Macromedia Final Cut Video Tool Catches Apple's Eye

Computergram International, April 27, 1998

Macromedia Inc hasn't been saying very much about its next generation Final Cut digital video editing, compositing and effects tool since Compaq Computer Corp first previewed it at last year's NAB show in Las Vegas (CI No 3,136). But the hype machine is now beginning to build up for the tool, which is due to be launched during the first half of this year on Windows 95, Windows NT and Macintoshes.

Rumors suggest that Apple Computer Inc, now very much focused on the digital content creation market, is very interested in the tool, which uses its Quicktime 3.0 technology, even to the extent that it was considering buying the tool outright. The rumors had it that Apple might bundle the product with its own QuickTime 3 Professional authoring tool. Other say Apple's current lean-and-mean policy means it is unlikely to buy the tool. Final Cut will be aimed at professional broadcast and cable television, film and corporate video producers, and videographers and multimedia developers, challenging the likes of Avid, Scitex and D-Vision.