The Final Cut Invasion

There seems to be a lot of opinion floating around about which video production software developer is better, Avid or Apple. Let’s face it, Final Cut Pro costs less and talented FCP editors are both less expensive and easier to find. How about them Apples?

First of all, both of these developers make exceptional products. If you simply ask which developer is better you are inviting bias. If you stand in front of a room of Final Cut Pro users and ask which is better, Final Cut Pro or Media Composer, at least 95 percent of those in attendance would say Final Cut Pro. Now ask the same group of people if they have ever actually used an Avid product. Chances are, less than half will raise their hands. There is always bias.

Instead of asking which is better, ask which has a larger available talent pool, or which is more cost effective. After all, if a company decides to augment their post production department by purchasing a new software package, the answers to these questions are what really matter.

If you are looking at the available talent pool, Apple wins.

Over the past several years Apple has coordinated with colleges and universities around the country to create a rather impressive predominance of Final Cut Pro editors. This rapidly growing community is the result of Apple including Final Cut Pro on Mac computers sold to video production schools. This encourages students to learn Final Cut Pro, which they then take into the workforce. Essentially, Apple is breeding out the competition by converting students.

Regardless of which product is “better,” whichever has a larger talent pool will win out. At this point, that means Final Cut Pro has the lead. As FCP students graduate and absorb into the post production industry they gain influence over purchasing decisions which will inevitably lead to increased sales for Apple.

This invasion of Final Cut Pro editors is having an interesting effect on the industry by creating a generation gap in the industry. The Avid community tends to be an older, more mature crowd that offers years of experience and achievement; whereas the Final Cut Pro community consists of the younger Millennial generation of fresh ideas and unmatched energy.

Additionally, Avid jobs tend to be higher paying according to current offerings at Monster.com, but that translates to a higher overall cost to the budget minded post production shop. Even though some of the most talented editors in the world use Avid products, if it costs less to use an FCP editor, which do you think will win out? The sad fact is that the Avid editor is slowly working its way toward extinction.

With a larger talent pool, lower overall cost, and a growing community of professionals, Apple Final Cut Pro is gaining ground in the video production software industry at a remarkable rate. Avid continues to produce award winning products at reduced prices, but it will be difficult to slow the momentum Apple has generated over the past decade.