One of the problems of being in the middle is that I can see both sides. I don’t necessarily agree with them, but I can appreciate their point of view.
My blog this morning – Who’s Accountable – touched a nerve because, in addition to the people that commented directly on the blog, I’ve also had several private conversations with Apple and people who are very, very upset with Apple.
What’s become obvious over the last week, is that the way the Final Cut Pro X launch was handled has totally overshadowed the features of Final Cut Pro X.
Over the last several days, I’ve been consumed with trying to decide what to do – stay with Final Cut or move to another platform. If I switch, what do I switch to? What advice should I give to others trying to make the same choice?
As my office will attest, all this internal debating has not made me a pleasant person to be around.
Let me share my thinking with you — then, you can decide for yourself whether you agree or disagree.
First, let me say that I think the launch of Final Cut Pro X was very badly handled. As I’ve written, I don’t think Apple needed to cancel Final Cut Studio (3) as abruptly and coldly as they did. They should have given us more time to make an orderly transition. They were thinking as a technology company, not as editors managing a decade of assets.
Canceling Final Cut Server, even though it was incompatible with Final Cut Pro X, has unnecessarily jeopardized companies building a business on that platform.
Apple never does things accidentally, so they will disagree with me. Probably strongly disagree… I remember a remark one of the people at Apple told me before the launch, in that they were expecting a lot of controversy over the new version of Final Cut Pro.
Well, we can certainly agree about that.
I also think that Apple seriously erred in not providing a conversion utility between Final Cut Pro 7 and FCP X. The one-two punch of canceling FCS (3) and an inability to convert old projects dominated the discussion far more than the merits of FCP X.
Apple will disagree, but the launch did not take the feelings and passion of editors properly into account. And damage was done.
On the other hand, there are some very cool new features in Final Cut Pro X. Some editors are writing and telling me how much they are enjoying the new program. (Just as other editors are writing to tell me, at length, why they are moving to Avid or Adobe.)
There’s a lot of passion on both sides. And both sides have some truth behind them.
But, let’s look at a few more points:
* Apple said in their presentation at NAB that FCP X redefines video editing for the next ten years. There is lots of additional development planned.
* Apple told me that because FCP X is distributed via the App Store, they can update the program much more frequently than when it was sold as a package on DVD.
* Apple wrote in their FAQ that they are already working on adding new features, such as XML and multicam, to the product and releasing updates quickly.
* Apple has stressed that FCP X is designed to provide a feature set for professionals, and not just as an upgrade for iMovie. (I am not saying they MET the needs of professionals, but a look at the architecture of FCP X reveals features that no iMovie user would ever need.)
* However, it is also self-evident that Apple needed to provide a clear and consistent upgrade path to iMovie users who were totally lost trying to understand how Final Cut Express works. Apple feels that it is possible for one product to meet both needs.
As I wrote in an earlier blog – Moving Forward – the first rule of business is to stay in business. All of us should keep an eye on our options. Check out what Avid, Adobe, and Media 100 are offering. If you feel you can’t wait, then switch.
But I would also suggest that many of us would benefit by taking a deep breath and giving Apple a chance to live up to their promises for the program.
Final Cut Studio (3) still works.
It took Avid, Adobe, and Apple many years to evolve their programs to their current feature set. I’m willing to give Apple a few months to get their act together and fix what’s broken with FCP X.
I’m going to stay with Final Cut Pro for a while. Work at learning the new version. Give feedback to Apple on what they need to do to improve things. And share what I learn with you.
Final Cut Pro X has a lot of exciting potential – but, for many of us, that potential is not yet realized.
The burden is on Apple to deliver on their promises, update the program quickly, and repair the damage they did during the launch. The proof is in the program.
If they succeed, great. If not, Avid and Adobe will still be around in six months.
Larry
89 Responses to What Will Larry Do?
Newer Comments →-
Leo Hans says:
July 8, 2011 at 11:07 pm
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Larry says:
July 8, 2011 at 11:19 pm
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Don B says:
July 8, 2011 at 11:22 pm
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Fred1 says:
July 9, 2011 at 12:14 am
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Noé Escalante says:
July 9, 2011 at 12:57 am
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Larry says:
July 9, 2011 at 1:13 am
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Jason says:
July 9, 2011 at 1:18 am
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Larry says:
July 9, 2011 at 2:10 am
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Noé Escalante says:
July 9, 2011 at 1:22 am
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Russ says:
July 9, 2011 at 5:02 am
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Allynn says:
July 9, 2011 at 7:14 am
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Floris says:
July 9, 2011 at 7:19 am
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Lou Borella says:
July 9, 2011 at 7:47 am
Newer Comments →Larry,
One thing is not true:
They released upgrades on DVD, that part is true. But they used to update by Software Updates. That is the same as App Store Updates.
Leo:
You are correct – thanks for reminding me.
Larry
Today’s earlier blog post is really good because it expresses some of the same frustration, angst, and, may I say, betrayal that a lot of FCP users are experiencing right now. For myself, I feel like 6 years of dedication and effort have been summarily wiped away. But at least I understand why. And I know what to do.
As good as that post is, it was unfortunately written from an entirely wrong perspective, making an assumption that Apple actually *cares* about pro video editors, and should somehow own up and be resposible towards them. The fact is, Apple hasn’t cared about this market for several years — from cancelling expansion options in laptops to the release of FCP 6.5 (aka 7), to the discontinuation of FC Server. As a “consumer electronics” company, Apple isn’t interested in the tiny pro market. Their focus is on the huge market of consumers — especially consumers who buy mobile devices — and the software that helps sell those devices. What FCP-ex is really about is movie making on the iPad. That’s what Steve’s “really great” secret will prove to be. (BTW – whenever Steve says something is going to be “really great,” he’s invoking his so-called “reality distortion field.” Enter with caution …).
Look at Apple’s stock price. Since the FCP-ex launch it’s up. Well up! Wall Street doesn’t care. Look at Apple stores. They’re booming. Consumers don’t care. The only people who care about FCP are a (relatively) small number of editors. The money they provide to the mega-mothership is inconsequetial in the long run and everyone knows it.
Apple has made a business decision. They’ve also made a statement to pros. “We’ll take your money, but don’t trust us. In fact, shame on YOU if you do. If you can’t read the writing on the wall then don’t blame us.” Arrogance, yes. And they’ve made a statement to investors as well. “We’re not going to waste your money.” C’mon. It’s time for video pros to move on, and take the lessons learned with them. If any video pros trust Apple going forward, well, it’s on them.
I feel sorry for the big shops that are heavily invested in Apple. It’s going to be very expensive for them. For the rest of us, it’s a huge inconvenience. It’s also the death of a dream, and many relationships. But I feel a lot better knowing where Apple stands and where I stand now. If the message was obscure before, it’s clear now.
One thing I do wish is that more trainers would, like Larry, call this a “debacle” — or a disgrace, sham, complete disappointment or something along those lines. Instead, most are using euphemisms like “controversial,” “dust up,” or “flap.” I don’t know. I feel more “ticked,” than “flapped.” The trainers are tip-toeing but they should be dancing. Their market has just expanded enormously. There’s no need for them to try to cover up or apologize for Apple to the pros. Just wave FCP-ex in front of the nubies and iPad owners and watch them sign up.
For me, I’m going to Adobe. I already use their stuff, and the integration, among other things, is very appealing. Plus, they’re a software company for creative pros. Not a consumer electronics company. Hopefully they’ll grow even more in that mission now. As for FCP-ex — I’ll buy it when it sells for $49 for the iPad. Although I’m still not sure how you’ll get footage into it — and you won’t see me holding one up to shoot 🙂
One last thought — Apple is special because it’s been good at fixing things. They fixed the personal computer, the digital music market, cell phones, tablets, and yes, even video editing. The original FCP made professional editing available to everyone — both in terms of functionality and price. What are they trying to “fix” now? Does video editing really need this kind of “fixing?” Has arrogance and hubris reached too far, purporting to “fix” whatever it decides needs fixing? No. This is just business. You can’t blame Apple for what they’ve done. They’re following the money. The way they did it, however, is what leaves such a bad taste. Tell you what; let’s all buy some Apple stock, and some different video editing products. Then let’s make some movies AND root for FCP-ex’s success. Maybe we can still make a living, and get some of our money back from Apple, too.
I think Leo hit the nail on the head. The up-dates will be released by the app store because it is … well a store. Apple has, in my opinion, been planning to charge for them all along. FCX is about $300.00 now. Motion and compressor up that to $400.00. As you said, Apple doesn’t do things by accident. Who knows what the final cost will be. But it is obvious the Apple has a captive market, because they killed FC7.
A bigger issue is that the other platforms are up and running now. I don’t have to wait for who knows how long for Apple to get up to speed, Adobe just released CS5.5, and they say they are working on other enhancements. Apple hasn’t released a decent FC yet. The sad truth is that Apple is about a year behind the other platforms now. And the argument that they will bring FCX up the industry standard only works if you believe that the other platforms are static and won’t be up-graded also.
And the kicker is that because of Apples secrecy, the other platforms will interface with FC7. Who knows if whatever becomes of FC will ever work with After Effects and Photoshop? Can you see Apple adapting their software to run these programs when the next CS update comes out?
The bottom line here is I can’t wait. I have to be competitive to survive. The longer I put off the transition, the farther behind I get. There are already third party books and videos out about the other platforms. The only help I’ve seen for the FCX users are other FCX users in the blogosphere . The silence from Apple is deafening .
I’m not going to give them another shot at me.
So, they are bringing “Touch Edition” to everyone, that´s the plan!, Wow. Amazing. At what cost?. Larry, in your “Accountable” blog you just said something really important about trust, a tricky thing that can get lost so easily. As you said before, the problem is not the new software, is the way they had mishandled all this backslash.
I remember when they launched FCP 3 almost at the same time there was this on Lynda.com
http://tinyurl.com/kwkxtx
and it´s still there Some brief tutorials to introduce us to the new features. With FCP X launch there have been a lot of arrogance, all this mumbo jumbo of we give it, we take it away and don´t care your plans because ours is to sell, get money and through the next months we will give you back what you had before. C´mon, treat us with some respect.
I support Leo Hans, I never gotten any update on DVD, always was through th software update, I don´t see the difference with appstore method. Big lie.
Larry you have earned my respect as a great trainer you are, but how on Earth you could be so near to Apple without giving them a stronger advice about all this controversy, and sorry to be so suspicious but at the same time you were making your training videos. mmmm no no no how this could be possible.
Is greed good?
No. I am not a subscriber to “greed is good;” and my financials for the last seven years are a testament to that… I DO give Apple advice – sometimes publicly in these blogs and sometimes privately face to face – but what they do with it is up to them. Let us say that we do not always agree…
Larry
Larry,
Long time follower here. I’ve attended one of your “Power Up” seminars and spent many hours learning from you……many. Where I draw the line is the “Studio” aspect, what others call “Suite”. It’s Apples dropping of DVD, Color, STP that I don’t understand. I love those programs and can now only imagine what they could have been as 64 bit apps. We’ll never know.
My choice is Adobe. If I had to give only one reason why, just go to Adobe TV and look at the free support (via video training) they provide. As you watch, you see their interest in the professional world of video and desire to continually improve their products. Plus, they still offer a complete package which Apple no longer does. Example; Imagine a newly graduated video/film student starting a, let’s say, wedding videography business. He/she gets FCPX, Motion5 and Compressor. Where are they supposed to author the DVD or Blu-ray? iDVD?
As sad as it may be, looks like your webmaster is going to have to change the header on your website which says “Master Final Cut Studio…..” There is no more “Studio” thanks to Apple.
Jason
For me, the two packages I miss the most are Soundtrack Pro and DVD Studio Pro. It will be a long time until I let go of them.
Larry
Thanks Larry, I needed to know that, you still have my respect and I trust you.
Recibe un abrazo, amigo.
Noé
Larry,
I think you misunderstand the relationship between professional Engineers (that applies to other professionals as well) and the general public.
I can give you an example of a Doctor talking to a Surgeon on reasonably equal professional terms, then they HAVE to talk to the patients, who are just the “plebs” an unfortunate part of their job.
Apple go out and get the “best” graduates from Stanford/MIT I am surprised they do not have plans to eugenically clone from the best in future. There is a level of complete and utter snobbishness, and you just have to face up to facts the way Randy Ubilos and team view the world outside of Cupertino. Lets face facts it is completely obvious they have NEVER listened to you, or other professional editors as they should have done. If they had we would not be in this mess right now.
Basically Larry you are wasting your time thinking “informal chats” get anywhere with the Apple Engineering teams who are extreme cases of the Doctor/Surgeon vs. Patient relationship. The whole mantra or Apple way of thinking which puts them in a state of perpetual “Awesome-ness” is totally obvious.
You may as well go out to the Atlantic Ocean, and throw a pebble in there believing it will start a tidal wave…NO chance with Apple I am afraid you are wasting your time.
Sorry guys this is in NO way a criticism or demeaning what I consider to be the editing profession a very noble way of making a living. Just take a deep long breath consider the above for a while. If you see a previous post of mine in Larry’s last blog Apple had every chance to call 50 or so top professionals in for “pre-design” informal discussions..
NOT in Apple’s thinking and does anyone out there honestly believe it ever entered their minds? Okay Final Cut 10 will mature as a product but Apple have lost a lot of friends along the way.
Larry, I can certainly understand your willingness to stick with Apple in the short turn. I just hope you’ll be putting out some “how to switch to…” training material in six months!
I have an Apple sponsored training session for ex-FCP in Boston on Tuesday. I had planned on spending the weekend going over your training materials and really getting ready to get something out of it. But then I realized, I’m not going to use it. Not now. Not ever. If I have to invest time to learn a whole new interface then let it be something that is at least a little familiar. I got the Adobe Premiere Classroom in a Book yesterday and I’m already more than half way through it.
I’m still sad. I’m still really, *really* sad. There is so much that YOU taught me about FCP that I’m never going to be able to use again. I was just getting really comfortable with all those wonderful keyboard shortcuts. I wasn’t even **thinking** about them. And now… a whole new (slightly clunky) interface to come to terms with. So Larry, I hope, I really **really** hope that you’ll come with me and so many others soon. We need you to help us find the most effecient way to learn Premiere (and Avid). I’ve shut the door on Apple but I’m keeping it open for you.
Another good read Larry.
@Fred1
You say Apple is a year behind… but maybe they are 3 years ahead. That might sound stupid… but think of this: Apple is trying to shift paradigms, like they have done so many times before.
Everyone wanted Apple to release a Netbook. They didn’t, Steve Jobs said he didn’t believe in Netbooks. Why? At that time Apple was already working on the iPad. People said, no way that will work… touch only, no keyboard. Look now, two years later: the iPad is a huge success, Netbooks are almost gone (the Chromebook is some sort of Netbook, but otherwise) and the competition is WAY behind Apple (huge market share with the iPad). Another great example is the App Store: name any other application store that even comes closes to the App/iTunes store in terms of brand recognition, reach… or profit for that matter.
Again… I hate how Apple does business, I love how Adobe threats the community… but I don’t write Final Cut Pro X off yet. Also, if you are a professional you should make a rational decision and as Larry says, wait a month or six till the storm lays down, the application gets updated etc. (Lion is around the corner, and I expect there will be an update, as FCPX under Lion does not have a full screen option which I’m sure it will have at day one of the release of the new OS). Apple also mentioned that the first update was coming in few weeks, which happens to coincide with Lion’s expected release (next week). As I mentioned before: the crossgrade prices are awesome… but the next update (MC 6/CS6) will cost you as much if not more. Be aware of that!
I really see a lot of potential in Final Cut Pro X and are working trough Larry’s training material to learn how to work the program. I also use CS5 as it is an amazing swiss army knife (AE, Photoshop, Encore, Flash) which I already used often in conjunction with Final Cut Pro.
Things I really like so far:
– Compound clips
– Synchronized clips
– Selections
– Auditions
– Timeline index
– The filmstrip (odd at first, so natural now already)
– The skimmer (fast with my Wacom Pen)
– Usability… the keyboard and mouse controls are very powerful, I never liked Premiere’s usability (hence I still used Final Cut Pro) so this is a major win already)
– HD UI… the waveforms, timeline clips… they are really good to read out
– Keyword engine (so fast, so natural… and smart collections work very well in every other Application I have used (iTunes ,Mail, Gmail, Aperture) so why wouldn’t they work in a professional environment?
Things I dislike:
– Some bugs, can’t wait for first update
– You can’t delete or move stuff when there are background processes in progress
– You can’t hide projects from the viewer
– Compressor old interface (although the sharing/qmaster stuff already has the new look, so I bet this is coming soon to the rest of the app)
– No XML
– No multicam
– No ‘send to motion’ (hope this comes with the XML features)
– Not possible to set odd dimensions (i.e. 500×500)
– No colored markers (used them a lot… I do suspect however that keywords are more powerful (with the new Timeline index they fly), so I might change this in a like after I have spend more time with them.
– No custom window arrangements/workspaces
– No keyboard shortcut for clip height/appearance
Probably more stuff but I haven’t really gotten to effects/cc/audio mixing.
At the end: we’re all editors and we tell stories. There is no wrong or right way to do that, use the tool that best suits your needs.
Larry, are you attending IBC in Amsterdam?
Larry
I posted my timeline of the psuedo-hypothetical FCPX lifeline on an earlier post. My gist is the pros do not trust Apple anymore. 4+ years of waiting was wasted. I just started digging into Premier Pro and I’m amazed at feature set. I always thought that FCP was still holding up because I was so productive with it. I can’t believe what I’ve been missing.
Apple is now many years behind in too many areas with Final Cut. Fred1 is absolutely correct. Apple is now playing catch up and Adobe will continue to add features. I’m sure thethe many cool things that FCPX is does will find their way into Premier very quickly (unfortunately Adobe will charge us an arm and a leg for the upgrade).
Avid on the other hand is now so ridiculously far behind.
Here are some of the questions i’ve been asking Avid for 15 years.
Will my settings work?
Can I import still images and retain the dimensions yet?
Do I still have to constantly select tracks to add and manipulate audio keyframes?
Does dupe detection work across multiple video tracks yet?
Can I load precomputes into the source monitor yet?
Do I still have to treat filler like a clip?
Is the audio waveform useable yet?
Will Quicktime movies automatically update if there is a change or do I have to reimport or relink?
Is there a freeze frame dialogue box or do I still have to use the pulldown menu to change settings?
Can anyone tell me the difference between the six different Timewarp types?
Is 3d warp anti-aliased yet?
Can I do a soft dropshadow without buying a plugin?
Can I link stereo audio tracks yet?
Does the Media Creation settings box work yet?
Do I still have to move the black clips that are before and after a dissolve to keep the dissolve?