Thankfully, it seems that the ongoing feud between Apple and Adobe over Flash is now, for the most part, a thing of the past. But the companies may have a new fight on their hands – control over the high end video editing market.
Okay, that’s admittedly a bit hyperbolic, but with the wave of criticicm enveloping Apple’s recently released Final Cut Pro X, Adobe is looking to capitalize via a new switcher program whereby video professionals who decide to defect from FCP (or Avid) for the pastures of Adobe Premiere can do so at a 50% discount.
These customers will be eligible for a 50 percent savings on Adobe Creative Suite CS5.5 Production Premium or Adobe Premiere Pro CS5.5, both launched in April 2011 at the National Association of Broadcasters Show to industry acclaim. Eligible Adobe suite and point product customers also qualify for the program.
Announced late last week, Adobe’s press release notes that Adobe Creative Suite 5.5 Production Premium is written by professionals for professionals. Apple of course has been taking a lot of heat for FCP X because video professionals claim it caters to a more low level type of editor at their expense.
And lest you have any doubt that this promotion wasn’t influenced by FCP X, Adobe hand is open for all to see.
For customers who use other editing programs, Adobe Premiere Pro CS5.5 includes Final Cut Pro project import and export so projects can be shared between both applications without conversion or re-rendering. Adobe Premiere Pro CS5.5 also includes many Final Cut Pro and Avid keyboard shortcuts to help users get up and running fast.
Ah, the beauty of competition.
July 5th, 2011 at 3:53 pm
Apple could produce advertisements comparing FCP X and Premiere workflows for specific video tasks, and invite the viewer to choose between old and new. I suspect reactions would be polarized and quite interesting.