If we are now talking about consumer products don't forget that each & every Mac ships with the very functional iMovie at no extra cost so the average Mac user has no need to buy a consumer oriented video editing product.

iMovie is better than Moviemaker in Windows but no match for the consumer products I mentioned that I believe are competitors for FCPX. Have a look at Elements. There are things that FCPX demonstrated that Elements cannot do but there are a lot of capabilities in Elements that are not in FCPX at all. Depends what one needs to do.

Ron Evans

Keep in mind, FCP X is still being worked on, so I'm sure there are many more features to come.

heath

We have also only seen a fraction of what it can do. I teach video editing and there is no way I can show everything in even a 4 hour class period. It would take an entire week of events everyday for Apple to show us everything in FCPX. They just showed a handful of the cool stuff to get people drooling. They don't call it a sneak peak for nothing.

Some more thoughts from Gary Adcock via Macworld:

Final Cut Pro X stays in the picture for pros | Video | Creative Notes | Macworld (http://www.macworld.com/article/159202/2011/04/final_cut_pro_x_blog.html)

I'd forgotten about this announced feature, which Gary discusses:

"Users will additionally get access to the OS-level ColorSync for color management—which, fingers crossed, will squash the QuickTime gamma issues that have plagued the Final Cut software for years."

I think we're in for something great!

heath

We have also only seen a fraction of what it can do. I teach video editing and there is no way I can show everything in even a 4 hour class period. It would take an entire week of events everyday for Apple to show us everything in FCPX. They just showed a handful of the cool stuff to get people drooling. They don't call it a sneak peak for nothing.

Do you know that to be true ? I spent my working life in marketing and certainly I don't think Apple will hid the best till last. If there is anything left its what will be expected of an editor. I think we saw the "new for Apple stuff:" already. What remains is if its a usable program other than the presentation. We will of course see other modules all at $299??

Looks to be a very nice program if it works as presented. But not new or great. Wonderful presentation. The presentation covered things that have been available on many PC editors for some time. Apple is playing catchup and will do it in a way advantageous for Apple of course. For the price most of the features demonstrated are available in many PC programs which also include Bluray authoring/ burning and photoediting at a lower price point. For more complex editing then one would expect to pay more and move into a more pro area. The competition in the pro area will need native file editing ( not background rendering but true native file editing), media management, realtime performace etc etc. We will see what comes.

Ron Evans

Personally I really hope Apple changes there stand on Blu ray because even though Steve Jobs doesnt think I need it I do and any edit software is useless without it for me.

Ron,

There are a lot of professional editors using Final Cut Pro. I have been a pro editor since 1997, starting on tape-to-tape and Avid, then going to D-Vision, Premiere 5.1 and then, on my own, Final Cut Pro 1.0 in 1999. It's always worked the best for me, and the features are what I need. When my old TV station went FCP in 2002 (and dumped a cumbersome NLE), Apple was thrilled and sent many from the pro video dept. to see what we were doing.

Most companies I worked for dumped Avid and Adobe for Final Cut Pro, because they were sick of it just not working. Or, in the case of Adobe Premiere leaving Apple in 2002 (only to come back in 07), being forced to switch because they're Mac users, and guess what, they love FCP more.

I'm glad to see Apple using features seen in other apps, and introducing new ones, but I don't think Apple is any less professional than Adobe, Avid, Sony, etc.

Heath

I stopped caring what people call "Professional" if it does what I need and has the workflow I need thats all I care about.

Randy, amen.

I've used all the modern NLE apps, and FCP works best for me. Whatever works for you, go for it.

heath

Heath
My comments only apply to the apparent blind belief that nothing other than Apple has these features. FCPX has integrated features already available on PC programs, that was my point and it still appears to lack native file support( background renders to something to mask the issue) and no mention of disc authoring\ Bluray. Major omissions compared to the competition.

Looks like a nice program but no wonder product to anyone who has a broader view of the marketplace not trapped in a single PC platform. One needs to evaluate the software that meets the needs then get the hardware that runs it whatever that happens to be, PC, MAC, Unix box. Hardware these days is much the same for all of them being driven by Intel.

Different business needs will dictate different work flows and software requirements. I do not believe that any one program will meet all know needs ignoring the esthetics of the program that are important to most users. As time goes on edited outputs will more and more need many output forms for delivery. Bluray, SD DVD, WEB based forms etc etc. New editing programs will need to address these output requirements as well as the need to accept input from many sources from HD cameras to cell phones for basic task of editing. Hence the push for native file editing and batch outputs.



Ron Evans

I see your point, Ron, and I would never say FCP has all the features, and others don't. But Apple paved the way for more affordable NLEs that work. In 1999, Adobe Premiere 5.1 couldn't handle digital; I had a copy and got rid of it within months, because it didn't work right with DV.

Many of the NLEs are based on a UI from years past, and I'm glad that FCP X and Vegas Pro are pushing the UI in new directions. I'm happy Premiere Pro CS5(.5) is pushing the 64-bit envelope, while I wish Avid would stop putting out paid upgrades every 6 months. I also wish Avid would pick an NLE and run with it, instead of offering so many different versions at different prices. And the less we talk about the Mojo, the better. S-Video and RCA? Seriously?!

heath

My comments only apply to the apparent blind belief that nothing other than Apple has these features.
I believe that's the result of FCP folks living in a single-platform, Mac-only bubble and simply
not being aware that many of the features they're cheering about have long been available on
Windows systems. Or perhaps they are aware, and the cheers are of the "at long last!" variety.

In 1999, I edited a project using the client's Final Cut Pro system and found myself really annoyed
at having to wait for the renders -- this was especially painful for me at the time since I normally
edited on a Canopus DV Rex RT, a completely real-time system, absolutely no rendering involved.

Sorry but I can't agree that Apple paved the way for more affordable NLEs that work. What they did,
and I have tremendous respect for them for doing this, was to provide the most viable NLE solution
on the Mac platform. Despite being behind the curve relative to the capabilities of equally priced PC-
based systems -- my Canopus DV Rex RT comparison being a prime example -- they basically set
the NLE standard for editing video on a Mac.

As for myself, I will be buying FCP X the day it's released. I use both Mac and PC systems and can't
wait to get my hands on the new Final Cut.

My comments only apply to the apparent blind belief that nothing other than Apple has these features. FCPX has integrated features already available on PC programs, that was my point and it still appears to lack native file support( background renders to something to mask the issue) and no mention of disc authoring\ Bluray. Major omissions compared to the competition.

Indeed Ron. As someone who has been using FCP exclusively for the past decade (I haven't taken time out to see what's happening elsewhere) I found this blog useful:

New FCP X is really Not SoNew - Journal - mikejones.tv (http://www.mikejones.tv/journal/2011/4/13/new-fcp-x-is-really-not-so-new.html)

Well, at least FCP is back in the field. What happens with Motion is of primary interest to me. I would love to see some of Motion's everyday functionality (optical flow retiming, decent titling) built into FCP. For more complex tasks I use AE anyway.

I agree with you on Premiere I stuck with it until CS4 mainly for Encore though was transitioning to Edius and always had Sound Forge and Vegas for audio before it did video !!!! . Main editor for me now is Edius 5.5 and 6.02 with Vegas 10 doing all the audio and DVD Architect 5.2 Bluray authoring for now. TMPGenc Authorworks is being used a little because of its good Bluray implementation and is easier/faster than Encore and fuller implementation than DVD Architect.

All my projects are 3 and 4 camera shows and that is why I use Edius for its excellent multicam implementation with native file support and realtime editing. Cameras range from EX3, FX1, NX5U and range of small Sony AVCHD cams. With occasional 5D and 7D files too. All go straight on the timeline.

Ron Evans

Or perhaps they are aware, and the cheers are of the "at long last!" variety.


That's what I was clapping for.

Working in the L.A. area I know a lot of pro editors, none of whom are living in a bubble.

The comments I hear are just relief that Apple is catching up on some features, adding some new ones and doing so at an affordable price.

Chris: I agree with you completely, and I never thought of that until around 2005 when Spot and I went on that HDV Road Show, and I saw what Vegas Pro was doing (rendering, while batch capturing, while editing a third project, all at once). For me, it's definitely "Yes, about time!" with some of the features.

Josh: Thanks for the link; I'm gonna check it out while I render a project (ahhhh, FCP X, you can't come fast enough).

Ron: All my audio guys realized in 2003, 2004 that they'd have to learn how to edit video, due to budget cuts, along with sound, and gravitated to Vegas Pro. Throw in Cineform (at the time), and you were capturing great video. Vegas Pro started out exactly that way -- audio guys needing to edit video, so they developed it. I have only "flirted" with Edius.

You know what's a good NLE? SpeedEDIT: NewTek SpeedEDIT™ (http://www.newtek.com/speededit/)

And I thought MAGIX was cool, the few minutes I spent with it. Check out this review: MAGIX Video Pro X 2011 - TopTenREVIEWS (http://video-production-software-review.toptenreviews.com/magix-video-pro-x-review.html)

Heath

Kirk,

I wish I could "Like" your comment (a la Facebook); that's pretty dead-on how I feel. At home, I have copies of Vegas Pro 10, Avid MC 4.5, FCP 7 and Premiere Pro CS5. Every single one of them have features (or UI, in the case of Apple) that I dig, so I'm glad Apple is bringing a lot of them into the new version of FCP.

heath

That's what I was clapping for.

Working in the L.A. area I know a lot of pro editors, none of whom are living in a bubble.

The comments I hear are just relief that Apple is catching up on some features, adding some new ones and doing so at an affordable price.

Now I understand the clapping and cheering.

Josh, I thought that link was good too. We Edius users are always saying it's not well know and even in that list it wasn't mentioned once yet can actually do almost all of the FCPX demo other than the one click color correction. Even arrange the windows to look the same!!!! Though the main attribute of Edius is cutting speed. Put anything directly on the timeline edit and output without rendering with everything done at full resolution viewable on a full external monitor. Audio in V6 is much better but no match for Vegas which as Heath has said started life as a DAW anyway.



Ron Evans

You know what's a good NLE? SpeedEDIT: NewTek SpeedEDIT™ (http://www.newtek.com/speededit/)

I rode the plane home with those guys. Great crew. The brand's certainly been around for a very long time.


I wish I could "Like" your comment (a la Facebook)We're thinking about that. And / or a "Thanks" button.

Chris,

I hung out with the NewTek guys during NAB 2008. After a very long day, their booth was an oasis, and I was able to sit and relax, while checking out a ton of great software. Wonderful team!

Heath

Do you know that to be true ? I spent my working life in marketing and certainly I don't think Apple will hid the best till last. If there is anything left its what will be expected of an editor. I think we saw the "new for Apple stuff:" already. What remains is if its a usable program other than the presentation. We will of course see other modules all at $299??

Looks to be a very nice program if it works as presented. But not new or great. Wonderful presentation. The presentation covered things that have been available on many PC editors for some time. Apple is playing catchup and will do it in a way advantageous for Apple of course. For the price most of the features demonstrated are available in many PC programs which also include Bluray authoring/ burning and photoediting at a lower price point. For more complex editing then one would expect to pay more and move into a more pro area. The competition in the pro area will need native file editing ( not background rendering but true native file editing), media management, realtime performace etc etc. We will see what comes.

Ron Evans

I don't think they hid their best to last but this is a totally new program here. There wasn't time to go into exporting/encoding, ingesting, native file support, media management or 100's of other feature we use everyday but don't hear about in product marketing literature. Look how many features are in a typical NLE. When Edius first came out did you see a demo that showed every single feature?

If this was just an upgrade then yes new features could be shown in an hour. This time however every single bit is brand new. Apple knew they only had an hour so they had to decide what would be the cool stuff to show in an hour. It's sort of like creating a 2 minute trailer for a 2 hour movie. You want to give the biggest impact to catch people's attention.

Personally I learned more about FCPX by looking at the giant screenshot floating around the web then I did watching the video of the entire presentation. Ok maybe not that far but I did learn a lot that I didn't see in the presentation. For example this is not confirmed but it looks like FCPX does support native AVCHD formats.

Now I'm not saying FCPX is going to be the last NLE we will ever use. We have been hearing that about FCS for years and sometimes it has fallen very short. All I am saying is that we have only seen a little bit of what it can do so far. I'm not talking bells and whistles either but meat and potatoes editing. The sort of stuff we use every day but doesn't look like much when shown to other people. Like a killer keyboard shortcut that saves hours on a project sort of thing. It was a lot of these features that were in the FCS3 update that didn't have any fanfair and people criticized. To me they were awesome but I would never do a presentation of some of it unless I wanted to put people to sleep.

I think Apple tinkered a bit with FCP 7 (ver. 6 had smoothcam and ProRes, among other "killer" features), and got some heat for it. As such, I commend them for going back to the drawing board and re-building everything from scratch, adding in features that are prevalent in other NLEs, plus some awesome new ones, then cut the price so low that Avid, Adobe, Edius and maybe Sony, to an extent, are nervous.

heath

We will have to wait and see exactly what comes out as FCP X. I don't think that Adobe or Sony or GV Edius will bother too much unless there is a Windows version of FCP X. Now they can run on MAC's but FCP can only run on MAC's. They have the whole market available to them rather than just one brand of PC. Depending on the actual feature content of FCP X they may also have lower cost product to offer as well.

Ron Evans

Ron,

You're right about the lowering of the price.

In the early- to mid-2000s, I saw a lot of producers walk away from post-production houses, and purchase a Final Cut Pro system and just hire an editor to cut for them. I'd say 2/3 of the independent video producers I worked with did this. It's a combination of saving money, but also cutting prices because customers, at least locally in South Florida, weren't willing to pay the higher rates from the 1990s.

I'd show up with a laptop and FCP, but they'd already have a Power Mac G5, and, later, a Mac Pro ready to go with FCP loaded up.

As an aside, some of my fellow editing buddies, one a major Hollywood editor, on Facebook and I have been joking about the ultimate NLE feature: tell the computer you want the footage captured, cut, color corrected, mastered and ready to go by the time we get back from lunch. If only we were so lucky.

Heath

Not computer but the phone or ipad. So when you are having lunch your phone is doing the data crunching as per your preferred "cinema profile" . :-)

Cheers,
Sabyasachi

What's always a worry for me is having this kind of simple yet powerful software the App store means more of my clients (mostly creative agencies in the North England), will be encouraged to try using it for themselves. And I'll start losing the little day jobs that keep me ticking over.

Still it's been going that way for a while...

Having a pen doesn't necessarily make one a writer.

What will make the difference in any market is the skill level. Because although anyone can have the tools, it still takes a good production team to create compelling programming.

Dean, totally agree. It's just a shame that some clients don't realise that.

Cheap is good in some ways but it will also encourage producers to take an edit "in house" which can have varying consequences.

My Sony CX700 will automatically produce a highlight clip of a date range on the camera with music !!! Adobe Elements will also do this based on a choice of video quality, fixing audio noise etc or movie theme complete with titles !!! . Available for Windows and the MAC at $80 !!! Plus version even has auto backup to the WEB if you pay for it. !!!! Both are intended to create a very quick highlight of a holiday for example and both do a credible job. I was pleasantly surprised and amused.

Ron Evans

A cheaper Final Cut means more people just out of college doing free work to "fatten" up their resumé. Other then that, the new version is looking good to me.

FCS 3 with the Higher Education discount is already priced at around $299.

I'm not an Apple fan whatsoever. In fact, I can't stand their business model where Jobs dictates what is best for Apple users (ala dictator).

BUT, I am very happy that the new FCPX looks like a killer NLE. Many people just don't understand that competition is GREAT for all of us.

Btw, Native Editing isn't everything its cracked up to be if using any form of H264. Also, FCPX users will need to get used to the slight delay every time hitting the space bar like us in Premiere CS5 due to decoding. I have two PCs and a 6-core Mac Pro. One PC has an i7 and the other PC is a 12-core Z800. With H264, only the 12-core can handle it easily.

On a side note, the Premiere 5.5 upgrade adds FCP 7 keyboard shortcuts.

Speaking of Mojo and AVID, I can't believe their business model is still working even though it has been 'relaxed' a bit. Their 5.5 upgrade is something like twice the price of FCPX.

Speaking of pricing, are you certain the $299 is ONLY for the full program or is it the UPGRADE price? If for the full app, then it seems Apple is taking an odd stance by eliminating upgrades.

Lastly, it is refreshing to hear FCP users who are not stuck in the RDF (reality distortion field).

Btw, Native Editing isn't everything its cracked up to be if using any form of H264. Also, FCPX users will need to get used to the slight delay every time hitting the space bar like us in Premiere CS5 due to decoding. I have two PCs and a 6-core Mac Pro. One PC has an i7 and the other PC is a 12-core Z800. With H264, only the 12-core can handle it easily.


You should try Edius. Plays with no delay at all. Your i7 should play 3 or 4 tracks of AVCHD native with no problems. My 4 core Q 9450, an old PC by todays standards will play 1 track at high data rate 1920x1080 ( 24Mbps or 28Mbps 60P) no delay and two if they are lower data rate 17Mbps or lower. Vegas also has no problems with much the same response.

Ron Evans

With Premiere, it is not much of a delay and I don't mind it, but others have complained about the not-instant-response when hitting play with certain codecs (MPEG2, H264). I edit mostly XDCAM EX and MXF nanoFlash in addition to image sequences (DPX, PSD and OpenEXR from Cinema 4D renders) and I have no problem.

Part of me says I will wait until others kick the tires on the new car and let a few updates and bugs rolled in and to get worked out. My experience says, like most completely re-written new apps, there will be some bugs. I'm hesitant to edit a paying gig or anything involving a client that's not proven

The other part of me says,,well it's $299.00, ... I love Avid,,,been loyal,,,it has served me well,,,but ,,,,

$299.00??? What have I got to lose?

If anybody wants to see the new version in action you can check it out here, just under an hour of the presentation:

Video of Final Cut Pro X Announcement Now Available | Mac|Life (http://www.maclife.com/article/news/video_final_cut_pro_x_announcement_now_available)

$299.00??? What have I got to lose?

EXACTLY!!!

Adobe and AVID need to realize that once you get someone accustomed to using a certain NLE, it is VERY VERY hard to get them to change. Thus, it would be very smart and strategic for them to offer very low prices for MC 5.5 and Premiere CS5.5 and even offer super low cross-grade pricing. AVID's cross-grade price is ridiculous as it costs almost $1,000.

Further, Premiere CS5.5 by itself is not priced competitively ($749 or ~$300 upgrade) but when included with the Production Premium CS5.5 suite, it is a steal considering After Effects and Photoshop Extended are $900 each when purchased separately. And now you get a very good, revamped, 64bit DAW - Audition included in addition to Mocha which is extremely powerful & easy to use, and yet, most people don't ever use it.

Competition is great and it appears that Adobe and Apple are duking it out with AVID seemingly content.

Also, Adobe's subscription model should have been implemented when CS5 was released so more facilities could afford switching 10+ computers to CS5. Instead of $16000 for 10 computers, it is now only $890 upfront per month - MUCH more affordable. Plus, you get the latest release so no upgrade costs when CS6 and then CS6.5 are released.

I don't see how the monthly subscription is more affordable; every 18 months (or so) Adobe updates their major apps, and I could see the subscription model getting pricey.

I'd say Adobe was knocking at Apple's door, but FCP X's price point may have kept the door locked. Back to duking it out for number 2.

Speaking of pricing, are you certain the $299 is ONLY for the full program or is it the UPGRADE price? If for the full app, then it seems Apple is taking an odd stance by eliminating upgrades.

The price, no matter what, I believe. A hidden camera caught them saying no more FC Express or Studio... I really think they've rolled up most of the Studio apps in Final Cut Pro X.

Also, someone mentioned that Apple FCP fans think these features are new because they haven't tried other NLEs. With all due respect, unless you're downloading the free trials, if available, it's a bit pricey to be buying the apps. Plus, with NLEs, it's harder to just say, "All right, I'm switching," unlike going from, say, Microsoft Word to Apple's Pages. NLEs are very complex apps, and even today I still discover little things in FCP I didn't know existed. I like to just know enough to get started, and just start learning from my mistakes. Hence me learning some obvious things nearly 12 years later.

CNET has a Final Cut Pro X FAQ:

The skinny on Final Cut Pro X (FAQ) | Apple Talk - CNET News (http://news.cnet.com/8301-27076_3-20054131-248.html)

heath

I don't see how the monthly subscription is more affordable; every 18 months (or so) Adobe updates their major apps, and I could see the subscription model getting pricey.


At $85 per month, that is $1020 per year and $2040 every 2 years. Adobe stated that their upgrade/new release model has changed to every 12 months and 2 years. A ".5" is every 12 months and a full upgrade is every 2 years now. So, this time next year, CS6 will be released and then 12 months later, CS6.5 will be released. Figure $400 for each upgrade and $1700 for CS5.5 and in 2 years with upgrades to CS6 and CS6.5, that is $2500 total. With the subscription plan, it only adds up to $2040 for 2 years, and you will get both upgrades at no extra cost.

So, the subscription plan ends up costing less!

Thanks for clarifying that, Steve. Makes much more sense.

heath

Lots of opinions on this...relatively few known aspects of the software though...the presentation itself didn't do much other than give a peak at some selected features. Lots of bold moves and process rethinking...very Apple (and good BTW, that's not a jab), but I think it's fair to say that 80% or more of what the app does and is is still behind the curtain.

I think the application will have to be used in its released form before it can be fully evaluated. Looks like Adobe and Avid have a couple more months to make inroads before they have to address FCPX.

...and they have been making progress despite what the sales chart presented seemed to show.

I hope there is an option to connect scratch drives to projects and than existing hard ware, such as breakout boxes will continue to work.

All i can say is Finally!
I've been debating switching to Adobe for 6 months, frustrated with 32 bit FCP long in the tooth.
Don't get me wrong, the jobs get done; but looking over the fence to other apps using the latest hardware to it's potential was getting me anxious. Especially with all the attention on their consumer device development.
Apple got there in a nick of time; i was about to switch.

My main gripe now is the lack of Blu-ray support.
Although, Jobs apparently doesn't believe in physical delivery formats, clients require a solid delivery of product. Pay the damned royalties and incorporate Bluray into DVDSP already.
At least the AVCHD discs are working nicely for short format delivery . . . i'll give 'em that.

Didnt FCS 3 have some kind of BR delivery export? Maybe they will expand on that. I am not a huge Mac user so tell me. those of you who need BR delivery (which I think is more than Steve is giving credit for) what will your workflow be? Edit in FCP X then export to what??? Other than Encore what are the other BR solutions on a Mac? Are there any??

I am sure they said that Colour and Soundtrack Pro are included in the 299 package.

I'm at least as sure that they did not. So far as I could tell, they only said that they're working on other parts of the suite, but they didn't bother to say which, when, or how they were planning on releasing upgrades.

Still, I remain upbeat.

BTW, the cost of upgrades nowadays is a LOT better than it used to be.

I first started with a Media 100 system in 1997 because it was about the best deal at the time, compared to Avid. And much of it was real time without rendering, which was an accomplishment in the days when computers weren't nearly as powerful as they are now.

Upgrades would cost $3,000 or more, depending on what level of Media 100 you wanted. And updates were also $1,000 or more.

Them came Final Cut Pro HD.

The cost of the entire program was less than an M100 update. More than just two video tracks. A seemingly unlimited number of audio tracks. And it could handle HD. Without any special hardware.

Afterward, Color was incorporated into the package. And, having come from a photo and "prepress" background where color was always a big deal, this made it even better. It was now practical to "burn and dodge" video! And I didn't have to spend $5000 to get it!

So for this new FCP to be priced at $299 -- Definitely not bad. Still going to wait and see what is done to Soundtrack Pro, Color and the rest of the suite before passing judgement. But overall, so far so good.

Both FCP and Compressor have an export to Blu-ray function. There are reasonable encoding controls but the authoring was a step below even iDVD. So not even iDVD level of menu creation let alone the authoring capabilities of DVDStudio Pro.

I don't think the market penetration is all that great, at least compared to DVD. I'd love to see the numbers for Netflix Blu-ray rentals vs their streaming views.

The problem we face is that some clients still want a physical deliverable medium with reasonable menus. You can deliver a Blu-ray disk from FCP7 and Compressor 3.5 though.

I'm glad other NLE are starting to include features Vegas has had for years such as real time rendering, audio waveforms, "magnetic timeline" and excepting multiple file formats.


When all those features were listed I just kept thinking to myself, "FCP seriously didn't have any of that before?!" I've been using most of it in Vegas on a $350 netbook for over 3 years. And on a desktop for 6 years.

And I'm not sure I understand how Adobe and Avid are behind the curve. A lot of these features are in CS3 and MC5.

More interesting perspective. Here's my next round.

I keep reading these posts where everyone keeps noting "My software did (insert FCP feature X months/years ago!'

But I think that TOTALLY misses the point. It's irrelevant unless you ask WHY then, NO OTHER software has been able to give FCP a serious run for it's crown in editing popularity? It's always been an expensive program $1000 plus - that REQUIRES the user to purchase a NON windows PC in order to use it. Yet it's grown, and grown, and grown.

The publicly displayed statistic at the SuperMeet is that FCP has a HUGE worldwide installed base lead over Premier, Vegas, et al. And inarguably those are excellent editing software solutions.

Is it all timing? Luck? If it's not features, what is it?

IS it the often mocked Reality Distortion Field? Or is that phenomenon, itself based on something OTHER than the actual distortion of reality. Is there an underlying truth that escapes so many Apple detractors? Something illogical but still fundamental to the way this particular company does business?

Apple, does seem to generate an almost cult-like following. Why? Is it truly because Mac-heads are merely the "some of the time" people that PT Barnum argued can be fooled over and over and over again? Or is there something else in play here.

My answer is that with Apple, it's NEVER as simple as just the product.

Yeah, other companies had more features in their NLEs than FCP up to recently. But at Apple, products aren't stand-alone items, but reflections of a larger "VISION" built around those products.

Look at history. They figured out that It's not just a music player - but rather a tool in the the music consumption ecosystem - so while RIO, et al, sold THINGS, Apple sold an end-to-end new turnkey solution to consuming and listening to music - the player, the web access, the software, the royalties, EVERYTHING and wrapped it in a easier to use environment that was incredibly attractive and painless to use.

They did the same with mobile telephones. The carrier hardly mattered - or even the "features" of the phone itself. It's was total phone experience. (NO buttons, how will I use it? Better, actually. and you get APPS, and Music, and location based services, and a BETTER web experience, and on and on and on. - so much so that people FLOCKED to it even tho the network was essentially a mess for the first two years of service!)

Apple is now doing that with motion content creation. Editing, if you will.

You want to hold fast to working the same way you did when it was physical tape - burn plastic DVDs and distribute your work via FedEx or the US Mail? Well go right ahead.

But be careful. Apple just told us they spent a LOT of time asking fundamental questions about how video (and other motion content) NEEDS to be processed in order to prepare for where the industry is likely to go in the future.

Personally, after noting their track record - I've learned to pay CLOSE attention to the smart people who's job it is to suss out the future.

You might not like it. Heck, I might not like it. But I've learned to ignore the lessons of proven high performers at my own personal peril.

For what it's worth.

Hi Bill,

Very well said.

I am no marketing expert but I do have a BS degree in Marketing and Poli Science; so, I have a decent understanding of how consumers and people 'think'. With Apple, the reason their products sell so well is due to Branding.

Just look at the iPad. For a very very small percentage of owners, it does something they can't get from something else cheaper or do something better. The iPad is 'Cool' and Apple is 'Cool'. The iPhone is 'Cool'. The iPod is 'Cool'. Apple has done an amazing job of creating a 'Cool' brand. People will spend more money on an item because it is 'Cool'.

The basic underlying psychology behind the 'Cool' factor is about people wanting to fit in and be accepted by others.

So, with FCP, being an FCP user, you are part of a 'Cool' group.

Part of the technical reason behind FCP having such a large user base is due to it being the strongest and most affordable/best value several years ago. Premiere wasn't a strong competitor and Avid had a very high entry cost. Still today, I hear some people referring to Media Composer as an 'Avid' just like Autodesk's Flame and Smoke even though these are just software programs, but they are purchased as a complete turnkey system.

The second part is Apple's strategy of getting potential users into their hardware and software at an early age. Look at all the high schools who are providing iPads or MacBooks to their students. From a business standpoint, this is genius. Apple gets students accustomed to their hardware and software so it is just a natural progression that these students purchase their own Apple products.

If Adobe and others want to 'steal' current and future FCP users, they must provide seriously low pricing or software that is so much better. For the last year, Adobe CS5 has been the latter while Avid has been way off on both.

On a side note: Steve Jobs and Apple need to realize that the internet should not be relied upon as the 'best' and only way to transact in the near future. Why? Because more and more ISPs are implementing CAPS on bandwidth :( booooooo! A family of 4 can go through 250GB of data (includes up & down) in a couple weeks with youtube, vimeo, Netflix, iTunes... At my house, we don't use Netflix but we have gone over 250GB twice and had over 90% usage twice since upgrading to Comcast's 50Mb 6 months ago. Heck, Comcast just rolled out 100Mb service for residential (business has had it for a while) and I think it comes out to JUST 14 hours of downloading until the 250GB cap is reached. What a joke!

Understand though that not every editor is a filmmaker and not every editor has a production house. In my case I do weddings say what you like but I need BR my clients are not going to watch my work off the web they may look to the web for demos etc but at the end of the day I need to deliver a "plastic disc" as you put it because thats the way its done no matter what some futurist thinks. One thing I thing I think FCP X needs to get (on another note) is motion my full time job is at a TV station where we use FCP the one thing our editors use alot is motion for promos. As it sits none of our editors want anything to do with FCP X although we are all hoping Apple shows us something.