June 24, 2011
The release of Final Cut Pro X, Apple's latest iteration of their industry-leading video editing software, has induced a lot of head scratching from the professional editing community. Even The New York Times is chiming in to sooth the frothy rage of tech-nerds and armchair speculators. Clearly, something here is amiss.
Just marvel at Apple's balls:
Ten years ago you'd be laughed out of the business for anchoring a post-house around Final Cut Pro's utterly rudimentary batch of software instead of AVID. Yet, Apple spent years developing and growing their brand to (rightfully) become the new industry standard. After this heroic crawl towards bonafied professional tool, Apple continues Final Cut's legacy with... an utterly rudimentary batch of software. Final Cut Pro X is missing a conspicuous number of tools that Apple spent the past decade integrating and developing, all so that the broadcast television, feature film, and DIY production communities could depend on them instead of AVID or Adobe Premiere.
Now, It's not like the sky is falling, but if I owned or worked for a professional post production facility I'd be more than a little concerned about which pony is going to win the race. Clearly, either Apple will update Final Cut Pro X, or AVID/Premiere will step in and gladly take Apple's market share off their hands.
For now, let's hope the fleet of internet commentators provides its usual degree of hyperbole to keep this development as unintentionally hilarious as possible.