Final Cut X: The X is for Amateur
First, a little back story:
My job at Capstrat is to tell compelling stories for clients. Final Cut Pro facilitates that. For over 10 years I have championed Apple's software as THE software that democratized the world of video production. Before FCP, editors relied on expensive proprietary hardware and software packages from the likes of Avid and Media100. These solutions STARTED at $30,000. So, only large edit houses could afford the large investment required to set up a post-production facility capable of producing broadcast worthy content. As Final Cut entered the market and matured into a fully-featured Professional solution the entire marketplace took note. By version 3, Final Cut was for real. You didn't need another editing platform. FCP has since been widely adopted and now enjoys >50% of the professional video market share.
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So what's the problem?
A client recently brought in a FCP7 project file that needed work. Their project hadn't been going as well as they'd hoped and they wanted me to help salvage it. I was on FCP6 and had to upgrade to FCP7 to be able to do the work and make a living.
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So I went to the Apple store to grab the upgrade box. Unfortunately, it turns out the unsold FCP7 boxes (FCP Studio v3) were shipped back to Apple, presumably to be DESTROYED. Instead of them selling me the upgrade I needed, they wanted me to migrate to the new FCPX that I don't want. FCPX doesn't even open old FCP projects! Ridiculous. So I called CDW next. It turns out Apple had revoked their license to sell FCP7 as well. I got the same story everywhere I called. FCP7 was gone. It seems Apple is out to kill FCP7 and force users to migrate to FCPX (along with OSX 10.6) that can't open ANY previous FCP project files. How was I to open this FCP7 project so I could make a living?
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Well, there's always eBay. I was forced to pay $450 for what was once a $299 upgrade. Way to go Apple.
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After a little research I realize that Apple has officially killed a fully functional application (Final Cut Pro 7) and replaced it with a prosumer piece of garbage that's missing hundreds of features that FCP had. Video pros have used these features for years and depend on them to make a living. I've been an advocate for FCP for 10 years running. Apple elbowed their way into the professional video market and release after release they improved their offering and took more marketshare from the likes of Avid. I cheered all the way. Now, at >50% marketshare, they have abandoned us pros for the casual editor or the home video hobbyist. Why? There's more casual editors and hobbyist to sell to, I presume. Why take 50% of a small market when you can take 30% of a huge one? I guess that's their logic.
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Apple should have left FCP alone and called the new release iMovie Pro or something. Why steal the Pro name and water down the product? Why abandon the pros that have advocated for you for over 10 years running? Oh, I get it, you want the casual editors and hobbyist to THINK they are using a pro app. Ha. Laughable. Let's see them switch a multicam concert or TV show on FCPX. Oh wait, they can't. Let's see multiple editors share media on your Xsan for a truly collaborative editing experience. Oh wait, they can't do that either. Well, the casual editors and hobbyist probably won't ever have the need for those pro features and they'll think FCPX is awesome because it's much improved over the iMove app they were used to. Bollocks.
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This is a new feeling for me. I have NEVER been truly mad at Apple before. But they have never failed me so miserably. I subscribe to MobileMe and I bought the first Apple TV. Those disappointments don't begin to compare to the disappointment I feel now. Those were recreational purchases. Now Apple is messing with my livelihood.
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Final Cut X spells the end of Final Cut Pro, a truly revolutionary professional post-production application that democratized the world of post-production. Unless Apple decides to fix FCPX and builds back in the hundreds of missing pro features, I'll be running for greener pastures. Apple take note; if Final Cut isn't back to being Pro by the time Adobe CS6 comes out, I and many other editors will surly give Adobe Premiere Pro a try.
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For more on this unfolding drama, here's a spot on analysis of Apple's current FCPX nightmare debut: http://www.larryjordan.biz/app_bin/wordpress/archives/1514
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FULL DISCLOSURE: I am in love with Apple. I have an iPad2, iPhone4, Macbook, Mac Mini and an AppleTV2. At work I'm on a beefy Mac tower with 10GB of RAM. Heck, I even talked my brother into buying Apple stock at $80. Lucky him. So, when they make really bad decisions that disrupt the livelihood of their most faithful, well, then that's when they get a scathing blog. I am normally not such an angry person, I promise!
Comments
I think your timeline has a lot to do with FCPX - back in 2000, there was a gaping hole in the marketplace for an affordable NLE... but now, thanks to our beloved FCP, AVID has gotten insanely cheaper and Premiere has stepped up its' game.
So in 2011, unlike 1999, there's now 3 NLE's in the same marketplace niche, and Apple's decided to move on.
Unfortunately, as editors, so should we. (sniff)
You are right on Greg. Apple pioneered the affordable NLE product offering. Why not keep 50% of the professional market with FCP and go after the larger prosumer market with a revamped FCP express or iMovie Pro? Why use the Final Cut name on a product that clearly won't cut it for professionals? Thanks for reading.
Interesting read on the topic:
"Final Cut, along with all of Apple's professional apps and gear, [are] slowly being strangled to death."
library.creativecow.net
It looks like Apple is selling FCP Studio v3 again:
www.tomshardware.com
I wouldn't look forward to further updates, but this at least allows studios like ours to update to the latest FCP version (studio v3 includes FCP v7) without having to resort to eBay or Craigslist.
It looks like FCPX now offers support for XML and collaborative editing (according to Apple). I bet you still cant import FCP 1-7 project files though. A free trial is available. More info here:
www.macworld.com
@ "buy term paper online" (spam bot?)
That is the most ridiculous thing I've ever heard. Are you aware of the file sizes that professional format cameras create? They are certainly too big for the "web-based editing systems" you mention. Which "web-based editing system" is your favorite? I'll do some quick research and show you how it's not ready for prime time.
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