My feeling as well on the global trend. They have a very good track record of anticipating and now shaping consumer's sentiments. A lot of the things they do on the software side are, to stay polite, dumbed down. But when you see the attendance of their software Te Deum applaud at the "revolutionary" concept of full screen apps, on is left wondering....
I'm not to sold on the one program fits all system that Apple is selling. Producing, shooting and editing even acceptable motion imagery is a daunting task and a very collaborative effort.
Apple would love a one camera, one macbook editing station, one Ipad viewing world, but for professional production, that's a long ways off. I give them credit for trying though right now the only person applauding is Apple and that's kind of one hand clapping.
I have no doubt in my mind that all traditional television could just be streamed over the web and played in your home and office on any device wirelessly, at any time you wish.
But I also have a lot of doubt that will happen tomorrow, because there are too many business interests in keeping things as close to the way they are to just open the floodgates and let everything stream like netflix.
I produce content and it's really none of my business how it's played, unless the medium has restraints or requirements that change what I deliver.
What I do know is Apple did what is good for them and a lot of their market, but overall this will take them away from the professional editing side of the business.
I'm sure that's their plan because there are a lot more people shooting videos of their vacation in Orlando, or corporate meetings in Chicago that clog u tube, than there are real paying projects, but it is somewhat of a mute point because FCP EX is buggy and doesn't really work anyway.
They'll make it better but by then most of their real money making users will have to go to something else.
Apple knows this or they wouldn't have taken FCP 7 off the shelves and off their website if they knew that FCP EX was really ready for heavy lifting.
After giving this some thought, I'm really glad Apple did what they did.
FCP was always somewhat of a hard sell in the professional world and Apple let is languish for 5 years (actually a lot longer than that), so that really wasn't their prime motivator anyway.http://www.youtube.com/watch?v=sRzLP0FJ82I
For years I've wanted to move to AVID. Today more than ever, it's the gold standard and the only thing that kept me back was I work a lot of hours and didn't want to take the time to relearn anything.
Now I have the incentive to move on.
If Apple's way is better, I'll move back, but this time I kind of doubt it.
We're living in the real world now, where a new system has to be upgradeable and adaptive because everything changes quickly.
Apple may have their logo on everything they sell but as I mentioned before, most of it they didn't invent, so if they're going completely in house, they need to get a little better.