Apple Puts Final Cut Studio Back On Sale
Apple does things two ways: quietly, or so loud they need to rent out auditoriums and send out invitations.
Today, Apple decided to goal the inaudible route and put Final Cut Studio 3 back on sale. The professional video editing suite was discontinued after Apple released their digital download only successor Final Cut X. However, the "X" only marked the spot for disgruntled editors. Apple's "reinvention" of the non-linear editing program has been seen by many as a MobileMe-like backfire for the company. Not many people are happy, and the ones that are, aren't the people whose livelihood depends on professional editing software.
Despite promises from Apple that features like multi-cam editing, and XML imports would eventually be supported, profession editors have yet to be appeased, and are even further from being satisfied. In the process Adobe, Avid, and other software companies have started running specials for peeved Final Cut editors who make the switch to their programs. Getting professional video editing software for more than half-off is a pretty sweet deal and has likely resulted in a number of editing houses jumping off the Final Cut ship.
Well, Apple has had a enough. Apple sales people contacted by MacRumors have confirmed that Apple is again selling their Final Cut Suite for $999 by telephone only through 800-MY-APPLE. Final Cut Studio 3 will not be available in store, or online, and no new updates will be released for Final Cut, Motion 4, or any of the other programs featured in the editing suite.
What all this means for the future of Final Cut X and Apple's non-linear editing arm as a whole is still up in the air. They could eventually turn Final Cut X into a fantastically capable piece of software, but forcing such drastic changes on a group as stingy and against change as video editors was bound to have its fallout.