Final Cut Pro Users, Adobe Has a Deal for You

Perhaps relishing the opportunity to rub a little salt in Apple’s wound, Adobe has announced an upgrade program for video professionals who have purchased any version of Final Cut (or Avid Media Composer). They can buy Adobe Creative Suite 5.5 Production Premium or Premiere Pro at a 50 percent discount.

It’s a move that many must be considering anyway. The newly released Final Cut Pro X seems more like a prosumer upgrade for iMovie users than a professional video editor.’s Jan Ozer said in his review, “If this product was released by some unknown Silicon Valley startup, and judged solely on its merits, it would be an innovative release that competes well with most consumer programs, but has some critical feature gaps for even prosumer use.”

Apple was quick to reassure users that it will soon restore essential professional features, such as multi-camera support and XML export, but it remains to be seen whether or not the professional community will embrace the program. One big hurdle is that FCPX can’t work with projects created in previous versions of Final Cut.

In its announcement, Adobe was quick to point out that Creative Suite was “Built by professionals for professionals.”

“We’re hearing from video professionals that they want pro level tools that address cutting edge work but also allow them to use legacy footage and workflows,” says Jim Guerard, general manager and vice president of professional video and audio at Adobe. “We’ve been in the trenches with video pros for years and with Adobe Premiere Pro CS5.5 and CS5.5 Production Premium we’ve delivered professional-grade tools that are already being battle-tested by some of the most innovative filmmakers, broadcasters, and video pros.”

The switcher offer will run until September 30, 2011.


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  1. I think in many ways the professionals who are so outraged by the new FCP are “legacy professionals” who are going to find themselves increasingly marginalized. Apple is smart to recognize that the market that holds the most potential for the future is not television networks or motion picture studios. That’s a static, inherently limited ballgame. Their market is indie filmmakers who are embracing new media and new ways of working. Will Hollywood complain? You bet. Should Apple care? Not in the least.

    Posted by Mark Dixon | July 9, 2011, 10:17 am
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