The present and future of post production business and technology | Philip Hodgetts

CAT | Apple

As we don’t have children our post dinner discussions range across all sorts of topics: from design details for a current project, to discussions about industry issues, such as collaboration. My thinking is evolving somewhat, because of the discussion with Greg, which built on a conversation he had with filmmaker Bradley Olsen.

One conclusion is that, if/when Apple add collaboration to Final Cut Pro X, there will be serious hate! Again!

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When Apple released FCP X six years ago, there was an incredible backlash, which Apple deserved for the sudden, harsh removal of FCP 7 from the market. But I believe there was another reason behind the anger beyond the sudden cut off: there was no more hope that Apple would supplant Avid in the editing world.

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My first exposure to a multi-camera live broadcast event was in an earlier career when the local TV station set up for a broadcast in the theater I worked for. There were two trucks in the alley way. Cables running everywhere, and two days to set up. Running it all was a team of 12 people.

Yesterday, we did a three camera live broadcast and I carried the broadcast gear in my shoulder bag and was set up in an hour.

That’s a pretty serious change!

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We were watching the WWDC keynote address last night and the term “Machine Learning” came up so ofter, that if you were taking a shot each time, it would have been very detrimental to your health. There were at least 12-15 references during the 2.25 hour keynote.

Apple have seriously embraced Machine Learning/Deep Learning across many apps and have introduced a Machine Learning framework for running developer designed learning algorithms, even providing conversion tools for migrating from other AI platforms.

Or course, this comes as no surprise, as I wrote about the many ways Apple were integrating machine learning back in October 2016.

UPDATE: Wired also noticed just how key Machine Learning has become to Apple.

Apr/17

17

Machine Learning in practical terms

While researching the anecdotal history of some local property, I did what I’ve done previously: ask Siri. In this case, asking about actors dates of birth and death. In the past, these type of questions would have pulled up the relevant IMDB or Wikipedia page with Siri saying “I’ve found some links for you on the web” or similar.

It took several rounds before I realized that, while the pages were still being pulled up as before, Siri was parsing out the answer to the question I’d asked, and gave that to me directly. I never had to glance down or open my phone.

Similarly, in Mail, there is now a predictive mailbox making suggestions (usually accurate) into which email box I might want to move the selected email.

In Calendar, I find addresses being suggested for my events, based on whether I’ve been there or not, address book entries, or other information.

It’s clear to me that these are all improvements related directly the Apple’s increased use of Machine Learning across it’s software products.

The Wall Street Journal (firewalled but details available here) reports that Apple is planning to join its competitors in original programming.

The shows Apple is considering would likely be comparable to critically acclaimed programs like “Westworld” on Time Warner Inc.’s HBO or “Stranger Things” on Netflix.

I would say the move was inevitable, and predicted it seven years ago in Dec 2009. More from the WSJ”

Nonetheless, the entry of the world’s most valuable company into original television and films could be a transformative moment for Hollywood and mark a significant turn in strategy for Apple as it starts to become more of a media company, rather than just a distributor of other companies’ media.

Nov/16

16

Apple’s Production Future

Robert Cringely has never backed away from controversial ideas and in among a rant about Apple losing its ‘mojo’  he proposes that Apple buy up all the ‘Hollywood’ writers as an end run around Studios. And that’s an idea I proposed about seven years ago in my piece What if Apple or Google simply bypassed Networks and Studios?

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Over recent years, I’ve read a lot on Apple* but only during the flight back did I start reading anything on Google: In the Plex by Steven Levy. While I’m not yet finished it struck me the fundamental difference between Google and Apple is “who’s in control”.

With Google, engineers rule. Data rules. Everyone else is in the service of the engineers.

At Apple, designers rule. (Design in the full sense of how something operates and feels, not just how it looks).

And right there is the difference between the two companies. All else leads from that fundamental focus.

*Becoming Steve Jobs Brent Schlender & Rick Tetzeli

Design Crazy   Max Chafkin

Insanely Simple   Ken Segall

Inside Apple  Adam Lashinsky

Steve Jobs  Walter Isaacson

 

Aug/16

5

Apple buys Turi for…? And what is Machine Learning?

Apple has reportedly purchased machine learning company Turi. The expectation is that they will use it to improve other Apple products, most likely Siri. But what is machine learning and how does it fit with the algorithms I’ve been talking about lately.

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Aug/16

1

Automating Final Cut Pro X

Since starting work on the Lunch with Philip and Greg I’ve battled a little with the multicam. Largely because I’m using it in an atypical way, although I suspect setups like mine will become more common in the future.

My solution was Automator actions, triggered by Function keys and activating an AppleScript, so that the mode is first switched to Video Only (for angles 1 or 2) or Audio only (3, 4 and 5) before switching to the angle.  It reduces a lot of repetitive strain injury potential!

The tutorial is over at FCP.com, but here’s a little background.

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