Apple launching new PR initiative for FCPX leading up to NAB.

The article mentions 3 new "In Action" stories specifically.

www.latimes.com/business/la-fi-apple-fin...0328,0,2837576.story

It will be interesting to see if Apple does an update next Tuesday, before NAB, or demos features to the press for an upcoming release date.

Either way, exciting times.

Great find on that article.

They mention that Apple will be starting a PR initiative Thursday. Isn't that today?

Thanks to Alex4D, who posted it on Twitter first.

They only say, staring "Thursday", which could be today or next week. I guess we just keep hitting refresh on the FCPX page.

My guess would be that it means next Thursday or even Tuesday. I don't remember Apple ever doing anything FCP X related on a Thursday.

This actually worries me. Last time Apple did a big 'PR' thing (LACPUG) it meant there were no new features coming for quite a few months.

tpayton wrote: I don't remember Apple ever doing anything FCP X related on a Thursday.

Wasn't 10.0.7 released on a Thursday? I'm pretty sure it was because I remember thinking it was unusual for a Thursday release...so you never know...Hoping for something great

I would think that it would be in Apple's interest to address at least some of the long standing issues a lot of of us have had with the program before they do a sales job at NAB. It's been a while since the last update and they shouldn't be selling their product when so many of their customers are in whine mode.

Seanus wrote: This actually worries me. Last time Apple did a big 'PR' thing (LACPUG) it meant there were no new features coming for quite a few months.

Apple had just done 10.0.5 before that LACPUG meeting. We're already overdue for an update of some kind.

I suppose they could still release a maintenance 10.0.8 next week and just do a feature preview like they did last year... but I get the feeling a feature update isn't far off.

AdamHelwig wrote: Wasn't 10.0.7 released on a Thursday? I'm pretty sure it was because I remember thinking it was unusual for a Thursday release...so you never know...Hoping for something great

It was. Though feature releases [10.0.1, 10.0.3, and 10.0.6] were all released on Tuesdays.

parkerhqj wrote: I would think that it would be in Apple's interest to address at least some of the long standing issues a lot of of us have had with the program before they do a sales job at NAB. It's been a while since the last update and they shouldn't be selling their product when so many of their customers are in whine mode.

We still have a week before NAB.

Looks like another Thursday release then....

sconnor99 wrote: Looks like another Thursday release then....

Well there you go.

Seems like a mostly maintenance release at first glance.

Intriguing.

Looks like it is being updated as I type:

What's New page has been updated.

10.0.8 is live

Disproportionate Pictures wrote:
I suppose they could still release a maintenance 10.0.8 next week and just do a feature preview like they did last year... but I get the feeling a feature update isn't far off.

Looks like that's exactly what's happening. Hopefully there's more fixes under the hood than they've talked about. I'm cutting a huge project at the moment and the amount of problems I'm having with 10.0.7 is really starting to wear me down.

Well, if Apple holds to their past schedule, they'll hold their press briefings this Sunday. So we should hear any news that's fit to print about upcoming functionality in the next couple of days.

Adobe did a sneak peak of new functionality yesterday, and DaVinci is teasing improved online workflow for Resolve 10.

Let's hope Apple has some meat to this PR push they announced.

Great article, thanks.

Favorite article quote about FCPX... "it's a product that targets the most creative of people, the ones who occupy the intersection of art and technology that Steve Jobs always believed represented the core of Apple's identity. Nurturing that reputation remains a point of both pride and passion at the company he left behind."


Unfortunately, the negative comments after the article are so biased & filled with preposterous untruths, one can clearly see what we're up against.

Seanus wrote:

Disproportionate Pictures wrote: I'm cutting a huge project at the moment and the amount of problems I'm having with 10.0.7 is really starting to wear me down.

What problems are you running into, if you don't mind me asking...

TrixTrax9000 wrote: Unfortunately, the negative comments after the article are so biased & filled with preposterous untruths, one can clearly see what we're up against.

I tried my best to counter them. The amount of hostility towards X really is astounding. With todays Adobe "sneak peeks" the intertubes are awash with people singing Premieres' praises and proclaiming X dead. Again. There are some nice updates to Pr. But, to me, they're basically just trying to catch up to where FCP 7 was. It does do a bunch of cool things, but mainly just adding things that 7 had. Oh well. Hopefully Apple has something up their sleeves...