focus February 25

It’s no secret that Final Cut Pro X, the overhauled follow up to Apple’s widely used video editing software, wasn’t exactly a hit with its users when the app was first released in 2011.

A comprehensive change in the way the software functioned and a lack of legacy features from the prior version gave the app a reputation for being “iMovie Pro” rather than a true professional desktop video editor. Soon after its launch, Apple addressed the flood of criticism with an FAQ site and a promise that more features would slowly become available in the new version.

Nearly four years later, the first Hollywood film edited in Final Cut Pro X is set to be released. To showcase the movie debut and FCPX’s role in the film, Apple has launched a microsite detailing the production. expand full story

focus June 11, 2013

phil-schillerYesterday at its WWDC keynote presentation, alongside the expected design overhaul in Apple’s upcoming iOS 7, the company briefly showed off a slightly new direction for its ad campaigns going forward. While it kicked off the presentation with a video describing its focus for the new simplified design elements in iOS 7 (below), Bloomberg reports that its latest ad (above), which just started appearing on TV last night, marks a new direction for Apple’s marketing efforts. It also claims that Apple’s meetings regarding the company’s marketing message have become less focused following Steve Jobs’ death now that Apple’s senior vice president of marketing Phillip Schiller is in charge: expand full story

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