Apple Acquires Video Asset Management Software

Discussion in ' News Discussion' started by MacRumors, Dec 4, 2006.

  1. MacRumors macrumors bot


    Apr 12, 2001

    Apple has acquired Proximity's technology and intellectual property. Proximity is the maker of Artbox workgroup and Artbox enterprise video asset management software.

    Both pieces of software feature integration with Final Cut Pro and can work with Apple's high-end storage area network XSan. Whether Apple will simply re-brand the solutions and market them as a self-contained product or bundle them as part of a forthcoming version of Final Cut Pro remains to be seen.
  2. Asar macrumors regular

    May 29, 2006
  3. daveyjokes macrumors member


    Apr 30, 2006
    Oxford, UK-Oh yes!

    indeed this is a good thing, especially for pro users i would imagine?
  4. spicyapple macrumors 68000


    Jul 20, 2006
    Apple is going after Avid marketshare. Oh, this will be interesting for NAB 2007. :)

    Will it be integrated into Final Cut Pro itself? Tune back tomorrow for all the latest developments...

    Previous stories included the Silicon Touch acquisition and rumours of FCP Extreme that didn't quite materialize this year.
  5. P-Worm macrumors 68020


    Jul 16, 2002
    Salt Lake City, UT
    It seems like a growing trend for Apple to purchase 'features' to Final Cut Pro or to buy entire programs altogether. If I remember correctly, Shake was a standalone program and then Apple bought it and made it integrate tighter with Final Cut Pro.

    I guess the biggest question here is if this is going to be a tighter integration or a new feature. I'm not familiar with artbox. I'll have to look into what makes sense.

  6. longofest Editor emeritus


    Jul 10, 2003
    Falls Church, VA
    buying code is something that happens all the time. You are correct about Shake, and remember that Coverflow from iTunes was bought off of someone else. And of course, Final Cut Pro itself was originally a Macromedia product, although that was so long ago that I don't know if it counts...

    Logic too... remember eMagic?
  7. unsunder macrumors newbie

    Jan 11, 2005
    This is true. Final Cut Pro, iMovie, iDvd and Dvd Studio Pro were all purchased and rebranded from other developers. Possibly iTunes and Iphoto too.
  8. jholzner macrumors 65816


    Jul 24, 2002
    Champaign, IL
  9. BlueRevolution macrumors 603


    Jul 26, 2004
    Montreal, QC

    Yeah, except Coverflow worked better before Apple made it part of iTunes. Oh well, I won't be using either until it becomes part of Front Row.

    As for Artbox, are we talking about Aperture for videos here? If so, I'd say it would probably be standalone, but don't quote me on that. Either way, it'll be bundled with FCS, so it's a moot point.
  10. Kirkmedia macrumors member

    Jan 27, 2005
    Los Angeles
    Avid is here to stay

    I am definitly a Mac Fanboy, and FCP booster. However, I still see mostly
    avids at the big studios and large TV networks. Whether, Media Composer, Adrenalin, or DV, Avids are everywhere.
    FCP has a long way to go.

    And with the arrival of the intel processors, I think avid will migrate back to
    the mac from pc. FCP will gain ground, but if Avid migrates back to the Mac
    all bets are off.
  11. darwen macrumors 6502a


    Apr 12, 2005
    California, US
    Yay for more free stuff in Final Cut 6! Does anyone know what this software actually does? I am to lazy to look it up.
  12. lyzardking macrumors member

    Jun 17, 2003
    A light version too?

    Looks like a high end cataloging SW, their site is painfully slow. A light version would be welcomed (kinda like iPhoto), Portfolio is a PIA and I'd drop it in a minute for something works well.

    iTunes was bought from Casady & Greene (SoundJam MP)
  13. AmbitiousLemon Moderator emeritus


    Nov 28, 2001
    down in Fraggle Rock
    iTunes is the rebranded version of SoundJam. Apple originally went after Audion (the superior mp3 player at the time), but it didn't work out so they bought the competitor, SoundJam.
  14. darwen macrumors 6502a


    Apr 12, 2005
    California, US
    Really? I had no idea. Well that is a little ironic now. I never really understood why macromedia was missing the whole video application. Although, I typically do not enjoy their software layout and figured any video application they created would be difficult to use (which is a personal discrepancy and totally off topic). I am a little shocked to hear they designed Final Cut!

    Anyway, that is a little ironic as they were bought out by Adobe. In my opinion Adobe has been Final Cut's biggest competitor for years. As far as price points, I believe they are the closest. In my mind I see Avid as a bigger target for Apple but to the average prosumer it is Final Cut or Premier (I think that is the wrong spelling, I can never get the right version of the word... whatever).

    EDIT: On second thought, I realize I have a lot of generalizations here but I think my point is still valid.
  15. Multimedia macrumors 603


    Jul 27, 2001
    Santa Cruz CA, Silicon Beach
    Glad Their Adding Management Software To The Mix

    Video Asset Management Software is a great addition to the mix for NAB 2007.

    Apple bought the entire FCP development team from Macromedia just months before Macromedia was going to release it including a $1 Million check to the original inventor of FCP on that team who still leads it today as an Apple employee.
  16. twoodcc macrumors P6


    Feb 3, 2005
    Right side of wrong
    i think so also. Go Apple!
  17. bigandy macrumors G3


    Apr 30, 2004
    Ummm, 'free stuff'? You realise how much FCS costs?

    i think this is a very good thing. i hope it comes with FCS 6, but depending on the cost of the IP & Tech to Apple, it may well be a separate application... :rolleyes:
  18. bigbossbmb macrumors 68000


    Jul 1, 2004
    This will hopefully fix one of the biggest gripes that major editors have with FCP. Asset Management is always at the top concern of reviewers when comparing FCP to Avid.
  19. Moof1904 macrumors 65816

    May 20, 2004
    Not to hijack the thread too badly...

    I was a Macromedia employee during the entire Final Cut development cycle (though I was on a different team). It was code named "Key Grip" during the development. The team working on Key Grip was very dedicated and wanted to create a 1.0 that was a serions contender in the marketplace. This desire for a quality product and perhaps some other factors that I wan't privvy to, caused the product to keep slipping and miss release date after release date. There was considerable good-natured ribbing within Macromedia's ranks about the Key Grip team's inability to deliver the product on time.

    About this time, the new president of Macromedia, Rob Burgess, was refining the focus of the company away from the "we're a multimedia company" and was driving it straight into the "Macromedia is a web company" direction. As a result of this refocusing, Macromedia products that weren't strongly web-centric were either feature enhanced to be more so, killed, or sold. (For example, a bunch of features were shoveled into FreeHand to make it play nicer with Flash and there was a tepid effort to market FreeHand as a "author once; publish anywhere" tool for a web designer.) This refocusing all dovetailed nicely with Apple's desire to move into video and I don't recall exactly when, but the entire Key Grip code base (and virtually all of the development team) was sold to Apple.
  20. NaMo4184 macrumors member

    Mar 1, 2005
    Good Trend

    All the software that Apple buys usually comes with engineers too. If you think about it, it makes sense. The guys who make these kinds of projects are specialized in their skill sets. So by buying these engineers they are actually expanding Apple capability. Very good idea indeed.
  21. darwen macrumors 6502a


    Apr 12, 2005
    California, US
    Wow. Also very interesting. I think that is why I have never really liked Macromedia, most of the software revolves around creating elements for flash or creating content for the internet. I create graphics and video for broadcast/DVD portfolio, and not necessarily web content. I have found the software restricting in many aspects when it comes to creating 'art' on my computer. For example, fireworks does not adequately replace photoshop. I understand the programs have different purposes but I believe at heart they are driven on the same concept. I guess it is local broadcast vs internet broadcast that is tripping me up. Apparently the new CEO did not make all of this obvious enough.

    Now that we have completely hijacked this topic I should probably stop discussing this. Sorry to go off topic, I just found all of this very interesting.
  22. darwen macrumors 6502a


    Apr 12, 2005
    California, US
    If you remember back when Cinema Tools was thrown in with Final Cut, the price did not go up as a result. I would consider that free stuff. Sure, Final Cut Studio is expensive but I doubt very much Apple will raise the cost of FCS because of this addition. Things like Peak Audio and Boris are thrown in at a no additional cost. I am pretty sure this will be a similar case. Maybe not in the stand alone FC 6 version (if they make one), but FCS 6 will probably have these elements embedded for the same price as the current FCS.
  23. xtbfx macrumors regular


    Nov 18, 2003
    I still have the box and CD for SoundJam. That sure was a while back. lol
  24. sartinsauce macrumors regular

    Feb 1, 2006
    Los Angeles
    True, for now. Apple has placed itself in a position to really come up over the next several years. Their strategy has beeen to make a powerful and inexpensive product, then make it readily available for the education sector. These days, the kids coming up look at Avids as their father's toy. They think it's rigid and 'old school' to use the vernacular. All these kids started cutting on FCP in junior high or high school. Five years from now, when these kids are a large part of the workforce, where will Avid be?

    Is Avid even offfering a Universal version of any of their software yet? I haven't been able to find anything. The closest I've found is a quote that says something vague like: "coming soon."
  25. sivancotel macrumors newbie


    Dec 4, 2006
    New York City
    probably slow because of insane web traffic due to apple's announcement! (awesome.)

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