Re: One year later...

The only reason apple will 'care' about the top end pros is because of association. I bought a mac and FCP when I started because the top end pros were using it and I could afford it. I knew of avid from my time in TV but FCS offered too much at a good price and had been pre validated.

And not just by the Leverage team.

Apple care about money. If they cared about The industry they would form a little ProApps offshoot that could even run at break even and could have delivered FCS and Pro Macs forever. Even at a small loss it would have been sensible and its not like they couldnt hire in more coders to do it: there aren't a finite amount of them.

Apple is where it is because of the iDevice purple patch they hit, but part of that is the association with the creative sector. I would say a high percentage of people associate Apple with creative professionals.

They have started damaging that association now. it will falter further as time passes. apple will be superseded by others in people's perceptions of who are associated with professional creatives. and then Apple just won't be as cool.

so sure, they want the world to believe they care about the professional creatives. They want the world to associate them with the professional creatives. And yep, some professional creatives will love their iPhones and iPads. But believing they care about the professional market is folly my dear little blinded chums. They'll keep pretending they do because they want that association. And you'll keep trotting out specs and possibilities and theories and beliefs of what and where and how glorious it will all be, but the cold hard truth is they care about the middle classes disposable income. Stephen Fry espousing the aesthetic beauty of the iPhone 4 is far more knicker wetting to them than Walter Murch going 'meh, it's not as shit as it was'.