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A look back at the Rumor Mill Freakout of 2010...

COW Forums : Apple Final Cut Pro X Debates

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David Jahns
A look back at the Rumor Mill Freakout of 2010...
on Jun 30, 2011 at 3:30:05 pm

And damn if Apple insider didn't nail it over a year ago:

Lead para: "Apple's Final Cut Studio suite of video post production apps is getting a significant makeover to better target the software to the mainstream of Apple's customer base rather than high end professionals."

http://www.appleinsider.com/articles/10/05/18/apple_scaling_final_cut_studi...

I was greatly comforted by Philip Hodgett's detailed analysis of why they were wrong:

http://www.philiphodgetts.com/2010/05/why-apple-insider-couldnt-be-more-wro...

and also by Apple's official statement:

"Final Cut Pro is the first choice for professional video editors, and we've never been more excited about its future," Apple spokesman Bill Evans told CNET. "The next version of Final Cut is going to be awesome, and our pro customers are going to love it."

http://news.cnet.com/8301-13579_3-20005409-37.html

But now looking back - we should have known. Look at Quicktime X compared to QT7. I was comforted in the fact that QT X wasn't labeled "Pro" - and it's super fast. A Pro version with more features would rock, right?

I think the realization I'm coming to is that FCP is only NOW, a true Apple product.

They didn't create FCP, DVD Studio, Color, Cinema Tools, Shake, Logic, Final Cut Server, etc... - all of those were acquisitions.

They DID create iPhoto, Pages, Numbers, etc... and let's be honest, that's what they are good at. Consumer Apps that are easy to use. I hate MS Excel & Word - and I love Pages/Numbers/Keynote - but I'm not a Power User or Pro at any of those tasks.

When I look at FCP-X, that's what I see. A reasonably powerful app for MOST users. And I think it will be awesome for many people, and quite possibly that some features will get adopted by Avid/Adobe...

But just as high-end number crunchers don't use Numbers, I just don't see FCP-X in the high-end video professional workflow, where true project sharing is a must.

They can add XML & Multi-clip, etc - but the structural changes (projects/media management/database, etc.) seem like insurmountable design decisions that will hamper any attempt at the collaborative workflows.

All that being said...

Apple played this right - for themselves. Could you imagine if they'd admitted this a year ago? This last week of fire & brimstone would have enveloped our industry for a whole year! By releasing it the way they did, it's like ripping off a bandaid - hurts a lot, but only briefly.

Ah, well... Thanks for a great decade, FCP...

David Jahns
Joint Editorial
Portland, OR


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