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Comment by Ethan Sigman on September 27, 2011 at 8:35am

Ive been reading some of the posts by L.Jordan and others around the web.  Its official, Apple is the new Microsoft.  It seems like they built a better architecture than the old sotware in 64 bit but realeased a beta software that is not ready.  They are clearly going to make it good eventually and have left the door open for 3rd party plugins but the real question that neither larry nor anyone else is talking about is "When will it be considered viable and substantially more capable than Imovie?  They are using audio functions that are sophisticated with the latest upgrade which would indicate the suite is going to a good place but when?  editors have substantial money invested in plugins that won't transfer to the new system so it costs much more to change over than most people acknowledge.  The one hyper valuable feature that came is the latest realease is that you can now import xml edl exports from old version of final cut, which is a big deal for many projects with legacy timelines that could be called upon.  Avid meanwhile is offering an attractive switcher price before the end of the month.  makes it hard to not pick up a copy of media composer and defect as often as it makes sense.  apple had serious momentum and was clawing serious market share away from avid but releasing only half developed software has clearly left the door open for every other editing platform right now.  It is the scary same pattern as microsoft took when they started putting out buggy software and leveraging their early adopters as beta testers.  It is one way to get it done, but very un-apple and might be the moment apple jumped the shark with the pro media community it was slowly winning.  I think apple should buy the red camera company from jim jannard, buy out inFocus, and then buy a stuggling theatre outfit with good real estate holdings and they would be the most powerful media company ever because they would own the hardware from the beginning to the end of the supply chain of media. they have physical distribution to small screens, why wouldn't apple stores have a theatre in the back? a cafe? a restaurant? it would become a showcase for their attempted entry into the home, where microsoft is still the defacto standard, though apple entered with iphone and ipad as remote controls for network devices...