Archive for April, 2011

Interesting article concerning the possible usage of Apple’s new flagship data centre and the setting up as a possible YouTube competitor.

My Take:

We already know FCP X is to be released in June, WWDC is also in June so we probably will be a lot wiser but I’m going to take a wild stab and suggest that the article is probably correct.  I am expecting Apple to release a HTML5 packager for DVD like menus in web based video in effect a replacement for DVD Studio Pro.  These packages will be able to be uploaded to the new web service and syndicated across the internet.  The quality of the service will warrant a hefty subscription for server space.  A bit like without the crapness.

A high quality offering that Apple can monetize can compete with YouTube.  YT is free but crap and offers nothing much beyond linear videos.  The next stage forward is interactive and non-linear videos in effect online DVDs that can be spread across the web like YT and also to Apple’s iPads and Apple TVs.

The article says this is for the consumer and pro-sumers but actually I can see a lot of professional uses for the service.


Websites and blogs are ringing to the tune that Apple is in some way no longer interested in the professional market or are in the process of dumbing down FCP because they have chosen to build the new FCP X on a similar codebase and interface to iMovie.  It couldn’t be more wrong in my view.

Yes, the new FCP X has quite striking similarities to iMovie but and it’s a big BUT so do all of the iApps have very close relationships to their Pro Apps counter parts.  Take a look at Aperture and you see a grown up iPhoto, Logic Studio is a grown up Garage Band and no doubt if iWeb had a Pro App counter part it would also be from the same gene pool.

It seems to me the real reason behind Apple’s move is to make sure that little Johnny that has discovered a passion for video editing using iMovie on his iMac and now wants more creative control than the iMovie presets allow then the obvious choice would be FCP X.  Little Johnny is already familiar with the interface so there is a smooth transition into the new software and we haven’t even begun to mention the price!  The barrier to entry is so low that you’d be a fool not purchase FCP even if it’s to quell some bicurious interest.

The Little Johnnies of this world end up being the TV editors and production company owners of this world 10 to 15 years down the line and will directly be able to influence hardware purchases.  Professional users have always gone for the upper end of the performance curve and the Mac Pros and Macbook Pros have fitted the bill.  But in an age where literally all Macbooks will be powerful enough for multi stream HD editing with Thunderbolt it would seem silly not to expect a whole new market for the once elitist software.  I’m sure the demo at the Supermeet was talking directly at those people, look we have a non-intimidating interface one that you may already be familiar with in iMovie.  It was made clear that many of the Assistant functions in FCP X could be turned off but many of the blogs conveniently skip over this fact because it’s a better story to suggest Apple’s gone pro-sumer.

Apple’s Pro Apps sell Apple’s Pro Hardware sell iPhones sell iPads sell Apps, the cycle is endless.