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Apple hints Final Cut Studio revamp by ousting meet sponsors

updated 05:50 pm EDT, Tue April 5, 2011

Apple boots FCPUG sponsors

Apple has dropped strong hints that a Final Cut Studio overhaul would show at the NAB expo next week through curious moves with sponsors. The Final Cut Pro User Group Supermeet has said that at least Avid and Canon, along with one of the Supermeet organizers and possibly Black Magic, have all made abrupt sponsorship and presentation exits from the gathering, which runs side-by-side with NAB. Avid explicitly blamed Apple as it "doesn't want anyone to have stage time" except for itself.

AJA, Autodesk, and other firms are also expected to back out.

Apple has been more sporadic with its appearances at NAB and has usually wanted to have a presence only when it had something significant to announce. Clearing the slate for an Apple-only presentation would make it near certain that the company planned to introduce a new Final Cut Studio update.

Steve Jobs had already promised a major new version for early 2011 but said little about what it would involve. Most expect a major interface and architectural remake that would bring in some of the better, pro-friendly features from newer iMovie updates and 64-bit code that would more gracefully handle large content.

Final Cut Studio was last updated in July 2009 and still has many of the interface design traits from the more than decade-old original Final Cut Pro. Apple may feel a need both to counter gains made by Adobe and Avid in video editing as well as to reaffirm its commitment to professional Mac users. [via ProVideoCoalition]

by MacNN Staff



  1. PeelTrident

    Joined: Dec 1969


    Proofread much?

    I had to read this about 5 times before I could even figure out what the writer was trying to communicate. Even the quote in the first paragraph doesn't even make any sense!

  1. MyRightEye

    Joined: Dec 1969



    This is MacNN. Get used to it.

  1. Jeronimo2000

    Joined: Dec 1969



    This is MacNN alright. Even the headline seems like a random collection of words, unless you read the article and figure out what the heck they mean.

  1. bazaarsoft

    Joined: Dec 1969


    What about...

    some blend of an iPad app for some of the UI functionality and FinalCut doing the background processing? I think iMovie for iOS has introduced some nice UI optimizations. At the very least perhaps it'll have Magic Trackpad support for gestures borrowed from iMovie for iOS...

  1. Feathers

    Joined: Dec 1969


    Shrinking Violets?

    It is interesting that this, and other articles, characterise Apple as some kind of bully in relation to this story. The suggestion that Apple "demanded" the extra time is probably going a bit far. Doubtless their request was met favourably by companies that wish to preserve good relations with the company. Avid is a different story, of course. The turn-coat company that built its business on Apple hardware and then pulled one of the biggest switcheroos ever when it moved to Wintel. It is singularly poetic that Apple and Avid now compete in the same space and wholly inappropriate for Avid to even be present at a FCP User Group gathering, let alone one of the notional sponsors. Indeed, Autodesk come a close second in this regard, having only recently returned AutoCAD to the Mac Platform. To the companies such as AJA and Blackmagic who strongly support Apple users, I say well done. To AVID and AutoDesk, I say good riddance.

  1. erics

    Joined: Dec 1969


    What about Kevin?

    Darn I wanted to see Kevin Smith talk about Avid and his new movie :P
    Ill be there but in protest, Ill wear my cap backwards ;)

  1. staloysius777

    Joined: Dec 1969


    Greed; Childish games; Stuck on themselves

    Apple leadership appears to be very stuck on themselves when it purposefully alienates Apple from other vendors, competitors and users. With more money in Apple corporate execs back-pockets, I do believe they are less caring of the vendors who've helped them in the past and Apple continues to display an "I don't care attitude about you because I don't need you." I must say this attitude is quite stupid, immature and stinks of greed, jealousy and pride. Though companies come & go, people remember and for Apple to "play well with others," the corporate execs are going to have to gain humility and realize that their vendors and long-time supporters who switch from them are following the typical business path of finding viable paths of revenue. it is only now, in our recent times, that Apple has again become viable and can truly stand against the wintel platform/os combination. Forgiveness is the key as well as good communication! Insensitivity, back-biting over old wounds, and acting as it they need no one, spells doom.

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