updated 12:04 pm EDT, Thu March 28, 2013
Company tries to win back pro video editors
Apple is today launching a new marketing campaign aimed at winning editors over to Final Cut Pro X, says the LA Times. The campaign focuses on users praising features and differences in the video editing suite. Apple's efforts are reportedly being timed to coincide with the National Association of Broadcasters expo, which begins April 6th in Las Vegas.
The marketing will involve posting three new stories on its website, including one about Hong Kong film director Tsui Hark. Also highlighted will be telenovela studio TV Azteca, and Julian Liurette, an editor at Canada's leading The Globe and Mail newspaper.
Final Cut Pro X was originally released in 2011, but was immediately met with sharp criticism by video editors, who complained that the software was actually missing features that had been in previous versions of Final Cut. Some of those components have been restored, but Apple is still dealing with the fallout of its original design decisions. A number of editors have either stuck with the previous version of Final Cut Pro or migrated to competing editing suites, such as Adobe Premiere Pro and Avid Media Composer.