Well, I woke up this morning and guess what I see? Apple has decided to update Final Cut Studio. I must say that I am happy with this announcement, but not happy about the way it was done. I know Apple is very secret about product announcements, and I totally understand. What bugs me about this is that there is no fanfare. Most professionals know about the announcement, but that is not the point.

The problem is that Final Cut Studio is a professional application used in numerous production studios worldwide. In fact, not too long ago Apple boasted about having over one million licenses sold. They were also reported by SCRI to have 49% of the market in 2007. Yet, there are no big announcements, and at the time of this writing, the stupid iPhone 3GS is still up on the front page of Apple.com. in fact, Final Cut Studio is not mentioned at all. There is a little box with Logic Studio which is getting less attention than Final Cut Studio. Why can’t you boast about this Apple? When the new Shuffle came out it was a big deal. It’s a stupid little iPod. You have one million professional licenses of Final Cut Studio sold and it doesn’t even make the front page of Apple’s website! That is apalling. Well, at least you did update Final Cut Studio. Well, except for DVD Studio Pro.

Now, how about directing some attention to Shake.