in the continuing series of things read on art of the guillotine..

[Craig Seeman]

Apple has found a way to thin out the herd at last. All the lunatics who claim to be editors are being exposed for their madness, to have their post houses and edit rooms converted to the padded rooms at the funny farm.

Us sane folks will be learning FCPX and earning a living with all the lunatics driven out of the business. It will be Apple’s post apocalyptic editors world.

Someone will do a documentary on all this craziness from Supermeet to June (From Here to Eternity) and they’ll have a cult classic on their hands. And they’ll cut it all on iMovie.

[Aindreas Gallagher] “Is there a brute financial imperative in this kind of ridiculous behaviour?”

… from the Post community, no.
… from Apple, yes. They know exactly what they’re doing.

[Aindreas Gallagher]

hey,

ok sure look –
A: I’m regurgitating the post I linked to there for the top.
B: I think this could have been handled better – we’re left – all of us – in a swamp of unanswered questions: from an official presentation at the premier meet where apple chose not to broach the menu system even – couldn’t we have even seen the file save dialog box?
I mean honestly, what is this; a striptease we pay for?

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

[Craig Seeman]

It definitely could have been handled better. I mentioned how I thought Apple should have handled elsewhere in my sea of posts.

See this
https://forums.creativecow.net/readpost/335/860

They’ve never attempted anything like this before and as a marketing event it may be the Newton or the Cube but the end result will be the iPad and the MacMini.

I don’t consider a marketing faux pas the same as a product faux pas though. I just think they didn’t know how to manage anticipation leaving the SuperMeet.

Other companies like CMX and Avid (and even Adobe) have made big costly mistakes. This one by Apple just doesn’t rank that high up there.

I’ll bet after seeing this, the June release event will be much better. I think Apple will have learned a few things here.

[Aindreas Gallagher]

yep. that really was a point you made on store updates – should FCPX become a granular, rapidly evolving product ala the likes of well performing iOS software – then i”m not sure what to say really – that’s flat out savagely transformative.

again – I am honestly slightly pissed with the style of reveal, but to the software effort itself: in the context you were speaking of, if as delivered organically and timely by the app store – that could just be something else entirely.
Bar anything else- I am just madly, madly curious. Damn you apple. Sort of.

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

[Walter Biscardi]

It’s clear from the “sneak peek” that Apple is doing their own thing with very limited input from the outside world.

No other way to explain taking a 10 year software brand that has made tremendous inroads in all areas of Post Production and then potentially dropping many of the features used day in and day out by said post production companies.

The “sneak peek” was aimed squarely at small shops, one man bands and those who “ooooooh” and “aaaaaaah” every new thing that Apple shows much like the marketing presentations.

What is completely ludicrous is that NONE of what we’re asking is a state or trade secret. We’re simply asking if the features that are ALREADY IN FINAL CUT 7 are still in Final Cut Pro X. But apparently Steve Jobs has the answer hidden somewhere because if competitors were to find out about this it would be bad.

This whole consumer based “on a need to know basis” approach to the reveal was and is still asinine.

Walter Biscardi, Jr.
Editor, Colorist, Director, Writer, Consultant, Author, Chef.
HD Post and Production
Biscardi Creative Media

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[Aindreas Gallagher]

yes – the fact that they are unwilling to clarify basic issues of concern is beyond irritating. Should the software itself prove to be the sum of all hopes, well great, but this carry on is still really annoying – taking a consumer tease approach with professional software for professional editors is in and of itself just annoying.

I’m going to break into cupertino Apple: that’s right – I am going to go in through the window in the night and I am stealing the FCPX manual.
Then I am going to RTFM in an audio blog post or something. And then we will know what the hell is going on.

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

[Chris Kenny]

[walter biscardi] “No other way to explain taking a 10 year software brand that has made tremendous inroads in all areas of Post Production and then potentially dropping many of the features used day in and day out by said post production companies.”

While it’s possible there are features absent from FCP X, there was nothing presented during the sneak peek that provides any evidence for this. Only discussing major new features is par for the course for product upgrade announcements.

You’ve decided to play some sort of “What’s the worst thing that could be true given on what we know” game, and that, not any actual action on Apple’s part, is the primary source of your anxiety about this release.

—
Digital Workflow/Colorist, Nice Dissolve.

You should follow me on Twitter here. Or read What is FCP X’s relationship to iMovie? on our blog.

[Aindreas Gallagher]

no – I take your point on there being fear as a factor in the reaction people have been having – but he’s not playing the ‘what’s the worst thing game’, he’s playing the ‘I’m very annoyed with Apple game’ – that’s a valid game.

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

[Chris Kenny]

[Aindreas Gallagher] “no – I take your point on there being fear as a factor in the reaction people have been having – but he’s not playing the ‘what’s the worst thing game’, he’s playing the ‘I’m very annoyed with Apple game’ – that’s a valid game.”

But he’s very annoyed at Apple, as far as I can tell, primarily because he’s talked himself into believing some fairly unreasonable things (e.g. it’s plausible that FCP X won’t be able to support video I/O cards) and considers it a failing on Apple’s part that they haven’t released specific information clarifying these points.

As far as I can see, Apple has no particular responsibility to respond to this sort of unreasonable skepticism. It’s like saying, in the wake of a new iMac announcement “Hey, maybe these new iMacs don’t let you install third-party software anymore”, and being upset with Apple for not clarifying that yes, like previous iMacs, and consistent with what any reasonable product sold into that product category would have to support, they do.

—
Digital Workflow/Colorist, Nice Dissolve.

You should follow me on Twitter here. Or read What is FCP X’s relationship to iMovie? on our blog.

[Aindreas Gallagher]

I don’t think that quite stands up – the iMac comparision – we know this is a complete rewrite, and they omitted any mention of a raft of key features in their.. tease.
As a customer I don’t need or want a tease, I need to know what’s going on. Apple’s approach to this, and the stone walling after the event is increasingly annoying, and altogether inappropriate for a professional customer base.

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