In Rare Move, Apple Launches Promotional Videos for the Latest Final Cut Update

Apple’s professional users lamented the company’s relatively scarce Final Cut Pro updates for years. However, in recent years, Apple has made significant, sweeping improvements to its video editing software. The company is even promoting the newest versions of Final Cut Pro on YouTube, which is unprecedented.

Through its ups and downs, Final Cut Pro has remained a pretty popular choice for Mac and iPad users, including PetaPixel‘s YouTube director, Jordan Drake.

Following significant desktop updates last fall, Apple delivered the professional-grade Final Cut Pro for iPad 2 this year alongside multi-camera control and a Final Cut Camera app for iPhone.

With Final Cut Camera on iPhone and Final Cut for iPad 2, users can wirelessly connect up four compatible iPhones or iPad camera feeds simultaneously, providing a director with manual control over each device’s settings and tools to monitor video and audio levels.

Returning to Final Cut on Mac, Apple is promoting version 10.8, which launched this summer and introduced an AI-powered Enhance Light and Color mode, which promises to improve color, color balance, contrast, and brightness in a single click. The AI-powered tool works with SDR, HDR, RAW, and even Log-encoded media.

Much of the focus for these recent updates is on making Final Cut Pro, whether on Mac or iPad, easier to use and a good choice for quickly editing and outputting content.

Perhaps because of the broader appeal of the latest Final Cut Pro updates or maybe because Apple has recently emphasized its role as an image-making company, Apple seems keen to use its significant online reach to market Final Cut Pro to new users. This makes a lot of sense considering how great the latest iPhone 15 Pro models are for high-end video work.

Typically, it wouldn’t be news that a company is promoting its products. Of course they would, right? However, in this case, it’s a novel move for Apple and reflective of the company’s renewed efforts concerning Final Cut Pro.

Based on PetaPixel‘s searches, Apple had never once featured Final Cut Pro on its main YouTube channel, which has a whopping 19.2 million subscribers. With two new Final Cut Pro videos, seen above, released this week, that has changed. It’s not like Final Cut Pro itself is new, either. The app, initially developed by Macromedia, which Adobe later absorbed, launched as part of Apple’s pro application collection in 1999. Apple launched its YouTube channel in 2005, so Final Cut Pro has waited a long time for its standalone YouTube debut.

Image credits: Apple