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Old 06-12-2011, 17:37
eddann's Avatar
chief technology officer
Join Date: Jan 2003
Location: N1
Posts: 212
Talking Apple | AVID - view of an alternate future

In another universe, an alternate reality, where I'd sorted myself out at the age of 22 rather than 27, I would have met Steve Job's at something like the 2004 Winter NAMM in California, he became a fan of my music, & I became a trusted henchman of his.

As a man of great vision he entertained my advocacy for technical innovation in audio products & I was installed as Apple's VP of Audio Strategy or some such role created especially for me in 2010...

& this is what I would have tried to influence.

The goal: Apple to become the market leader in professional integrated audio applications.

The strategy:

Firstly, acquiring AVID; primarily for the Pro Tools user base, & of course the software code base & HD hardware platform.

Keeping the AVID brand on the hardware but integrating both Pro Tools & Logic Pro as Apple's new flagship sequencer, Logic HDX & Logic HDN.

In order to keep both brand names, selling the product 'Pro Tools HD Studio' within which one of the bundled applications is Logic HD.

AAX & AU hybrid, AAX for processing plugins but AU's virtual instrument technology, combined at OS level as Apple Audio eXtensions in the OSX.8

Immediately discontinuing development for Windows.

HDX PCIE cards only available when purchasing a Mac Pro or with an AVID HD interface.

But..how to persuade users to go for the HDX technology over HDN?

Apple acquire Universal Audio, & re-architecture the modern plugins for HDX only.

{more coming soon}
There is no escape we pay for the violence of our ancestors.
apple, avid, universal audio

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