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Apple Acquires Emagic - PC freeze out expected
Old 1st July 2002
  #1
Apple Acquires Emagic - PC freeze out expected

"Apple Acquires Emagic
July 1st 2002

CUPERTINO, California and HAMBURG, Germany -- July 1, 2002 --
Apple today announced it has acquired Emagic, a leading provider of
professional software solutions for computer based music production.
Emagic's most popular product, Logic, is actively used by over 200,000
musicians around the world. Emagic will operate as a wholly owned
division of Apple.

"Emagic has set the industry standard for professional music creation
and production," said Sina Tamadon, Apple's senior vice president of
Applications. "We're very excited to have the Emagic team join Apple and
create more amazing products for musicians."

Macintosh-based products account for over 65 percent of Emagic's current
revenues. Emagic's Windows-based product offerings will be discontinued
on September 30, 2002.

Apple ignited the personal computer revolution in the 1970s with the
Apple II and reinvented the personal computer in the 1980s with the
Macintosh. Apple is committed to bringing the best personal computing
experience to students, educators, creative professionals and consumers
around the world through its innovative hardware, software and Internet
offerings."

____________________________________________________________

Woah! Could be the start of a 'built in' DAW revolution that will wipe the floor with other DAW platforms?

Logic is king in Europe...

Old 1st July 2002
  #2
Lives for gear
 
davemc's Avatar
 
🎧 15 years
I just think it is weird to throw away a third of your customers.
Wonder if Apple is just trying to keep pro audio stuff from moving off to quick to PC's.
Old 2nd July 2002
  #3
Lives for gear
 
Renie's Avatar
 
🎧 15 years
Re: Apple Acquires Emagic - PC freeze out expected

Quote:
Originally posted by Jules
"Apple Acquires Emagic


Woah! Could be the start of a 'built in' DAW revolution that will wipe the floor with other DAW platforms?

Logic is king in Europe...

I agree Jules it could, I can't imagine what Digi make of it. Apple could get aggressive with them like Digi have with their own hardware rivals. Either Digi will niche as the high end or they'll need to cut loose and become self-contained?? rollz Both of these scenario's seem hard to imagine.
It will be hard for Digi TDM to try to sustain it's, already flaky, high end status with applEmagic together. It will be fascinating to see it play out. I'm looking forward to seeing what the applEmagic native combo will bring on. Maybe a kick up the behind will do digi some good?

Renie
Old 2nd July 2002
  #4
Lives for gear
 
e-cue's Avatar
 
🎧 15 years
Thanks Jules!!! Another reason for me to postpone the HD jump. (BTW, you know the Ministry of Sound guys out of the UK???)
Old 2nd July 2002
  #5
Not really, I was chatting at a party with one of the guys high up in marketing for MOS at a trendy party a few months back... My dance music nework is lame, but my rock 'arm' is strong!

Old 3rd July 2002
  #6
Motown legend
 
Bob Olhsson's Avatar
 
🎧 15 years
To me the most curious chink on the armor is the fact that many, if not most people are sticking with Auto-Tune 2. This could seriously impair moves to system X or to HD. A lot of people seem to have forgotten that the only reason a Mac running Pro-Tools is sitting in virtually every control room is Auto-Tune and its graphic mode. All the other stuff is cool but who's going to give up AutoTune v.2 to get it?
Old 3rd July 2002
  #7
Chatted with a very worried VST virtual inst designer tonight.....

I wonder if AES LA in Oct will be a place where news of something new will be broken?
Old 3rd July 2002
  #8
Mindreader
 
BevvyB's Avatar
 
🎧 15 years
MOS

E-cue, i know some guys connected with Ministry etc
Old 3rd July 2002
  #9
Lives for gear
 
Renie's Avatar
 
🎧 15 years
I still find this news incredible:eek:

Reading around some of the predictions are exciting some troubling some plain mad (or are they?).

The idea that Apple has bought the programmers and intends to just dump Logic for their own audio Final Cut Pro is a pretty bad one. I've got Logic Platinum for Mac and was feeling relatively optomistic about my placement in the current order of things 'til i read that.. This makes added sense with the point someone made elsewhere about the highly convoluted and complex Logic application really not fitting the Apple '2 clicks and you're there' easy ethos.

The idea that Digi's next move will be to concentrate on the PC side of things is not good to think of either...grudge

Also there are rumours about more news about to break....:eek:

Will Apple buy Propellerheads, Native Instruments, Digidesign, Fairlight????

Hopefully we'll end up with a more open market and that Digi will end up with a more open architecture. who knows?

It doesn't feel like good or bad news at the minute just big news.

Renie
Old 3rd July 2002
  #10
Lives for gear
 
jeronimo's Avatar
I must say IΒ΄m very, very excited about that.
I love PT LE, but the application not beign dual processor/ativec enhanced just pisses me off. The 24 track limit is not a problem...
Old 4th July 2002
  #11
Kev
Gear Nut
 
Kev's Avatar
 
🎧 15 years
I think Apple did try to buy Digide..... oops Mother Of Alsihad.

Did Logic say they would freeze out PC or did they just say they would not continue developement on Windows and focus on XP.
Old 5th July 2002
  #12
Perhaps Digi will:

- Develop some killer RTAS / Native system? (mac? PC?)

- Develop an OWN COMPUTER GIZMO / Native system?
Old 5th July 2002
  #13
http://www.prosoundweb.com/recpit/viewtopic.php?t=1994

Click on the above hyperlink to Fletchers Forum where Eric the president of Bomb Factory has some interesting insights posted up.

Recomended reading!
Old 10th July 2002
  #14
Lives for gear
 
Renie's Avatar
 
🎧 15 years
Erik makes some interesting points in that thread. I am not informed enough to be able to confidently agree or disagree with some of his views. But I do think it's easier to be pessimistic about things. It's possible that the pro audio market is getting bigger as pro gets blurred with pro-ject and people want better, stronger, neater, faster sounding and working gear, all nice and compact and integrated for at the studio and on the move. Maybe there is more of an incentive for Apple to make audio rock in a pro way than Erik is suggesting. Maybe he's right, although I'm not really sure what he's sayng might really happen. It's worth a couple more reads. Thanks for the link Jules.

An Apple guy / old colleague of mine called me up yesterday asking Logic questions as he was desperately trying to learn Logic fast. He said that Apple are playing to take on/out digidesign and are going to go full pelt at making Logic BIG - yes, the "Final Cut Pro" of the audio world.

I'm taking everything I hear with a pinch of salt...until i see it happen.:eek:

Renie
Old 11th July 2002
  #15
Motown legend
 
Bob Olhsson's Avatar
 
🎧 15 years
I suppose they are dumb enough to try taking on digi. with Logic. The thing is that Final Cut has been succesful MOSTLY because Avid was so lame and Final Cut was less lame and lots cheaper. Somebody's still likely to release a post system that isn't lame now that we finally have some file standards.
Old 13th July 2002
  #16
Gear Addict
 
🎧 15 years
I'm all for Digi getting seriously motivated to fight back. They've been needing serious competition for years. I couldn't care less about Digi's low end product - It can all go away and maybe it will. Its a good thing they replaced their crap hardware with better stuff this year instead of next year though.

I do still want to use a GOOD sequencer along side ProTools - and Apple could either ruin/kill logic or actually make it user friendly!

It does mean that audio won't suck in OS X for long. Only time will tell.
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