This is Avid’s BIG CHANCE to seize back that pro editing market-share it’s been slowly losing over the last 10 years…

If Avid would open their architecture for Media Composer to utilize the great 3rd party hardware that’s out there, they would literally save themselves by regaining that critical pro market.

Sounds great! Where do I buy more seats of FCP 7 or FCE 3?

Oh.. right.

You can’t.

Seem this is my concern. This worked for antenna-gate, because all in all, antenna-gate wasn’t that big of a deal.

In a scientific way, in an engineering type of way, I feel good about this, because at least for once, Apple isn’t going to get away with it.

This cannot be smoothed over. It shouldn’t be smoothed over. It won’t be smoothed over.

Apple offered a tool, made that tool available, it was significantly cheaper than the competition at the time, and so people used it and liked it and it became popular. Now that tool is gone.

Apple does not care. Apple’s pro software (that’s the previous definition of pro, mind you) is NOT the key to their “success”. Apple isn’t out on a limb — the post folks are simply realizing they’ve been out on a limb the whole time. Apple is not singlehandedly responsible for moving people away from film. Post minus Apple != back to film, OK? Apple has nothing to do with it.

Disgruntled is a bad choice of words. Disgusted, exasperated, disillusioned, livid — these are much closer to the truth. There is no appeasement. It’s game over already. People have moved on, and they aren’t coming back. Ever. Not for a phone, not for a pod, not for a pad. “i” is the new “Mc”. I want sushi and seaweed, thank you very much.

See, I mean, this kind of stuff — “tends to innovate more than customers like” — that’s fine with antenna-gate. “several small steps back” — again, fine with antenna-gate, no-go here. When you work in the film industry, insurance companies check out your resume, not just your boss. There’s millions of dollars at stake. This isn’t amateur hour.

Apple made a mistake. They made a large mistake. They’re going to try (are currently trying) to get away with it. They won’t get away with it.

See, the thing is — we CARE about Apple. We think it’s cool. We like their products, we like their technology. That’s what makes Apple different, from say, Proctor and Gamble or Exxon Mobil. When’s the last time you spent an hour learning about the refining techniques used for your gasoline and why those techniques are better than the competitors’ refining techniques?

It’s done. It’s over. RIP. It won’t work this time.

• Decline in revenue last decade: -24.9 percent.

• Forecasted decline in revenue in the next decade: -10.7 percent.

• Forecasted decline in the number of establishments next decade: -37.8 percent.

In other words Apple sees the writing on the wall and is looking to expand the addressable market of Final Cut, read prosumer, rather than watch Final Cut sales decline along with the overall industry.

Threaten to move to Avid if you want but I think Apple is VERY happy to let Adobe ONCE AGAIN become the leader in yet another industry in decline. Avid will be right up there with InDesign! Outstanding strategy there!

B) There was no deadline for Apple to release this product. If they have future “plans” to add in all of these formerly integral features,why not just wait till all of those features (which would only make it current with the OLD FCP) before releasing the new version? Obviously as you can see from hundreds if not thousands of posts, there IS a downside from a business perspective to them doing it this way. How much do you think that Apple would pay to take back all of this negative publicity? How much do you think they would pay just to not have had the Conan O’Brien piece airing?

C) Apple could EASILY have followed the very successful playbook that Adobe used (and continues to use) with Adobe Lightroom, putting out a Beta version for up to 8 months, soliciting feedback from actual working professionals, and incorporating that into the actual finished version.

D) Apple for years would put “news blurbs” on their site bragging about FCP being used to edit main stream movies and television shows, so obviously Apple understood the “status” that helped to give to FCP. There is NO WAY that any mainstream movie or TV show is going to be edited on this new release. APPLE had TWO YEARS to get this right, so, what excuse would there be really, that it does not even incorporate features that were available in two year old software??? Do you really believe that there was NO WAY that Apple could incorporate 64Bit and still have the new software read old FCP Projects (which it cannot by the way). Even Microsoft Word, when they redid Word, gave an option to view or output based on previous versions of the software.
*** This is all yet another stark example of Apple’s overwhelming arrogance and utter disregard for their loyal customer base.