Aindreas Gallagher
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preeecisly – there are problems with Apple’s PR push for their “hooks into the software” line – in the first place, I think that while that functionality is there in a nascent secret form that they won’t talk about yet, because secrets are exciting… what facilities manager in his right mind would trust that software going forward as the foundation for broadcast video in their facility? That they would trust apple to maintain the vestigial links to professional operation? How could they, given apple’s repeated moves in this space, trust them as pro software vendors? it, would, by repetition, be about the the definition of insanity.
I’m basically repeating what you said before up there and it still ultimately depresses the hell out of me because of what I thought apple was: for a company founded on servicing the creative arts, for a company almost solely maintained in its dark years by the creative arts, this is an action, a strategic shift born from dollars and consumer cents that boggles the mind. For the degree to which we stuck up for them, near forced their software and hardware into broadcast facilities over the years, over the screaming objections of broadcast engineers, god knows I really actually did myself more than once, that they forget where they came from and what they owe for having made it through those years intact.. I mean oh just really to hell with them, to hell with them.
http://www.ogallchoir.net
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A mighty beast steps across the landscape, and its name is Apple PR.
http://www.ogallchoir.net
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You’re right of course, I reposted a whole lump of your original comments down the way – the risk aversion of facilities managers, how much they would recoil at this crazy behaviour even if Apple manage to quote unquote fix everything.
Either one of two things is happening here:
A Apple resigned themselves to a rocky PR departure from the professional software field, they were heading to consumer town anyway, and they thought they’d take FCP along for the ride with them, stuff like colour they picked up and threw in the bin. Then they packed their bag, put on their hard hat, left Pro Town, and set about walking through all the flak they’re getting now. In this scenario their “it’s a 1.0” product is just them trying to stop us from punching them as they back away and walk off to consumer town. They’ll say anything to get us to shut up, and then FCP will slowly, or indeed rather quickly die away as a professional editing application. I would argue strongly that FCP is dying by the day, its dying as we speak here.
B: They had no idea this would happen, they felt they had produced the natural successor to FCPX, they firmly believe in this as a foundational professional product, but they see pro features as being something that others can provide. Or something.
So the truth of it pretty much resides in the software and what you think of the software – the ultimate expression of Apple’s true intention lies in that software. And that software looks like, looks like nothing other than, consumer software to me. It in fact is consumer software, ten year old kids pick it up in a day. On the one level – I think that’s kind of great. But in order for that to happen Apple had to tear out absolute handfuls of FCP complexity everywhere, tracks, the viewer, there’s stuff just ripped out of that software everywhere you look – they ripped out all the stuff that would confuse a consumer. There is nothing in that product to confuse a consumer. We all know full bore pro software to handle something as complex as video production, or 3D, functioning across numerous markets engenders necessary complexity by exposing functions and options to the user. This software does nothing of the sort. Its consumer software.
For my umpteenth rant, *how can I keep typing this vitriolic stuff up* time, I really do actually think it’s A, we’re in real trouble, Apple will go and firefight the PR, but they knew what they were doing and where they were going. Apple have left Pro Town.
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those numbers are jumping up nicely, it was 700 about an hour ago – Anybody know any journalists? nudge-nudge winky-winky?
there hasn’t been a juicy “Apple are just stone cold money hungry sharks under all that marketing” story in way, way, waaaay too long.Or…. “Apple leaves professional editing for dead, pulls out in preference for the teen market, Hollywood Film editors in revolt, shock across the industry at Apple’s behavior”
Good stuff like that. Lots of it
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actually do you know I’d jump on that in a hot second, well of course I would – I’m FCS2. that would actually be lovely.
Its just FCS – that’s the real problem here – if they restore it to the sales channel and guarantee its rock steady for 36 months, then a lot of the problems go away. At least then my professional hair isn’t on fire.http://www.ogallchoir.net
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hey, everyone sign this petition will you? It’s up on fortune.com, Fortune are putting it in the context of apple getting sued –
Nobody has sued Apple (AAPL) yet over the changes it made in Final Cut Pro X, the latest version of its popular professional video editing software, but judging from the language in the petition gathering signatures on the Web, it’s just a matter of time.
if we get a bit of traction here, get it into four figures, then Apple might be about to get hit on the nose with an actually quite seriously large bad PR hammer.
“Apple washes its hands of the creative industries, in favour of quick easy consumer cash, leaves professionals stranded, facilities shuttered, entertainment jobs lost, Apple remains silent, now prepares to defend multiple law suits” … you know that kind of thing, nice and hyperbolic painting them out to be totally money hungry.
http://www.ogallchoir.net
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Yeah I know – that better be the next thing to happen.
http://www.ogallchoir.net
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It’s a start, a small start, restoring FCS to the sales channel and guaranteeing operability and updates in conjunction with the OS through Lion or over the next 36 months would be the next logical step.
Then they can move onto fixing FCPX, restoring the functionality lost, having a think about exposing the multitrack functionality which lies hidden underneath the trackless timeline, have a think about the viewer and all that stuff,and then, once they’ve done all that, then and only then can we stop kicking them and they can have a little sit down and a rest.
http://www.ogallchoir.net
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oh righto. well then, I’m sort of inclined to think that both actions are as a result of a cupertino meeting today.
http://www.ogallchoir.net
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