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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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
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Nivardo Cavalcante says:
June 26, 2011 at 7:42 pm
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Oliver Neubert says:
June 26, 2011 at 7:56 pm
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ron sussman says:
June 26, 2011 at 8:02 pm
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Oliver Neubert says:
June 26, 2011 at 8:03 pm
← Older Comments Newer Comments →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.
@Art Bell: I would begin by boycotting Apple products. Yes we can live with others doing the same thing. I will. If she wants to end the tool I have to work so I can do the same.
@ Billy – last week I did exactly what you did, clicked on that purple icon that had been sitting in my dock for over a year, I had been wondering about the same things, integration and such.
I am quite sure in 2 years, my mobile phone will be an iPhone, but I am not sure, if in 2 years I will edit with Final Cut or if I am still buying Apple computers then.
This is sad, but I also feel the loss of trust.
I agree with the opinion that they can be secretive when it comes to consumer products. They are not necessary for our survival. But the future of one of our main tools for income is our concern. Whether we get the new ipod with he same functions as the old one, let Apple decide. A product like FCP follows different rules, here the users should decide, or at least be asked. I honestly cannot believe that ANY professional editors were involved in the creation of the list of “must can dos” ( I am sure there is a proper term for that) – if they claim that there were – they must have been conned and should get their money back.
someone on another blog post mentioned that the last version of iMove was V9, thus making FCPX really iMovie version X=10. Makes total sense when looked at in that light.
Larry as a trainer and supposed authority on FCP, as well as others like Ripple Training should have rang the bell earlier. I realize you are in the business of selling training materials and I have been following you for years but your lack of honest initial coverage should have been much more critical of Apple and FCPX from the beginning. Unfortunately, your reputation has been tarnished as well in the eyes of a lot of pros.
@ mr. Floppy:
FCP 7 should return for the people who need to set up a new edit suite. FCP X is not an option.
Many people have to make adjustments to “old” projects such as corporate films that get updated a couple of times per year. If you want to do this in the future you need to keep a mac with the current software and hope nothing goes wrong because it is no longer supported.