What I think happened with Final Cut Pro X, though this is of course only my opinion.
Randy Ubillos created early versions of Premiere, which worked, but was too low end to do anything powerful, and never became huge like AVID. He was brought on by Apple to change iMovie, and his version was seen as a huge step backwards and Apple had to back track and re-release the previous version that had more features. People who were new to editing liked the simplicity of the new iMovie, but previous users didn’t like it. Somehow that version of iMovie kept going and got more features, and Ubillos was given the task of updating final cut. I can only assume Steve Jobs liked what he did with iMovie, and got sold on his idea of making an iMovie Pro that would make it easier for everyone to edit.
The thing is, Ubillos is obviously not an editor, and didn’t consult with any professional editors in the production of Final Cut Pro X, which is really iMovie 10, made to be 64 bit, and have some new Pro features like 4K support (and yet no Native RED support?!?!?!?!?). Steve must have gotten sold on Ubillos’s ideas of how he could revolutionize editing and how they could make it ‘easy’ for anyone to edit amazing high end videos, but Ubillos has no idea what a professional editor needs, he really only knows how to make a program easy for the masses, with some high end features.
This product should have been iMovie Pro and been for the masses!
I think Ubillos convinced Steve, and they call it Final Cut Pro to cash in on the cache in the name that they had built up over the years, even editing features. Everyone has now heard of Final Cut Pro, and they would cash in on that name and make a program for the average Joe, who would now think since they could use this program that they could even edit features, of course this ignores the fact that the program is so constrictive that almost no professional editors will use it, and with this feature set, it will never be used on another feature, or TV show, but it will be used for web delivery, which seems to be all it is suited for.
If Apple really wanted to revolutionize editing they should have also consulted with a high end professional editor, Walter Murch comes to mind. He and his first assistant Editor Sean Cullen were really the first editors to start using Final Cut Pro to edit features. They know what professional editors need, and what Final Cut needed to move from Final Cut Pro 7 to a 64 Bit Final Cut Pro 8. Including how to make it have better multi-user abilities and what high end features would make their lives easier, and every professional editor’s lives easier.
Now they still would have needed a good engineer to figure out new features they could add, but those would need to be run by the big editor, like Murch, to see if it is wanted or needed.
And even better would be to get some big TV editors that use Final Cut and a few commercial editors, and concert and music video editors, and talk to them all about what they needed to make Final Cut Pro even better!
And I don’t buy their excuse that it was a 64 Bit re-write, so they had to start from scratch, because I don’t even believe they started from scratch. They obviously started from iMovie, because while it doesn’t open final cut pro projects, it opens iMovie projects! And Adobe had to completely rewrite their entire suite for use on Macintosh 64 bit as of CS5 (CS4 on Windows), and they managed to do it with almost all the features, and in fact add new features. Sure you would have to get updated plug ins to work with 64 bit, but that is a small price to pay for amazing performance gains!
Now maybe Ubillos really does believe that his way is so much better than what any other program edits, but honestly I have never met any 2 editors who edit the same way, and forcing them to do it one very limited way is not a way to create better editors, but to hamstring editors. We like to edit how we edit, and have the tools that can conform to our ways.
If there way is so easy and so great, why am a third of a way through the Ripple Training Videos and still clueless and how to get the program to do many things? It is not easier, it is just another way, that I don’t think makes for as tight an edit as easily. Honestly if you have a new way to edit, why not add it on, as an additional method, instead of replacing all other methods?
I really do think Apple was ready to sacrifice their professional market to have bigger sales with more people. We already know that they will kill huge and successful programs, they killed Shake after all, and it was literally the standard for compositing for high end features, and was what they used on the Lord of the Rings! They bought it, released 2 versions, one at a high price, one at a low price, and then killed it, stealing some tech for other programs (notable Q-Master for Compressor). Though it seems they must have either thought the professional community would just follow them, even with out all the features they needed, after all why else did they show this at the Final Cut Pro user group meeting in Vegas during NAB 2011. That was for Pros, and some one obviously though that this would work for Pros. Ubillos must think his ways are so much better than what editors are doing, that he could do what he wanted and people would just do it, but I think that their market share will drop significantly in the editing world as Pro Editors pass on FCP X, and the cache of the name Final Cut Pro loses it’s luster.
In fact it may be too late for Final Cut Pro now completely. This release has so damaged their name that basically I the program might be done, as professional editors jump ship, either back to AVID or over to Premiere Pro, which will let them continue to use their AJA or Black Magic cards. And while FCP X will continue on, and may even do OK, it will never be as big as they want, as it is too expensive for the casual editor (and honestly more expensive than the Final Cut Pro Suite Upgrade would have been for most of us, as you basically have to have Motion and Compressor to have full Functionality with Final Cut Pro X and that puts it at $399 and the upgrade price was $299).
If they don’t do something soon, professional editors will leave in droves, and the sales after this version will not be what they wanted, so to make it worth developing, they will have to drop iMovie, and make this iMovie, free on every new computer and part of iLife so it will continue on, and probably get more powerful, but professional editors will have moved on.