[David Sallak]

Idiots.

There is a certain thing called momentum, oh, and perception. Apple had the Avid floor location, at the main entrance to the south hall.

There was no better way to make a statement in video editing for broadcast and post in 2008, than by doing this:

– announce more than 1,000,000 FCS users
– become the de facto editing standard, by taking Avid’s place on the NAB floor

Apple just blew their chance.

Pros do not go to the Apple store for Pro gear decisions for their facility. Nor do Pros rely exclusively on the web for making their business decisions. Pros meet with their peers, and with the manufacturers, to see if they trust their technology partners.

Apple at the FCP Supermeet is not the same as Apple on the showfloor of NAB. Not even close.

Apple had no announcements at NAB 2006, except that they went Universal. Professional users still swamped the Apple booth with activity.

Do not forget how this impacts the third-party Apple partners, and their dependence on the presence of Apple at NAB as a magnet for buyers making decisions.

Do not expect to find Apple at IBC, or even at Macworld, in the future.

Has Apple begun to walk away from this market? Open your eyes…

DS