APPLE FINAL CUT PRO: Apple Final Cut Pro X FCPX Debates FCP Legacy FCP Tutorials

Re: What if there actually IS a new Mac Pro?

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Richard Herd
Re: What if there actually IS a new Mac Pro?
on Mar 14, 2012 at 3:47:05 pm

[Craig Seeman] "Apple really has very little reason to be in the NLE business outside of driving computer sales."

The brand position of the digital filmmaking revolution is a big important "goodwill accounting" issue. Goodwill accounting is the name for the amount of cash greater than the physical assets (when one company buys another). From Apple Final Cut Pro's brand position, anyone can be the next Robert Rodriquez if they only buy this software. Neither Avid nor Premiere have that brand position. Bottom line is: "FCP" is literally worth more than just the potential hardware sales.

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