Here’s my point:
once (10 years ago) Apple needed to offer great softwares to make people (especially pros) buy macs. They make money from hardware not from software. So they bought great pieces of software and made it mac only: Macromedia Final Cut, Nothing Real Shake, Emagic Logic, Silicon Color Final Touch.
Now they are selling macs to the masses and are less interested in investing money to get something they already have. I mean, everybody here is considerating to switch to Avid or Adobe, but i guess no one would ever think of getting it on a windows machine, we would just use another software on our macs. And of course we’ll keep on buying macs.
What would you do if Avid releases an aja-compatible media composer? Why use Color if you have DaVinci on the same machine? Motion is a little toy compared to After, or not?
And, exscuse me if i am a little selfish, ten years ago being an offline editor on avid here in italy was paid 50€-hour, now there are pretended editors who learn fc at home and accept work for 10€-hour ( but of course don’t understand the difference from a vhs to a betasp). Look at the signatures here, now we all are online editor, colorist and post consultant.
Pros need pro-softwares. I dont need hundreds of templates when i cannot use my sapphire plugins on my machine. Im tired of explaining to my customers why their logo on an alpha-channel quicktime movie doesn’t display correctly on my 13k€ barco display
My only complaint is that i will admit to any avid fanatic i know, that they were right