I’m stoked about what Apple has done during their last App Developer’s conference for 2019. The brand is regaining the trust from photographers, 3D developers, videographers and music makers.
For a few years, they gave the impression that their design process and thinking was mainly so that anyone and everyone could use it. It was like Facebook, cool at the beginning, but once our parents started poking, the coolness went glitchy. We blamed it on the idea of them being a cash-hungry company who needed to comfort their investors. Things have changed now.
We all know that one of the best parts of being a creative is the process of making something. As video-makers, we always had to be ok with using proxies, editing at a quarter of the resolution so the machine we were editing on could handle it. It was the compromise of being able to edit videos professionally on machines that weren’t cutting it as tightly as we would’ve liked. Currently, the joy of the creative process is only reached once the file is exported and made viewable on a high-resolution screen.
We’ve got a lot to be happy about. A whole new Mac Pro, with a modular system that can allow you to edit 3 streams of color-graded 8K video at the same time, at high resolution, without the need of proxies. So for the creator, it’s becoming more fun to develop great work. Not only that, the creator can now experience the footage, in detail, like the viewer would, which allows them to have the ability to fine-tune their video without having to export first.
You can call me a fan boy or whatever you like. All I can say is that there is no other company that does what Apple has done for the creative industry in the past 20 years. For creating, editing, and general business life, it’s the go-to for millions of people, and they’re that for good reason. It just works.
I can’t afford the new Mac Pro. But, I might own their new monitor one day, and I think these monitors will become the color standard if their market analysis is correct and the product does what they anticipate it it will do.
In fact, they’ve introduced us to equipment with the technological capability that the world doesn’t even use yet. 8K cannot be shown on our televisions or computer monitors yet, but, like good design, it’s the art of anticipating what new windows we as creatives and viewers want to move forward. The fact that there is so much focus on us as playing such a big role moving forward that Apple has developed the monitor and the Mac Pro makes me excited. It’s a great year for the creatives, and it’s going to become even better in time.
Here is the problem with Apple from my perspective, there is no "middle of the road". You have the Mac Pro and it's $6,000 minimum configuration and the iMac Pro at $5,000 for its minimal configuration. For that much money I expect a lot more than 32 GB of memory, a decent video card and a single SSD. I was configuring a Threadripper system that would support three SSD's on the motherboard, a PCIe card that would support another four SSD's, 256 GB of ECC memory, more than enough for Photoshop and a decent video card, all for under $5,000.
Why would I want to buy a Mac other than for looks?
And the award for the most sycophantic thing I'll read today is...
I use Apple and Windows products and find that the people who bemoan Windows as inferior haven't used it in 15 years, when Apple wasn't all that great either compared to modern operating systems. Most of what I do is within apps or a browser anyway so the OS is increasingly irrelevant. I'll admit that iPads are the nicest tablet experience on the market (with some annoying flaws) but to say that Apple "just works" (implying that Windows computers don't) is the epitome of Kool-Aid drinking. I have an IBM laptop that has been flawless for 6 years and boots in about 20 seconds with an SSD. Never had a problem. On the other hand I have a Macbook Pro with the jankiest piece of crap keyboard in the history of computers. But my examples are just "anecdotal" huh?
Use what you like and don't define your self-worth by the products you buy. But elevating these money-seeking corporations to some exalted level by implying that they are doing "Great Things for Creatives" is such brain-washing bull. If it works for you, great, but don't for a second think that whatever they do wasn't just to squeeze another nickel out of your wallet. To believe otherwise is the definition of gullible.
This Mac for sure: scrape cheese off
When I read the title of the article I expected something ironic...
Wow I must be something wrong as a creative to not be able to afford such a computer. Maybe for some very specific types of photographers, this would be useful, but I really don't see the need of this for just some LR, PS and printing...
Superior computer?Components selected by specialists? What are you talking about???You are lucky that everything worked for you so far, Apple screwed up so many times that its unbelievable, and the best part they wouldn’t admit it so you have to for out the bill yourself to fix it ...don’t believe me? Just google or better off have a look what technicians have to say about their “superior” engineering...
No they didn’t but you would expect more from hardware costing so much...google is your best friend. Louis Rossmann pops in to my mind if you want to have a look what exactly is going on when things go wrong.
Do you know how to use google???you asked for an example, i gave you...and don’t confuse influencers with repair shop, just exactly what is he advertising? Or you didn’t even bothered to watch or read what he is saying?
Yes one video, that is not even really relevant to discussion we have here. I salute you for your wisdom :)
Absolutely :) Apple products are made just for you, as I can see you really don’t know how to use google and look for other sources, a sheep will always be a sheep :D a company can be worth what ever you like it doesn’t mean it produces quality items every time. You are probably one of those customers that comes in the shop and buys the most expensive item, because hey if it costs a lot it must be good. Best of luck using your superior computers :)
Bought a PC and A Mac at the same time...guess which one I can still use and which one is a paperweight.
I have an older I Mac. Hard drive failed within two years. I bough a replacement so I could be back running within hours. Hard drive was not sold by Apple. CONTROL, CONTROL, CONTROL ... Turns out you have to have the hard drive sold by Apple, otherwise you can't control the fan and they have it set to full speed. That's plain nasty, a very nasty way to make $100 for nothing. Luckily there was an app I could purchase to gain control of the fan again. Generic new hard drive has been in for 7 years and the machine works fine. So far, that's 3 times the life of the "Apple" genuine part.
Did I?
Umm, yeah. Apple has surely evolved into a great and benevolent technology company. Just look at what they "allow" us to do now...
https://www.youtube.com/watch?v=RSyy2-Z2m-U
I've been using Apple products since 1994 - at first, by choice, then by necessity. Now that things have progressed to where I have "choice" again, I will never buy another Apple product.
It's just a computer.
And their crowning achievement has been to convince people everywhere it is more than that. Apple has convinced literally millions of people that using their product is a part of their identity.
While there are fanboys for everything, Apple has taken this well-and-truly into legitimate cult territory.
I'm not a video editing person so the new bells and whistles from Apple mentioned here has no practical application for me.
"All I can say is that there is no other company that does what Apple has done for the creative industry in the past 20 years." I'm going to differ with you on this... starting with killing off Aperture, I don't need to expand on that. Do you remember "Final Cut Pro X" and the fiasco with that? There's a long list of things but I don't want to go into that....
Apple has a history of abandoning both popular and unpopular software and products all the time. As one of the largest companies in the world it isn't due to lack of resources, because they have them. It's not because of money because they have that too! So what is it?
I got my first Mac in '85, and that is all I have bought over the course of those years simply because I like the OS and the machines run for years without problems well beyond the typical life cycle of a PC. However, after the abandonment of Aperture I will never again rely on Apple for anything beyond the basic box.
This^ Apple has pissed me off so many times abandoning software and hardware. Final Cut X release and the trash can Mac forced a lot of companies to switch to Windows 10/7 with Adobe Premiere and they aren't coming back because of Apple killing off software and hardware that people rely on.
Yeah but Adobe is software there are alternatives and not locked to one hardware platform. Apple software is locked to OSX and the hardware. Our entire studio was locked into Final Cut 7 and the file was useless in Final Cut X on release. Premiere during this time required Nvidia Cuda which wasn't an option on Macs So we stuck it out with Final Cut 7 as long as we could but Apple never released a Mac Pro replacement until now. (Trash can was a joke) So we were forced to go to windows. They killed of Apple Blade Servers, OSX server, Shake, Aperture and Support for Nvidia GPUS and other hardware support that we needed. Apple lefts us with our pants down.
At least on the Window side we can choose Nvidia or AMD Gpus if we need to switch software to take use of optimization of GPUS or other hardware.
I love OSX but I'm sick of being locked to hardware that Apple gets to decide what hardware I can use.
I miss the late 90s when you could get Apple OS on non Apple Hardware.
I get it. To be Uber thin, my MBP needs soldered RAM. But really, I would not care if my laptop were twice as thick if the storage and RAM were upgradeable and had much better cooling!
Their next trick is abandon software and hardware after you spent thousands of dollars on it.
Apple is $ first, clients second. It got even worst since Cook. Control, control, control.... Not a good company anymore, but used to be. The author needs to wake up.
".....All I can say is that there is no other company that does what Apple has done for the creative...... I can’t afford the new Mac Pro.". LOL, LOL, LOL!
Fixed Title:
"Apple Is Doing (the same kinds of) Great Things (other companies having already been doing for years) for Us as Creatives (at a considerably higher price, but I love it because APPLE!!!)"