Wednesday, July 6, 2011

What is a pro for Apple?

The release of Final Cut Pro X two weeks ago illustrates the ambiguous relationship that maintains Apple with its business customers. A number of long-time users of Final Cut Studio felt "betrayed" by Apple considering that this version had many gaps and it was more like Final Cut Express, the light version of Final Cut Pro, only to the last.

Apple, the term "Pro" has been overused. It has been widely used in its products including its line of computers. There is one side, the Mac Pro and MacBook Pro, and the other, the iMac, the MacBook Air, MacBook and Mac mini. Although the Mac Pro may be a special case, none of these machines, however, is intended for a specific audience. Thus, the MacBook Air, originally designed for the executive wanting a lightweight and compact machine, does the same professionals that the happiness of students, for example. But what does the term Pro then?

These are not the interpretations that fail to tell the truth. Ken Seagall, the term Pro simply changed their meaning in the term of the Cupertino Company over time. He cites as evidence the Pro section of, which has not been revised since ... 2009. On this page, we have customer testimonials types of Apple: the war photographer, editor professional music producer, journalist ultramobile ... All are unique to fully exploit the Apple solutions and to have an almost unlimited IT budgets. In this design as a professional with the creative core target, Apple has moved to a definition a little less "ambitious" or perhaps less cliché. According to Ken Seagall, the term Pro at Apple now means "high performance model" whereas before it meant that it was something designed for professionals with extremely demanding requirements well above those of mortals.

This new service has to be the merit of being clear and involve more people. You use "up" your computer and its tools, you are a professional. This definition also is probably not denied by Sachin Agarwal, who has worked for more than 2002 to 2008 on Final Cut Pro. It is somehow the same opinion as Ron Brinkmann, the former head of Shake, which recently said that Apple did not care professionals. The market "Pro" as such is too small for Apple. The segment of interest above all is that of the professionals. This word is the fusion of the words "professional" and "consumer" (general public), a much wider segment in which Apple can better express them.

Sachin Agarwal said that when he was at Apple, the purpose of Final Cut Pro was not to engage in a race to the functionality, but to offer a powerful product, easy to use and much cheaper than the competition. To some extent, with Final Cut Pro X, Apple has entered a new phase. Left to sacrifice some features, the video tool is more affordable (at all points of view) than its predecessor.

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