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

CAT | Apple

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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While Apple’s Eddy Cue says they’re not interested in original programming, that’s not 100% true. Cue said that Apple was only interested in the content space when the projects are tied to its existing products.

That makes sense as a lot of the original programming has been music oriented, like Apple Music Festival and Car Pool Karaoke being used to promote Apple Music.

But it does not explain Planet of the Apps! I think Apple will be interested in original programming as soon as its seen to be strategically valuable. It’s a topic I’ve written on before in an article from December 2009.

What if Apple or Google simply bypassed Networks and Studios? which does some rough financial calculations which show that Apple could fund as much TV Show and Movie production as they want!

I’m also not the only one who thinks there will be more Apple original programming in the future:

From Variety: Apple Eyes Move Into Original Programming

Fast Company (as part of a bigger piece) suggest Apple is covertly pursuing original television programming deals.

And in yesterday’s Q3 Earnings Report Apple CEO Tim Cook said that we have to think about the Apple TV (current generation with tvOS) in a different way.

Cook: The introduction of the Apple TV and tvOS last October and the subsequent OS releases, what’s coming out this fall… think of that as sort of building the foundation for what we believe can be a broader business over time. I don’t want to be more precise than that, but you shouldn’t look at what’s there today and think: “we’ve done what we want to do.” We’ve built a foundation that we can do something bigger off of.

Given that Apple are slowly repositioning themselves to rely more on services revenue, and Apple TV is a foundation… Let the speculation begin.

Patently Apple reports Apple have filed for Trademarks for: ‘Mac – Works with iMovie’, ‘Mac – Works with Final Cut Pro X’ & Combo of Both.

This certainly isn’t the first time Apple have filed for “Works with” Trademarks, and that’s what makes it interesting. Previously these type of trademarks have been for Apple Ecosystems, like iPhone, iOS, iPad, CarPlay, AirPrint, et al.

While I have no idea what it might mean – developers have no clues yet – it is interesting that iMovie and Final Cut Pro X are being considered as part of a larger ecosystem. For those who don’t know, these days iMovie is a version of Final Cut Pro X with a simplified interface.

According to an article on MacRumors today, Apple is negotiating with Studios and Producers to create original programming for Apple TV. Two thoughts.

Apple have long created their own content by running music festivals and recording the performances.

It’s been a long time coming, but I thing it was inevitable. Back in late 2009 I postulated on What if Apple or Google simply bypassed Networks and Studios? My conclusion then:

Clearly, either Google or Apple could destroy the existing content production industries without borrowing or risking their business. Just what leverage do the current middlemen really have?

It’s a strategy that’s working well for Netflix and Amazon.

I first wrote about derived metadata back at the end of January 2009. Derived metadata uses computer analysis to derive metadata from the video source. There are now technologies for speech-to-text, meaning extraction, facial detection, facial recognition, emotion detection, image recognition, and more. One company has been accumulating these somewhat diverse technologies: Apple.

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