Apple are hilarious

[Marvin Holdman]

Apple – “Reports suggest”

That’s a CYA statement if ever I heard one.

Marvin Holdman
Production Manager
Tourist Network
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[Franz Bieberkopf]

From the linked article:

“Additionally, Apple notes that there are now more editors working with FCP X that with Final Cut Pro 7.””

Are they claiming over 2 million downloads of X? … or maybe a million converts and a million hold outs.

I’m reading a claim of around a million at least in there. (On second thought, that assumes all of their previous “2 million users” claim were version 7 users, which is unlikely; so, less than a million)

[Aindreas Gallagher]

to be fair there is actually a report – i just cut the sentence down for reading

“a recent SCRI report on broadcast and post NLE purchases that suggests….”

still – the tone of the PR is nevertheless mental. Apple have retreated to AppleLand here.

https://vimeo.com/user1590967/videos
http://www.ogallchoir.net
promo producer/editor.grading/motion graphics

[Chris Kenny]

[Aindreas Gallagher] “Even for Apple that is a ludicrous pronouncement. How do they keep a straight face? They’ve just gotten hosed for a year, the release was a shambles, and barely anyone is using the thing. “

I seriously doubt the SCRI report Apple is citing contains falsified data or that Apple is misrepresenting it.

When you say nobody is using FCP X, I think you’re operating under the unspoken assumption that feature film and broadcast TV editing dominate the pro video editing market. They don’t in any numerical sense. Apple understands this. Instead of waiting until they had a feature set suitable for demanding high-end customers, Apple shipped when FCP X had a feature set that made it to the much larger low-end market, and then turned its focus upmarket only after already having a product out there for more mainstream editors to buy. These numbers validate that decision.

As I just noted in another thread, FCP X is the top-grossing app on the App Store (ignoring Lion, since it’s not an app). While this isn’t definitive, because there are, of course, many apps sold outside of the App Store, this probably makes it one of the most successful apps on the platform.

—
Digital Workflow/Colorist, Nice Dissolve.

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[Paul Jay]

Sure, and thunderbolt is consumer technology 10 times slower then USB 2.0.

He! I can run fcpx, fcp7, davinci, smoke, premiere with Broadcast hdsdi in/out on an iMac.
Geee. Apple is so consumer technology.

[Franz Bieberkopf]

[Chris Kenny] “These numbers validate that decision.”

Chris,

I don’t think any numbers have been given. It’s been said that “reports suggest”.

Would be interesting to see the report …

Franz.

[Aindreas Gallagher]

Yes, I’d very much like to see Apple flesh out the numbers they’re throwing around, not to mention what comprises a “new seat”.

https://vimeo.com/user1590967/videos
http://www.ogallchoir.net
promo producer/editor.grading/motion graphics

[Franz Bieberkopf]

This seems to be the report that Apple “pointed out” (though, of course, no way to confirm):

https://scri.com/sc_reprt/sc_bpvm_2007nles.shtml

1500.00 for the report. It starts like this:

“NLEs will continue to grow over the next three years, in spite of major technological changes that have left many high-end editors bereft, frustrated and storming out of the edit suite.”

Franz.

[Joseph Owens]

[Paul Jay] “Sure, and thunderbolt is consumer technology 10 times slower then USB 2.0.

He! I can run fcpx, fcp7, davinci, smoke, premiere with Broadcast hdsdi in/out on an iMac.
Geee. Apple is so consumer technology.”

A. The consumer advertising around Thunderbolt is that it can “dramatically speed up moving your photographs and music”. (I’m not making this up….)

B. Not your father’s iMac, and we are talking Resolve Lite, which isn’t actually dependent on Apple, and we also know it, and its licensed version, runs better and faster elsewhere.

C. Apple is all about consumer technology. It is its profit centre and will increasingly be.
All business analysis of the corporation (you know, the boring guys like accountants and investment advisers and actuaries and so on) revolves around it as a “gadget” producer –> i(Things).

Can’t help it if democratization is deluding so many people into believing they have talents.

But whatever, its all “spin”.

jPo

You mean “Old Ben”? Ben Kenobi?

[Walter Soyka]

[Paul Jay] “He! I can run fcpx, fcp7, davinci, smoke, premiere with Broadcast hdsdi in/out on an iMac. Geee. Apple is so consumer technology.”

Moore’s law gives us exponential growth in computing performance per price, but video standards increment stepwise with long stretches between changes (SD to HD, HD to 4K, etc.). As long as computers continue to outpace video like this, we’ll be able to do more and more with less and less, especially in straight editorial.

But Paul, is an iMac really your dream machine for these apps? Wouldn’t the options of more CPU power, more GPU power, and more connectivity be nice to offer?

The iMac is a machine that you can do professional work on. It is not a machine that is built for professional work.

The importance of that distinction probably varies with workflow and delivery requirements.

Walter Soyka
Principal & Designer at Keen Live
Motion Graphics, Widescreen Events, Presentation Design, and Consulting
RenderBreak Blog – What I’m thinking when my workstation’s thinking
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