After a brief hiatus, Adobe are bringing Premier back to the Mac. However, much sniggering and wagging of fingers has ensued since the news broke.
“Apple: We’re offering you several technologies that will make Premiere much better. Please Use them.
Adobe: Microsoft doesn’t offer these. We work to give parity to our software releases so your efforts don’t help us.
Apple: Well then would you at least give performance parity with the Windows version?
Adobe: No real reason to. Windows is the future. Live with what you got.
Apple: Nearly half of your market is Macintosh users. If you don’t do this you’ll be sorry.
Adobe: How could we be sorry? We’re the kings of video. Which current software company can change this?
Apple: We warned you… [introducing Final Cut Pro]
Adobe: Holy crap… we just lost our Mac customers!
Apple: Again… we warned you… many times.
Adobe: Holy crap, we’re now starting to lose Windows customers to Final Cut Pro on Macintosh!!!
Apple: You only have yourselves to blame.
Adobe: OK… we’re sorry. Here’s the new Premiere you requested.”
Too little too late? Could well be.
In any case, Adobe are putting their back into this, that’s for sure:
“Adobe will announce on Thursday that it will revive a Mac version of Premiere, the software maker’s video program aimed at professional editors. The new Mac version will only run on Intel-based Macs and will be part of a larger Adobe Production Studio suite that will include Adobe Encore DVD and Adobe Sound-booth.”
The reasons for this are simple, and covered quite neatly in the excerpt above; Adobe is seeing one of their strongest markets being eroded.
In addition, if they’re looking at the same projected sales figures that some of the analysts have been touting recently, then Apple is due for growth and Adobe wants to be a part of that.
And can you blame them?