I was happily answering questions from my latest Final Cut Studio newsletter which released this morning – you can sign up for it here – and getting ready for NAB, when, WHAM!
The ProVideo Coalition publishes a rumor that Apple is announcing the next version of Final Cut Pro at next week’s SuperMeet. Then, supplements it with lots of very interesting supporting quotes.
Frankly, I was stunned.
While all things are possible, there are many strange elements here. First, nothing is confirmed by anyone. I have sent emails to learn more, but there’s nothing official.
Second, as Rob Griffiths wrote on the IMUG mailing list: This seems “awfully heavy handed of Apple to kick all the other presenters out? Apple doesn’t have any trouble drawing a crowd. Why piss off so many vendors… that Apple has good relationships with… and put the SuperMeet folks in the awkward position of clearing the agenda a week before the show?”
Since I know the “Supermeet folks,” and understand what’s involved in putting together a show this massive, “awkward” does not begin to describe the position, and stress, they are in. This is a HUGE, last-minute, change in plans.
From my point of view, Apple has made a big deal of avoiding trade shows – especially NAB – because, as Rob points out, they can draw a crowd simply by standing on a street corner. I don’t see why they need to announce at the SuperMeet.
On the other hand, a lot of the folks they would like to reach will be there. And, as I’ve written before, whenever Apple announces the next version, what you see will be “jaw-dropping.”
Curiouser and curiouser…
I’m going to the SuperMeet next week – wouldn’t miss it, actually. And guaranteed that if anything is announced I’ll be covering it here in this blog, in my newsletter, and on our podcast – Digital Production Buzz.com. However, for now, I’m adopting a wait-and-see attitude.
UPDATE – 10 minutes later.
The SuperMeet Agenda has been changed to read:
“The Final Cut Pro User Group Network is excited to have a very special guest presentation at the 10th Annual Las Vegas FCPUG SuperMeet. Come to see a surprise sneak peek at something very special – you really do not want to miss this one!”
Looks like that makes it official. Prepare to be stunned.
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