It’s just that, at the same time, it feels like Apple is abandoning an older tool that was very successful for a long time. The iPad version of FCP is an example of that. They have different needs, require easier to use software because their teams may not be as well-trained, but they, too, like telling stories.Īpple, I think, realizes that this new social media cohort needs different tools. Their work is skilled, entertaining, and just as deadline driven as any network broadcast. But, the audiences in social media are vast and, often, larger than traditional media. It’s easy for “old-timers” to dismiss the rise of social media as amateurs and neophytes. Equally, it is significant that Apple says nothing about this. The power of saying “This popular show was edited in Final Cut.” would be significant. NOTE: It surprises me that, with the growth of stellar productions on Apple TV, Apple hasn’t added more professional features to FCP to support those high-end productions. Long-time users of Final Cut, though, work in more traditional, more demanding, media tasks like feature films, broadcast television, documentaries, streaming – industries with tighter standards, higher budgets and larger teams than social media. Apple looks at the market, I think, and says: “Where can our hardware and software benefit the most people today?” Clearly, in media, that’s the world of social media, influencers, mobile devices and simple, yet capable, tools. I think part of the problem is that Apple views the market differently from the traditional user of Final Cut. And, for the last three years, that isn’t a lot. Now, it may be that Apple has great plans for the future, but, since Apple doesn’t publicly discuss its roadmap, all we can judge of the future is what’s happened in the past. When you compare the feature evolution of Final Cut to either Adobe Premiere Pro or Blackmagic Design DaVinci Resolve, Final Cut is left behind in the dust. The occasional new feature gets released.īut implementing long-standing user requests or fixing age-old bugs? Not so much. To Apple’s credit, engineering has continued to support the software. The problem is that Apple does not have a history of developing high-end software unless it also supports sales of high-end hardware. But, with the release of Apple silicon systems – and their embedded Media Engine – even entry-level systems handle video editing with ease. In the past, Apple used Final Cut Pro to drive high-end hardware sales. Nor does it know what to do with the high-end video market or the video creatives that work there. Personally, I don’t think Apple knows what to do with Final Cut. I think that’s precisely the right word.Īfter all of Apple’s talk about listening to users and their pride in the future roadmap of Final Cut, the best they could do was Color Conform? used to describe the 10.6.6 update to Final Cut Pro on the Mac. Maybe something will happen there that changes my opinion. He's been gaming since the Atari 2600 days and still struggles to comprehend the fact he can play console quality titles on his pocket computer.[NOTE: This commentary was written before WWDC 2023. Oliver also covers mobile gaming for iMore, with Apple Arcade a particular focus. Current expertise includes iOS, macOS, streaming services, and pretty much anything that has a battery or plugs into a wall. Since then he's seen the growth of the smartphone world, backed by iPhone, and new product categories come and go. Having grown up using PCs and spending far too much money on graphics card and flashy RAM, Oliver switched to the Mac with a G5 iMac and hasn't looked back. At iMore, Oliver is involved in daily news coverage and, not being short of opinions, has been known to 'explain' those thoughts in more detail, too. He has also been published in print for Macworld, including cover stories. Oliver Haslam has written about Apple and the wider technology business for more than a decade with bylines on How-To Geek, PC Mag, iDownloadBlog, and many more.
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