Apple is ramping up for a big push to draw professional video editors back to Final Cut Pro editors during the National Association of Broadcasters convention in April. The company drew criticism after giving Final Cut Pro a major overhaul in 2011 for dropped features and compatibility professionals considered critical.
Apple wants to win back its Final Cut Pro users
The campaign will hopefully show video editors how features have been added back in since Final Cut Pro X first launched, and that the number of supported cameras has steadily increased, too. Apple plans to feature professionals such as Julian Liurette from Toronto's Globe and Mail touting what they do with the Mac-based video editing suite, according to the Los Angeles Times.
Apple chose to give Final Cut Pro a top-to-bottom refit so that it could set the foundation for the app's future, but in the process many long time users felt alienated because they weren't able to effectively use the new version once it was released. Considering the improvements Apple has made to Final Cut Pro X through software updates, it's a good move for the company to try to draw back users it lost in 2011.
With Avid drawing in former Final Cut Pro users, Apple needed to do something to promote its own video editing tools, and NAB is definitely the place to do that.