“Apple updated Final Cut this week,” Jonny Evans writes for Computerworld. “The software is now not only significantly faster than the previous version (7), but also equipped with some of the most important tools professional video editors had complained were missing in its original release.”
“The latest Final Cut update appears a few days before the world’s biggest video industry trade show, NAB, opens its doors,” Evans writes. “The software patch also comes as the company begins a new marketing effort to promote the software, publishing a series of user videos in which professionals talk about Final Cut.”
Evans writes, “Speed seems to be a central plank to Apple’s argument for Final Cut — this begs the question: Where is the speedy Mac to run the software on? …Apple has promised to address this. A note from Apple CEO, Tim Cook, last year, reassured pro users the company was: ‘Working on something really great for later next year.’ What better time to introduce ‘something great’ for pro users than in or around NAB?”
Read more in the full article here.
Related articles:
Apple aims to win over video editors with new Final Cut Pro X marketing push – March 28, 2013
Apple confirms launch of new Mac Pro in spring 2013 – February 6, 2013
Ultimate Mac: Building the Final Cut Pro X dream machine – November 9, 2012
•In my best pppppeterson voice•
Lame weak argument…… Tim Cook should be fired, its SO obvious that this ‘speed up’ FCPX ploy is just an excuse NOT to introduce a new Mac Pro. It already runs faster on the machines you have, so you don’t get a new Mac Pro.
Tim Cook has no respect for Apple or the users that helped Apple through its last toilet bowl swirrly melt down. Tim Cook is Satan incarnate an needs to be stopped.
Tim Cook is not only a blight on face of Appl, but destroys share holder value, and is responsible for global warming, and he BBQs puppies and kittys after poisoning babies.
Interesting, Mr. Not, that your post has not attracted much support (now it will). But…
You are wrong about my take on the revisions to FCPX – that’s a really good thing. AND, if it suggests a recommitment to serious computing and serious computers, it will be the one thing that Tim Cook has done that could be of promise for the future of Apple Inc. If he would say – ‘my predecessor, as world class as he was as a visionary, he was wrong about converting Apple to a mobile device company and abandoning the business of serious computing. We are going to reenter that vast market of incalculable potential to be found in the corporate and government world and take Apple to new heights.”
If he said that and then did that, I would take back every negative thing I’ve ever said about him and issue a personal apology for underestimating his wisdom and leadership. I have no fear of EVER having to do that.
Rebuilding Final Cut Pro from the ground up was an extremely risky move. Avid and Adobe have feature complete video editing solutions, which have been steadily gaining converts over the last two years. These video editors, however, are very old now, filled with legacy code and legacy ideas – if Apple’s total rewrite of Final Cut Pro can prove itself this year to provide a fundamentally faster and smoother workflow (while being competitive in features), then Avid & Adobe will be blindsided. Like smartphone makers after the launch of the iPhone, they might need a complete rewrite of their own platform to remain relevant.
New Mac Pros are of course critical for any of this to work in Apple’s favor. Apple must be smart enough to realize that. Tim Cook even confirmed new Mac Pros in 2013.
gc5, taking risky moves to change the game and redefine how people work is kinda just what Apple does.
Hoping the 1 2 punch of new hardware and the improved FCPX will trigger some massive sales next quarter
Were can I fill in my credit card details?
I’m hearing lots of hope and speculation but no solid facts to indicate that FCP X is actually fixed, or that the next Mac Pro is imminent.
The reason Avid and Adobe have been gaining market share is because FCP X ruined a very good product. Changing interfaces is only a good idea when it actually improves workflow.
… and Mac Pros won’t sell well if they don’t have world-class performance too.
Right on Mike.
Apple made the same mistake with FCPX as it did with iOS6 maps. Because they didn’t allocate enough development resources, the rewritten apps lacked feature parity with the apps they were intended to replace. The fact that Apple has made this same mistake twice tells you everything you need to know about the dumbing down of Apple and their total lack of concern for their customer’s user experience. In the past, Apple sought to delight their customers. This concept has been cast aside in pursuit of profit margin above all else.
‘Because they didn’t allocate enough development resources’
Yup, spoken like someone who doesn’t know anything about software development. If you trot out that tired old line about allocating more resources to any development project manager, he’ll probably tell you that it takes one woman and one man to make a baby; adding more development resources won’t improve the quality of the final product.
If you look at how new software applications are developed these days ( I have) you’ll notice that companies no longer toil for years behind close doors before releasing a product that no one wants or cannot meet performance requirements.; they release small increments, get feedback, adjust the development plan, release again.
This is what Apple is with FCP X and Maps. This is what Google does with all its software.
What Apple failed to do is communicate to its customers that this is what it is doing. Why they chose not to I have no idea. Probably thought it would tarnish the brand (as if having the press and hoards of nerds bleating on about it wouldn’t).
This is not a problem with ‘allocating enough development resources’; it is a problem with managing user expectations. This is where Apple tripped badly.
And before anyone else decides that ‘allocating enough resources’ is a problem with any Apple project then they should read the ‘Mythical Man Month’ before commenting. Allocating more resources increases lines of communication and adds complexity to the whole process structure. In many cases, adding more resources make things worse.
Your point about the fallacy of “allocating resources” is well taken. However, there would would have been much less need for Apple to be “managing user expectations” if the replacement apps they provided had not taken away features that users depended on.
IMHO the Mac Pro problem is Intel is dragging its’ ass. Mac Pro uses Xeon chips that have not been updated. Thunderbolt and USB3 are part of the chips from intel. Take a look at Dell or HP and see what their boxes that have Xeon’s look like. Yea i7’s have them, but they are not pro chips, no comparison.
To nearly every FCPX critic above… “Rome wasn’t built in a day”.
No but it burned in a day.
How long does it take to burn a Blu-ray with Apple software and hardware? Oh yeah, you can’t!
Correct. And you can’t play a Blu Ray disc on your Mac either. This is more evidence of Apple’s abandonment of video pros.
I hope it’s a blazing fast mini tower!
Have been using FCPX since day one and have no issues or regrets.
Where’s Logic Pro X in this mix?
Music makers might want to know.
Bring back the CUBE!
Well, I have to disagree with NOT updating the Mac Pro. I’m not a Mac user or an apple fan boy but I do watch the sector closely and for apple to NOT update the Mac Pro would be one of the biggest mistakes the company has made. There are tons of Pro users world-wide that have been screaming at apple for not refreshing the product but I believe this iteration of the Pro will be a great expansion. If I’m wrong, so be it… not my loss, only apple’s loss. But I cannot see a potential boat load of money being made and Tim Cook just to let it pass by. I belive Apple has listened to their Pro base and will release a greatly refreshed product very soon.
Seems that someone desperately wants an imminent bump in their slumping Apple stock portfolio. The markets will not respond to frantic efforts to promote vaporware.