Apple aims to win over video editors with new Final Cut Pro X marketing push

“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.

Related articles:
Ultimate Mac: Building the Final Cut Pro X dream machine – November 9, 2012
Final Cut Pro X gets significant update with new features and RED camera support – October 23, 2012
PC Magazine reviews Apple’s Final Cut Pro X 10.0.3: Editors’ Choice for high-end video editing – February 7, 2012
Apple significantly updates Final Cut Pro X – January 31, 2012
Editor Walter Murch is feeling better about Final Cut Pro X – November 8, 2011
Apple releases major Final Cut Pro X update; debuts free 30-day full version trial – September 20, 2011
Film editor: Apple’s Final Cut Pro X is flexible, powerful, incredibly innovative software – September 12, 2011
IT Enquirer reviews Apple’s Final Cut Pro X: Very much a professional’s tool – July 8, 2011
Former Avid employee on Final Cut Pro X: Only Apple seems capable of pushing boundaries – July 5, 2011
Why Apple built Final Cut Pro X – July 1, 2011
PC Magazine: Apple’s Final Cut Pro X makes serious leaps and bounds past its predecessor – June 30, 2011
Apple revolutionizes video editing with Final Cut Pro X – June 21, 2011


  1. “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.”

    Make that updated EIGHT times, as of today.

    New updates for FCP X, Compressor, Motion, and QuickTime.

  2. Marketing a once mangy dog, no matter how vast the improvement, is a waste of time and money.

    Apple: INCREMENT THE MAIN VERSION NUMBER. Call it an abandonment of a bad idea (which it was). Call it both a return to sanity AND the actual improvement everyone expected at the time you accidentally shoved the mangy dog on stage. Do NOT keep the same version number, at your peril. That one simple thing says volumes more than a legion of talking heads.

  3. Apple may be trying to win back their previous customers but I know at least one that won’t be back. Our local film school recently switched 18 workstations to Avid after evaluating FCP X and rejecting it for interface issues and lack of features. This is happening many other places in the country according to a friend at the school involved in the evaluation process.

    I tried to like FCP X. It is too much like the current version of iMovie to be useful. My studio will stay on FCP 7 for another year, then switch to Avid.

    Apple seems to doing all they can to drive away professionals.

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    You’re making it entertaining and you continue to care for to stay it wise. I cant wait to learn far more from you. This is actually a wonderful site.

  5. Apple had it’s CHANCE to slowly work out of FCP 7 into ver. 8 while they dazzled us with glimpses of FCP X. They could have hyped FCP X until editors rioted to see more and then probably had lines wrapping around city blocks to be a beta user for FCP X. All this time people would salivate while they used FCP 8 (a minor revision).
    The problem? No imagination:

    Steve: “What IS this? (holding a box set of FCP 7) What is this? I mean WHAT is FCP?”
    Mark: “A professional editing suite”
    Steve: “Then WTF is this?” (throwing the box of FCP X at Mark) That’s a true story and the further truth is that the prophet is gone. Do not expect miracles from Apple anymore. They don’t care directly about FCP. They care that you keep buying computers, they figure there’s a good chance you’ll buy a phone too and maybe an iPad. If you ARE happy with FCP X then you also might upgrade your computer someday. But like I said do not expect miracles from Apple. FCP X will continue to attract a few die-hards but it will not be what most professional editors need.
    After checking out 10.0.9 all I can say from my own direct experience is that I would not recommend a working unit or individual to put it in their workflow. Crashes, inability to import and who cares how fast it is if it doesn’t do many of the things we need done. It’s like FCP Express for $299
    I was an optimistic fanboy since day one of OSX and FCP2
    but feeling very discouraged about Apple and especially FCP

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