Fairytale story: Student Nick Haley creates his own advert for Apple’s new iPod Touch. He uses Final Cut Pro to edit material he finds on

Apple gets in touch. Instead of the usual takedown notice, they ask him if he wants to visit Silicon Valley to collaborate with them to create a broadcast version of his advert:

(from applegazette)


The people who spend their time debating the Final Cut vs. Avid argument should know that this battle wouldn’t be happening today if Microsoft didn’t try and bully Apple into dropping QuickTime for Windows.

For a good summary of the story, visit Roughly Drafted. The site was recently redesigned, so visit the new location for some deep, deep Mac fandom.

There’s lots of room for buttons on the iPod Touch home screen. How about:

Final Cut Server client: Stream the current version of an FCP project. Make selects and simple edits (a la iMovie 08) on an FCP project on a server somewhere using a gestural interface

AppleHome: stream my 100GB+ collection back home to me whenever I have Wi-Fi access

Sling-Pod: stream my TV tuner signal to me

…I mean second generation iPod Touch. The only reason I’m not buying one today is that the capacity is too low for me. Steve says that the best selling iPod is the Nano. The spec of the Nano shows that most people are happy with 8GB of storage for their music collections. They don’t need any more. That’s why the Touch only comes in 8 and 16GB.

My music libary is too large for my 60GB iPod, so I’ll bide my time until Apple release a Touch for people with large media collections…

…a version with a 160GB drive.

Imagine if a company offered a new piece of editing software that said had that claim ‘You’ll be able to make edits between shots that are precise to down to the second.’ Media professionals would find this sort of claim ridiculous. “You need to be much more discerning when making an edit. A frame either way makes a world of difference.” However, to the majority of those who would like to make films, down to the second is ‘good enough.’

This is the sort of feature Apple have introduced into the newest version of their consumer editing software, iMovie 08. They decided to limit the amount of control people have by getting rid of the timeline metaphor. In How much editing does the average person need? Steve Cohen talks about this.

Now think of the other applications that you use every once in a while. The ones that don’t help you in your career, but the ones you sometimes need to carry out a quick task with. Maybe there are some other features and metaphors that need to be thrown away to make your usage of that software that more intuitive.

iMac - launched August 2007

The new top of the range iMac may now be powerful enough for location-based editing:

CPU: Up from 2.33GHz to 2.8GHz!
Built-in 7200-rpm SATA: Up from 750GB to 1TB
Internal display: Still 1920 by 1200
External video: Maximum still 1920 by 1200
No eSATA, no improved external video connections.
But the new keyboard now has USB 2.0 ports.

As I have no contacts deep within Ive’s team, I can confirm that the computer below will not be launched by Apple tomorrow.

The ‘best before’ date for this post is tomorrow. Apple have invited journalists to an event featuring new Mac products. They specifically said that the products are not iPod- or iPhone-based. They’ll probably announce a refresh of the iMac for students going back to school.

Being the very happy owner of a 12″ PowerBook, I would love a new computer filling the current gap in Apple’s product line. The 17″ MacBook Pro is powerful. The 13″ MacBook may be lighter and smaller, but it isn’t powerful enough. It also isn’t small enough.

I also edit HD content, some of it with a display resolution of 1920 by 1080. I love my 23″ display.

I like the idea of keyboards that have displays on each key that configure themselves to match the application that is running.

If you combine these things and add some pixie dust, a foldable screen, some amazing heat and power management you get the Alex4D FlatBook.

Alex4D design's Flatbook: a foldable HD display that can be used as a portable computer

This is a quick doodle, imagine the screen-based keyboard showing the Avid Xpress keyboard shortcuts.

I might pay over $2000 for a computer like this. Maybe.

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