Former Shake Employee says Apple doesn’t care about Pro Market

Macrumors has this interesting interview with Ron Brinkman, Shake’s product designer. Shake was the industry standard compositing program that Apple killed after 2 updates for no reason, except maybe to mine Q-Master for Compressor.

I love what he has to say:

And back then the same questions were being asked as now – “Doesn’t Apple care about the professional market?”

In a word, no. Not really. Not enough to focus on it as a primary business.


Brinkman goes on to explain that there are maybe 10,000 “high-end” editors in the world while the market for an easier to use more casual product is “at least an order of magnitude larger”. The market size, however, isn’t necessarily the only reason. Brinkmann offers an interesting anecdote about how the high end market tends to be 90% driven by product requests from the big customers. Apple doesn’t work that way:


After the acquisition I remember sitting in a roomful of Hollywood VFX pros where Steve told everybody point-blank that we/Apple were going to focus on giving them powerful tools that were far more cost-effective than what they were accustomed to… but that the relationship between them and Apple wasn’t going to be something where they’d be driving product direction anymore. Didn’t go over particularly well, incidentally, but I don’t think that concerned Steve overmuch… 🙂


Apple’s hierarchy is also described as one in which easily demo-able features tend to be easier to promote within the organization. He goes on to say that in the case of FCP, Apple would rather introduce more easy to use features for the broader audience even if it means pushing out some items for high end editors.

Got My Refund!

Well after only one day, I got the following letter and got my refund for Final Cut Pro X, Motion 5 and Compressor 4. It is time to purchase Premiere Pro, which is really impressing me to no end!

I did have a disturbing thought though, is Apple doing this to remove some of the worst reviews on their site? Every refund should be one 1 star review they get rid of!

•••••••••••••••••••••••••••••••••••••••••••••••••••

Dear Jonah,

Thank you for contacting iTunes Store Customer Support. My name is *****

I’m sorry to hear that the application you recently purchased is not functioning as expected. I know how eager you are to get this issue resolved. I will make sure that this issue is resolved at the earliest.

Jonah, I have reversed the charges for the purchase of applications “Final Cut Pro X”, “Motion 5” and “Compressor 4”. In five to seven business days, a credit of $399.97 should be posted to the credit card that appears on the receipt for that purchase.

If you require further assistance, please feel free to reply to this email and I will be happy to assist you.

Have a good day!

Sincerely,

*****

My request for a refund from Apple

So here is what I wrote to apple in my request for a refund for Final Cut Pro X, Motion 5 and Compressor 4.

I am writing you about my orders for Final Cut Pro X, Motion 5 and Compressor 4. Order numbers M3NT1XYK15, M3NT1XYK7J and M3NT1XYLSB. I want to get a refund on these because the products do not function as advertised. Today you released a FAQ on Final Cut Pro X and it’s very first entry states that I cannot open Final Cut Pro 7 projects into Final Cut Pro X (it should not be named that, what if Adobe had made Photoshop CS5 not able to open any previous Photoshop docs when it became 64 bit) and as a professional editor, that is a good 75 percent of my business, working on variations of old projects and fixing projects for other people. Without this features the program is useless to me and the FAQ says it will never happen. If this FAQ had been out when the app was released I would not have purchased any of these 3 apps. Honestly I can say I am furious! I have already paid money for Ripple Training, and have also upgraded AUtomatic Duck, and since every statement after FCP X came out was that features were coming I expected that opening FCP 7 projects would be the first priority, but since it will never happen I must get an editing suite that can open FCP 7 sequences like Premiere Pro or Media Composer with Automatic Duck (which as I said I already own).

I also never saw any documentation that said that the magnetic timeline could not be turned off and that you can’t assign tracks. I work on 28:30 long infomercials often with 20 tracks of video and must put different graphics on different tracks in order to organize so that any editor can open it and understand it, with the magnetic timeline I might be able to make a sequence that looks the same visually, but it would not be organized so any editor could see it or so that I could easily turn texted on and off. This is another reason that this suite is not usefull to me.

As for Motion, I only got it to edit effects within FCP X, and to me it does not vastly improve over the previous motion. I don’t notice any major speed increases, and I see it as a downgrade since it is missing the send to features in FCP X that made it a good companion to final cut pro.

And Compressor 4 is not even 64 bit, and I am fine with having Q-master seperate, and since it won’t get video sent from Final Cut Pro 7, it is useless to me.

Please refund my money ASAP because these apps do not do as advertised, and you have only made these shortcomings aware as of today. I tried to learn and use FCP X, and did the ripple training, but found it is not at all a replacement for FCP 7, and instead feels like a consumer downgrade.

Apple released a FCP X Faq

And right off the bat the FAQ shows that is useless to me, as the first note negates the usefulness of FCP X.

Can I import projects from Final Cut Pro 7 into Final Cut Pro X?Final Cut Pro X includes an all-new project architecture structured around a trackless timeline and connected clips. In addition, Final Cut Pro X features new and redesigned audio effects, video effects, and color grading tools. Because of these changes, there is no way to “translate” or bring in old projects without changing or losing data. But if you’re already working with Final Cut Pro 7, you can continue to do so after installing Final Cut Pro X, and Final Cut Pro 7 will work with Mac OS X Lion. You can also import your media files from previous versions into Final Cut Pro X.


Basically being unable to open FCP 7 projects or sequences (though it can open the consumer iMovie ones) is a huge part of my business, and I would rather move to Premier Pro 5.5 or Media Composer 5.5 which can open my FCP 7 sequences via XML (Media Composer with the help of Automatic Duck, which I already own).

The FAQ did have some good answers, but this above alone was enough to send me to try to get a refund.

Does Final Cut Pro X allow you to assign audio tracks for export?Not yet. An update this summer will allow you to use metadata tags to categorize your audio clips by type and export them directly from Final Cut Pro X.



Of course this feature as well, not being able to assign tracks means my 20 video track infomercials would be so confusing it would hurt! And mixer’s will still hate the exports of audio, even if things are tagged!

So I am going to fight for a refund!

Two Articles on FCPX mirroring my thoughts

Richard Harrington has written another article on Final Cut Pro X, entitled The Final Straw that was FCP, It is a response to all the bull that people are putting out there against people critical of FCPX. And he gives the 10 reasons he thinks people are leaving FCP and moving to AVID and Premiere Pro and I tend to agree with him.

The release of Final Cut Pro X was the defining moment for many. In my line of work, I get to interface with a lot of video editors and other video professionals. I have spoken at numerous user groups and conferences. As a forum leader and podcaster for Creative COW, I have been hearing complaints for years. I also get to sit in edit suites with clients. The waiting for transcode on import as well as the 32-bit nature of Final Cut Pro 7 has caused a lot of impatient waiting in edit suites around the globe.Final Cut Pro X was supposed to fix this. At least that was the belief most held. It would be “awesome” we were told. I guess that can mean different things.People are not breaking up with Apple because of what Final Cut Pro X is. They are ending their relationship because their fears have been confirmed. I present to you a summary of the issues that have people freaked out. Please pass this list on to anyone who asks you what the big deal is. These are my 10 reasons that people are switching. These are just opinions. Opinions formed by my interactions with many and my professional experiences and connections.

This is a must read article, and all his reasons are spot on.

Richard also links to the second article from OneRiver Media on Is the Trust for Apple Gone for Good, and I would have to say that it is.

In the blink of an eye, the release of Final Cut Pro X has caused a ripple in the Matrix so huge, I’m not sure Neo could even fix this catastrophe. But it’s much more than good software gone astray, it’s deeper than infrastructure changes; it’s about the loss of trust, faith and even livelihoods.

and

But switching non-linear editing applications is only part of the problem, and in some cases, only a small problem by comparison. There are many people that have devoted the last ten years in direct relation to Final Cut Pro, and as a result of Final Cut Pro X, are going through a major life/career change. These include certified Final Cut Pro trainers, value added resellers, user group organizations, third party software/plugin developers, and many more. There are many people that are questioning their livelihood because of this radical shift that Final Cut Pro X has taken. I wonder if Apple knew they were going to directly cause such an issue, or if all they were looking at was nothing but their bottom-line. To me, it shows an enormous amount of arrogance, ignorance, and selfishness from Apple, which is not the Apple I once knew.

and finally

So all of this begs the big question, “Can Apple be trusted from here on out?” For me, I will no longer buy any kind of pro app from Apple for my facility, knowing their EOL history is very strong—even if an updated Final Cut Studio 3 (based on FCP7) was released. It amazes me that all of my favorite pro apps from Apple are all EOL’ed. Literally.  For me personally, I no longer care about FCPX or even FCP7 updates. I’ve already started passing up articles on FCPX how-to’s or work-arounds, as I will not be using FCPX in my facility, and since FCP7 is EOL’ed.Because I’m switching to Avid Media Composer, all I care about at this juncture is integrating my current hardware and software with it, and what else I need to change or buy in order to make that happen. It’s a domino effect really, and all because of a 2.5-star, $299 downloadable app from the App Store. Seriously, that $299 app is costing me thousands of dollars, but luckily, none of it is going to the App Store. Just keep making powerful desktops, Apple, so I don’t cut my ties from you completely.rant




This is another must read article and really is much of what I have to say on the subject, though in the future i will talking more about individual features and what I do and don’t like about them.

FCP Producer is pushing a web petition

FCP Producer is pushing the web petition to get us a 64 bit FCP 8. I have signed, but as of now there are only 147 signatures though!

Apple recently introduced a completely new version of Final Cut Pro that immediately replaced the previous one. Although modern and revolutionary in many ways, this new version X lacks at least 10 main features required by any professional who uses Final Cut on TV studios, Feature Film editing, Production and Post-Production houses. In order to keep expanding the numbers of Final Cut Pro editing suites on these places we request that the Final Cut Pro 7 application should be temporally available for free as a download to all of those who bought Final Cut Pro X, while these 10 features are not addressed in the X release. They are: Add ability to import and export XML files natively;Add ability to import previous Final Cut Pro projects natively;Add ability to export OMF files natively;Add ability to change a project’s frame rate after it’s been created; Add ability to read and write projects stored on an network or SAN volumes; Add ability to switch the Final Cut Pro X layout to a more traditional 2-monitor setup; Add ability to preview true video signal, independent from the 2-monitor setup; Add support for Multicam editing; Add support from capturing and recording to tape, not only via capture now but also via batch capture and print to tape natively; Add support for importing image sequence files such as DPX and OpenEXR;

Some very true facts.

Planet 5D rings in on FCP X

Planet 5D has a good article on the whole FCP X fiasco, though to me they are still a little too positive on the whole thing, while I am basically thinking this program will never be for pros!

Apple/Steve Jobs also realize that there will be a group of editors who leave and go to Adobe Premiere Pro or over to Avid – but they believe that the video editing market is going to be huge in the future and they have positioned iMovie to be the basic editor – and FCPX is the pro editor (which by the way imports iMovie assets – get the hint?).They will sell tons of copies of FCPX in the next 10 years and are not afraid to lose a few old fans along the way. They would have sold even more if they were to have gotten ownership from the editing community instead of taking it away. They’re going to have to go into major recovery mode or they’re going to lose a big hunk of the community – bigger than they were willing to lose in the first place.But I still believe that in the long run, in a year or so, FCPX will rock. I’m certainly using it now and will continue to explore and learn from those who have tutorials ready (more on that shortly too).


I still just don’t believe it can ever get as good as people think it will, too many fundamental problems!

It was to be a companion to FCP

If this article at MacRumors is to be believed what became iMovie 08 and later FCP X was supposed to be an app to quickly make rough cuts that would export to finishing in FCP. I wish that was all it was!

From that experience, First Cut was born which would let you import your raw footage and quickly skip through, organizing and building a rough edit. The intention originally was to then export to Final Cut Pro. At some point, Apple officially latched onto the project and turned it into the new iMovie ’08.

I just wish it had stayed that way!