Re: Apple are hilarious

for sure. Chris Kenny put it pretty well up there:

When you say nobody is using FCP X, I think you're operating under the unspoken assumption that feature film and broadcast TV editing dominate the pro video editing market. They don't in any numerical sense. Apple understands this. Instead of waiting until they had a feature set suitable for demanding high-end customers, Apple shipped when FCP X had a feature set that made it to the much larger low-end market, and then turned its focus upmarket only after already having a product out there for more mainstream editors to buy. These numbers validate that decision.

There's a ring to that -

but.. I just can't resist having a rip at the way Apple choose to deal with the conversation arising out of their strategic shift, in terms of how they converse with the industry of editing as it stands now.

I have a problem with their stance, and their weird, we're quietly saying gnomic things in a hotel suite you can't walk into carry on.
that sort of carry on would irk anyone. This isn't an unannounced iphone4. You'd think Apple need to shake off some of this behaviour for non-consumer markets. nothing bad will happen to them if they do.

but that's totally separate to the thought they put into this application, and what they believe its meant to do. Mark Raudonis did say with feeling at the editors lounge thing that Apple made *exactly* the application they intended to.

at the minute I'm watching that autodesk stream of Alfonso Cuaron talking about Gravity - to hear him talking to the massive benefits of democratising the tools for narrative, you find you nod the head instinctively.

http://vimeo.com/user1590967/videos
http://www.ogallchoir.net
promo producer/editor.grading/motion graphics