10 years ago, had you asked any video editor worth their salt what they thought about Adobe's Premiere, they would have laughed you out of town. Final Cut Pro had just exploded on the scene, while AVID was the one non-linear editor to rule them all. As digital video steamrolled through production, AVID started to look expensive, Premiere got better and Final Cut was positioning itself to be the new king in town. Then Final Cut X happened.
It wasn't like going from Windows 7 to Windows 8. It was like going from Windows 7 to Windows RT with no option of a Windows 8 Pro. Projects edited in Final Pro 7 wouldn't import into Final Cut X. The price drop from $999 to $299 reflected the change but did nothing to soothe the rage. Coupled with a Mac Pro stalemate, Apple has had a lot of unhappy editors venting all across the internet these past few years.
"Personally, I'm still suspicious of Apple," said Harry Miller, head of the American Cinema Editors' technology committee. "I don't think they have my interests at heart. And I don't want to invest money in any of their hardware or software when they might drop features in new versions."
Timed to coincide with this year's NAB, Apple is launching a campaign to win back Final Cut Pro users. The company updated the software seven times since its release in 2011 and has created a new dedicated section on its web-page dubbed In Action. Apple also allows users to download a 30-day trial of Pro X— apparently the only software the company makes available on a trial basis.