“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,” Prince McLean reports for AppleInsider.
“According to a person with knowledge of Apple’s internal Pro Apps plans, the company has shuffled around management within the Final Cut team in order to retarget its efforts to more closely match the needs of the majority of its customers,” McLean reports. “Apple’s Mac customer base has steadily shifted from desktop models to notebooks, while also broadening out from a high end creative niche to a wider installed base that includes more prosumer and advanced home users.”
McLean reports, “Currently, Final Cut Pro is targeted at advanced professionals with a scaled down, less expensive Final Cut Express version sold to users who don’t need all of its high end features. Because Apple now primarily sells the Express version, the company wants to rethink Final Cut Studio and scale its overall development to better fit the majority of its customers.”
These and other moves do not “spell the end of the company’s interest in building Pro Apps, according to new job postings Apple recently posted,” McLean reports.
Full article here.
Frank Glencairn disputes the AppleInsider story, blogging, “Today Apple Insider got the echo chamber of the Internet buzzing, with their post Apple scaling Final Cut Studio apps to fit prosumers by Prince McLean. It’s a great headline and I can’t blame Prince McLean and Apple Insider for running with it: it’s bound to get them a whole bunch of links.”
“However, they couldn’t be more wrong. Factually they have the entire history of Pro Apps at Apple just plain wrong,” Glencairn writes. “That’s probably because Prince McLean isn’t exactly well known in the professional video communities and because that history is only known by those who where paying attention at the time. (And also, Apple have definitely encouraged the inaccurate version of the Pro Apps history mistakenly quoted at Apple Insider.)”
Glencairn writes, “More on that in a minute. Aside from the factual errors in the history, I think they have had some data from an insider that they’ve totally misinterpreted and the true interpretation is incredibly positive for Final Cut Pro… Let me go out on a limb and say that it much more likely means that Final Cut Pro is getting a very thorough rewrite. Not just a 64 bit/Cocoa rewrite (and hopefully take advantage of modern OS X features) but a complete rethink.”
Full article here.