Well, the last two weeks certainly have been tumultuous. But this weekend is a good time to take stock and figure out where we go from here.
Over the years I’ve learned that Apple does not follow the market, it tries to lead the market. And, with megahits like the iMac, iPod, iPhone, and iPad, it is impossible to ignore their success.
However, it isn’t always successful, which is why we find ourselves in the position we are in now. And, keep in mind that it is US, not Apple, that are in a difficult position. Apple’s DNA (and vast bank account) insulates them from clamor and controversy in the marketplace.
Yesterday, as I was thinking about this blog, I sent an email to my contacts at Apple asking if they would either announce a timetable of when we could see the next “major release” of Final Cut Pro X, or whether Apple was considering re-releasing Final Cut Studio (3) to the market.
Apple did not respond to my email; which I’ve also learned is an answer in itself.
So, the decision is not up to Apple, they have already told us what they are going to do. The decision is up to us – how will we respond?
THE MARKET
Apple has opened up a huge new market to video editing – I call it the “middle market” – people that need more than iMovie, but don’t need the vast capabilities of Final Cut Studio (3).
This is a good thing, I think, because ultimately it will give many of us work as these users push up against the barriers of FCP X and need to accomplish tasks that can’t currently be met with FCP X.
I remember the desktop publishing wars of the 1980’s. Graphics designers did not go away when our computers starting displaying fonts and images. What happened was that the graphics design tools got better and designers with creativity and skill got more work.
The situation is the same today. Creativity and story-telling are still in demand, but the audience and tools continue to evolve.
OUR CHOICE
As I see it, we all have three choices:
1. Convert to Final Cut Pro X
2. Do nothing, at least for a while
3. Switch to a different editing program
CONVERTING
For single editor shops that work exclusively with tapeless formats and principally output to files, Final Cut Pro X is very attractive.
I am getting many emails each day from people that are working with it and are pleased with their results.
For non-mission-critical projects, the current version of FCP X may meet your needs.
ABSTAINING
As I’ve written for years, however, even if Apple released an all-singing, all-dancing, rock-star of a program, I would still counsel waiting until a dot One release.
This is especially true for large shops, edit houses with massive amounts of existing material that they need to repurpose, or editors working on deadlines that cannot be missed.
Apple’s emphasis on secrecy during development in order to maximize surprise at launch means that the initial release of a product is almost never stable enough for serious use.
As examples, FCP 4.0 didn’t stabilize until version 4.0.2, FCP 5 took until version 5.0.4 and, some would argue, 5.1.4 to become solid. FCP 6 took until version 6.0.2 (with four more versions after that), and FCP 7 is currently sitting at version 7.0.3. (And the sordid history of QuickTime releases and bug fixes is best left for a mature audience…)
As I’ve written many times in the past, waiting before upgrading is never a mistake. I tend to wait a few months before upgrading my production gear. However, at the same time, I will upgrade my testing gear to the latest version – and start to learn it – as soon as it is released.
There is no harm in waiting until FCP X starts to stabilize.
SWITCHING
The wild card in this whole equation is the cancellation of Final Cut Studio (3). Our decisions would be a lot easier if Apple had not forced our hand.
First, I am deeply saddened that Apple’s vaunted engineering prowess is unable to code a conversion utility from FCP 7 to FCP X. However, they say they can’t, so I believe them. (And, even if they can, they won’t; which works out to the same thing.)
This means that if you have a large number of FCP 7 projects that you have even a remote possibility of needing in the future, you would be foolish NOT to purchase a product that can read them.
Whether you go with Avid Media Composer and Automatic Duck, or Adobe Production Premium, you, your company, your media and your projects have a far greater priority than the political and emotional issues of supporting, or not supporting, the latest release of Final Cut Pro.
Protect yourself first.
Pick the software you are most comfortable working with. Hire an assistant editor to have them do tests to see how well your projects transfer from FCP 7 into it.
Both Avid and Adobe are running “Switcher” campaigns — which doesn’t surprise me. If I were doing their marketing I would do exactly the same thing. Take advantage of this special pricing – protect your assets.
Apple says FCP 7 will run on Lion. However, it would be foolish to expect it to run on every operating system in the future. At some point, you will need to convert your assets. The best time to do so is now while all your projects, media, and the software you are using is current.
Whether you want to convert your whole operation to a new platform depends upon many different factors; cost not the least of them.
But the first rule of business is to stay in business. Protect yourself. Make sure you can get access to your assets in the future.
LARRY’S RECOMMENDATION
For new Final Cut users, purchase FCP X and enjoy it. It has many good things to recommend it.
For existing Final Cut 7 users, it is too early to know what FCP X is really going to be. But it is also way too risky to bet the ranch on it.
Download FCP X and learn it, but be very cautious putting it into serious production.
I recommend you create a system for converting your FCP 7 assets to either Avid or Adobe.
Then, wait and see what Apple does with the next release of FCP X. For me, the next release, not the current one, will set the direction for the future.
But protect yourself now.
CONCLUSION
This event gives all of us a chance to stop and reflect on who we are and what we do.
The core of what I do, personally, is to train, teach, and inform. I do this across a wide variety of products and using a wide variety of media. My core value does not change with this update.
What changes are the subjects that I teach. And, as we all know, technology is a constantly evolving mix of old and new products.
Think about what YOU do – are you a Final Cut editor, OR are you an editor that uses Final Cut? Are you defined by the technology you use or the stories that you tell?
As you are deciding whether to convert, abstain, or switch, spend a few minutes thinking about who you are, what you do, and how you want to earn a living.
In the past, religious wars were fought over Apple vs. Avid. The new war is FCP 7 vs. FCP X. Like all wars, these battles create a flurry of impressive fireworks, but leave a bloody trail of destruction in their wake. And very rarely do they settle anything. Old tensions still simmer.
So, let’s slow down and take stock. Apple has given us an opportunity to make a choice. They aren’t going to change their direction, so we need to decide if we are comfortable where they are taking us.
And that choice is different for each one of us.
Let me know what you think.
Larry
61 Responses to Moving Forward
← Older Comments Newer Comments →-
Dick Applebaum says:
July 4, 2011 at 9:46 am
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Steve Baile says:
July 4, 2011 at 9:56 am
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DavidH says:
July 4, 2011 at 10:02 am
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Larry says:
July 4, 2011 at 11:41 am
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Jim McQuaid says:
July 4, 2011 at 10:41 am
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Floh says:
July 4, 2011 at 10:47 am
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Chri Hu says:
July 4, 2011 at 11:14 am
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Russ (plus 1) says:
July 4, 2011 at 11:21 am
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Claes says:
July 4, 2011 at 11:21 am
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Wayne says:
July 4, 2011 at 12:02 pm
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Larry says:
July 4, 2011 at 12:36 pm
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Russ says:
July 4, 2011 at 12:54 pm
← Older Comments Newer Comments →“Yesterday, as I was thinking about this blog, I sent an email to my contacts at Apple asking if they would either announce a timetable of when we could see the next “major release” of Final Cut Pro X, or whether Apple was considering re-releasing Final Cut Studio (3) to the market.
Apple did not respond to my email; which I’ve also learned is an answer in itself.”
The fact that they did not respond, is sad indeed! At the very least a “no comment” should be expected.
I am not a pro editor, but from what I have read, the main issues for the pros are:
1) FCP7 capabilities currently missing in FCPX
2) XML sharing of the FCPX content/workflow with other products during the editing process
3) EOLing of FCP7/FCS
4) Inability to import FCP7 projects into FCPX — if only on a “best effort” basis.
The last two are related.
IMO, Apple are creating an issue, for the pros, where none need exist.
The issue is, simply stated: THE PRO CANNOT BUY AN APPLE PRODUCT TODAY THAT WILL ALLOW HIM TO WORK ON HIS CURRENT FCP PROJECTS OR ACCES HIS LEGACY FCP PROJECTS.
(sorry for the all-caps)
The savvy pro needs to start looking at alternatives from other vendors if Apple won’t satisfy his requirements.!
If Apple were to announce support for a “best effort” import of FCP7 projects into FCPX, it would, largely, mitigate the issue, IMO.
This would give the pro assurance, and FCPX time to grow and evolve. And when the import becomes available it will be easier for the pro to experiment with FCPX — “let’s see how I can handle this (FCP7) project/workflow in FCPX”.
On the other hand, regardless of how many FCP7 features (multicam, etc.) Apple adds to FCPX…
If Apple’s doesn’t allow the pro to bring forward his legacy FCP7 projects into FCPX — the pro has no choice but to find a vendor/product who does.
AS A MEETS MIN FEATURE — FCPX MUST IMPORT FCP7 PROJECTS!
(sorry, again for the all-caps)
P.S. I have been using FCS for 3 years (personal) and like FCPX, a lot!
Larry, so much of my uncertainty of what to do next stems from not knowing whether my FCP7 projects will ever get to FCPX. My business model is that I revise and update my films between production runs and there is no end in sight so I need to continue to access them indefinitely.
Do I invest the time and dollars into transitioning to Avid or Adobe and forget about FCPX only to have someone come out with a conversion utility 6 or 12 months from now??
I’d like to get into FCPX and transition to it as it gets all of it’s missing features but if I’m going to have to run 2 systems forever then this is not exactly an efficient approach.
So I’m in a perpetual holding pattern.
What frustrates me the most is the idea getting around that because they couldn’t build a 100% transfer utility they choose to build none. If I could just get the video and audio clips onto the timeline in the right place then I’d rebuild from there. Frankly I’d be happy to ditch filters, text and any other FCP7 legacy stuff to be able to use potentially more efficient versions in FCPX.
I REALLY hope that someone is working on building the bridge – it’s a million dollar opportunity there for the taking.
Fortunately there is nothing in Lion that I’ve seen that makes me think I need to upgrade my FCP7 workstation so I’ll leave the status quo for a few months.
For what it’s worth I’ve been banging the Apple drum for 20 years and no matter how this all pans out now, that banging has stopped for good.
Larry, I saw this
PowerUP: Discover Final Cut Pro X!
Larry Jordan Final Cut Pro X Training in Burbank, CA
So, you will be in Burbank on July 12 and ADOBE SYSTEMS (Adobe Creative Suite 5.5 Production Premium) will be ONE of the Stage sponsors!
So, how does that work? I am curious as to how they participate in your Final Cut Pro X Training experience.
Sponsorship means they get to show up with promotional material at the very least.
David:
Adobe joined us as a sponsor before the release of FCP X. I expected them to talk about the integration of Adobe with Apple software.
With the release of FCP X, they have a wider field for discussion. They will have a table at the event – like all sponsors – and be one of three sponsors to do a 20 minute presentation from the stage – along with AJA and Blackmagic Design.
I am very interested to hear what they have to say.
Larry
The saddest thing is that if Apple had simply NOT discontinued FCP7, we would be debating the merits of FCX but no one would be too worried about the future. By cutting off the installed base at the knees, Apple has created a very serious fork in the road (whose alternatives your post aptly describes).
Hi Larry,
I think you should add Media 100 (www.media100.com) to the list of options here. It is a great editing platform, extremely solid and it supports FCP XML import and export with the associated media files. It also works on Aja Kona, Blackmagic and Matrox MXO2 hardware, and it has great Multicam editing as well as support for native RED camera files. Plus, they also have a reduced price currently, plus a free trial version. And Boris Red and transfer to AfterEffects is included with it for free.
Larry, thank you for all your honest input.
Just one reminder: Switching to Adobe Premiere Pro might NOT be an option if you are working mostly tape based. It seems you can import HDV through firewire, but playing out to tape (which I usually do for back up reasons) is not possible on a Mac, only on Windows. Bummer!
Participants note – the ‘Russ’ who appears here is not the one one (from Australia) who has posted to Larry’s blogs over recent times, or in fact over recent years.
First off, Larry, I appreciate your balance on this very heated issue. I’ve worked in media for over 35 years. I’ve used any number of systems to edit film and video. They were all great in their day. The years with FinalCut is the longest time I’ve ever used one piece of software for editing video.
Now that FCP as we knew it is not going forward, I too am faced with choices. As someone else pointed out, neither Adobe Premiere nor Avid are rock-solid choices. I had a functioning setup with Adobe Premiere and seriously considered implementing it in the video shop I was setting up, but instead went with the newbie FCP. Glad I did, as it was a short time later that Adobe pulled the plug on Premiere for Mac. My investment would have been worthless overnight. Then a few years ago Adobe came back to the Mac and want to be the white knight. I am just not sure I trust their strategy either.
I am confident that any company, hardware or software, can decide to change direction tomorrow, and won’t think twice of leaving their user base stranded. In desktop publishing, I’ve been through PageMaker (which Adobe lost interest in), Quark Express (which Quark lost interest in for a long time) and am now using InDesign (which in spite of being by Adobe, doesn’t open PageMaker projects).
When I edited video on tape back in the day, I guided our shop through 3 totally different generations of editing controllers in 10 years. Each time we had to change setups and go through the learning curve (again).
I have little doubt that whatever I choose to edit on going forward will itself be changing in 5 or so years. Adobe is moving toward a pricing structure that makes me consider totally changing professions. Avid is doing who knows what.
What I do know is that my FCP 7 works just as well today as it did yesterday. Going forward, I will evaluate my options, probably including checking out what FCX really can do. I do not intend to be rushed. After all, this is just one of many software/hardware changes that are part of working in media. I am sure there will be more to come in future years.
I’m not quite sure I understand, (which I’m sure would surprise anyone that knew me,) and maybe someone could enlighten me. When Apple releases a new OS, they stop producing a previous OS. The new one may, or may not, be to your liking, or even run on your machine. You do have a choice whether you want to upgrade or not.
What I don’t quite get is why would you, at a whole two weeks in, be making a death prediction of your current workflow? Why should your current workflow change at all? Does FCP7 suddenly stop working at all? Were there that many people making the decision of buying hundreds of new FCPS boxes and suddenly can’t?
Why can’t, when you really decide to outfit a new cutting studio, do you then decide which software fits you best? My ignorance might really be showing, but does a pro buy a new copy of FCP every time they do a new job? Not trying to be flippant here, just trying to understand why you can’t wait a few weeks for learning exactly what’s what.
Wayne:
This is a good, and reasonable, question. The best analogy I can use to answer it is this: imagine how you would feel if, when upgrading to the latest operating system, you lost access to ALL your existing data.
The new features of FCP X are interesting – many of them amazing – but that isn’t the heart of the issue. The core of this controversy is that when Apple did not provide a conversion utility from FCP 7 to FCP X, then immediately canceled FCP 7, they, in effect, cut off all future access to past data.
If the two programs had both been available and supported, for a year or two after the launch of FCP X, much of this controversy and all of the angst could have been avoided.
On the other hand, if you have not used FCP 7, and are new to the market, FCP X has a lot to recommend it. That’s why you see such wide ranging comments.
Larry
Okay I will become Russ (-1) and revert to my true nickname “russtafa” as I did not know that Russ had become a proprietary trademark. Maybe if you pop over to the forum I can introduce myself.
But in the meantime pop over to Vimeo to see…
http://www.vimeo.com/25506555
I have to say for the years I have followed Walter Biscardi’s posts/articles on CreativeCow and other places. This will be a great loss to the Final Cut Pro community as with other I am afraid will also follow this path.
Apple are down right stupid to alienate people of such high creative and other notable qualities.
Signed.
Russtafa