Apple Promotes Final Cut Pro for Mac and iPad in New Ad

Thursday August 22, 2024 9:12 am PDT by Juli Clover

Apple today shared new ads focusing on Final Cut Pro 10.8, the latest version of the Apple-designed app for professional video editing. The first ad highlights Final Cut Pro for the Mac, while the second covers Final Cut Pro for iPad.

Watch on YouTube

Both videos walk through the different features that are available in Final Cut Pro on the Mac and the ‌iPad‌. The Mac video walks through different tools for adding effects and organizing footage, while the ‌iPad‌ ad shows off the touch-based gestures and Apple Pencil integration.

With Final Cut Pro 10.8, which came out in June, Apple added Enhance Light and Color, an feature that improves color, color balance, contrast, and brightness in one step. Slo-Mo, another AI feature, blends the frames of video intelligently to provide higher-quality movement.

Apple also introduced Final Cut Camera, an app that can capture video from multiple iOS devices and feed it into Final Cut Pro for a multicam experience.

Final Cut Pro is priced at $300 for the Mac version, and $49 per year or $4.99 per month for the ‌iPad‌ version. Apple offers a free 90-day trial.

Tags: Apple Ads, Final Cut Pro

Top Rated Comments

Think|Different

29 months ago

Most have moved on at this point. Everyone was asking for FCP on mobile YEARS ago. The iPad is an iPad. Let it be an iPad. What’s next, advertising the iPad calculator app after 14 years?

What a lame reply – and untrue. Plenty haven't "moved on" from the desktop version, which has to be what you are talking about when the iPad version is practically still new.

Let an iPad be an iPad? LOL, okay...Please tell us what we are all allowed to use said device form if it's not native apps made be the company who created it.

Score: 12 Votes (Like | Disagree)

jayducharme

29 months ago

I don't do anything fancy with FCPX, but I use it a LOT. I just appreciate how quickly I can get decent results without much fuss.

Score: 11 Votes (Like | Disagree)

suchnerve

29 months ago

Still no support for captioning/subtitling. 😒

Apple loves to claim to support accessibility, and yet they continue to neglect one of the most widely-used accessibility features — subtitles on video.

Score: 8 Votes (Like | Disagree)

ignatius345

29 months ago

I love how I bought FCP like 5 years ago and I'm still getting BIG updates to it. I guess it's a loss-leader to try to woo video pros away from Premiere Pro?

Score: 7 Votes (Like | Disagree)

FCX

29 months ago

More efficient than what?

I moved from FCPX to DaVinci Resolve maybe five years ago. Resolve is plenty fast on my MBP M1 Max. The feeling of running a video editor for hours on battery without feeling slow is something I like.

Resolve has all the features one could wish and then some. For example, Fusion can be used to create very sophisticated effects, and Fairlight is a powerful tool for audio. The learning curve is not very easy, though, and some relatively simple things require odd workarounds.

I think the best video editor is the one you master and can use to do everything you want. So, if FCPX serves you well, use it. For a complete beginner, however, I would recommend Resolve due to its reasonable cost and large user base. It also receives significant updates regularly.

Final Cut is definitely more efficient than PPr, which is slow, buggy, and comes with a monthly payment.

Resolve is plenty fast, if you have fast storage and a decent machine. Got nothing against it aside from the cluster that is its interface.

I just work so much faster in Final Cut, it lets me iterate and experiment quickly, stays out of my way, and it just makes editing fun. Can't say that about PPr or Resolve or Avid. I'm not bothered ticking all the latest 'feature' checkboxes - I edit to tell a story, anything that gets in the way of that is counter-productive.

Score: 6 Votes (Like | Disagree)

FCX

29 months ago

Really getting a kick out of these replies....

Seriously though. It's a great app, I use it every day. Think of Final Cut (on Mac) like a camera body. You get the engine, and add on whatever else you need from a really comprehensive plugin marketplace. Or build your own plugins with Motion - I've built custom effects & transitions for a number of clients, and stuff that I was interested in trying my hand at.

I also use Premiere, but only when required which thankfully isn't often, and Resolve. For me, Resolve is trying too hard to be everything all at once. It's a really great color platform, but editing is a bit clunky (to me, ymmv).

Haven't tried FCP on iPad, and don't really have any interest in doing so. Live multicam capture is pretty interesting though, wouldn't mind seeing that added to the really great multicam editing in the desktop version.

Score: 6 Votes (Like | Disagree)

Read All Comments