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Radically change the rules

Apple’s Final Cut Pro video editing software already had 50% of the market. It cost $1000.

Then they did something nobody expected: The new version only costs $299.

All of their competitors are sitting on business plans, financials, and development plans that are now completely irrelevant. I assume that they are in a bit of a panic.

How can you do something so unexpected that your competitors will never see it coming?

Are you ready if someone does it to you?

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  1. Nikc July 6, 2011 at 10:51 am #

    They also did something WAY more unexpected, they pissed off their core customer base by eliminating most of the features that made FCP a PRO application. This caused over 1000 professional editors to sign a petition against Apple. This is also causing many pro editors to find new solutions, making Apple competitors like Adobe pretty happy.

  2. Jeff July 6, 2011 at 11:38 am #

    @Nikc as a FCP user for 10 years, I can agree. We’re just trying to decide between switching to Adobe and Avid at the moment, both of which were quick to offer discounts for unhappy editors wanting to switch.

    Of course, Apple doesn’t care about our relatively small industry – They’re clearly more worried about creating upsell potential for the millions who use iMovie and want a more powerful way to edit their vacation movies.

  3. Miles July 6, 2011 at 12:35 pm #


    I came, like Nikc and Jeff, specifically to share the other half of the story. FCP has royally pissed off its loyal users as it shifts its focus to a less demanding audience.

    While selling an inferior product for less $$ may prove ultimately more profitable than a high-end product to the pros, isn’t that why good-better-best product lines were designed?

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