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OT: Apple pulls out of NAB
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[Michael G] “Actually it happened the other way around. It was AVID going to Windows that started FCP”
That’s correct. Avid dropped the Mac platform altogether and that led Steve Jobs to actively pursue a video production platform. Adobe left for Windows after they felt they could no longer compete against FCP. Truth be told, at the time Premiere was very weak. The current Premiere however looks like a solid tool on the Mac.
Walter Biscardi, Jr.
Biscardi Creative Media
HD and SD Production for Broadcast and Independent Productions.STOP STARING AND START GRADING WITH APPLE COLOR
The new Color Training DVD now available from the Creative Cow! -
This post thread has been fun today, especially seeing everyone’s thoughts. I just had
2 more cents worth…and it’s 2 cents that deviates from the topic.No matter what ever happens with Apple, or any other provider, we are all folks who aspire to tell stories one way or another. I love the digital tech. I think it enables us to tell our stories in a way never before available. We are “Creatives” and we wear that title with pride, sometimes a wry smile, or a little crow. Dreamers made effective and productive by this technology.
My background is in broadcasting. I saw the good part of it and the totally evil part of it. Digital imaging and sound manipulation is providing a vehicle to finally chomp away the smoke and mirrors of an industry that is badly in need of reform. Not too mention a big dose of real integrity. Apple does not need to be at NAB. They need to communicate with their consumer base, and that includes pros who’ve adopted (and paid for) their technology in order to produce the stories.
I sincerely like using Apple’s products. They have been my favorites. Nothing is perfect or absolute. I did not see FCP at NAB the first time. I was brought into a Panansonic Post Box
edit bay and shown by a friend what this new Final Cut program could do. I saw it’s potential, and it changed how I worked. It married my two loves of the business Producing (Directing) and Editing.
I’ve edited with Avid, Ulead,Premiere, Panasonic, Sony, Toaster, even the Techtronix box with a “shark”. A couple of the above mention systems made me want to go back to tape to tape. My favorite to this date is Final Cut Pro. And I did not find this program at NAB. I spent money, and didn’t get bribed with S.W.A.G.How many of you actually saw FCP at NAB? Or bought it there? Then apply that to the rumor mill!
Produce On!!!
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Post Box… If I remember correctly, that thing looked like a cinder-block. 🙂
Seriously, I’ve put some thought into the idea if Final Cut were to simply disappear. We’ve seen it happen to dozens of systems. I realized that it wouldn’t affect me in the short-term. I do have a certain amount of pride of watching FCP grow, and being able to recommend it as a platform to build editing solutions for the company I work for, and seeing post production companies develop around it. There is also the matter of the ecosystem that has sprung up around it. I would hope that Apple keeps them dear to their hearts. They helped make it happen. What I’ve seen in Edius system deployment is the advocation of hardware solutions that do not fit the needs of the client. Granted, this was a third-party outside of Thomson, but the prescribed hardware was Canopus (Thomson) and while we made it work, it wasn’t right for the job. Seeing how Thomson has used its acquisitions gives me great pause in what I imagine in a sale of Apple’s pro applications to them.
But on the other hand, my Final Cut Studio 2 upgrade, that I purchased on the evening of the announcement at NAB (I still wear my pass to the event behind my employee badge) will continue to work. I’m even considering an upgrade to my RAID system to make it better.
I said elsewhere that I think Autodesk is a better suitor. They killed their entry-level edit* years ago, and they still don’t have a good PC based compositing application yet. (No, after several years, I still don’t like Combustion. I bought it, upgraded it, and have never been satisfied with it’s performance)
I still think Avid is behind the rumors. I’m still waiting to see what Avid does with Softimage DS, Matador and Elastic Reality. Didn’t I mention something about “Not Invented Here Syndrome”?
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So now that Premiere is back on the Mac and Avid is also back, perhaps FCP is not so important to Apple anymore.
Steve Connor
Adrenalin TelevisionHave you tried “Search Posts”? Enlightenment may be there.
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[David Frisk] “Managers make decisions on how money is spent, not editors or engineers.
True, but I think that generally, post houses that edit with Avid can and do charge more than a place with FCP (generally…there’s always exceptions of course). So that probably also affects their decisions.
“The price Avid vs FCP is changing… it’s more job based instead of equipment. There are very experienced Avid editors/facilities that can charge more. The change is all the tools one can easily have at there finger tips with FCP and Quicktime. A person that can edit with FCP, create graphics with AE or Motion and mix with Soundtrack or ProTools will command a higher price.
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[Scott Thomas] “I still think Avid is behind the rumors. I’m still waiting to see what Avid does with Softimage DS, Matador and Elastic Reality. Didn’t I mention something about “Not Invented Here Syndrome”?”
Waiting for Matador and Elastic Reality is like waiting for road kill to get up and walk off the road.
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[David Roth Weiss] “So??? Once we liked Sadaam Hussein, now we don’t. Once we liked Osama Bin Laden, now we don’t. People are allowed to change their minds…”
lol
quite right david
maybe in 50 years time osama T-shirt sales will overtake Che T-shirt sales -
[walter biscardi] “Wonder if the entire package would just go back to Windows since it started there anyway.”
God, I WISH that would happen, not only to get away from OSX but also to get away from Apple’s closed shop mentality… torturous having come from Adobe where contact with engineers and product developers is very easy.
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Maybe Avid is the one buying over the Apple ProApps business to gain back marketshare.
Plausible…no ?
-chrispy
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(in the nicest possible way Chrispy) No 🙂
History has shown us that Apple acquires products, technology and intellectual property, develops them, markets them (like no other company can) and occasionally kills them. What they NEVER do is sell product lines to competitors.
Also over the past few years Apple have built up a end-to-end media pipeline – Final Cut Studio for creation, iTunes for distribution and iPod/iPhone/Apple TV for playback. You can bet this didn’t happen by accident and it puts Apple in a unique position that their competitors would kill for but are very unlikely to match. The likelihood that they’d surrender any part of this valuable pipeline is extremely low.
IMHO those are two of the major reasons why a Pro Apps sale will never happen. In the meantime, these irrational FUD rumours are quite irresponsible and damaging to what is such a great community.
Martin
Digital Heaven, London UK
Unique plug-ins and tools for Apple Pro Apps
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Avid2FCP
For Avid editors learning FCP
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