professionals

Following reports this morning that Apple was preparing to a launch a new campaign on its website to lure skeptical professionals back to Final Cut Pro X, Apple has now pushed out updates to the app in addition to smaller updates to its Motion and Compressor apps.

Version 10.0.8 of the ‘Final Cut Pro’ Mac App Store app brings a number of new features and enhancements, many of which focus on improvements for professional users. Among the updates is support for Sony XAVC codec up to 4K, the ability to view “ProRes Log C files from ARRI ALEXA cameras with standard Rec. 709 color and contrast levels,” and a long list of editing fixes, tweaks and enhancements that have been highly requested by pro users.

Apple has now updated its website with the new Final Cut Pro campaign we mentioned earlier. It includes a feature with acclaimed director Tsui Hark and Canada’s largest newspaper The Globe and Mail. The ‘What’s New’ Final Cut Pro product page was also updated to show off some of the new features in today’s update such as support for the Sony XAVC codec.

Apple also updated Compressor and Motion today with minor updates that include fixes.

A full list of what’s new in Final Cut Pro X, Compressor, and Motion is below:

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Apple is beginning a campaign today to win back the video-editing community that abandoned its flagship video-editing software after the release of its controversial Final Cut Pro X. The LA Times reported that following several updates to the software over the last two years to fix some of the criticisms, Apple is launching a number new ads on its website today that feature professionals using Final Cut Pro X. The campaign is apparently timed to lined up with upcoming National Association of Broadcasters convention and aims to win over professional video editors by featuring professionals such as editors at the Globe and Mail newspaper:

Now, after updating the software seven times since its release in 2011, Apple is launching a campaign Thursday aimed at winning back skeptical professional users.

Starting Thursday, the company plans to begin posting three stories on its website, including Liurette’s, aimed at changing the minds of folks like Miller by demonstrating how sophisticated users have embraced Final Cut Pro X. The stories will also feature Tsui Hark, one of the biggest names in Hong Kong cinema, and TV Azteca, which produces thousands of telenovela episodes every year.

From Adobe’s “Why Switch” Premiere Pro website

It’s no secret that the professional video editing community was up in arms over Apple’s decision to release what they viewed as a scaled-back, prosumer version of Final Cut Pro with the release of Final Cut Pro X almost two years ago. Despite the Mac App Store dropping the cost of FCP from almost $700 to $299, pro video editors complained Apple had stripped away some of the software’s core features to create a simple experience for the average Mac user and not professionals. It earned FCPX the nickname “iMovie Pro” and criticism in the mainstream media followed by a response from Apple and eventually even refunds of the app to unsatisfied customers.

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