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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Thomas says:
June 26, 2011 at 6:41 pm
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Larry says:
June 26, 2011 at 6:50 pm
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Danny DeMille says:
June 26, 2011 at 6:42 pm
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SteveT says:
June 26, 2011 at 6:46 pm
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Michael Sorenson says:
June 26, 2011 at 6:50 pm
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Art Bell says:
June 26, 2011 at 6:51 pm
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Colin says:
June 26, 2011 at 6:54 pm
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Patric Kees says:
June 26, 2011 at 7:01 pm
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Ed McNichol says:
June 26, 2011 at 7:02 pm
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So FCPX, huh? « …a FinalCutPro user's Blog says:
June 26, 2011 at 7:30 pm
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Mr.Floppy says:
June 26, 2011 at 7:34 pm
← Older Comments Newer Comments →Talkin, Moaning, Writing … it all does not help.
BOYCOTT APPLE!! Even if it’s hard for everyone. Remeber that you have several NLEs that will work on PC as well, even better.
The opponents operating systems aren’t that bad anymore AND while apple get’s more and more expensive on their hardware while computers in general get cheaper and cheaper, there is a true reason to turn you back on Apple.
Otherwise they are not willed to learn anything and keep walking their greedy, ignorant and arrogant path!!
“Like Icarus, to fly to high”
And Apple will fall very hard, i promise you.
Thomas:
I’m not yet willing to go that far.
My advice, for most of us, is to wait and see. Learn FCP X — see if it meets your needs. If it does, use it. If not, wait.
In 2-3 months we will have a MUCH clearer view of what Apple is planning. If we agree, we buy in. If we don’t, we opt out. But, to my mind, it is too early to make that decision.
We haven’t heard from the third-party developer community yet.
Larry
Very nice article Larry. Too many people who are dependent on businesses such as training, that are dependent on Apple, seldom stand up and do the right thing.
OK, I don’t get it.
Apple wanted to use the launch of FCP to sell HARDWARE! To make people upgrade, to sell FCPX cheaply and then feel the need to upgrade (hey even I bought the 5870 gfx upgrade off the back of the idea that the GPU is going to accelerate my DSLR editing to levels I could only previously dream of)
So, I bought FCP, I bought a hardware upgrade and now FCPX without XML import/export and without MULTICAM it’s essentially a retrograde step for a semi-pro NLE editor.
Only thing is I’m now faced with realising that FCP7 is OLD….really old…DSLR footage is just unuseable without the whole rigmarole of encoding to ProRes. So my MAIN option now is to look at alternative software (as the omission of XML and Multicam makes FCPX a no-go).
What is the main competitor???
It’s Adobe Premiere CS5.5…. and it has XML i/o and it has Multicam….even it can import FCP7 projects! (oops there FCPX)
The only problem is that it’s ALSO available on a PC….. I can now buy a super powerful PC and edit on Adobe Premiere CS5.5 for a fraction of the cost of a new MacPro.
So, well done Apple, not only have you driven editors to consider using a competing NLE… you’ve actually given them a reason to buy a cheaper PC system rather than spending more money with Apple hardware.
Sorry, but that seems like a huge DOH! Way to go!
The only option to save face? Get XML and Multicam updates released within weeks not months! And tell your customers what you plan to do. Silence is not working, the reviews are getting worse and worse.
A truly astounding state of affairs.
Outstanding commentary, Larry. Here’s hoping that Apple follows your advisement.
VERY impressed Larry. Amongst all the shilling going on Finally someone decides to mention the Emperor has no clothes.
FCP X makes me sick, its the lowest rated software app in Apples history – and I make my living on its predecessor.
Mobileme issues were kids stuff compared to the disaster of FCP X.
No one makes their living off it, its just nice to have.
Its so bad comedians are making fun of software!! – And Apple doesnt care.
Pundits are shilling it and catching crap on Apples behalf – And Apple doesnt care. I dont need them to have a heart but i hope we can collectively find a way to hurt their wallet.
I feel FCP X is the new Windows X
This is the jist of what i sent to Ken Stone and Phil Hodgetts a few days ago:
A valiant effort today Philip . I know your heart is in the right place, and I admire technical neatness like the next guy, but with a heavy heart, I go to bed on day two thinking this is the end of Final Cut as professional tool.
It started with Quicktime X and it ends today with another X.
I have been in software design for maybe 15 years and a professional user of Final Cut for maybe 5 and i have never seen a product day as dark as this. ( OK maybe New Coke or whatever it was called).
Contrary to what you so passionately state, Apple does not deserve a break claiming this is V1 of a product.
They had 10 years to learn how to do this right. They DO deserve a break similar from when we went from OS 9 to Mac OS X – that was big, stuff broke, it was hard, but we could see it was worth it. We could do some things with it on day one. Open a WORD doc written in OS 9, play a movie made in OS 9, run an old DVD etc., etc., It was more than Macdraw and MacPlay.
This is different – whats there works pretty well, even lovely sometimes.
What is fundamentally NOT there is likely the basis of the shitstorm across all the boards, blogs, tweets, etc.,. the industry is scared because this is it. And Its not enough to make a living on.
Respectfully you do 1 million Final Cut users a disservice defending this on purely ‘technical growing pains’ grounds. Collectively we are little more than a rant to Apple, but you owe it to this community to re-educate Apple on the difference between tools and toys.
I don’t need it all to work, but this is an unprecedented shitstorm of discontent and you ignore it at your own professional peril as someone we look up to.
It really might be that pulling up 5 million iMovie users is far more lucrative ( in the short term at least) then improving the workflow and life of hundreds of thousands of professional editors who need to eat every day. Maybe 5 million youtube videos equal the revenue of 2,000 feature films and a few hundred thousand professionally edited to the frame network commercials,theatrical trailers, music videos, and television as we know and love it etc., etc.,
My AVID friends may be the happiest of all today. A quote from a friend and one of the best professional editors in America – grew up on AVID, and has been slowly adding Final Cut to his workflow:
“Now we know what it feels like to be in bed with a company that is not committed to making money by helping us make money. I can’t wait for the exodus to start in New York. We’ll all come crawling back to Avid.
You might want to learn it.”
This is my last ‘rant’ as you call them.
With utmost respect, I have learned so much from you who have showed me the way so many times. ( and Philip Bllom in the last two years too – he showed me I am actually an OK DP with the right knowledge and the right tools)
We need a palace revolt of some type – but I dont think the Cupertino Palace cares what a million FCP Studio users think,
Again Larry – nice guts….Thank you, Thank you.
Is it really realistic to expect an FCP7 conversion tool? The data structures just seem too different. It’s like trying to write an importer that imports word processing documents into a spreadsheet.
Hi Larry,
Thanks for today’s post. You’ve been talking so enthusiastically about FCPX earlier that I was starting to wonder if you’re in any way on Apple’s pay list. 😉
Sorry for that.
While FCPX may very well work for many smaller companies, it is in no way a “Pro” app. To call it that is simply a travesty. It’s at best a replacement for FCE or iMovie. Even if they “fix” it and bring it up to spec in a few month’s time, I don’t think I’ll ever embrace it. Especially after the stunt that Apple tried to pull.
Of course they have every right to disregard the professional market if they choose to do so. But I wish they’d be open about this and say it out loud instead of trying to conceal it with some sweet double talk.
Since FCS and FCP7 are officially retired and dead in the water I don’t know where I’ll find my future editing suite. I’ve been waiting for a decent FCP7 update for YEARS and I don’t suppose there is anything new on the horizon.
I for one am not prepared to be their guinea pig for a beta software that doesn’t meet basic standards – AND to pay for it nonetheless. (Living in Switzerland, I even had to pay more for it than other customers).
I demanded my money back today. If Apple doesn’t release some sort of statement soon, even Windows might be an option.
Which is it Larry?
Jaw-dropping?
Not ready for Pros?
Very capable?
Me thinks your financial interests have tongue tied your former leadership position. You seemed to have had every opportunity in the world to alert Apple to what you are stating now, and if no action was forthcoming, pull out of the project.
But you choose to plow ahead with developing training, which is either a ringing endorsement of the product or an indictment of your greed. Your horse is so clearly tied to Apple that I don’t find any credibility in your words, actions or posts.
Why must Apple send couriers like you and David Pogue with missives from Cupertino? Can’t they address this themselves? You end up seeming like Andy in Shawshank after crawling through the sewer.
[…] And a “shockingly true” post form Larry Jordan! larryjordan.biz […]
“Immediately return Final Cut Studio”
For who? People who already bought it? This doesn’t make sense.
“FCP7 compatibility”
If you already have FCP7, you still can use it. Why on earth would you want to end a started job on a new software?
Again, these complaints doesn’t make sense.