If you have a typical 2004 / 2005 generation Mac you will find running Aperture to be an exercise in waiting. There are several reasons for this.įirstly, it appears to be designed for future Macs. What I mean by this is that while Aperture shows great potential, it really isn’t a product that I can recommend (or even use myself) on a day to day basis. Objects in the rear view mirror may appear closer than they really are. Adobe would be wise to look over its shoulder – big time. Jobs is an impatient man, but if nothing else he is strategic. But (and it’s a very big but), it has the potential to do many things that photographers need doing, and has the potential to do them exceptionally well. As will be seen, the program lacks a great deal of functionality that would make this possible. Aperture is not an attempt by Apple to run a raid on Photoshop. What Aperture is Not (Today)īefore looking at what Aperture is (or will be), let’s be clear about what it is not. Remember Lotus 123? Remember Wordperfect? Each had a virtual stranglehold on its product segment, only to see it slip away when something superior came along (Microsoft’s Excel and MS Word come to mind). Yes, but that doesn’t mean that it isn’t vulnerable. It has to gall him to have to use Photoshop for his own personal work. Also, keep in mind that Steve Jobs is reported to be a very enthusiastic photographer. Music and video are now well in hand, and that leaves photography to be conquered. Now, even major $100+ Million movies are being edited on Final Cut and on Macs, so this means that Macintosh computers continue to spread like wildfire throughout the film community.Īperture is clearly Job’s and Apple’s thrust at the photographic segment of the creative market. But in less than two years Apple’s Final Cut Pro has come to dominate that industry, and it’s Mac only. And while the Mac has less than 5% of the worldwide personal computer market, it apparently owns about 30% of the marketplace among creative professionals in the video, graphic arts, animation, photographic and music segments of the marketplace.Ī few years ago the then nascent market for non-linear video editing software had numerous pretenders Adobe Premiere and Avid among the leading contenders. There is no PC or Mac specific market when it comes to music, since the IPod and ITunes are platform agnostic. The IPod and ITunes command 70% of the music market worldwide. At its core is the intention to carve out and dominate the media-related aspects of professional computing music, video, and photography. Not difficult really, since much of the plan has been underway for the past few years. That’s safely ensconced in Steve’s office safe, and only known in detail to three people other than him, each of whom is sworn to die, even under torture ( ooop – no more torture allowed) before divulging its contents.īut, let’s try and guess what it says. No – I don’t have a copy of Apple Document 05-12-007. To understand Apple’s Aperture requires that one understand Steve Job’s master plan.
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