Adobe is Cutting Bait and Running
Away from video production on Macintosh, that is.
The first I heard of this story was from my wife, who asked me why Adobe is
abandoning the Mac market. I couldn't believe my ears and quickly went to check
Yahoo! news about Apple. Sure enough, the story "Adobe Spurns Mac with New Release" was at the
top of the list. The news isn't that bad, however, or even entirely
unexpected.
The new release that Adobe is "spurning" the Mac with turns out to be Adobe Premiere Pro; their digital video editing software. As is typical for tech. reporters doing stories on Apple, the author of this piece, Jay Wrolstad at NewFactor, spun the story to make it sound as bad as possible for Apple. The real story, however, is very far from bad. The reason that Adobe has decided to drop the Mac version of Premiere is simple; they can't compete against Final Cut Pro.
I've used both products, and that's why I'm not surprised by this story; there's really no contest between FCP and Premiere. But don't take my word for it, just look at the rapid adoption of FCP by Hollywood and much of the TV industry. FCP has played an instrumental role in many major motion pictures such as Lord of the Rings and the Star Wars prequels. FCP is also used in the production of many TV shows, including Fox's 24, and the Discovery Channel's When Dinosaurs Roamed America. But probably the biggest industry endorsement came when the Academy of Television Arts & Science awarded Final Cut Pro an Emmy Engineering Award in 2002, and was included in "Best of Show" and won a "Star 2003" for best editing software at this year's NAB conference.
As best I've been able to determine, Adobe Premiere Pro is still used quite heavily in the local news industry, where cheap Wintel PC's reign. So Adobe is shifting focus to an area where it won't have to compete against an industry-endorsed, award-winning software package. Adobe's not stupid. And the company is still firmly committed to producing PhotoShop and Acrobat for Macintosh; further proof that Adobe's not stupid. Too bad that where Apple is concerned, tech. reporters always seem to take the low road of "bad news sells."
The new release that Adobe is "spurning" the Mac with turns out to be Adobe Premiere Pro; their digital video editing software. As is typical for tech. reporters doing stories on Apple, the author of this piece, Jay Wrolstad at NewFactor, spun the story to make it sound as bad as possible for Apple. The real story, however, is very far from bad. The reason that Adobe has decided to drop the Mac version of Premiere is simple; they can't compete against Final Cut Pro.
I've used both products, and that's why I'm not surprised by this story; there's really no contest between FCP and Premiere. But don't take my word for it, just look at the rapid adoption of FCP by Hollywood and much of the TV industry. FCP has played an instrumental role in many major motion pictures such as Lord of the Rings and the Star Wars prequels. FCP is also used in the production of many TV shows, including Fox's 24, and the Discovery Channel's When Dinosaurs Roamed America. But probably the biggest industry endorsement came when the Academy of Television Arts & Science awarded Final Cut Pro an Emmy Engineering Award in 2002, and was included in "Best of Show" and won a "Star 2003" for best editing software at this year's NAB conference.
As best I've been able to determine, Adobe Premiere Pro is still used quite heavily in the local news industry, where cheap Wintel PC's reign. So Adobe is shifting focus to an area where it won't have to compete against an industry-endorsed, award-winning software package. Adobe's not stupid. And the company is still firmly committed to producing PhotoShop and Acrobat for Macintosh; further proof that Adobe's not stupid. Too bad that where Apple is concerned, tech. reporters always seem to take the low road of "bad news sells."
Posted: Mon - July 7, 2003 at 03:55 PM
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