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Nevertheless, most former and present owners of Mac Pro “cheese grater” towers feel like they got their money’s worth and will at least have interest in the new Mac Pro. Similar investments in a PC – especially custom configurations – may yield better performance in certain applications. Clearly Apple intends to offer an end-to-end hardware and software ecosystem designed to appeal to the pro video customer.Īpple’s prices can be a turn-off for some. Add to this the Pro Display XDR and authorized third-party products available through Apple, like LumaForge Jellyfish storage, Blackmagic and Sonnet eGPUs. MacBook Pro laptops, iMacs and iMac Pros, and the new Mac Pro are clearly targeted at the professional customer. Going into 2020, Apple is offering a better line-up of professional Mac products than it has in years. Apple deprecates OpenGL, OpenCL, and CUDA in favor of Metal, and so, developers of software for Apple computers will follow suit so that their Mac-based customers enjoy a good experience.
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This may irritate Windows users, but it’s something companies like Avid, Adobe, and others cannot ignore. This has influenced the development and deployment of certain technologies, such as optimization for Metal, Thunderbolt i/o, ProRes codecs, and more. Look anywhere in our business and you’ll see a high percentage of Apple Mac computers and laptops in use by producers, DITs, editors, mixers, and colorists.
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Apple enjoys a small fraction of the total computer market, yet has an oversized influence on video production and post.
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