|Mar 28, 2013, 10:33 AM||#1|
Apple Launching New Final Cut Pro X Marketing Push to Win Back Professionals
Back in June 2011, Apple launched Final Cut Pro X, a complete reworking of the company's video editing software aimed at professional users, but the new software was met with significant criticism over missing features. Professional users in particular were upset over what seemed to be a "dumbing down" of Final Cut Pro in order to reach more mainstream users.
Apple responded to the controversy by offering refunds to dissatisfied customers and promising updates to improve Final Cut Pro X, and a number of those updates have been delivered over the past 21 months.
The Los Angeles Times now reports that Apple is launching a new marketing campaign today intended to try to win back some of the professional users who may have abandoned the platform.
The report notes that Apple has won points for its FAQ posted soon after launch outlining the company's improvement plans, as well as for a free trial offer for Final Pro X, but that many users remain skeptical of Apple's commitment to professional customers. But with professionals becoming increasingly uneasy about the future of Apple's main competitor Avid and concerned over how long Final Cut Pro 7 will remain supported, Apple is hoping that they will take a fresh look at Final Cut Pro X.
Update 11:42 AM: Apple's new features on Tsui Hark and The Globe and Mail have gone live on Apple's "In Action" page, but we haven't yet spotted a feature on TV Azteca.
Article Link: Apple Launching New Final Cut Pro X Marketing Push to Win Back Professionals
|Mar 28, 2013, 10:35 AM||#2|
All hope was lost when they first released it. I see no worth in trying to win back the 'professionals'. We have already moved on.
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|Mar 28, 2013, 10:37 AM||#4|
Next they will release a campaign to win back iWork users, then a campaign to win back Mac pro users, and then a campaign to.... wait... would it not be easier for Apple to keep their software and hardware updated, customers informed, and progress forward continuously with features to maintain their customers then try to explain why they should come back when they lose them out of pure neglect and ignorance?
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|Mar 28, 2013, 10:39 AM||#7|
|Mar 28, 2013, 10:40 AM||#8|
If they want to win back professionals, maybe they could update their workstation product... oh.... ever? The Mac Pro has had nothing beyond speed bumps since its release. Meanwhile other product lines have gone through three, four, or five iterations. Seems like a waste to spend this much on advertising instead of actually paying attention to the market segment's needs.
I get that making durable, reliable, high-speed high-capacity workstations for creative professionals isn't as "sexy" or "cool" as making tiny, shiny mobile devices for teens and college students, but you would think that Apple would have something more than "neglectful contempt" for a market that, until the last couple years at least, has always been solidly on their side.
|Mar 28, 2013, 10:44 AM||#9|
Don't be mad guys this is fantastic news. The fact that they want the pro's and "prosumor" back makes it more likely that they will in fact, release a new mac pro.
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|Mar 28, 2013, 10:46 AM||#10|
Not shipping a modern Mac Pro does a lot more to hurt Apple's credibility with video professionals than last year's gripes about Final Cut Pro X. A lot of editors are indeed happy with the improvements to FCPX since then (Philip Hodgetts in particular). But if they're going to be expected to run it on the absurd new iMac (it's thin! who cares!), or the hopelessly out-of-date Mac Pro, then they're right to ask themselves if Apple really wants their business anymore, and if it wouldn't be safer long-term to migrate to Premiere or Avid on Windows.
|Mar 28, 2013, 10:46 AM||#11|
There are a significant number of foolish people who have jumped to FCP X and discovered it to be a powerful beast for them. At least one BBC Network show is being cut weekly on X.
Let's not forget FCP X has had one of the most rapid release cycles for any product. Less than an year after the release we are on .0.7 with two of those releases bringing significant updates.
If you haven't tried it since day one you should revisit it as it is much more powerful.
The timing of this campaign is of course very significant, NAB starts next week and it will be a year since X was released. There are strong hints that the next major release will coincide with NAB and some of the new features have been regularly touted.
Keep it coming I say. I'm working faster and better in X - my clients pay me the same, get a better product and I spend more time with the kids. Almost a win win situation.
|Mar 28, 2013, 10:47 AM||#12|
Also, telling me I can use the MBPro Retina with a crappy 1GB video card in it for professional use, especially in HD video, is a joke.
2GB is standard now...how about getting that in your MBPR please.
|Mar 28, 2013, 10:48 AM||#13|
and a full range of up to date peripherals and hardware roadmaps to aid
in planning upgrade paths and being treated like adults instead of
mushrooms kept in the dark and fed manure with silly smoke and mirror announcements
of "we'll have something cool in a few years" and...
Please Apple, get your Pro act together or throw in the towel
and spin off computers to somebody who gives a *amn,
A former Mac sales person
Last edited by Bubba Satori; Mar 28, 2013 at 12:04 PM.
|Mar 28, 2013, 10:51 AM||#19|
Just curious what you moved to---and if you've truly given up on FCP altogether (For me---FCP 7 has worked just fine...but Premier was, as mentioned, common sense as it came with the CC suite!). I like Premier, but from what I've been looking at---FCPx looks pretty sweet right now. The multi Cam editing missing initially killed it for us. We also use Canon's 5d MkII and MkIII DSLRs to mix footage with the Pannys. Now that some of these updates have taken place, I'm intrigued. You're not?
|Mar 28, 2013, 10:51 AM||#20|
Apple need to be serious about the professional field.
To release a package of professional software and hardware that really communicate between them.
I mean, to open Logic and being able to link to FCP X in real time and have the same graphic interface and same commands.
Until now, everything has been like some sort of Frankenstein. Not to mention that those applications need to have extensions for iPad as a remote control.
There is not integration, for that reason, people are going back to Avid again.
In my case, I have FCP 7, I know FCX has very nice features but if I go to any post house I will look like an idiot if I say "I use FCX", that is for kids. I have to jump to Avid or Premiere.
|Mar 28, 2013, 10:52 AM||#22|
They are waiting - they'll mac pro with the next big wave in power, mark my words. It'll come with the power for swift 4k editing in fcpx out the box and make everything else look slow.
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