![]() The power of saying “This popular show was edited in Final Cut.” would be significant. ![]() NOTE: It surprises me that, with the growth of stellar productions on Apple TV, Apple hasn’t added more professional features to FCP to support those high-end productions. Long-time users of Final Cut, though, work in more traditional, more demanding, media tasks like feature films, broadcast television, documentaries, streaming – industries with tighter standards, higher budgets and larger teams than social media. ![]() Apple looks at the market, I think, and says: “Where can our hardware and software benefit the most people today?” Clearly, in media, that’s the world of social media, influencers, mobile devices and simple, yet capable, tools. I think part of the problem is that Apple views the market differently from the traditional user of Final Cut. And, for the last three years, that isn’t a lot. Now, it may be that Apple has great plans for the future, but, since Apple doesn’t publicly discuss its roadmap, all we can judge of the future is what’s happened in the past. When you compare the feature evolution of Final Cut to either Adobe Premiere Pro or Blackmagic Design DaVinci Resolve, Final Cut is left behind in the dust. The occasional new feature gets released.īut implementing long-standing user requests or fixing age-old bugs? Not so much. To Apple’s credit, engineering has continued to support the software. The problem is that Apple does not have a history of developing high-end software unless it also supports sales of high-end hardware. But, with the release of Apple silicon systems – and their embedded Media Engine – even entry-level systems handle video editing with ease. In the past, Apple used Final Cut Pro to drive high-end hardware sales. Nor does it know what to do with the high-end video market or the video creatives that work there. Personally, I don’t think Apple knows what to do with Final Cut. I think that’s precisely the right word.Īfter all of Apple’s talk about listening to users and their pride in the future roadmap of Final Cut, the best they could do was Color Conform? used to describe the 10.6.6 update to Final Cut Pro on the Mac. Maybe something will happen there that changes my opinion.
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