Adobe is attempting to tempt disgruntled Final Cut Pro users away from Apple by offering its own professional video editing software at deep discounts.
Taking advantage of the furore surrounding the release of Final Cut Pro X, and the premature discontinuation of Final Cut Pro 7, Adobe is offering 50 per cent discounts on its Creative Suite CS5.5 Production Premium or Premiere Pro CS5.5 packages.
Apple has been accused of dumbing down the latest release of its industry-standard video editing software, removing many features deemed essential by pro filmmakers. In its defence, Apple says many of the shortcomings are due to delays from third-party suppliers and will be addressed in future releases.
Even after the discount, Adobe's packages will still be substantially more expensive than Apple's £180 offering - which many believe should lose its 'Pro' tag in favour of 'prosumer', with Adobe's Premier Pro weighing in at £405 and Production Premium a hefty £905.
From what we can tell, Adobe isn't even asking for proof of purchase for the switching scheme, simply requiring users to enter the code 'SWITCH' at check-out time.
“We’re hearing from video professionals that they want pro level tools that address cutting edge work but also allow them to use legacy footage and workflows,” sniped Adobe's Jim Guerard, “At Adobe we’ve been in the trenches with video pros for years and with Adobe Premiere Pro CS5.5 and CS5.5 Production Premium we’ve delivered professional-grade tools that are already being battle-tested by some of the most innovative filmmakers, broadcasters and video pros.”
Apple and Adobe have been at loggerheads over a number of issues, including Apple's blanket ban on Flash Player for its iOS devices, and this latest tactic on Adobe's behalf will do nothing to reduce the animosity.
You can buy Adobe's cut-price offerings here.