Apple Inc. (NASDAQ:AAPL) is starting a new chapter in the snafu that Final Cut Pro has become. The company is beginning a new marketing push today in an attempt to bring back professional video editors who have abandoned the product, according to the LA Times.
The last redesign of the software in 2011 raised the ire of professionals, and Apple Inc. (NASDAQ:AAPL) has revised it seven times since then and slashed the price by $700. Professional video editors have commented that they felt like the company had abandoned them and instead created a cheap software program designed for everyday consumers rather than professional editors.
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The marketing campaign which starts today has been timed to start just before the National Association of Broadcasters convention, which begins late next week. Julian Liurette, a former Final Cut Pro user who abandoned the software, will take part in the marketing campaign.
Liurette finally tried the software again and was surprised with it. The Globe and Mail editor decided to move the newspaper’s video operations to the new Final Cut Pro X version after trying it out. Liurette said the interface is much better, and the software runs a lot faster.
Apple Inc. (NASDAQ:AAPL) also re-introduced many of the professional features that made the original software a hit. One of the biggest problems video editors had with the 2011 version was the lack of these features, which they complained made the software too simple.
The new ads will start appearing today on Apple Inc. (NASDAQ:AAPL)’s website. They feature professionals like Liurette who are using Final Cut Pro X and liking it. There’s no word where else the ads will appear, but they will undoubtedly show up in places targeted at professional video editors.