Final Cut Pro X Announced

Wow.

Editors are probably wiping their collective brow as previous talk of the next version of Final Cut Pro had made it seem like an iMoviefication would be coming to the Pro app. While Apple has significantly overhauled the interface, and changed some long-held editing philosophies, at this point, it looks like it has a ton to offer professional editors. The highlights: one-click color conform, edit AVCHD footage while it is still ingesting, smart changes to the way nesting works, as well as the way audio and video travel together, ensuring everything stays in sync, rolling shutter fix for HDSLR's, Flips, etc. Oh, and background rendering, and people/shot detection.

Demoing the product in front of a friendly crowd at the FCP meetup at NAB, the reaction was positive. With that said, there are still questions as we await the June release ($299 in App Store).

First, we're talking strictly about Final Cut here. Will this herald the end of Soundtrack Pro? With a new emphasis on sound editing, it looks like many of the uses for Soundtrack could be integrated into FCP. The same for Color. While high-end color correction would still require a standalone app, Apple could decide integrating the most-used features of Color into Final Cut is enough, and leave the super high-end of color correction to other vendors. What about DVD Studio Pro? Has Apple's crusade to get everyone off of disc-based media finally made it to the pro apps?

The new timeline doesn't have tracks. That could be an interesting thing to get used to. There was also a rumor that tape capture would be cut from this version of FCP. No word on that yet. Also we don't have any idea how much of a real-world performance boost could come from the 64-bit re-write of the app.

While questions remain, the features and enhancements Apple chose to show to a picky group of editors shows a ton of promise. We can't wait to try it out.

Aperture 3 Announced. Apple Raises Middle Finger at Macworld

Let's say you're a very popular company with a rabid fanbase. Now let's say each year for the past gazillion (ok not quite that many) years, your biggest fans get together to show their support of your products and re-affirm their choice to stick with you through thick and thin. Would you choose to not only avoid that event entirely, but also not only announce your "magical" new product two weeks beforehand, but also rollout a new version of your flagship pro photo software. Well, no, you probably wouldn't, unless you're Apple.

It's true: Apple doesn't need Macworld. But it does need to see the value of treating its longest, most-loyal customers with some amount of respect. Whatever drama may, or may not have been behind Apple's departure from Macworld, it's disappointing. You're not hurting IDG, but rather showing what might lie underneath the brushed aluminum skin of the company.

There's a difference between cool, and classy.