Apple presents at NAB 2012 – declares sincere friendship.

[Craig Seeman]

But Apple is going to sell a boat load of those alien guns, declaring them the weapon of the future. Lots of people will walk out claiming their Smith and Wessons are just fine. I mean like where do you load the bullets and why the heck would someone make a gun that doesn’t use them.

[Aindreas Gallagher]

craig, but for the love of god, leading you into my rant – it would be fine if the ray gun worked, but the ray doesn’t work. you can slam your hand on it and scream at it, but this ray gun doesn’t work. I’d *love* a ray gun, I want to love this ray gun, it’s tantalising, but this ray gun doesn’t work.

it doesn’t work bud.

when a music based edit means you have to flood the storyline with the tune and shift all video off the primary into the arbitrary laws of secondary and compound.. which having tried it is actually true.. it’s lunacy how badly the restrictions of metaphor and action they templated have been thought out.
Apple have intrinsically failed in perceiving the true gamut of editing. they have Craig.
Their imposed metaphors fall over in nearly every direction.

This software is incredibly aggressive in conception but – Its storyline metaphors fail in practise, its colour board is a joke, its GUI is too heavy with chrome, its organisation is too restricted to meta-data, allowing no visual spatial organisation of elements (that’s bin windows drag and drop), the locked single window mode is completely inappropriate, the various timecode and audio meter representations are a joke…

this is actually failed software. that’s the worst of it. I wouldn’t mind if it was simply controversial, but its not – this is expensively failed software. Which means its probably like the palm OS within HP. It’s soon to be dead software.
As in – the entire FCP wing of editing is gone.

And that was a needless act, given that the patient apple took the knife to was in rude health.

http://www.ogallchoir.net
promo producer/editor.grading/motion graphics

[Chris Harlan]

Yup.

[Craig Seeman]

[Aindreas Gallagher] “when a music based edit means you have to flood the storyline with the tune and shift all video off the primary into the arbitrary laws of secondary and compound.”

While it needs some significant improvements I’m not off put by that way of working. Secondary Storylines in particular need a lot of improvement. Personally I think it will happen.

[Aindreas Gallagher] “but the ray doesn’t work”

We don’t know how the ray gun will work until it’s complete and then we need to spend the time learning the alien technology.

[Aindreas Gallagher]

God’s honest truth?
I don’t believe we will have an FCP of any sort 36 months from now. I would lay a fiver.
As the near last professional software man standing in cupertino – editing in apple has… what? two/three years to live?

FCPX is a care nothing last gambit to broadly monetise something Apple could give a tupenny damn about.

There won’t be a single – 52 weeks a year occupied – FCP seat left in two years. that I will bet real money on.

Apple are out. They’re gone.

http://www.ogallchoir.net
promo producer/editor.grading/motion graphics

[Jeremy Garchow]

I’m shivering.

[Craig Seeman]

[Aindreas Gallagher] “FCPX is a care nothing last gambit to broadly monetise something Apple could give a tupenny damn about.”

Amongst other things FCPX “job” is to sell Macs and I suspect the goal is to do it more broadly than just feature film and broadcast editors. Unless you think Apple is going to give up on computers (and I know some think that), they will invest in FCPX to move Macs.

[Aindreas Gallagher]

Well, it, FCPX, and it’s dead forebearer FCP7 – that’s a lot of dead software Jeremy, it’s a lot of prior skills, and a lot of dead earth in a limited software field. Nobody is making physical implements akin to cameras for the act of editing. We’re reduced to a software company operating at a loss – avid, then adobe, and some open source.

There have been some incredibly stupid comparisons made to spreadsheets and word processors when it comes to the editing process in FCPX. Phillip hodgetts warbled on about how linked clips were paragraphs. Thats all balls.

The point – surely – is that editing is, irrevocably, a physical process sublimated to software – the cut one makes on h264 is, in the moment, the same as the razor blade on celluloid, one does not requires the link, it is inherent. But apple say for example – shoved in absolute tagging – thereby virtualising the incoming footage and making it in effect a sprite – it doesnt go anywhere, it is replicated like a cloned wart into multiple tags and sections of it are replicated into other multiple tags or even pre-determined smart collections. So Sprites are everywhere. Is the propagation of mirror halls of sprites within keyword collections appropriate to editing source material? Or is it just intellectually lazy regurgitated bullish*t from iTunes and aperture? Don’t get me started on events.

god Jesus but this software is annoying.

http://www.ogallchoir.net
promo producer/editor.grading/motion graphics

[David Lawrence]

My prediction:

Apple drops the price to $199, rebrands it iMovie Pro, and exits film and broadcast. You heard it here first.

_______________________
David Lawrence
art~media~design~research
propaganda.com
publicmattersgroup.com
facebook.com/dlawrence
twitter.com/dhl

[Craig Seeman]

[David Lawrence] “exits film and broadcast.”

They already have for the time being. That doesn’t mean they’ve exited the professional editing market and it doesn’t mean that it will develop back into the workflows that film and broadcast will become.