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If Apple Is Serious About the Pro Market, Should It Get Back to the Two Big Trade Shows?

Apple has made a big point of mentioning their continuing support of the ‘Pro User’ over the last six months. We understand, but the best way they will target new pro users is by officially attending the two big trade shows of the year.

Let’s start off by saying that the work Ronny Courtens has done with FCPX World and Sam Mestman with the Faster Together presentations has been enormous. Both have publicly showcased Final Cut Pro X usage around the world, but on the periphery of the two large trade exhibitions, IBC in Amsterdam in September and NAB in Las Vegas in April. Apple pulled out of both trade shows nearly 10 years ago.

We remember the volume wars with Avid. The rows of machines staffed with Apple Pro Apps team members, the very people behind the applications. From the show’s openings, the stands were always packed.

Ronny’s and Sam’s events are outside the show floor, so there’s no passing footfall, the attendees have to know about the event and make an effort to be there.

Of course the satellite events do get attendees, but with the same faces and from what I’ve seen, mostly FCPX converts already.

NAB IBC Apple tradeshow 02The South Hall at NAB where most of the post production companies exhibit

Think about attending a car show. Would you walk out of the confines of the exhibition to go and see another new car in a garage ten minutes away? How would you know this garage was there and holding an event?

Apple needs to get back on the show floor. With the new iMac Pro and the possible launch of the new modular Mac Pro later this year, Apple has never had so much to catch the ‘creative pro’ walking past.

Yes, there are of course Apple retail outlets around the world. A 'creative pro' might go there for his or her new iPhone of MacBook Pro, but these are not the places where they would look at top end machines or video workflows.

We understand the lead times on booking floor space at an exhibition is very long and should Apple decide to attend, it might take a couple of years before they would get a prime spot. Then again, Apple paid to take over the SuperMeet for FCPX’s launch, so we know the chequebook comes out when it has to.

Although some hardened disbelievers will never attend an external event, they just might wander on to a stand to kick the tyres of FCPX. Have a play with 4K multicam footage playing back smoothly and at full resolution (maybe have some emergency paramedics with smelling salts just in case for the Premiere editors), wonder at the responsiveness of skimming or tinker with the simplicity of the new colour wheels.

NAB IBC Apple tradeshow 03Adobe have a rotating list of presentations throughout the day at IBC

But what would really be the icing on the cake would be to take the presentations from Ronny’s and Sam’s events and put those right in the heart of the show floor.

I’ve sat through many demos and user stories on most of the big stands and these in depth FCPX case studies would blow the opposition away. They would also be a truthful representation of what happened. No failing to mention a missed TX deadline worldwide (You know who you are) or not mentioning having a room filled with engineers jumping to fix every crash.

Just people editing, making nice stuff without problems.

Hopefully that would get a lot more ‘creative professionals’ using Final Cut Pro X for the first time.

I first saw Final Cut Pro almost by accident at IBC many years ago...

 

peter wigginsPeter Wiggins is a broadcast freelance editor based in the UK although his work takes him around the world. An early adopter of FCP setting up pioneering broadcasts workflows, his weapon of choice is now Final Cut Pro X.

You can follow him on Twitter as @peterwiggins or as he runs the majority of this site, you can contact him here.

 


Written by
Top BloggerThought Leader

I am the Editor-in-Chief of FCP.co and have run the website since its inception ten years ago.

I have also worked as a broadcast and corporate editor for over 30 years, starting on one inch tape, working through many formats, right up to today's NLEs.

Under the name Idustrial Revolution, I have written and sold plugins for Final Cut Pro for 13 years.

I was made a Freeman of Lichfield through The Worshipful Company of Smiths (established 1601). Though I haven't yet tried to herd a flock of sheep through the city centre!

Current Editing

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2020 has been busy, the beginning of the year was finishing off a new property series (cut on FCP) for Channel 4 called The Great House Giveaway. I also designed and built the majority of the graphics as Motion templates. It has been a great success and the shows grabbed more viewers in the 4pm weekday slot than any previous strand. It has been recommissioned by C4 for 60 episodes, including prime-time versions and five themed programmes. The shows have also been nominated for a 2021 BAFTA.

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Although both were postponed to later in the year, I worked again on ITV's coverage of the Tour de France and La Vuelta. 2020 was my 25th year of editing the TdF and my 20th year as lead editor. The Tour was the first broadcast show to adopt FCPX working for multiple editors on shared storage.

 

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Covid cancelled some of the regular corporate events that I edit such as trade shows & events. I was lucky however to edit, from home, on projects for Amazon Kindle, Amazon Black Friday, Mastercard and very proud to have helped local charitable trust Kendall & Wall secure lottery funding.

As for software, my weapon of choice is Final Cut Pro and Motion, but I also have a good knowledge and broadcast credits with Adobe Premiere Pro, MOGRT design and Photoshop.

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I'm the creative force behind Idustrial Revolution, one of the oldest Final Cut Pro plugin developers. It hosts a range of commercial and free plugins on the site. One free plugin was downloaded over a thousand times within 24 hours of release.

I also take on custom work, whether it is adapting an existing plugin for a special use or designing new plugins for clients from scratch. Having a good knowledge of editing allows me to build-in flexibility and more importantly, usability.

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Now in its 10th year and 4th redesign, running FCP.co has given me knowledge on how to run a large CMS- you are currently reading my bio from the database! Although it sounds corny, I am pretty well up on social media trends & techniques, especially in the video sector. The recent Covid restrictions has enabled live FCP.co shows online. This involves managing a Zoom Webinar through Restream.io to YouTube and Facebook. 

The Future

I'm always open to new ideas and opportunities, so please get in touch at editor (at) fcp.co. I've judged film competitions, presented workflow techniques to international audiences and come up with ideas for TV shows and software programs!

 

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