Apple Launching New Final Cut Pro X Marketing Push to Win Back Professionals

Discussion in ' News Discussion' started by MacRumors, Mar 28, 2013.

  1. MacRumors macrumors bot


    Apr 12, 2001

    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 campaign will also feature Hong Kong cinema icon Tsui Hark and Mexican television conglomerate TV Azteca.

    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
  2. MultiMediaWill macrumors 68000

    Aug 1, 2010
    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.
  3. WilliamG macrumors 604

    Mar 29, 2008
    And given the apparent issues with the 680MX graphics card + FCPX on the 2012 iMacs, Apple may want to address that pretty quickly now.
  4. calisurfboy macrumors regular


    Feb 26, 2008
    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?
  5. PBP macrumors 6502


    May 13, 2011
  6. juanm macrumors 65816


    May 1, 2006
    Fury 161
    Pros don't want marketing. They want features and reliabilty.
  7. Peace macrumors P6


    Apr 1, 2005
    Space--The ONLY Frontier
    Apple's product line is "chock full of stuff". Chock full of new , great , magical marketing.
  8. jazzduck macrumors newbie

    Jun 30, 2011
    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.
  9. vmachiel macrumors 68000

    Feb 15, 2011
    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.
  10. invalidname macrumors member


    May 1, 2003
    Grand Rapids, MI
    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.
  11. mjsanders5uk macrumors regular

    May 11, 2009
    I take it by that you mean to other platforms? Whist it may be true for some professionals it isn't true for all people - indeed some have stayed where there are and just watching.

    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.
  12. Ryth macrumors 65816

    Apr 21, 2011
    Yep...might want to actually release the Mac Pro before even talking about FCX (unless it's being revealed also).

    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 about getting that in your MBPR please.


    Yep, I plan on trying it whenever they release the new Mac Pro or MBPR with a better video card.
  13. Bubba Satori, Mar 28, 2013
    Last edited: Mar 28, 2013

    Bubba Satori Suspended

    Bubba Satori

    Feb 15, 2008
    And regularly updated harware with all the options available to Windows users
    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... :rolleyes:

    Please Apple, get your Pro act together or throw in the towel
    and spin off computers to somebody who gives a *amn,

    Yours truly,

    A former Mac sales person
  14. ansinkhh macrumors newbie

    May 6, 2010
    Not even on my radar unless there's a significant update for the Mac PRO...
  15. meli macrumors member

    Jun 3, 2004
    I won't believe the claims that Apple has a long term commitment to FCP until they update the Mac Pro.

    edit: Looks like I'm not alone.
  16. HurtinMinorKey macrumors 6502

    Jan 18, 2012
  17. kartikthapar macrumors member

    Mar 21, 2013
    I think what the professionals want from Apple isn't just the latest and greatest tools—

    but they want respect and humility.

    That's all really.
  18. Ryth macrumors 65816

    Apr 21, 2011
    Maybe the Mac Pro will be unveiled here also...we can dream.
  19. akdj macrumors 65816


    Mar 10, 2008
    What did you move on to? I'm still using FCP '7'---but I have finally (Because of Creative Cloud---and my perennial updates to Adobe's Audition, my favorite wave editor) picked up the Master Suite from Adobe via Creative Cloud. Pretty sweet deal @ $29/month (Vs. the $2700 outlay for the suite itself). Just required the one year commitment. We'd been using After Effects as well, so giving Premier a shot was common sense. I've been using it for a couple months now...and it's cool. Especially with the new nVidia graphics cards in the rMBP. It runs really well---we shoot Panasonic AVC Intra 50/100 (HPX 250s)on P2 cards and FCP7 natively handles it well in ProRes timelines. FCPx as well, and I'm actually tempted to try 'X' as I've got kind of a lull in time business-wise until the wedding season/wildlife shoots start this summer.

    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?

  20. rei101 macrumors 6502a

    Dec 24, 2011
    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.
  21. avkills macrumors 6502


    Jun 14, 2002
    As stated before, without a new Mac Pro tower, they can push all they want, it isn't going to help or make a difference.

  22. poohat1000 macrumors 6502


    Nov 11, 2005
    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.
  23. milo macrumors 604

    Sep 23, 2003
    So where's Logic 10 (and no, don't call it Logic X)? It has been 3.5 years since Logic 9 shipped.
  24. Razeus macrumors 601

    Jul 11, 2008
    Forget it. It's clear Apple is about iOS. We get that. Ok. But we've moved on. We left Aperture 3 too. Too late Apple.
  25. sarge macrumors 6502a


    Jul 20, 2003
    Dear Apple Marketing Dept., I'm dying to be teased with a rumor of an impending Mac Pro workstation at NAB.

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