[Marcus Moore]

Much hay will me made, I’m sure…

The statement is geared towards the most public face for the company- proportionally ProApps is a smaller piece of the pie as the pie gets larger.

But I think there’s a circular logic that keeps Apple in ProApps, pretty much the same one that got them into it in the first place. Even though Mac marketshare has grown substantially since I first started using them in the mid-90s, as still a “minority player”, they’re probably still worried that without Apple exclusive apps, they’re at the mercy of 3rd parties like Adobe and AVID in terms of support.

APERTURE is migrating to PHOTOS, and we’ll have to see how that all shakes out.

To my understanding LOGIC still holds the same strong post-audio market position it always has, not suffering the same “X” stumble Final Cut went thru…

and FCP X, I think, is well past the depths of the X transition and is now on regaining some marketshare as Legacy support and mindshare continues to erode.

* EDITED TO ADD- MOTION which has been my go-to motion graphics application for going on 3 years now, holds A LOT of untapped potential. I think many editors who feel they NEED AE could probably get along just fine with Motion even with only it’s existing feature set. In much the same way that programs like Acorn or Pixelmator are capitalizing on the umbrella under CC subscriptions to build marketshare.

We have seen changes in the public face of Apple in the last year or so- how it communicates and handles information. I would like to see a return to the mid-00’s ProApps marketing- where they get out there in public more. Participate. And although I know Apple is very stingy with public facing events, nothing would please me more than ProApps oriented live-stream events to announce new releases or updates.

In short, a company as large and profitable as Apple should have no problem walking and chewing gum at the same time for as long as it chooses to.

[Marcus Moore]

It’s intriguing, but I’m honestly thinking that unless these new displays come out at only a marginal price increase over the existing 1440 ACDs (not likely), I’ll probably just but another existing generation Thunderbolt display and buy a 4K TV for monitoring first.

Of course, I’ve said a lot of things about nice new hardware before I get a chance to see it…

[Marcus Moore]

[Craig Seeman] “I haven’t seen any metrics to indicate that. I do know from my own YouTube channel people watch for longer duration with Tablets over phones by a very wide margin. I don’t think people make their phone upgrades based on video watching. On the other hand they may based on photo and video recording since each new phone has camera improvements. I’d bet, for the time being, the iPhone 6 is still recording H.264.”

I’m not arguing based on video watching, nor Phone vs tablet. I’m only saying that chances are people who are more likely to download and watch video (especially paid iTunes content), are probably more likely to be the ones upgrading to newer phones sooner. While people who buy year or two old hardware- like the 5s or 5c, are probably more casual users who only need more basic functionality.

Basically what I’m saying is that people who are more inclined to be heavy users are probably going to be the people who buy newer iPhones and iPads more frequently. Not BECAUSE of video, but just as a correlation. Almost no one will buy an iPhone6 because of h.265- but they’ll reap the benefits.

Also, I think you will see a boost in sales of iPhones this year. Perhaps it’s overblown, but the larger screen sizes seem to be something many have been waiting for on the iOS side.

This is my upgrade year, I always get the “prime” releases; 3G, 4, 5, and now 6- and skip the “s” releases.

[Marcus Moore]

[Craig Seeman] “Given the standard turnover every two years under contract it could take 3 years at least depending on where people are in their contract cycle. Keep in mind many people are still signing up with iPhone 5c and 5s so they’d have to turnover as well. Tablets might be even longer. They’ve still been selling iPad 2 up ’till this point.”

But it’s a self-selecting group. People who are buying 5S and 5C phones now likely NOT heavy video watchers- it’s the people who are on more aggressive 2 years cycles which are the ones who are downloading most of the content.

Regardless, there will be a long tail for existing h.264 encodes, as it won’t be until any iPhone, iPad or aTV that need it will be completely out of use. 5-7 years on the outside. But the people who buy or rent the most content will be onto the new hardware long before then.

[Craig Seeman] “BTW although Macs have the processing power to do this, I don’t doubt it will eventually get hardware assets as well and that will be a big impetus for people to upgrade Macs if you need to deliver H.265 professionally. Two years from now we may be doing a lot more H.265 encoding and that may well make the current MacPros very long in the tooth.”

I’m anxious to do some h.264-h.265 encode test on my nMacPro. Unfortunately the Mac appStore version of VideoConverter Ultimate does not have h.265 encoding, though the one downloadable from their website does. It’s cheesed me off actually- I’ve paid the same price for a less functional version of the app.

[Marcus Moore]

Apple is most likely concerned about iTunes content delivery, so they’re likely not worried about Android at all. Moving iTunes content to h.265 will undeniably be a process that takes years- so they might as well start now. This very likely means that an h.265 enabled AppleTV is on the way in the near future.

Also, I don’t think Apple has to implement any special incentive program to turn over devices. In March of this year, Apple sold it’s 500 millionth iPhone. Last year, Apple sold about 150 million iPhones. They’ll likely sell between 150 and 200 million this year. It’s unknown exactly what percentage of iPhones sold every year is upgrades to existing users- but my general impression is that most iPhone users are on a 2-3 year upgrade cycle anyways. When you consider that Netfix has reportedly 25 different encodes of each video for different devices and bandwidth speeds. Apple dual encoding both an h.264 and h.265 version of each movie and TV show doesn’t seem such a huge deal.

Ever since I saw h.265 4K tests at NAB2013 I’ve been eagerly awaiting it’s rollout to devices and services. Based on what I saw, it’s going to make a huge difference in the problematic parts of current digital delivery; even at current HD resolutions, expect to see the blockiness in darker scenes and gradient skies entirely disappear.

Very exciting.

[Marcus Moore]

No Mac’s mentioned at all at this event- which is no surprise based on the last few years.

Expect another event in late-October for updates to iPads, and any Mac news including Yosemite.

[Marcus Moore]

This follows on news I brought to everyone’s attention back in June-

https://forums.creativecow.net/readpost/335/70445

Ollie Kenchington (June 2014)-
“I’m an Apple Certified Trainer for FCPX and am currently delivering back to back FCPX101 courses for the BBC. 20 of their staff editors are moving up to X from 7, with my guidance, and they LOVE it. Their lead editor told me that they edit (or re-edit) 30% of all the BBC’s output.”

The info that wasn’t in the original Facebook post was that he was talking about BBC News specifically, and not BBC output overall, which was tough to believe.

[Marcus Moore]

I think overall I’ve found “newer” editors reluctant to purchase plugins, regardless of platform. Only once you’ve been working for a while and realize the value of your time do you realize how little spending tens or hundreds of dollars on something that will save you hours of your time. That was certainly my rational when I plunked down $800 for RX3 Advanced.

Regardless, I’m not sure you’re supposition is correct – I see more support for FCPX since NAB, not less. Red Giant Universe and Primatte, MochaPro, Tangent FX, all the high end tools from Intelligent Assistance, LUT utilities from Colour Grading Central, iZotrope… and those are just recent ones off the top of my head.

I don’t think the overall FCP X market is as mature as the final years of the Legacy market, certainly. But It seems to be a healthy one, and one that’s growing, not shrinking.

[Marcus Moore]

I think that’s a pretty big stretch from two potentially unrelated announcements. Sapphire Edge wasn’t exclusively a FCPX plugin, so I don’t think it’s EOL’ing means anything about the health of FCPX plug-ins.

Any FCP X editor who has to pass off sound to ProTools owns X2Pro. I think that means a lot of people, myself included.

[Marcus Moore]

Have you been in contact with Intelligent Assistance?