Kickass Pixels

Apple’s X Factor with Final Cut Pro X

The Final Cut Pro X uproar reveals one key to Apple’s succes that they’ve applied for years.

It started with Mac OS, then iMovie X and now Final Cut Pro X. Each time they’ve refined the process, calculated the blowback and confused competitors.

Dramatic product resets are a strategic tactic - take an existing product, strip it bare, ship a new bare bones feature set with an obvious core benefit, like 64-bit or native Cocoa, weather the criticism and let the market tell them whats needed next. 

Apple famously doesn’t use focus groups - but they DO listen to customers regarding shipping products. As Gruber and others have mentioned, Apple watches every review and listens to feedback. They filter, prioritize and plan updates to rapidly close major gaps for dissatisfied customers.

The final key being, close gaps that pay dividends in a much larger market usually and ignore legacy features that have little value to the larger audience.

Most competitors would delay shipping until every feature for every market niches was ready. Most wouldn’t have the balls to attempt resets like Apple does. If they did, they would delay shipping for months or years until a “finished” product was ready.

This process is Apple’s X Factor. Its why unlike competitors, Apple thoroughly dominates the niches they pursue.