Tuesday, July 12, 2011

Final Cut No?

Of late, there's been a great deal of debate and hand-wringing over the features (or lack thereof) in Apple's latest release of it's professional nonlinear editing application, Final Cut Pro X (FCP-X). 

Here's a mixed review from Ars Technica and a more enthusiastic write-up from non-editor David Pogue at the New York Times.

There does seem to be some general agreement however.  Many believe that Apple is no longer interested in solely targeting the professional video editor market, and has broadened its net to go after educators and do-it-yourself small business owners.  Here's an article from the excellent ProVideo Coaltition that details this strategy.

That may be true, but if so Apple now finds itself in an even more competitive marketplace.  If the actual goal is to provide a more affordable and easy-to-use NLE for "storytelling", there are plenty of options that are far cheaper than FCP-X.   For instance, Adobe Premiere Elements is less than $100 and it runs easily on a pedestrian PC.   And I suspect it's a corner of the market where low price typically wins the day.

It will be interesting to see how this plays out but there's little doubt that Apples new course has opened a major opportunity for Adobe and Avid.   Adobe already offers a promotion to entice FCP editors to switch.

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