Apple’s Missing Marketing Videos Faux Pas

Final Cut XOne of the many things I’m considering for T60 this year is whether or not to switch from Final Cut Pro 7 to Final Cut Pro X. For those of you not into video editing, I won’t bore you with why it’s a tough decision. Suffice to say Apple made some software changes and professional editors revolted. Now, Apple is trying to win them back with a marketing campaign, but here’s the crazy part… the campaign’s webpage doesn’t contain any video.

Huh? You read that right. Apple… trying to win back professional video editors… no marketing videos.


The campaign is called, Final Cut In Action. It features positive articles about how some pros are starting to use Final Cut Pro X and the results they’re getting. “Articles” being the key word here. Six articles… NO VIDEOS!

I can’t believe I’m even writing this. Apple is known for its marketing videos. Shopping for a MacBook Pro? There’s a video. How about an iPhone? There’s a bunch of videos. The Final Cut Pro X page does feature video, but not the page specifically focused on marketing to video professionals.

You know how many of those articles I read? Zero. I briefly scanned them. If they had produced videos to tell those stories I probably would have watch all of them. That’s a missed opportunity.


I am not a marketer by nature. I provide a tool for marketers to use. However, I know enough that your marketing tactics need to align with your target audience.

I’ve always believed our best marketing tools at T60 are our clients’ videos. I’m proud of the work we do and I’m happy to share it with clients and prospects alike. Having said that… we do have marketing videos about T60. Can you imagine a video production company not using video to tell its own story?

I love Apple products. I’ve been buying and using them for about 25-years. I may still take the plunge and get Final Cut Pro X. I just expected a little something better from the company’s marketing team.

–Tony Gnau

Tony Gnau is a three-time Emmy-winning journalist. He is also the founder and chief storytelling officer at T60 Productions. T60 has won 11 Telly Awards for its work over the last eight years.