Long a standard part of the professional film editor’s toolbox, Final Cut Pro (FCP) truly dominated the film and video industries. It was tightly integrated with Mac OS X, very powerful, intuitive to use, and adaptable to any number of different workflows. Add a CRE Mac Pro rental and you’ve got a big-league film editing solution, running Apple software on Apple hardware. In comparison, Adobe Premiere, Sony Vegas, and even Avid Media Composer came up short. FCP ruled.
End of an era?
When Apple released Final Cut Pro X (FCPX) in mid-2011, it was a radical departure from preceding versions, so radical that it couldn’t open FCP files (a major gripe, of course). In a manner similar to what Adobe did with Dreamweaver and Muse in 2012, Apple seemingly “dumbed down” the product in order to attract soccer dads and family filmmakers. Those Cupertino captains of industry obviously noticed that the average iMac buyer wasn’t bundling her new computer with FCP, so they revised the film editing application to more closely resemble iMovie and iOS apps.
At CRE, we provide many fine Apple products—from the iPad rental to the fire-breathing Mac Pro tower—so we are continuously observing tech trends “up close and personal.” Today it’s all about mobile computing, the cloud, icons on touchscreens, ease of use, simplicity, and speed. Apple’s iOS, its various iDevices, the MacBook line, and, to a somewhat lesser extent, the still-iconic iMac are right in that moneymaking middle of the road zone, so they get the lion’s share of attention at Apple these days. High-end towers and editing software for tens of thousands versus iPhones and iPads for tens of millions? No contest.
No longer a niche firm
As of March 1, 2013, the Mac Pro is no longer being shipped to European Union countries, EU candidate countries, or the four European Free Trade Association countries of Norway, Iceland, Liechtenstein, and Switzerland. (It has something to do with failing to cover the internal fan blades or some such nonsense.) While Apple has reportedly confirmed that a new Mac Pro will be available in 2013, the last disappointing revision in June drove a lack of faith in Apple’s seriousness about the line. And FCPX, despite minor revisions since its debacle of a debut, is dropping down on the list of go-to programs for pro film editors, although some still swear by it.
The prospect of no professional-grade Mac and the absorption of FCPX into iMovie 15 or so are scary scenarios for many Mac-loving creative professionals. So much for taking care of the “pro users.” Of course, Apple is no longer a niche firm, but a world brand that was, for a time, more valuable than any other. You might think that a company sitting on billions in cash and straddling the tech world like a colossus could keep a niche operation going to serve professional users. You would be right, it could be done. What does it mean that Apple isn’t doing so?
Whether you need a Mac or a Windows Workstation, a call to (877) 266-7725 or a short message puts an experienced Account Executive to work finding just the right high-end computer rentals for your next project, or a solution to your digital storage woes. Know what you need? Use our Quick Rental Quote form and get it done now. Remember: Whatever the technology problem, the solution is CRE!