Christian Schumacher
Forum Replies Created
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Incidentally, I’d like to point out that It’s been six months already and that ad is still there at X’s webpage.
One might argue that a sports car ad helps to convey an emotion that connects to speed and luxury. Fine…
But another could also argue that its boring voice-over and poorly executed scripting are just a little off.
I mean, where are the testimonials and the soundtrack? Or MBPs running a TB RAID and a few men-at-work?
They could’ve pulled this off, couldn’t they? They cannot afford to hire someone to do that? Strange…
OK, they may be in different phases, one is in its maturity and the other is in its introduction. (as Tony also said)
But it still is very strange, nonetheless. Even for an overview promo. They are Apple for Gawd’s sake!Speaking of that, I think Apple got caught in a “Product Life Cycle” classic misunderstanding. Let me explain.
Every product (as per theory) should have 4 phases; Introduction, Growth, Maturity and Decline. I think everybody here will agree that Pro Apps and their CPUPro line were into Maturity. So, what happened was; At theirs slightest drop in sales some MKT geniuses may have signaled that -We’re into Decline! Let’s kill it and re-invent it all together! That’s a classic problem of misinterpretation of the Maturity phase, in which by simply saying that a product reached its EOL time, then it becomes a self-fulfilling prophecy that the company must comply with. -
In a nutshell:
I feel they took their simplfying trend way too far. -
FCPX as product has a perceived value for each customer, as it varies.
One may find it useful and worthy and that’s indisputable, of course.
I’d be surprised if an Apple product would be useless right out of the gate.
And even though X is a rewrite, it still is the editing software named FCP.Now, if one takes them for what they are, these ads show a clear shift in the FCP’s market targeting.
In the Studio package there were robust developments built over time to cater to high end and long form.
They used to show off lots of intertwined products as they were building that powerful yet simple workflow.In the brand new X, despite all novelty and the wonders of 64 bits, there’s a simplifying effort, instead.
They are making it very clear that its past environment Apple have provided won’t be there anymore.
Their goal now is both to clear FCP up and shave off their product line, thus catering to a broader audience.Do you all agree or disagree with this? Keep your inputs coming, please.
This debating is extremely helpful to our industry. -
Why not rename this forum to “The Dead Sea Scrolls”, then?
All the zealots could scribe about ancient ideas for the future generations. Hidden here, into the Qumran caves, they would praise how good the old times were and how things used to work back in day of the past ruling.
Simply rename the Bug Techniques to FCPX, and all the paradigm-shifters would embrace the new order, while watching their temple being burnt down and so these can pray for rebuilding a better and eternal one, forever. -
Nobody is calling for the end of days here on Earth. I’m bluntly criticizing Apple for their acting, is that allowed?
This is a genuine and important discussion that determines where our markets are going, hence this forum. So, implying that I’m overstating my opinion is just wrong. If I call it a HUGE (caps borrowed) fiasco, it may be well based on pure reality that concerns our businesses (and only them). Everyone is entitled to criticize people here as well, but it’s way more productive when they instead focus on issues that pertain to our industry.Here’s a hint for you.
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I see your point Bill, thanks for your business history class. What you don’t see is, apparently there was a HUGE fiasco concernig Apple and a lot have been going on since then. Even a debating forum was set up at CC…Wait!
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Have they been discontinued at their 1.5 versions?
No, not at all. They went much farther than that.Edit went as far as 6. Commotion was kept going until 4.
The others you’ve mentioned… Well, I’ve never heard of them.
My point was successful products, for that matter.Better try to bring out some more. Tough, isn’t it?
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It was just a joke, Bill. Not spewing hate here. But let me take this opportunity and ask you one thing:
Take “Color” and “Final Cut Server” as examples, both were terminated at an early 1.5 age in Apple’s hands.
Could you name another successful set of products (that are or not on your shelves) that met this same brief destiny? I don’t think you can. So, I’m not sure if your criticism on me is as fair as my joke was on Apple. -
What I don’t like in this FCPX analogy of Writing and Editing is that Writing is basically externalizing a preexistent spoken language.While Editing is still pretty much a craft in which there isn’t a previous and universal language per se.(as we learn it much later in life -and in a passive way by watching it on a screen)
We all learn how to speak when we are babies, so writing it down is a natural step forward, isn’t it? And a very early one too.I don’t know how Editing could be nearly as natural as Writing because it’s still a late and a rare feature in humans, after all. And by its passive nature, while watching it, Editing wouldn’t let one to communicate as good as reading it and promptly writing it back.
So, while Editing may increase in popularity, it’s still a fetishism, and I don’t see it coming as near (or as natural) as Writing.You picture it very well, Walter; In a group of video professionals we’re still talking with these old words.
How far is this fetish of “videoing everything” going? My bet is, not very far than we see it today. Only slightly enhanced.There’s still money to be made, of course, and that’s the path Apple chose to walk into. The fetish way.It is a very tantalizing analogy of democratizing a communication skill, but it won’t help FCPX to be a “revolutionary writing pen”. Nor we as editors will become the middle age scribes, that once walked the earth, being stormed by an Apple design. Wait, maybe a thunderbolt connection between thinking brains will allow their generated imagery to “talk” to each other? Oh dear, I see an iThink coming up soon. Beware!
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A strip of audio? Consider yourself to be a lucky person.
I know a bunch who are stuck with many “deleted products” from Apple.
🙂