Apple and Avid are two companies that have a storied history with each other that goes back decades. Things started out amicably enough with Avid shipping industry changing nonlinear editing systems exclusively on the Mac platform. After Avid announced that they were dropping their Apple based products altogether and shifting entirely to Windows in the late 90s, Apple responded by accelerating development of Final Cut Pro. Avid backed down on their threat, but it was too late: FCP had a decade of explosive growth and became the market leader by the time Final Cut Pro X was released and shook up the playing field again (although not quite the way Apple had hoped).
Yesterday Avid released a $4.99 iOS video editing app called Avid Studio, a direct competitor to the identically priced iMovie from Apple. According to Macworld:
The launch of Avid Studio for iPad means that the fierce desktop video-editing rivalry between Avid and Apple’s Final Cut Pro—both companies routinely tout the number of Oscar and Golden Globe nominees who use their editing products—is now playing out on Apple’s own tablet playing grounds. Avid is being aggressive, suggesting its new iPad app is powerful enough for professional use; Apple’s iMovie is aimed more at consumer-level editors—the company doesn’t offer a tablet version of its Final Cut Pro app.
One thing is for certain: the fierce competition between these two companies has resulted in some really great solutions for professional (and now consumer) editors, and it’s just fun to watch them duke it out.