Apple Shows up. Apple Exhibits

[Craig Seeman]

[Mitch Ives] “Maybe they’ve figured out that they can’t just “phone it in”. That would be a huge change and a positive step forward. “

I certainly was shocked to see Apple there. I wouldn’t have been as surprised if it was Evan Schechtman, who is local. To see that Apple had an employee, a presentation in the theater and a table right next to Avid and Adobe, really struck me.

I think that it’s big news, hence the post. That others are confirming this was not the case very recently, really does make this interesting. I can’t believe this was a one time “aberration.”

I’ll admit that I only saw the last half of the presentation. My personal sentiment is that Apple would have less revealing commentary than from someone like Evan who has a facility’s business at stake. There was nothing I didn’t already know in that last half and not much commentary “outside” of something that was probably tightly scripted.

Of course they showed it sending to Resolve. They also showed it working with CatDV. I spotted a very slight (1 frame?) lag comparing the projected app and the projected output. I’m not sure of the exact signal path other than I’d guess it was going through a Blackmagic Thunderbolt device.

When he talked about further features it was nothing more than was posted in the Larry Jordan blog. I though the way he worded Dual Viewers was funny (to me at least). It was something like “for those who want a viewer on the left.” Funny? because he didn’t refer to it as Source or anything specific to playing back only Event files. I don’t want to read too much into it. It may that the dual viewer content has greater functionality that source/record or Event/Timeline. Also thinking about the language, that they are calling it Dual Viewer rather than two viewers might mean it’s two tied windows vs two independent players. Again I have no real basis for this speculation other than naming language and the words he used to describe it. I think Apple is VERY CAREFUL about the language they use.

[Mitch Ives]

[Craig Seeman] “To see that Apple had an employee, a presentation in the theater and a table right next to Avid and Adobe, really struck me.”

I choose to see this as a hugely positive thing… let’s hope it’s a trend…

Mitch Ives
Insight Productions Corp.

“Criticism may not be agreeable, but it is necessary. It fulfills the same function as pain in the human body. It calls attention to an unhealthy state of things.” – Winston Churchill