[Dave Stoelk]

Look. Here’s the deal. Apple saw the writing on the wall and went down this path–FCPX.

FIRST: Did Apple botch the initial launch of FCPX? Yep. Did apple release the first version of FCPX (leap frogging FCP8 / 9) too soon, without fully developing the software? Yep. Did they alienate some “pro” editors? Yeah. Sure.

But, we’re here.

SECOND: Yes, there’s a “Fisher Price” aspect to the software and a healthy patina of “pro-sumerism” in the interface. Why?

Well, Apple realized there are only, what, MAYBE, 20-thousand “professional editors” on this planet? That is to say, MAYBE there are 20 thousand people who make their entire living cutting on NLE’s?

Avid could sell “big iron” software to that small population and pull a profit. And, Apple did the same thing with FCP 1 thru 7–selling to “pros.” Same with Premiere.

BUT… Apple, as I said, saw the writing on the wall. This social media revolution took off. Instead of a few 10 thousand “professionals,” there are MILLIONS of people (mainly young folk) who would like to edit stuff for YouTube and the like. So, Apple made an NLE (admittedly based on iMovie) to cater to this crowd. And they only charge $300, instead of several thousand.

The interface is a bit “fruity,” and it uses terminology that the aforementioned “pros” would never use. But, it just doesn’t matter. It works. And, Apple is laughing all the way to the bank.

I’ve worked in broadcasting for years. Our audience dwindled. Suddenly, I look up and see KIDS getting millions of “hits” on social media and YouTube. And, the NLE of choice is… guess what? FCPX.

There’s this young woman named “Miranda Sings.” (Look her up.) She’s a MILLIONAIRE! She posts simple YouTube videos and young tweens flock to her media. And, advertisers took notice, and began paying Ms. Sings big bucks. (The same bucks that used to be paid to us broadcasters.)

Why did I go off on this Miranda Sings tangent? Well, guess which software she uses? Yep. The “Fisher Price” model.

And… there are many more editors–100’s of thousands–behind her doing the same thing. Now… Are these people “amateurs?” Hmmm… I dunno. When your bank account has seven figures on the bottom line, I’d say that makes you a “professional.”

In short, Apple made an NLE for the masses. And… if you look under the hood, it has some powerful tools for the “old pro’s.”

Me? Well, I billed several hundred thousand dollars last year using FCPX–as a part time gig! I edit in my den! Many of my clients are Fortune 500 companies. They accepted by work as it came off FCPX. (Granted, I didn’t have to share within my work flow.)

(By the way, I trained on Avid back in 1998. And I came proficient on FCP7. And, then… I stumbled upon “X.”)

I’m tired of being an FCPX apologist. I think the interface is elegant. Simple. Intuitive. And it bravely broke away from “analog conventions” that were impressed upon early NLE’s–like “tracks” and “dual viewers.”

Maybe I’m just an “amateur.” I’m comfortable with that title.