “Affinity is a precision scalpel…for photographers who want control over every pixel (not a machine suggesting ‘creative improvements’), that’s priceless.” [45]. In effect, Affinity is positioning itself as the anti-Adobe – lightweight, fast, focused on “craft” and user choice, versus Adobe’s increasingly AI-driven, subscription-bound ecosystem [46] [47].
At the same time, Adobe is not standing still. Just days before Canva’s news, Adobe used its MAX conference to roll out more generative AI across Photoshop, Illustrator, and even a new “AI assistant” in Photoshop [48]. Adobe is betting that features like Firefly generative fills, AI design assistants, and its broader suite (video editing in Premiere, motion graphics in After Effects, etc.) will keep professionals firmly attached to Creative Cloud [49]. Indeed, some creatives immediately noted Affinity’s gaps: it currently doesn’t replace Adobe’s video/audio tools, and it lacks built-in generative AI. “In the professional world, AI features are a necessity. That turns Affinity into [a] subscription [if you need them]. That’s not how you get Adobe customers to switch!” one skeptic commented, arguing serious users will still require Adobe’s integrated AI or pay for Canva’s AI add-on [50]. Many will stick with Adobe for these reasons, at least for now [51]. In other words, Adobe’s creative empire won’t topple overnight. But Affinity’s free entry is the most formidable challenge Adobe’s business model has faced in years, forcing a new conversation about whether high-end creative tools should come with a high price tag.
Creatives React: Celebration, Curiosity… and Skepticism
The creative community’s response has been intense and mixed. On one hand, there’s jubilation. Designers on social media called this “the best news creatives have had for years”, astonished that a full Photoshop/Illustrator-class app is now free [52]. Affinity has long had loyal fans, and for cash-strapped artists or students, the cost barrier was a big reason to compromise with lower-tier tools or pirated software. Now that barrier is gone. “It feels wild being able to edit a PDF in the same app where I can process RAW photos and create composites for social thumbnails… it seems solid,” Creative Bloq’s Joe Foley reported after test-driving the new Affinity [53]. Many are simply excited to download the app and regain some creative independence from subscriptions. As Tom May put it, “For photographers who just want to create without the corporate strings attached, this is the news we’ve been waiting for.” [54]
However, alongside the excitement is a healthy dose of skepticism. The phrase “too good to be true” echoes through comment threads. Veteran users remember that when big companies make something free, there’s often an ulterior motive or future “gotcha.” “Is there such thing as a free lunch in creative tech?” Foley mused in his article [55]. Some artists are cautiously optimistic, trusting Affinity’s track record, while others are outright cynical. Common fears and theories include: Will Canva inject ads into Affinity down the line, turning it into ad-supported software? (Canva denies this so far.) Will development stagnate now that there’s no direct revenue from the app? “If you depend on a software for work it needs to be regularly updated… Free software never has that pressure to be kept top notch,” one concerned designer noted [56]. Is “free” just a phase? Some predict that once enough users are locked in, Canva could pull a bait-and-switch: “They lock you into their ecosystem with the ‘free’ version, and then… suddenly you have to pay a subscription to use your projects,” one reader warned, invoking the dreaded “enshittification” trajectory that many apps have taken [57].
Others raised ethical and data concerns. Because Affinity is now owned by Canva (a for-profit tech company), a few worry their work or usage data might be mined for profit, or used to train AI models without consent. Canva has explicitly stated “we’re not training AI models on your work. Your work stays yours forever” [58], hoping to quell that fear. In fact, “Affinity is free forever” became a mantra in Canva’s community replies [59]. The Affinity team even responded to one skeptical post about companies making apps free then locking features later: “I get it, the track record of companies like us isn’t great. But we aren’t them. Affinity is free forever.” [60]. They’ve been unusually active in reassuring users on X (Twitter), promising no nasty surprises.
There’s also a philosophical debate about “free” itself. Do you “pay” in some way by needing a Canva account? Is giving your email and personal info a cost? Some purists note that truly free, open-source tools (like Krita for painting or Blender for 3D) come with no strings, whereas Affinity is free but proprietary. “If you have a problem with AI, [remember] your entire [Affinity suite] is funded by users of it,” one person quipped, pointing out that Affinity’s free model is subsidized by Canva’s paying customers (especially those using AI) [61]. In other words, even if you personally avoid AI features, you’re benefiting from a system fueled by AI subscription revenue – a moral trade-off some are contemplating.
Despite the concerns, the general sentiment leans positive. The immediate download rush was enormous, indicating many are at least willing to give Affinity a try. Canva reported surges of traffic on Affinity’s site post-announcement. Even skeptics often conclude with something like: “Well, might as well grab it now while it’s free.” For most artists, practical considerations win: Affinity today is a powerful tool that can save them money, so it’s worth using. The long-term trust will depend on Canva keeping its word that “free forever” really means forever and continuing to update Affinity with new features. Any whiff of a reversal could trigger backlash, but for now Canva seems to understand that goodwill is key. As TechRadar’s Alex Blake observed, Canva likely “crunched the numbers” and decided this free strategy is sustainable – if that holds true, “amateur creatives will be in a great spot, with a suite of powerful free tools at their fingertips.” [62]
Canva’s Game Plan: Why Give a Pro Tool Away?
Why would a business give away something that used to generate revenue? (Serif sold Affinity licenses for around $50–$70 each and had just released paid Version 2 last year.) Canva’s move, on the surface, seems altruistic – “creative freedom for all” as their slogan goes [63] – but it is also strategic. Canva is playing a long game for the larger design market. In an interview, Canva’s CPO Cameron Adams explained their mantra of “craft and scale” [64]. Affinity is the “craft” part: a high-end, pixel-perfect design tool for professionals to create with precision. Canva’s core platform (the web-based Canva app known for easy drag-and-drop design) represents “scale”: it’s where those designs can be distributed, repurposed, and used en masse by non-designers in a team [65] [66].
By making the high-end tool free, Canva aims to lure more professional designers into its ecosystem. The idea is that a marketing or branding team at a company might have a few skilled designers using Affinity to craft brand assets, templates, and graphics – without worrying about software costs or incompatible file formats. Because Affinity now saves to one universal file type and has one-click export to Canva, those designers can then push their creations to the cloud where the rest of the team (who may be less tech-savvy) uses Canva’s easy interface to customize content, create presentations, social media posts, etc. [67]. “The strategy is to build a frictionless bridge between these two worlds,” says Adams [68]. Essentially, Affinity free is a funnel to Canva’s paid services, especially for businesses. “When more professionals use Affinity, Canva can sell more seats into businesses,” the Affinity team openly explained on X [69]. Canva already has 260 million monthly active users and is used by 95% of Fortune 500 companies in some capacity [70] [71]. It sells Pro and Enterprise plans with collaboration features, brand kits, and now Canva Grow (a new marketing campaign tool) [72]. The real money is in those subscriptions and big corporate contracts – not in one-off software licenses.
In short, Canva is leveraging Affinity as a loss leader to expand its footprint from the casual/social media design space into the professional creative department. It’s somewhat analogous to how Adobe itself uses some free apps (like Adobe Acrobat Reader or the free tier of Adobe Express) to hook users into its ecosystem. But Canva is taking it further by giving away an entire pro suite. It can afford to, backed by a reportedly “over $1 billion” acquisition of Serif [73] and a private valuation around $42 billion [74]. Canva’s revenue was $3.5B annualized as of late 2025 [75], coming largely from those subscription tiers and enterprise deals. As long as that grows, Canva can subsidize Affinity development.
What about monetization within Affinity? Canva insists the free Affinity app will not suddenly sprout ads or paywalls. The only monetized aspects are the optional Canva AI Studio panel and some convenience tools (e.g. one-click background removal) that tie into Canva’s cloud services [76]. To use those, you need a Canva Pro subscription (about $120/year) [77]. Notably, even these AI features are opt-in and separable – meaning a user not interested in AI can ignore that panel entirely, or even hide it from their workspace [78] [79]. This is quite deliberate: many artists are wary of generative AI, either on ethical grounds or simply preferring manual control. “Unlike Adobe’s tools, the new Affinity remains a pure, unadulterated craft tool with no generative AI baked in except for enhancing existing tools like image scaling,” Hewson notes, “for those who want to edit with AI, that’s available… [but] you can run the entire free experience without ever touching it.” [80] [81]. By comparison, Adobe has woven AI into the fabric of Creative Cloud (e.g. new versions of Photoshop include generative fill by default). Canva’s approach could attract pros who feel Adobe is “force-feeding them generative AI” as part of subscriptions [82]. To them, Canva is saying: keep your preferred way of working – if you hate AI, just don’t use it; if you love AI, you can pay to unlock it. This flexibility might win over teams that were resistant to Canva before.
Lastly, making Affinity free is a huge marketing win for Canva. It casts Canva as the champion of creatives, willing to “challenge the idea that powerful design tools should come with a hefty price tag” [83]. It turns a decade of goodwill that Affinity built (as an indie alternative) into goodwill for Canva. Many in the community see this as Canva’s savvy move to earn trust – a currency that Adobe, amid price hikes and the controversial Figma merger attempts, has sometimes been low on. “We’ve heard the same frustrations [from creatives]: a call for speed, for power, for freedom. Designers have been asking for the tools they love, so we listened, and we built something better,” Canva proclaimed in its announcement [84] [85]. It’s a calculated bet that by giving, they will receive loyalty (and paying customers in other parts of the business) in return.
Impact on Adobe: Stock Dip, Competitive Pressure, and Forecast
Adobe has weathered challengers before – from Corel in the 90s, to Macromedia (which Adobe acquired), to more recent upstarts like Sketch and Figma (which Adobe moved to acquire for $20B in 2022). But never has Adobe faced a competitor offering an entire professional suite for free. The immediate financial market reaction was mild but notable: on the day of Canva’s Affinity free announcement, Adobe’s stock (NASDAQ: ADBE) fell about 0.5% in afternoon trading [86]. The news of a “free, forever” alternative to Photoshop, Illustrator, and InDesign gave some investors pause, given Adobe’s bread-and-butter is recurring Creative Cloud subscriptions [87]. However, the dip was short-lived; Adobe shares bounced back to flat by market close as investors digested the news calmly [88]. This suggests Wall Street isn’t pricing in any immediate exodus of Adobe users. Adobe is a $150+ billion behemoth with deep entrenchment in enterprises, and its stock has been buoyed recently by AI optimism (Adobe has integrated generative AI across its products and touted new revenue streams from it).
That said, analysts are keeping a close eye on how this plays out. The consensus is that Adobe’s dominance won’t erode overnight – but over the longer term, a viable free competitor could pressure Adobe’s growth or pricing power. If even a slice of Adobe’s 30+ million Creative Cloud users peel off to Affinity for certain tasks, Adobe might have to respond with more value (or at least temper future price hikes that have frustrated users). As one market piece noted, Canva’s free pro tools “could appeal to both casual and professional designers looking for alternatives to Adobe’s Creative Cloud suite.” [89] Adobe has long relied on inertia and its all-in-one offerings to keep customers. Now Canva is targeting exactly those strengths, offering a one-stop alternative with zero cost.
In the near term, Adobe will likely emphasize what Affinity can’t do – e.g., video production, advanced 3D (Adobe’s Substance tools), extensive font libraries, and tight integration across creative disciplines. Adobe might also double down on its cloud collaboration features and the convenience of having everything (from stock assets to font management to team libraries) under one subscription. In fact, Adobe’s recent push into an “all-in-one” offering called Creative Cloud Pro (with extra services bundled) suggests they were already gearing up to offer more value for money [90] [91]. Notably, just weeks ago Adobe even offered a rare 40% discount on Creative Cloud for the first year to attract or retain users [92]. These moves indicate Adobe knows it must keep its user base happy in the face of rising alternatives.
Could Adobe ever make parts of Creative Cloud free? It’s not their current model – Adobe’s focus is more on upselling AI and enterprise features. But if Affinity’s free model gains serious traction (say, millions of pro users), Adobe might consider new tactics. Past giants in other sectors have launched free tiers when competition heats up (think Microsoft Teams vs. Slack, or Avid offering a free version after DaVinci Resolve gained ground in video). So industry watchers will be watching if Adobe hints at a freemium Photoshop or similar – though for now, that seems unlikely, as it could undermine Adobe’s subscription revenue.
From an investor standpoint, Adobe still has a robust growth story with its expansion into marketing software, document services (Acrobat), and the tailwinds of AI. One Seeking Alpha analysis even maintained a Buy rating for Adobe citing “leadership position, continuing growth and excellent balance sheet” and a potential upside, despite new competition [93] [94]. However, others are more cautious: a recent piece titled “Adobe’s decline is a shift, not a dip” argued that changes in the market (including competition) might signal a longer-term challenge to Adobe’s sky-high margins [95]. We can expect Adobe’s management to be asked about Canva/Affinity in the next earnings call. Their response will be telling – whether they dismiss it or outline steps to counter it.
Looking ahead, much depends on how successfully Affinity attracts and keeps users. If by mid-2026 we see a significant migration of designers or small agencies dropping Creative Cloud in favor of Affinity + Canva, that could start nibbling at Adobe’s recurring revenue, which in turn would get investors’ attention. Adobe’s stock price could face pressure if growth in Creative Cloud subscriptions slows or churn rises due to this new rival. On the flip side, Adobe may find new opportunities (for example, emphasizing that Adobe’s tools work seamlessly with industry print shops, or that Adobe offers better enterprise support – areas where Affinity/Canva might be unproven).
In the creative industry ecosystem, many predict a period of experimentation: some freelancers will trial switching fully to Affinity for a few months to see if they can live without Adobe. Larger firms might introduce Affinity for certain teams to cut licensing costs, while keeping Adobe for others. Adobe, for its part, might use its huge cash reserves to further invest in innovation (or even acquire other emerging tools) to stay ahead. Ironically, Adobe’s own attempt to buy Figma (a collaborative design tool) in 2022 showed it’s not averse to spending big to neutralize competition – though regulators have scrutinized that deal. With Canva/Affinity, Adobe can’t buy them (Canva is a rich unicorn startup in its own right), so Adobe will have to compete on product and price.
In summary, Affinity’s free relaunch is a bold gambit that has put Adobe on notice, but not on the ropes. Adobe’s stock took only a momentary hit, reflecting confidence that its entrenched position will hold for now [96]. Yet, the move underscores a shift in the creative software landscape towards more accessible, flexible tools. As one journalist quipped, “Adobe have to be a little bit scared these days… their biggest competition… are now completely free” [97]. It’s rare to see a credible challenger willing to go toe-to-toe with the Adobe juggernaut on features, while undercutting it 100% on price. That’s why many experts are calling this a potential “game-changer”. If Canva’s bet pays off, it could reshape how creatives and companies invest in design software, perhaps ushering in a future where subscription lock-ins are no longer the norm. For now, creators have an unexpected gift in their toolbox – and Adobe has a new fire to fight, even as it forges ahead with AI. The creative software war just got a lot more interesting, and users, empowered with a free option, stand to benefit the most.
Sources:
- Joe Foley, Creative Bloq – “Affinity just combined three apps into one free program for all creatives” (Oct 30, 2025) [98] [99]
- Jesus Diaz, Fast Company – “Canva’s new free Affinity app wants to sink the Adobe flagships” (Oct 30, 2025) [100] [101]
- Tom May, Digital Camera World – “Full-feature Photoshop alternative going free is the best news for photographers in years” (Nov 2, 2025) [102] [103]
- Joe Foley, Creative Bloq – “Free Affinity app sparks huge debate among artists and designers” (Nov 1, 2025) [104] [105]
- Investing.com News – “Adobe stock falls as Canva launches free Creative Operating System” (Oct 30, 2025) [106] [107]
- Jess Weatherbed, The Verge – “Affinity’s new design platform combines everything into one app” (Oct 30, 2025) [108] [109]
- Alex Blake, TechRadar – “Affinity says its new Adobe-rivaling creative app is ‘free forever’ – here’s how that really works” (Oct 31, 2025) [110] [111]
- Fast Company (quotes: Cameron Adams, Canva CPO; Ashley Hewson, Affinity CEO) [112] [113]
- Creative Bloq (community reactions and quotes from users) [114] [115]
- Digital Camera World (opinion and context on Adobe vs Affinity) [116] [117]
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