If Apple called it iMovie Pro…

I’m very impressed with iMovie Pro. It’s very quick to edit with, there’s lots of powerful controls to do things that can be tiresome in Final Cut Pro, the interface is clean and uncluttered, and there are ways to bend the way the application works into a professional workflow – and by professional, I mean an environment where you’re earning money from editing footage according to the desires and ultimate direction of a client – specifically where ‘I can’t do that’ doesn’t enter the equation unless budgets say otherwise.

The release of iMovie Pro has been somewhat mucked up by its publisher, Apple. They’ve decided to release it with under the ‘Final Cut’ brand, and this has caused a backlash in their established user community. In doing so, they’ve elevated expectations as the FCP brand is a ten year old product that, while creaking a bit in its old age, has a reliable and stable workflow with lots of workarounds to hide the issues with such an old product. To introduce this new package as its next generation is about as subtle and believable as a 1920s SFX shot of teleportation.

Let’s say I cut Apple some slack here: Final Cut Pro was born in the mid 1990s as a PC package, then ported over to Apple’s senescent OS9 and vintage QuickTime technologies that were approaching their own ‘End of Life’ or ‘Best Before’ dates. Nevertheless, Apple soldiered on and built a strong following in the Non Linear Editing market, excusing FCP’s little ‘ways’ like one ignores the excessive, erm, ‘venting of gas’ from a beloved Labrador.

As time goes on, Apple has to look at the painful truth that FCP is getting old. It’s just not able to easily evolve into 64 bit and new video technologies, and rewriting it from the ground up could be a long, frustrating process of ‘recreating’ things that shouldn’t be done in ‘modern’ software. After a few big efforts, it becomes painfully obvious that we can’t make a bionic Labrador.

So Apple were faced with a difficult choice: rebuild their dog, their faithful friend, warts and all, from the ground up, which will please a few but will never help the greater audience, or… and this is hard to emote: shoot it in the head, kill it quickly, and do a switcharoo with their young pup iMovie, fresh out of Space Cadet Camp, full of zeal and spunk for adventure but still a little green.

So here’s where the scriptwriter faces a dilema. Do we do a Doctor Who regeneration sequence, or do we do a prequel reboot a-la Abrams’ Star Trek? Or do we substitue an ageing star with a young turk with is own ideas on the role and hope the audience buys it?

Exactly.

Imagine if Apple said this: ‘hey guys, FCP can go no further. Enjoy it as is. From now on, we’re investing in iMovie’s technologies and will make it the best editor ever – our first version is for ‘The Next Generation’, but it’s going to grow and develop fast, it is tomorrow’s editor, it does stuff you’ll need in the future – welcome to iMovie Pro’.

Okay, so you’d have to invest $400 in this new platform, but it’s got potential. Imagine letting producers do selects on an iPad, emailing you their collections ready for you to edit. Imagine identifying interviewees (not in this release) and linking them to lower third and consent metadata, or (as would have been really useful) ‘find this person (based on this photo) in my rushes’ (again, not in this version but the hooks are there). Imagine not having to do all the grunt work of filing twiddly bits, or identifying stuff shot in Slough. This is clever. This is exciting. And skimming? Actually yes – I like that.

But if Apple tries to sell us all this sizzle as Final Cut Pro, I want my controls and my media management clarity. I want to know why I am paying $400 for an upgrade that gives me less features.

The new FCP-X has iMovie icons (see those little ‘stars’ on projects?), offers iMovie import, looks like iMovie, works like iMovie, has iMovie features and then some. It IS iMovie Pro, and I am happy with that. All the crap that Apple get for them calling it Final Cut Pro, which it is most certainly and definitely (nay, defiantly) is NOT, is fully deserved. May they be bruised and battered for their arrogance.

Apple: rename FCP-X to iMovie Pro. It’s the truth, and it’s good.

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