Since Apple launched Final Cut Pro X last Tuesday, I’ve had more than 3,500 emails that range from “I’m enjoying FCP X and creating useful projects,” to “FCP X will destroy my ability to make a living.” (And, ah, far worse, I’m sad to say.)
When I first saw Final Cut X, I was excited by its potential, but warned Apple that this release would be intensely polarizing to the editing community. It does not give me pleasure to see that I was right.
Worse, Apple has alienated the very people who can make a very visible statement as to the inadequacy of the program. No clearer example can be found than the public ridicule of FCP X on the Conan O’Brien show.
Or, as David Pogue wrote in his New York Times blog: “…let me be clear on this point — I think Apple blew it.”
With the possible exception of the launch of MobileMe, I can’t think of an Apple product launch which has spun more wildly out of control than this one. Apple did not just blow this launch, they went out of their way to alienate their key customer base.
Which is a shame, because FCP X has such great potential — but now, Apple has to concentrate on damage control, rather than getting people excited about the new program.
After the launch, Apple compounded their problems with three extremely poorly timed moves:
1. Canceling Final Cut Studio (3) and pulling all existing product from the market. This is devastating to shops that can’t use Final Cut Pro X. The two applications can co-exist on the same system — killing FCP 7 will not boost sales of FCP X to those shops that can’t run it. All it does is set up a black market for FCP 7.
2. Not providing – then publicly stating (thru David Pogue’s New York Times blog) that they do not plan to provide – a conversion utility from FCP 7 to FCP X. Not only does this render a HUGE number of past projects inaccessible, it sets up the obvious conclusion that if Apple is willing to discontinue support for legacy applications with no warning, what’s to prevent them from doing so again in the future? Every time you watch a movie that is more than 6 months old, you are dealing with legacy assets. Not providing a conversion utility is completely inexcusable.
3. Leaving the support for interchange formats – XML, EDL, OMF and others – to third-parties; or not supporting them at all. Yes, the video and film industry needs to move into the current century. However, Hollywood is very reluctant to change what works. Meeting deadlines is far more important than adopting new technology. Apple’s walled garden approach is totally at odds with the nature of post-production, where the editing system is the hub around which a wide variety of other applications revolve. On any editing project I routinely run 5-10 other programs simultaneously — only three of which are from Apple. I am constantly moving data between programs. This, combined with a lack of support for network-based storage, highlight grave development decisions in determining what features to include in the program.
NOTE: Apple told Pogue that they are working on providing the specs for their XML API. This is essential for any third-party developer to access conversion “hooks” in the program. David didn’t report that they mentioned when this would be available, however.
When I was talking with Apple prior to the launch, they told me that they extensively researched the market to determine what needed to be in the new program. In retrospect, I wonder what people they were talking with.
As I was working with the program, developing my FCP X training series, I often felt that the program was developed for two different audiences. Some features, effects for instance, are clearly geared for the iMovie crowd, while others, like trimming or 4K support, are geared for pros. The program sometimes felt like it wasn’t sure what it wanted to be when it grew up.
In FCP X, Apple got some things amazingly right. But they also got key features amazingly wrong. And if they don’t change course, this software, which has significant potential, is going to spin further and further out of control. At which point, its feature set is irrelevant, its reputation will be set. We’ll be looking at another Mac Cube.
Apple does not normally ever comment on future products – though they did this year, prior to WWDC, because they needed to reset expectations. Because of the visibility of this product into an audience that can cause extensive PR damage to Apple, I suggest that Apple break its usual vow of silence and do three things:
1. Immediately return Final Cut Studio (3) to the market. If it is not compatible with Lion (and I don’t know whether it is or not) label it so. But put it back on store shelves so consumers have the ability to work with the existing version until FCP X is ready for prime time.
2. Fund the development of a conversion utility – either at Apple or thru a 3rd-party – and announce the development with a tentative release date.
3. Publicly announce a road-map for FCP X that just covers the next 3-4 months. Apple needs to be in damage control mode and the best way to defuse the situation is to communicate. Answering the question: “What features will Apple add to FCP X, and when?” will go a long way to calming people down.
I have written in my earlier blog (read it here) that FCP X has a lot of potential, and, for some, it meets their needs very nicely. I still believe that.
I was also pleased to provide training on FCP X so that new and existing users can get up to speed on it quickly.
I don’t mind helping a product develop into its full potential. I enjoy providing feedback and helping people to learn new software. I don’t even mind that FCP X is missing some features; this is to be expected in any new software.
But I mind a great deal being forced to adopt a product because other options are removed, forced to lose access to my legacy projects, and forced to work in the dark concerning when critically needed features will be forthcoming.
This launch has been compared to Coca-Cola launching New Coke – resulting in a humiliating loss of market share.
With Final Cut Pro X, however, the situation is worse — with New Coke, only our ability to sip soda was affected. With Final Cut Pro X, we are talking losing livelihoods.
Let me know what you think,
Larry
253 Responses to Apple's Challenges
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jules says:
June 27, 2011 at 6:59 am
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Dylan Reeve says:
June 27, 2011 at 7:04 am
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Dominc Witherow says:
June 27, 2011 at 7:10 am
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r€nato says:
June 27, 2011 at 7:23 am
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Eric Hvisc says:
June 27, 2011 at 7:31 am
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Reinaldo says:
June 27, 2011 at 7:33 am
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Håvard says:
June 27, 2011 at 7:45 am
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Micheil Reid says:
June 27, 2011 at 8:09 am
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Peter Wiley says:
June 27, 2011 at 8:34 am
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Richard Harrington says:
June 27, 2011 at 8:55 am
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Larry says:
June 27, 2011 at 10:38 am
← Older Comments Newer Comments →(Oops) defending their own identity through brand association.
FCPX is not a Pro app. But what is unforgivable is that FCP7 will never be 64 bit now and we waited two years for an upgrade that was meant to be ‘awesome’ and wasn’t even an upgrade.
I earn good money filming and editing. Bybeing on board wiwith apple I am now stuck with a set up a generation behind the others and a future where I can’t upgrade my OS for fear oflosing evrything i have archived for 6 years.
I cannot rust apple to not dick me around again so yeas I am switching to adobe as a long term security plan. Enjoy apple’s toys, please do, but don’t dress them up as something they are not by having a pop at people with genuine and knowledgqble grievances. And don’t think apple do pro anymore or even care about you as a consumer. If they did you’d have flash on your ipads. I have flash on my tablet.
Jeff: “No man, hope that’s tongue-in-cheek. We don’t want to be
unprofessional or violate our EULA just ’cause Apple’s having
a Microsoft-moment.”
It’s sort of tongue in cheek, but at some point if people are trying keep running their businesses on a product that Apple as effectively abandoned then it may, at least, become morally justifiable.
The ease of pirating FCP has done massive things for it’s success thus far, maybe it will help keep it going a bit longer too 🙂
Also not sure I’d call this a ‘Microsoft Moment’ – I can’t think of any Microsoft decision that equals this. Even when Windows ME and Vista were launched (both not well liked) they continued selling previous versions, and most fundamental features and compatibility remained.
Larry
I think there is another angle here, that is that Apple is actively heading towards ceasing any form of professional products, ie not just software, but hardware too. I just can’t see how Mac Pros can fit into the iOS world, when there is no exclusive software to drive their sales (I have explored this in greater detail here http://www.dominicwitherow.com/welcome-to-sbb/is-apple-set-to-end-the-affair-with-creative-professionals/
I think the Mac Pro is near the end of its life and Thunderbolt-equipped iMacs will soon be running on a new iOS and Apple will be rid of these over-demanding pro users and rolling in everyone else’s cash.
Dominic
On a related note, I would love to know why Apple killed DVD Studio Pro. While Premiere is sort of an alternative (a respected colleague referred to it as, ‘editing with one hand tied behind my back’), Adobe Encore is a POS. I had to use it for several months on a client’s series of videos and grew to hate it with an intense passion. It most definitely is not an alternative to DVDSP.
I was planning on buying a Mac Pro tower w/Thunderbolt this fall. The FCPX debacle combined with Apple dropping DVDSP changes that entire equation. Now I am looking at freezing my MacBook Pro with Snow Leopard – I won’t update it when Lion comes out, I will keep it exactly where it is so I can continue to work in FCP and DVDSP, and my next computer may well be a supercharged PC with Adobe CS5.5.
Speaking as a quasi-Apple bigot and Apple shareholder, I’m about the last person on Earth whom one might expect to say that. Not out of bitterness or anger – just hard-headed practicality.
what bothers me the most is that the main impression I’m getting from FCPX is that it is designed for “disposable video” shoot, edit, post to You Tube and move on. most of my work is in the “memory Industry” 8mm to DVD etc. so the fact that there are no chapters on the time line or even DVDX tells me that this is a web content creation tool. yes that may be the future, but some of us are in the business of creating long term content. we have been abandoned.
In my TV station we are going to change to Adobe Premiere by the end of the year, period. Apple blew it.
The people who likes FCP X are people who does not make a living and are not into the professional field I realized, they just worship Jobs blindly.
We editors are more humble, we just want FCP 7 to work as it should, specially FC Server and Compresor, we do not ask for electromagnetic timelines for our interplanetary projects.
I’m in a funny situation today, as I’m buying a new editing machine (probably a laptop, but thats not important), and was planning to buy a Mac to run Final Cut Studio on it, but it seems that all the local dealers have run out of stock already, and since its not available on the AppleStore, I might as well buy a PC and run Avid on it (The plan was to run both FCS and Avid), as I’m stuck without opening old projects anyway. A bit annoying, but oh well.
Hi Larry. While I’m not a professional film maker, just an enthusiast, I’m surprised at Apple’s silence throughout this episode with FCPX! However it does remind me a bit of the iPhone antenna issue last year or whenever it was. The complaints were LOUD!!!!! and they did step up to the plate indeed to fix it! I like Apple, I like using their computers and software. Up till now I’ve been using Final Cut Express and have found some aspects of FCPX a huge improvement on that! I see a great future for FCPX if Apple take steps to remedy this dilemma fairly quickly! I haven’t yet heard anyone complaining about Motion 5 yet and with the comments I saw someone make about FCPX’s effects, I wonder if they will find more satisfaction with Motion? I haven’t tried using it yet though I have poked around it a bit! As I’ve said before elsewhere, I thought you looked a little perplexed at the Supermeet forum a day or so after NAB as if you were wondering about Apple’s lack of announcements and details of FCPX’s features! While I think it’s cool for distributing to You Tube, Facebook and other sites straight off the back of finishing a project, I’d still like to see proper DVD/Blu-Ray authoring with a DVD Studio Pro like plug-in. For me personally, there is more in FCPX to like than to hate and I’d like to be positive and say that it can only improve! I hope that turns out to be the case!
“As I was working with the program, developing my FCP X training series, I often felt that the program was developed for two different audiences. Some features, effects for instance, are clearly geared for the iMovie crowd, while others, like trimming or 4K support, are geared for pros. The program sometimes felt like it wasn’t sure what it wanted to be when it grew up.”
I think this is the key to the whole debacle. I don’t think there’s a clear vision for the product and I’d bet it current form has more to do with internal struggles at Apple as it does with any good research on users needs. It looks to me like Groupthink ( http://en.wikipedia.org/wiki/Groupthink ) set in early.
Read the FCP X webpages carefully. Ask yourself “who are they written to appeal to”? I have a hard time understanding why any of it would appeal to ANY potential user of FCP X. It’s neither fish nor foul.
Sad thing is that Apple used to market products in terms of vision rather than features. There has been no real vision provided for FCP X.
Larry
Just a quick note of support. I know we haven’t seen 100% eye to eye on this issue. I applaud you for pushing towards the middle here.
Creating an environment in which people can evolve is critical. You and I have both worked with enough post pros to know that change isn’t always a good thing (especially forced change).
Let’s hope we can get both lanes of this divided highway open and get Apple to build a few on ramps and bridges.
Keep up the good work and pick up the phone if you need to talk to me.
Good luck
Richard Harrington
Richard:
Thanks for your note – it means a lot.
Larry