Adobe Tries to Poach Apple Users with Discounted Switcher Program

Paul Lilly

It's on like Donkey Kong in the video editing space. In an attempt to entice Apple Final Cut Pro and/or Avid Media Composer customers to make the switch to Adobe software, Adobe today announced an upgrade program that will allow users of any version of the aforementioned Apple products to switch to Creative Suite CS5.5 Production Premium or Premiere Pro CS5.5 at a 50 percent discount.

"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," said Jim Guerard , general manager and vice president of professional video and audio, Adobe. "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."

Eligible Adobe suite and point product customers also qualify for the program, but Adobe's Switcher program is really a well-timed and non-coincidental response to video professionals raging over Apple's recent launch of Final Cut Pro X, a rewrite of Apple's top-shelf video editing software with some major omissions, not the least of which is no direct import capability for Final Cut Pro 6/7 projects. The release sparked an online petition with nearly 6,700 signatures demanding that Apple either make some key changes to the software, or auction off the source code to Final Cut Pro 7.

Adobe's Switcher program will end September 30, 2011.

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