“The backlash over Apple’s redesign of Final Cut Pro video editing software two years ago was so severe that even slashing the price by $700, to $299, caused an uproar,” Chris O’Brien reports for The Los Angeles Times. “Video editors jeered that Apple had abandoned loyal professional users to create a cheap product aimed at consumers. References to “Apple’s lemon” and “debacle” became common refrains in blog posts and industry trades scrutinizing the fallout.”

“Now, after updating the software seven times since its release in 2011, Apple is launching a campaign Thursday aimed at winning back skeptical professional users,” O’Brien reports. “That campaign, timed to coincide with the National Assn. of Broadcasters convention that starts April 6 in Las Vegas, will feature users like Julian Liurette, who followed the firestorm from his video editing desk in Toronto at the Globe and Mail newspaper.”

O’Brien reports, “After waiting a year as Apple gradually released updates, Liurette finally gave it a try and was surprised. So Liurette began moving the newspaper’s video operations from the old version to Final Cut Pro X. ‘It’s better on all fronts,’ Liurette said. ‘Its interface is 100 times more interesting. And it’s much, much faster.’”

Read more in the full article here.

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