By Larry Jordan
No one orchestrates surprise better than Apple.
The fever of excitement surrounding the launch of a new Apple product is the envy of every other consumer company in the world. Rumors, gossip, and eager anticipation create a potent mix for marketing.
But professional users are different. The shattering echoes from the death of Final Cut Server and Final Cut Studio (3) last summer are still reverberating throughout the industry.
The unnecessary, and unheralded, death of both these products killed businesses overnight, destroyed relationships, and alienated an industry. It wasn’t Final Cut Pro X that a caused the outcry, it was what died in its birth.
Professionals are not consumers – we are running companies, meeting payroll, and creating products using Apple tools.
THE CASE OF THE MACPRO TOWER
Two months ago, Lou Borella sent me an email asking if I had any insight on the MacPro. I told him that I had just had a meeting with Apple where I asked them that question and they declined to answer. (This is not surprising because, as we all know, Apple does not comment on unannounced products.) read more...