Just a couple of years ago, Apple introduced the latest version of its industry-standard video editing platform, Final Cut Pro. Final Cut Pro X was redesigned from the ground up, with a new UI, different features, different workflows; Apple was hoping that the new software would extend its reach in the professional editing market.
Instead, it had precisely the opposite effect, with users going online and excoriating the company for its sweeping changes, reduced feature set, and more. Many compared it unfavorably to iMovie, saying that Apple had thrown away its professional users to make Final Cut Pro easier to use for mainstream consumers.
Apple introduced the new software at a steep discount over previous versions, lowering the barrier of entry from $999 to just $299. Even so, it nearly wasn’t enough, as competitors stepped in to try and lap up the users bleeding off. In an uncharacteristic move for the typically stoic company, Apple made a number of concessions to to try and patch things up: it promised to make significant updates to the software over the coming year, and even allows users to download a free, 30-day trial of the software – something they typically never do.
Its latest update marks the eighth such since the software launched back in June of 2011, and in addition to several bug fixes, includes a number of important features, like increasing 4K codec support for various manufacturers – an important consideration in today’s market.
The LA Times is reporting that Apple’s new campaign will launch on April 6th, just in time to coincide with the 2013 NAB (National Association of Broadcasters) convention in Las Vegas.
Final Cut Pro’s subsection of Apple’s website has already been updated to reflect some of the interviews, which show FCP X being used for major newspapers, 3D movies, big television shows and universities.