TV Tech: Has Apple Abandoned the Pro Market?

CUPERTINO, CALIF. — Apple has kicked up what may be a game-changing firestorm with the release of the long-awaited next incarnation of its editing software called Final Cut Pro X. At the NAB Show—even though they were not an official exhibitor—Apple managed to steal headlines by announcing Final Cut Pro X (properly pronounced "10" rather than "ecks") during the Las Vegas user group's 10th annual SuperMeet gathering.

Final Cut Pro X was released on June 21 as a download from the Mac App store for just $299, accompanied by new versions of Motion 5 and Compressor 4 sold separately for $49.99 each. Compare that to their Final Cut Studio suite, first released in 2005 which by its final upgrade in 2009, had bundled Final Cut Pro 7 together with Motion 4, DVD Studio 5, and Soundtrack Pro 3, as well as the Color 1.5 and Compressor 3.5 applications for $1,000. It's still available from online resellers for as little as $765, which may be welcomed by potential users since with the release of Final Cut Pro X, Apple has discontinued Final Cut Studio 3 and will no longer be developing or supporting it.

GASPS OF DISAPPOINTMENT

But as soon as Apple editors got their hands on Final Cut Pro X, almost immediately gasps of disappointment filled both print and cyber media. Even the editors of Conan O'Brien's late night talk show have posted a parody of Final Cut Pro X on YouTube. More significantly, the first 1,300 customers on the Mac App store gave it only a low 2 1/2 star rating, which may be the reason that on June 28, postings on Final Cut user forums began reporting that Apple had started offering refunds to early adopters. Apple did not return calls. read more...