Apple NAB 2007 Final Cut Server, Final Cut Studio2, Color

Mike Curtis did a great job in writing a point by point list of todays announcement

Here my comments to these Announcements from Apple:
It is nice that all that has been shown is actual product. I am sure that Discreet will tease us this afternoon with ‘technology demos’ that actually look exciting. But their track record of making products out these bits is mixed, to say the least.

Apple did go close to the line -if not over it- in a couple of ways themselves: The new multi resolution / multi frame rate timeline in FCP is amazing. Nothing short of that. It needs computing and gfx power. It would have been nice to mention how much of it you actually use.

The Soundtrack pro demo used Zodiac footage. Which is nice. What was not nice was that they converted the footage all wrong. I never saw the pictures of that movie being that ugly. It’s a soundtrack, not a color or fcp demo, but still. Apple can not use their own tools it seems.

Motion 3 looks amazing. It has tracking and a 3D environment. Bullet point featurewise Final Cut Studio2 is up to par with Flame in the year 2000 it seems. Not bad. Motion did always demo extremely sexy, but it’s uptake in the real world has been limited. Maybe Motion 3 can change that. Apple did a typical Apple by claiming that they now have solved 3D tracking and made it easy to use and just work. That remains to be seen. The demo track was actually kind of pointless. Some Text hovering around in space, nicely far way from the object to be tracked. This would have been a good day for Apple with the real product they had to show for, I do not understand why they had to exaggerate certain things so needlessly.

The quality of the content usedof the demos was actually, well, dismal. On Zodiac they did the dpx conversions wrong, and the other material was really really bad.

I think that Apple should detach their applications from the content section. Have one DVD for all applications!
Then if people like to have demo presets, footage etc, they can
go into the ‘content manager’ (I dreamt that up, it does not exist). Ideally this one would be able to load and manage all those sound loops (god! they even were proud of those free 150 tracks that you get with Soundtrack Pro) Motion Presets (those are as hiddeous as you average default gif collection on the web) etc etc. Either from 27 Data DVDs that apple can provide or that people can / will copy. Or content from a website. Were people can share their loops, clips, fx you name it.

The upside would be that the application install would go fast (like it does for shake) and would not put all that bloat on the disk. And the people that like to have these collections they
can get even more by subscribing to those for instance. Everybody would be much happier.

Compressor 3 looks interesting. It can do lots of nice things by now. Final Cut Server is a product where there is huge need.
Now you would think that they interact with each other. Actually
Compressor3 should be just a function of the media management tool. You would think. Well, apple thinks differently right now. The Compressor3 demo did not mention Final Cut Server3 once. Apple might need to do a bit more integration there. I am not holding my breath in term of “Server”. But then again the Red camera might as well exist tomorrow, and a year ago I said that there would be no way that it would.

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