FCPX Apple on NAB or?

Apple announced that they would start a FCPX campaign, do some showcasing and do something on NAB
they have added two user stories on their website, as I can see thats it... :blush:

anyone seen anything?

Yes, the article in the LA Times and the two new "In Action" stories is the extent of their "marketing" campaign.

They did have a press briefing at NAB, apparently saying, in effect, that they're staying the course. They announced no roadmap or upcoming features beyond what anyone can already find on their site and in the media.

But did Apple really announce a forthcoming marketing came or was that more an LA Times interpretation?

Read the article
articles.latimes.com/2013/mar/28/busines...e-final-cut-20130328

"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.

That campaign, timed to coincide with the National Assn. of Broadcasters convention that starts April 6 in Las Vegas, will feature users like Julian Liurette, who followed the firestorm from his video editing desk in Toronto at the Globe and Mail newspaper."


If Apple is not "launching a campaign" there's a serious miscommunication. One that Apple's FCPX PR team can ill afford.

There was no "campaign" that I can discern that was "timed to coincide" with NAB.

and it wasn't even april 1st

I suspect there just HAS to be something waiting in the wings that Apple is working to get perfect before release. Otherwise why bother? If this is it then this publicity is worthless. Better to go word of mouth on a long tail sleeper strategy.

No. I think Apple are too proud of what they have coming. I think they know they are on the right path.
The marketing guys keep screaming "you gotta do something it's N A B ! So they do. But it's a distraction nothing more.

That's my theory anyway.

BTW Just spent a week working on AVID 6.5 and I have to say it's the biggest load of antique confusing garbage you wouldn't wish on your worst enemy. Compared to FCP X it's like pulling teeth.

(This coming from an AVID trainer of more than 6 years.)

Seanus wrote: I

No. I think Apple are too proud of what they have coming. I think they know they are on the right path.
The marketing guys keep screaming "you gotta do something it's N A B ! So they do. But it's a distraction nothing more.

That's my theory anyway.

I think they need something to show of their new Pro-machines, rumored to appear this month...

I dunno. I hope you are right but I am starting to worry I should have made the switch to Premiere Pro. The "PR" on X is just plain awful. Terribly conceived and executed.

For example, it would have been a no-brainer to release 10.0.8 at NAB or the weekend before. At least you'd be in the news with your competition instead of being so stealth-silent as to be ridiculous. Larry Jordan didn't even blog about his meeting with Apple—'cause they had nothing to say.

I don't know why Apple can't make more of an effort to show us a little love. We like X. We want to keep liking it. A little roadmap action keeps our eyes from wandering, looking wistfully at the next NLE in the booth next door.

This is Apple we are talking about. That is how they do things. Make your decision based on your editing needs and not marketing.

To me FCPX is already an excellent choice and the updates in the last year were all pro orientated.

That this is Apple that we're talking about is absolutely the reason to worry.
The is a company with a history of brilliant marketing.

There seems to be virtually no marketing effort currently. It's initial release (the handling of the SuperMeet forward) was a PR disaster. This from a company that tightly controls its image and has responded to bad publicity in the past.

A year ago when Blackmagic had a "road show" Apple was there, presenting FCPX on the main stage, had a table right next to Avid. I really thought Apple was making an effort to market post the bad PR on the release.

To see an article in the LA TImes about launching a campaign coinciding with NAB and then .... nothing is just more poor PR.

Features alone are not going to sell FCPX and the Macs needed to run it if Apple doesn't try to get the attention of purchasing decision makers or influencers to have a look at it. At this point there's so much prejudgement or misjudgment working against FCPX that a stillborn marketing campaign or the lack of any campaign is just that much more damage to the product's credibility.

We're talking about perception and how that influences purchasing decisions, not about feature sets, and Apple is not investing in changing that perception.

The article may have even done some damage (if at all possible) as some are know saying "what marketing campaign was supposed to coincide with NAB?"

Simply demoing FCPX on a new MacPro isn't likely to change that perception.

true, i expected to hear more from Apple too, but if the rumors about a soon to be released MacPro follow up are true, then it makes sense for them to show off everything pro related in an Pro - event.

Interesting would be to find out where that expression " marketing push " came from. Did the LA Times Journalist here that from Apple, or was this his way of describing the newly added in action stories.

If the latter is correct, he ( or she ) caused quite a stir...

find it really stupid, they have a great product, properly the greatest app ever, and all they need to do is be a little "official" about is, point a direction
I know a bunch of doubters who will turn the day Apple muscles up a little and ensure that they have not "abandoned" the Prousers, we all in here know they have gifted us with a new mindset, speed and power, its just a kind of undercover, almost two years, little to long to be underground

While I can't pretend to know the next round of FCPX features or when the new MacPro will be released.... it's why I thought if they had done something akin to... "FCPX will take advantage of multiple GPUs" would have been the kind of subtle marketing speak which would have set off a lot of buzz. I'm saying this because I honestly believe that FCPX will take advantage of multiple GPUs and that may well be what the show in conjunction with the new MacPro. I can't help but think that if FCPX is to support multiple simultaneous live scopes it'll need the GPU resources. Just my speculation.

Sometimes a company can drop hints without giving away specifics. Consider how the whole revelation that there would be a new MacPro happened last year.

Marketing doesn't have to be a big ad campaign. Sometimes just taking advantage of social media and the press can create quite a buzz. Alas there's no buzz at the moment though. I'm not sure Apple would do a media event around a new MacPro.

If the new MacPro was coming in April and there were to be such an event I'd think such invitations would have been out the door. In fact that too would have created some buzz if the press got such notice just before NAB.

At this point I can't help but think something went awry with the LA Times article. Note that there was a follow up correction about the Azteca mentions in the article

well, all updates were solely targeted at pro users.

but yes, they should be a little more official about it.

but from my experiences with the people at apple, i can assure you that they are very committed to the pro market.

"it would have been a no-brainer to release 10.0.8 at NAB or the weekend before."

I don't see that. .8 was a bug release primarily. It would have looked pathetic to tout it around NAB when it did so little. That's my view.

These are the LA Times corrections on the article.

For The Record
Los Angeles Times Friday, March 29, 2013 Home Edition Main News Part A Page 4 News Desk 1 inches; 44 words Type of Material: Correction

Apple Final Cut Pro: An article in the March 28 Business section about Apple's promotion of its Final Cut Pro X video editing soft- ware said Apple's website would include a quote from a TV Azteca telenovela editor touting the software. It does not.

For The Record
Los Angeles Times Wednesday, April 03, 2013 Home Edition Main News Part A Page 4 Local Desk 1 inches; 45 words Type of Material: Correction

Apple Final Cut Pro X: An article in the March 28 Business section about Apple's marketing effort for its editing software Final Cut Pro X described Jonathan Contreras as an Azteca telenovela editor. Contreras is not an Azteca employee and does not edit their telenovelas.

so the article was bogus?
strange, because two days after they updated their website with two new stories, so something IS happening...

cseeman wrote: If the new MacPro was coming in April and there were to be such an event I'd think such invitations would have been out the door. In fact that too would have created some buzz if the press got such notice just before NAB.

At this point I can't help but think something went awry with the LA Times article. Note that there was a follow up correction about the Azteca mentions in the article

yes, right sending out an invitation during nab would have been perfect timing. and yes something did probably not go as planned...

i guess we all have to wait and see.

I suggest you guys try The Touch
www.arcticwhiteness.com/thetouch/
and bettertouchtool:
www.bettertouchtool.net

in the meantime. Very handy tools to interact with FCPX.

Yep. Something is happening. Unfortunately, it's pretty pathetic—at least in terms of marketing/PR outreach to the pro community. I think that's our concern: the lame-o outreach is indicative of their lack of focus and effort in terms of developing the application. In a fast-moving competitive environment where Avid is the crumbling king, PPRO is the upstart on the rise and Apple is perceived to have bumbled the launch and shown little concern for the pro. (Not having a new tower doesn't help, right?)

OTOH, I still think X is quite good. Which is the ultimate goal.