Time will tell.
All this has happened before, and there has been a plot twist associated with each. My understanding of the re-hires is that individuals who had been headed off the previous management’s agenda had been let go and they are now back on the track that the new owners are pursuing… consequently there is a group currently out of that loop — namely the adherents to the old track. But that may just be embellishment.
I sincerely doubt that this will make any difference at the Apple COLOR end… might not affect the Final Cut workflow at all. Where it will be a threat is in the Lustre/Baselight/Scratch et al., market of $75,000 – $500,000 (and on up) systems which was daVinci’s territory up until multi-layer non-linear serve-grading came into favour/vogue, whatever. But — I suspect no Cadillacs at the bottom of the Cracker jack box, to re-borrow a phrase. Apple disrupted Silicon Color Final Touch2K from its $27K placement, including its service contract, so there is a bad, but not entirely dissimilar, example. The Apple offering now has the undeserved reputation of an uncomfortable side-kick (gimpy Deputy Festus to Sheriff Dillon) and although shows flashes of brilliance won’t ever get its own prime-time series, to stretch the metaphor to the breaking point.
So, this does remind me of the automobile industry as a business model. There are plenty of examples of well known domestic brands taking control of exotics. Plenty of cachet, no practical upshot. FIAT owns Ferrari — a new Maranello or Enzo still costs more than a mansion… with servants, and they still need a new timing belt every year, and do not react well to winter conditions. (And if you don’t know how to drive the thing, it will kill you.) Everybody thought the private Formula One teams would benefit from factory ownership… BAR, Sauber, Jordan… eventually were taken over by, for example Honda, BMW, and so on… who are now in the process of withdrawing and/or shutting down those teams. (Err… the exception now being Brawn GP, but that is a special combination of gifts.) Not to mention the knock-on problems of corporate expectations, including the client relations that go along with that, and so on.
Be extremely careful what you wish for. In any case, this is probably yet another nail in the coffin of what we have known up to this point as “telecine”, unless the non-linears start “reaching back” into that world. NOT easy, and “why”?
jPo
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