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Apple announces new Final Cut suite

The big news at NAB this week was an announcement by Apple that they are introducing the new version of their software suite for the video professionals, Final Cut Studio 2.0 as well as a hardware encoder for its new HD codec. It was the talk of the convention from a technology point of view mostly because of a well-attended session on Sunday to announce the product. Apple is clearly the king of generating a fever for a product just by creating a big show. It's magic, and even people I spoke with coming out of the event, who should have known better were "wowed" by the new stuff. Don't get me wrong, it's impressive and a nice progression from previous versions, but the big home run is Apple's continued dominance in the "big announcement" category. They OWN it and there's nothing wrong with that. We just all have to remember to let the fog clear before concluding anything.

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