Episode 62
FCG062 - Obvious Speculation (feat. Joseph Linaschke)
What happens when Apple takes your pro app, kills it and replaces it with a seemingly consumer app? No, I’m not talking about the FCP Classic to FCPX transition but the move from Aperture to Apples new “Photos” App. Joseph Linaschke, founder of Aperture Expert, joins us and discusses what he likes to call “obvious speculation” about what Apple has up their sleeves for their new Photo tool. Obvious Speculation - Its pretty obvious where things are going.
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Featuring
- Chris Fenwick
- Joseph Linaschke - @apertureexpert
Transcription
00:00.080: You know, Final Cut took a massive hit because of that.
00:00.160: a funnel cut seven to funnel cut ten.
00:00.160: Very welcome to another episode of Final Cut Grill.
00:00.160: faithful contributors to what we're doing here.
00:00.160: There's various endings and closes and stings if you incorporate the what are called the shorts.
00:00.160: So basically the long and the short of it is that Apple decided to cancel Aperture as a project on its own and put all energy into the development of something called Photos.
00:00.160: the photo editor on the Mac desktop and and iOS, so basically for OS 10 and for iOS.
00:00.160: That's all Apple cared about.
00:00.160: But no, the downside of it for the Apture community is that, number one, we've been waiting for a really long time for the next generation of Apure, whatever that's going to be, just a version four, version X version, whatever it's going to be.
00:00.160: We've been waiting for literally years for that.
00:00.160: But I think ScreenFlow was the first application that really took advantage of A V Foundation as opposed to the QuickTime structure in the OS.
00:00.160: It's the only reason to do all this, to give those third parties that kind of first-class citizen access to the core of the photo, which should be very, very interesting.
00:00.160: filters, multiple adjustments, really multiple apps on top of it that you can go through and turn on and off as you please, just as if they were built into the photos itself.
00:00.160: Plugins is still what they're being called, but I think that they will evolve beyond plugins.
00:00.160: That's what I get out of it.
00:00.160: Yeah, yeah, it absolutely is.
00:00.160: I like what it's done, or I don't like what it's done, but I think it needs to do this a little bit differently, and grab that one of five sliders that are combined in that one and make your change.
00:00.160: There's only one screenshot that even shows the audiometers open.
00:00.160: I need to feel good about myself, so I need a lot of knobs in front of me.
00:00.160: Oh, no, there are all the changes there.
00:00.160: And now, for those who actually care, you can look at the sliders and say, oh, I see.
00:00.160: And you see that beautiful high contrast saturated image for maybe half a second, and then it pops and it changes, and suddenly it's flat.
00:00.160: but it is for the most part going to be what you get out of it.
00:00.160: and that's how they're shooting.
00:00.160: Uh, you know, you paranoid people who are like, you know, they hate me.
00:00.160: I posted mine and immediately started getting comments saying, Oh, thank you for the thoughtful analysis.
00:00.160: And that's fine.
00:00.160: because they got plenty of other products to fatten the bottom line.
00:00.160: And the industry generally follows years later when they realize, well, they just say, okay, Apple took the brunt of this.
00:00.160: the way it is because they're trying to hold on to this legacy code.
00:00.160: If you need a DVD, just let me know.
00:00.160: PhotoStream or whatever it it is called.
00:00.160: Pictures of the summer holiday with grandma and grandpa, that type of thing.
00:00.160: There's outside of it.
00:00.160: And that's fine.
00:00.160: Pooh all of these features.
00:00.160: I've got full range of gamut, I can see my highlights and shadows.
00:00.160: The King demo guy.
00:00.160: When you came out demoing Aperture, I'm like, huh?
00:00.160: A little bit farther than what the easy sliders did.
00:00.160: But if you don't want to, don't have the time to, don't care to, don't have the chops to, whatever, if you're not going to go into the deep sliders, that's what these simple sliders, these power sliders, as you call them, will do.
00:00.160: And I'm like, really?
00:00.160: But if you read the tea leaves, so to speak, much like we've done with Alex Golner talking about Final Cut X's evolution, but that obvious speculation where it's you know, it's pretty obvious where things are going.
00:00.160: That Aperture is one of the first Apple products that really sort of adopted this library model.
00:00.160: So, anyway, that's another episode of The Grill.
00:00.240: You know, whatever.
00:00.240: When I said, Wow, so they got you working on this photo thing.
00:00.240: And I'm like, good grief, man, you h totally had me fooled.
00:00.240: Now, in addition to all of that, I just dig Joseph, and he's a smart guy.
00:00.240: And this turned out to be a perfect excuse to chat with Joseph about Aperture.
00:00.240: And it's just it's great.
00:00.240: So go check out Premium Beat, take a listen to some of their music and tell me if I'm wrong.
00:00.240: Okay, there we go.
00:00.240: And it kind of it made me sort of want to do the podcast in and of itself.
00:00.240: Why, thank you very much.
00:00.240: Most of the people listening to the show are purely video editors, and most of them are using Final Cut 10, but a lot of people listen who are on the fence or they just want to look at me and laugh, you know, privately.
00:00.240: The latest and greatest, taking advantage of the latest and greatest technologies.
00:00.240: And on top of that, it's not going to be everything that Aperture was to begin with.
00:00.240: Well, at least the hope, obviously, there's no promises and nothing's guaranteed in life.
00:00.240: Yeah, so remember the first time we sat down and started playing with Screenflow as a video editor?
00:00.240: the very first ground floor beginning of taking advantage of this whole new architecture and way of looking at video files.
00:00.240: So that's what we're looking at with PhotoKit for iOS 10 for iOS.
00:00.240: It was, you know, it was gut-wrenching, you know.
00:00.240: And yet, you know, if you remember back in like Final Cut five or six or something, or maybe four or five, whatever, oh, it's been rewritten from the ground up.
00:00.240: kind of photo kit way in this all the way to the metal way.
00:00.240: Sits on top of it or sits with it, sits next to it, not on top of it, not plugging into it, but actually just becomes a part of it in a sense.
00:00.240: That's the hope.
00:00.240: We'll see it almost as like currently you would have adjustments, you know, you've got your curves, levels, and so on, all these different adjustments.
00:00.240: any other quote unquote plug-in will just sit as another adjustment there.
00:00.240: to your knowledge, different than the core image functionality that like Pixelmaters using?
00:00.240: Things before the raw decoder hits.
00:00.240: its own software has access to.
00:00.240: That in itself is a scary thing for a lot of people.
00:00.240: Three different sliders to adjust shadow and highlight detail or five different sliders.
00:00.240: A single slider that I believe was called Lightness.
00:00.240: but moving in a quote unquote intelligent way to make the image quote unquote better.
00:00.240: But you open it up and you can see exactly what's happening.
00:00.240: Amateurs or enthusiasts who want to believe that they need every last little ounce of control complain that
00:00.240: Well, this is stupid.
00:00.240: And that's a really short-sighted view of it because your the ability to have a single slider that controls it doesn't mean that they can do all the same things you can.
00:00.240: There is not a single screenshot that shows an inspector open.
00:00.240: Ridiculous idea that somehow it's not professional if you don't have to tweak twenty things at once to get the image.
00:00.240: They're not working with my photo.
00:00.240: And they don't even call it Final Cut 10.
00:00.240: And you scroll down, there's still not a single screenshot of any of those things I just rattled off.
00:00.240: I'm going to call them power sliders until you give me a better term.
00:00.240: Exposure change or anything.
00:00.240: And again, the same argument.
00:00.240: Sells to Hollywood for you and you start collecting royalties and yeah.
00:00.240: 30 different options.
00:00.240: And at that point, the image that you get is going to be fairly close to the raw file.
00:00.240: But they've been reasonably civil on this one.
00:00.240: Wait, or you don't want to wait, or you don't want to take the risk, or you whatever, you just want to move on.
00:00.240: Photos is as robust as Aperture was.
00:00.240: But there's still plenty of people going on there saying that I'm an idiot and I've just drank the Kool-Aid and there's no way that anything I'm saying is true and so on and so on.
00:00.240: spouting about it on my site because there's plenty of supporters there who keep telling them to shut up, um, which is always interesting to watch.
00:00.240: Now, at least, after some of the hubbub has died down, the mass majority of the opinions are positive, and the feedback is positive, and people are really supporting what Apple's doing.
00:00.240: and a few other lesser known people were really saying, Oh, no, yeah, this is good.
00:00.240: So obviously they're on the inside, and I have no problem with that.
00:00.240: Sure.
00:00.240: Solves problems for editors that most editors don't even know they have yet.
00:00.240: You know, building that wall.
00:00.240: Apple threw that away.
00:00.240: now we're willing to do the same thing ourselves.
00:00.240: You know, they were very proud of the fact that in less than three years they had sold a hundred, no, excuse me, one million copies of Final Fatin.
00:00.240: And you know, that they did that with Final Cut 1, 2, 3.
00:00.240: they could do better if they got rid of that.
00:00.240: Yeah, yeah.
00:00.240: And Boughepsie might still be using.
00:00.240: So that level of it on itself is obviously already out there.
00:00.240: workflow you're sharing with clients via the Internet, right?
00:00.240: So that's great.
00:00.240: But to have the ability to create these online galleries that customers can look at, the clients can look at, that I can publish to
00:00.240: You can say, go on here and tell me what you like and don't like about these pictures and tell me which ones you want to have retouched or which ones you want printed and so on.
00:00.240: that's only going to grow.
00:00.240: tool that's built in right now.
00:00.240: So you're in a hotel somewhere, right?
00:00.240: And all of those images are still there and accessible and editable.
00:00.240: canary in a coal mine, if you will, or that barometer, because I've been noticing the way like the cl iCloud works in terms of like
00:00.240: syncing all of my podcasts, whether I'm listening to it on my phone or I go to the laptop, I open up the same episode and it syncs up perfectly.
00:00.240: Sure.
00:00.240: uh photo editing app on your on your IOS device, that's crazy, considering what we've had.
00:00.240: Metadata files, if you will, or sidecar files, or however that data is stored, that says when you open this file, adjust all of these sliders and dare I say, power sliders.
00:00.240: Those kind of problems of bandwidth, of being able to deliver the files back and forth in time, of being able to edit the raw file, being able to look at a screen that is good enough quality to say, yes, the proper colors are there.
00:00.240: Anyway, I know I gotta let you go pretty quick.
00:00.240: Just slide this up and look at that.
00:00.240: Go back and show look at what was done in here.
00:00.240: And so at the beginning of my twenty minute I they only gave me twenty minutes, my twenty minute prezo, I took the card, I ingested it, I showed a handful of slides, I went into a time line and I cut a promo.
00:00.240: Right, absolutely.
00:00.240: On stage isn't because you were using Final Cut 10.
00:00.240: talented, qualified, experienced editor who can do this, and you're just showing this is a tool that I can do it with.
00:00.240: And while no decision has been made yet, the most likely evolution of the site is going to be to something called thephotosexpert.
00:00.240: and a pneumatic power hammer is a better hammer.
00:00.240: And that has to evolve.
00:00.240: and that is a website that I've already registered that currently redirects to Aperture Expert.
00:00.240: you know, a Pro DSLR, a smaller little something camera, an iPad, a Mac, you know, and a couple of little film cameras.
00:00.240: But even that's not necessarily guaranteed.
00:00.240: And it's something it's going to take me some time to do, and I'm not creating this in a bubble.
00:00.240: My plan is to develop a as cohesive, as well assembled as they can possibly be, strategy for migrating from Aperture to Lightroom for those who decide that that's what they need to do.
00:00.240: I am going to continue in my role as the aperture expert and make that transition as painless as it can possibly be.
00:00.240: Joseph, thanks for your time.
00:00.240: Now I will say, I had a couple of tweets this afternoon with Philip Hodgetts, and he was saying that, yeah, it's a little bit more than that because according to Philip, a lot of stuff in Final Cut ten sort of drills past
00:00.240: Like Final Cut 7 was.
00:00.240: You know, Joseph is a wicked, smart guy, and you know, it's interesting.
00:00.240: workflow for people that do want to leave the Apple ecosystem and go to the Adobe Lightroom.
00:00.320: Anyway, I want to tell you a little bit about Joseph.
00:00.320: And Joseph was one of, if not the, head demo guy at Apple back in the early 2000s.
00:00.320: And I got to tell you, I figured Joseph was an editor just like me.
00:00.320: The very same day, Apple announced the death or the suspension of development of Aperture.
00:00.320: Yeah, the meters on my actually work too.
00:00.320: So, anyway, welcome to my little show.
00:00.320: Glad to finally be a part of it.
00:00.320: And then what I do is I kick out these little movies, these little slideshow movies, and I drop them into my slideshow.
00:00.320: Everything old is discarded.
00:00.320: Does today, but it's going to take time.
00:00.320: But it just wasn't ready for prime time, at least as far as pros were concerned, when it first came out of the gate.
00:00.320: I talk about is speculation, but it is what I'd call obvious speculation.
00:00.320: it's pretty obvious where things are going.
00:00.320: They announced this thing called PhotoKit, and PhotoKit is essentially the framework like what you were talking about for video.
00:00.320: processing engine at a level as deep and as close to it, as close to the metal, I think is a term they used, as Apple's own software can.
00:00.320: Whereas in the future, with iOS 8 and PhotoKit, apps will be able to be written such that they can they have access to the photo library just as any Apple app would, just as the native Photos app would.
00:00.320: which should mean that you can have things like non-destructive edits and all the instructions to create those edits saved at the base level.
00:00.320: In hindsight, when we look back at what happened in 2011 with Funalca 10, we're kind of seeing the same thing.
00:00.320: Companies, I don't want to point any fingers at Apple, claim that, oh, it's all rewritten from the ground up, and you look at it and you go, you know what, that's not true.
00:00.320: there's bugs in f that were in Funnel Cut 7 that had still been there that had been there since Funnel Cut 1.
00:00.320: Um that I d I I'm assuming it is part of Yosemite.
00:00.320: as part of that.
00:00.320: And I always tell people this, especially younger people, when you go back to like, you know, 1989, 1990, and sort of the beginning of Photoshop.
00:00.320: Proprietary.
00:00.320: Apparently, you have access to that at a deeper level.
00:00.320: Well, it's a very valid concern.
00:00.320: But if you toggle that open, you can watch, as you drag that lightness slider, you watch five other sliders that are moving and not all moving the same der same amount, not even moving the same direction.
00:00.320: And if I can move one slider and get the image that I want in five seconds as opposed to five minutes, I'm happy.
00:00.320: It's iMovie Pro.
00:00.320: but none of those power windows, if you will, that give you that pro level feature.
00:00.320: When I saw that demo and when he twirled it down and then still pulled it and watched those, I'm like, I'm totally sold.
00:00.320: It just doesn't make sense.
00:00.320: but I don't want to spend any more time doing that than I have to.
00:00.320: You know, if you're a working professional and time is money, that's massive.
00:00.320: It's a m it's I should probably look it up.
00:00.320: that much change, but I want to actually back it off just a little.
00:00.320: Yeah, it's a great way to work.
00:00.320: And one of the very common questions that we would get on ApertureExpert.
00:00.320: And the difference, of course, is that what you're looking at on the back of the camera is the embedded JPEG, the JPEG that's inside of that raw file, which is
00:00.320: Processed based off of whatever settings you have in your camera, how much contrast, how much saturation, and so on.
00:00.320: You know, if you're setting up the settings on your camera, you can say, I want it to be totally neutral, right?
00:00.320: And I should have made the announcement immediately, but I didn't.
00:00.320: A very thought-out, very cohesive analysis of it.
00:00.320: At least on my site.
00:00.320: What would I do?
00:00.320: protected with final cut.
00:00.320: you wish you could be and other software manufacturers that aren't willing to do that, that will try to patch in all these great features.
00:00.320: Is not a viable option for a lot of photographers, either because they shoot way too much or because they don't have fast enough bandwidth access.
00:00.320: why not decide to pay for, I don't know, 10 gigs of storage and I'm going to keep my last most recent 10 gigs in the cloud?
00:00.320: The last years or the photos in the cloud, or whatever.
00:00.320: desktop, your main system at home or in your studio or whatever, your library is already there on your Mac Pro or on your iMac, whatever it may be.
00:00.320: That bigger screen, more powerful computer, has already got your library.
00:00.320: How can you not 1980 called they want their their their Minolta camera back?
00:00.320: I'll figure out a way to use them.
00:00.320: Um but I remember when they first opened the iTunes music store in 03, I believe, and there was a great little nugget from the keynote where Steve said
00:00.320: Are getting more and more powerful.
00:00.320: How would you demo iPhoto?
00:00.320: And I did it in Final Cut 10 and I did it with footage I had never seen before because I had brought a camera guy along and I said, Here, you just shoot me a bunch of B-roll.
00:00.320: And at the QA section, and I've told the story before, but you haven't heard it.
00:00.320: And I said, yes, I know that.
00:00.320: Who how do people find you on the Twitters and everything if they don't know how to spell Lanaski?
00:00.320: So, I'm not really, you know, I can't bank on any of that.
00:00.320: Ugh, you know, I mean, your whole photo library is in there.
00:00.320: Canon aperture guy and Frederick Van Johnson from Twip being the Nikon Lightroom guy.
00:00.400: Um but anyway, I tease Joseph all the time.
00:00.400: being supplanted by photos, which is, you know, presumably iPhoto Pro or iPhoto on steroids or
00:00.400: So do you see a similar is there a similar thing in that in the Aperture world or in the stills world, I should say?
00:00.400: Right.
00:00.400: that's historically not been possible, right?
00:00.400: What you get is that generally doesn't look very good because it's designed to be manipulated and needs to be pushed and pulled.
00:00.400: Right.
00:00.400: brilliant marketer, get the clicks guy.
00:00.400: Uh so by the time my message hit, there was a lot of negative news out there already.
00:00.400: people like sh you know feeling you know NLE shamed because they decided that they wanted to use the this software.
00:00.400: Have a file that you can share among computers.
00:00.400: and show the actual library that I'm working on, and here's the select that I've got.
00:00.400: Yeah, exactly.
00:00.400: video VJ or VJ or something, and it's a it's a real-time video mixing, switching, feed it out through air share or airplay out to a display.
00:00.400: that the processor in that phone is just barely being scratched.
00:00.400: Yeah, no, I think that's clearly and again, get back to the parallel, that's what we're seeing in Final Pat 10.
00:00.400: A couple of years ago I did a thing at SF Cutters here in San Francisco, and I cut a thirty second promo for SF Cutters in front of an audience.
00:00.400: Right.
00:00.400: and everything that can come with that, with all the third party tie-ins and everything.
00:00.400: for the desktop until early twenty fifteen.
00:00.400: So yes, so that is the most likely progression of the site.
00:00.400: And as complete as it can possibly be.
00:00.400: through the AV Foundation and getting right at I don't know how to describe it, but he he implied it's a lot more than just a fancy Final Cut excuse me, a QuickTime player like
00:00.400: Buried into their photo library.
00:00.400: Which is all in all in good fun.
00:00.480: And it wasn't until years a couple of years later when he first demoed Aperture when he first demoed Aperture
00:00.480: I first met Joseph when he was demoing Final Cut Studio 2, I believe.
00:00.480: And um I thought, wow, that's a really interesting parallel.
00:00.480: Yeah.
00:00.480: And I'll want to pick my best 20 photos and then make a little slideshow out of it and make that one element in my larger project.
00:00.480: So I remember the first time I saw U demo Aperture and how quickly you could sort and star and like, okay, that's really cool.
00:00.480: I was like, God, this just doesn't work.
00:00.480: And you realize that, like, even the code to make a Gaussian blur work, that was like.
00:00.480: Excuse me, pick Pixelmater, all they got to do is go, Yep, turn the blur on and give me a knob and go.
00:00.480: sessions, most 90% of which is just Greek to me.
00:00.480: What's interesting is if you go to the Final Cut 10 website on the apple.
00:00.480: But there's no visual representation of what changes it has actually made.
00:00.480: They look at the image in the back of their camera and they see a saturated, high-contrast, beautiful image, and they import it into Aperture.
00:00.480: And a lot of people get, first of all, that startles them.
00:00.480: Saying, we totally get it and we're on board.
00:00.480: What am I not looking at?
00:00.480: Right.
00:00.480: As a test to check the bandwidth capability of the iTunes Store.
00:00.480: because they had basically been beta testing their data delivery for months, months and months, maybe a couple of years even.
00:00.480: How would I do that?
00:00.560: Apple Seminars.
00:00.560: And it seems to store settings based off of apps.
00:00.560: what photos is and the promise of what photos could be.
00:00.560: that were leaving or being let go or whatever.
00:00.560: But um so anyway, uh so Photo Kit is is the the future
00:00.560: We've been seeing Apple periodically add more and more I will call it I don't know what to call it.
00:00.560: grasp the difference of that.
00:00.560: But what we saw in WWDC in the demos was exactly that, giving both.
00:00.560: automatic button.
00:00.560: So how is the Aperture community that you're in contact with, how are they taking this?
00:00.560: And there is nobody out there explaining or assuaging people's fears or whatever.
00:00.560: One in particular is Gabe I believe you pronounced his name Schifitz from Crumple Pop, who wrote a really great kind of expose just probably three months after Final Cut was released.
00:00.560: I mean, I will say, don't get me wrong, I dig their training.
00:00.560: And I learned stuff from them all the time.
00:00.560: Absolutely.
00:00.560: That's so cool.
00:00.560: And I think that when you look at iCloud implementation in anything like photos, a great way to sort of gauge how it's going to be used is by looking at iTunes as that sort of
00:00.640: And he was showing all these great features in Final Cut.
00:00.640: As far as I know, Screenflow was the first even remotely video editing application.
00:00.640: And I'm sorry, I'm confused.
00:00.640: Funnel cut seven, final cut ten, aperture and possibly photos.
00:00.640: Does it show you the changes that it's made in the normal inspector?
00:00.640: because I know how passionate these people are about their work.
00:00.640: We've been serving up movie trailers for the last X months to you for free.
00:00.640: A a a video uh uh uh uh an image processing device that can control multiple facets of a software.
00:00.640: We will be back in a couple of days.
00:00.720: Do you remember the time we we got together like in San Jose and we had lunch and we were talking about what you were thinking of doing next?
00:00.720: And I think that that's what gave Screenflow its real-time capabilities.
00:00.720: And so, and these, it was my understanding, these are system-level
00:00.720: There's definitely a mix of both and every level in between.
00:00.720: You know, that's that's their opinion.
00:00.720: So it's it's Apple is the kind of company that can do that, and it's what the industry needs.
00:00.720: There's no reason that couldn't be used as a client feedback method.
00:00.720: And I think that and I'm assuming that photos is is non-destructive like aperture?
00:00.720: current iPads, current iOS devices, we don't have the power to process raw files.
00:00.800: Testing, testing, one, two, three, testing, testing, testing, testing, one, two, three, testing, testing.
00:00.800: functionality that various apps could plug into, if you will.
00:00.800: There's a thing that I like to call pro-snobbery, where you just want to look down on people like, oh, that couldn't possibly be any good.
00:00.800: Is what Final Cut 10 has been doing.
00:00.800: People who see not over this fence, but over the next fence as well.
00:00.800: It's not for everybody.
00:00.800: Mac OS thing.
00:00.880: So other companies will be able to build an app for OS X that gives them basically system level access to the photos.
00:00.880: So at three hundred bucks a pop, that's three hundred million bucks, nothing to sneeze at.
00:00.880: In the couple minutes we have left, assuage the fears on a stage.
00:00.960: How's that?
00:00.960: Snapseed or even iPhoto, which is made by Apple, for the most part sits on top of a OS layer and it has to kind of ask permission to get to a photo.
00:00.960: But that's what I see.
00:00.960: Let me come back to that just real briefly.
00:00.960: And people need to keep in mind, too, just because the power is there and the ability is there doesn't suddenly make you a great editor.
00:01.040: that in today's day and age, people want to share their stuff immediately.
00:01.040: at Apple.
00:01.040: I mean, take the word iCloud out of it, replace it with internet.
00:01.120: I've used Aperture.
00:01.120: And that people will be able third parties will be able to write apps that plug into photos.
00:01.120: That was special.
00:01.120: I I could be somewhat incorrect in here, but that is my understanding of it.
00:01.120: Does the magic wand adjust everything based on what the JPEG actually did look like?
00:01.120: But I took my time to analyze it.
00:01.120: I'm sure there's plenty of other views on that.
00:01.120: And that's where it gets really exciting.
00:01.120: And then there's just the simple syncing between your computers.
00:01.120: Oh, that's stupid.
00:01.120: I remember the first time I watched you demo Final Cut Pro, I thought you were an editor, and you totally had me fooled.
00:01.200: Question about that magic wand thing.
00:01.200: we know, I mean, let's face it, Apple could use a voice out there.
00:01.200: So iCloud, now you put iCloud back into the equation, and I can still do the same thing.
00:01.200: the Aperture community will hopefully come to see that just because, yes, my mother might be using it doesn't mean that you can't.
00:01.280: Then I could go in and back it off a little, but it doesn't.
00:01.280: The way I did on my phone or my iPad or my laptop when I get to my desktop.
00:01.280: Okay.
00:01.360: And so, you know, look at the first days of Final Cut when everybody was calling it iMovie Pro, and I'm like, okay, this is a conversation that has to be had.
00:01.360: I'm telling you, that was the only thing that mattered to them.
00:01.360: Of course, it was analyzing the image and making the adjustments for you.
00:01.360: And if they find these controls, they go, Oh, Vivid, oh, landscape, oh, portrait, and they switch through those and they shoot them that way and all those changes are made in camera and embedded to the JPEG.
00:01.360: So how does the cloud work at the pro level?
00:01.360: And I think that's what people will find out if the parallel is anything like it's been with Funnel Cut 10, and I'm sure it will be.
00:01.440: I want to do it quickly.
00:01.440: I have no idea what to do.
00:01.440: And so many not so many, but plenty of comments I've seen are saying, well, I'm a pro, I don't need the cloud.
00:01.520: A little more.
00:01.520: That's really speculation of them, really out there speculation, but that is the hope of where that's going to go.
00:01.520: You push that and it would do oh boy, let's see, I think it did auto exposure, auto white balance, auto levels and auto highlights and shadows and maybe something else all at once.
00:01.520: What would you do as a software developer if your bottom line was not dependent on the next release?
00:01.520: And I think that I don't think a lot of people are using it that way because it's really targeted marketed more towards family stuff.
00:01.520: You're on a chute, you're on location.
00:01.520: There is so much possibility.
00:01.520: When you were still at Apple, was when what year did you leave?
00:01.520: I would start by doing the simple thing, just showing those adjustment sliders to show just how great we can get that image to begin with, and then reverse engineer it.
00:01.520: Well, there you have it.
00:01.600: All right.
00:01.600: So yes, that is essentially what it is.
00:01.600: It's my photo.
00:01.600: How ridiculous are you?
00:01.600: So you see all the sliders pop into that.
00:01.600: I'll burn one for you, no problem.
00:01.680: That is, without question, that cannot exist as it is today.
00:01.680: Really appreciate it.
00:01.760: They were at seminars.
00:01.760: I mean, even with as a matter of fact, even you when you go, what did I just click on?
00:01.760: Yeah, um I'd I've always wished that the uh control on the final cut would be uh a bit different.
00:01.760: But when more people started coming out of the the cracks and actually like saying, Yeah, I use it and I like it, you know that's part of the reason why I started this show because I got tired of
00:01.760: At any rate, fascinating discussion.
00:01.840: I just know that my understanding is it's it's closer to it.
00:01.840: And you were when you were there.
00:01.840: You used to work there.
00:01.920: That was like crazy technology.
00:01.920: I mean, absolutely it's a valid concern.
00:01.920: We don't need that.
00:01.920: So while you're doing that, I just made money because I just pushed another product out the door quicker than I've ever been able to do in any other app that I can do.
00:02.000: So Joseph, before we get going here, I just want to say a little bit about your site, Aperture Expert.
00:02.000: But why is this app so much better?
00:02.000: So that's a huge part of what iCloud is.
00:02.000: That is a pretty awesome result.
00:02.080: It's um it like I've said many times, it's easy to cut to.
00:02.080: What, something's happened?
00:02.080: If someone has access to the same things on a single slider, it can't possibly be as good.
00:02.080: Look at DVDs, right?
00:02.080: And obviously, in the near future, we will be able to decode the raw file on there.
00:02.160: We are starting anew.
00:02.160: And I've pointed out to many people that it's a great way to learn.
00:02.160: And they could give you things that would be better than a swappable battery.
00:02.160: And it's that power under the hood, the marketed simplicity with that power under the hood that I think
00:02.240: So it is very much like the Final Cut Pro 7 to Final Cut Pro 10 transition where the new version had great technology based off of a modern code base, a beautiful piece of work.
00:02.240: Did you say you think PhotoKit is going to be a part of Yosemite or whatever is following Yosemite?
00:02.240: And a lot of those people are going to shift over to Lightroom, which is just fine as well.
00:02.240: From what I understand, it's not in IOS 8 beta, so it may what the developers have.
00:02.240: And it is very similar to what's going on with AV Foundation being the core engine underneath Final Cut.
00:02.320: I know.
00:02.320: I probably know like 3% of what Aperture can do.
00:02.320: And if you want that level of control, it's right there for the taking.
00:02.320: I want to get on.
00:02.320: I should have mm put something on the website immediately because I I was fortunate I was one of the first people to get a call.
00:02.320: But it is an option that's there for those who can take advantage of it.
00:02.320: I thought you were the video editor.
00:02.320: Let's back every little individual slider off and show what went into making this.
00:02.320: And this is what you can do as a pro.
00:02.320: I would hope so.
00:02.400: But in hindsight, we're realizing now, okay, so this was a literally a ground up.
00:02.400: I'm gonna ask you one last question.
00:02.400: And this will be something that I sell.
00:02.400: Thank you so much for listening.
00:02.480: But there's definitely people with very strong opinions either direction, and certainly a fair number of those who just think that it's the end of the world and that's all there is to it, and anybody who thinks otherwise is a fool.
00:02.480: Pros don't need that.
00:02.480: What would you highlight in terms of what it does for everybody?
00:02.480: Joseph Lanaschke.
00:02.480: Thanks for listening.
00:02.560: But anyway, I for years have teased Joseph about being I call him the second best demo artist I've ever met.
00:02.560: And to find out now that not only are we not going to get it, what we are going to get will be called photos, and it's not going to come until next year.
00:02.560: Pixelmater?
00:02.560: And by the time that I posted my article, the web was already full of screw Apple, they hate us, they don't care about photography, they don't care about photographers, they're out to get me.
00:02.560: I see that Apple is taking this opportunity to say, hmm, let's rethink this from the ground up.
00:02.560: We've got this cool PhotoStream feature now where you can publish a PhotoStream and people can look at it, people can comment on it, people can like it.
00:02.560: There's no reason to think that we won't have those options.
00:02.560: Looks like you're in two, one, and it's one o'clock.
00:02.640: A little more down.
00:02.640: What are you running through?
00:02.640: OS X handles the raw decode.
00:02.640: So I I wish I was more engineering savvy on this so that I could explain it better.
00:02.640: I need to create that image to make it look the best it possibly can.
00:02.640: Um and you look at every single screenshot, every single screenshot
00:02.640: If you can click one button and get an image 100% the way you want, or even 90% of the way that you want, and then you take another minute making little tweaks to get it to what is in your mind perfect, why would you complain about that?
00:02.640: You were talking about the ability and the willingness to throw out the baby with the bathwater.
00:02.640: You end up with Microsoft Word version twenty with five thousand pallets and drop downs because they're not willing to throw away the button that one guy in
00:02.720: So I met Joseph many years ago when he still worked at Apple.
00:02.720: I mean, I remember talking to you it was much earlier, and you know, we were talking about friends that you knew at Apple.
00:02.720: But most people don't have their camera set that way.
00:02.720: Because if I had the capability to throw the baby out with the bathwater and not take a gigantic financial hit from it because I'm selling a trillion iPhones or whatever.
00:02.800: Well, now that magic wand icon, that little auto adjust button, you click that once, 20 sliders move, and your image looks great again.
00:02.800: Yes, that's right, Bob, they hate you.
00:02.800: I haven't spoken to Frederick lately, and it'd be interesting to see what he says about all this.
00:02.880: apple.
00:02.880: It's very confusing because I'll have things set up and then fire up an app and everything changes.
00:02.880: Anyway, everybody knows what it is.
00:02.880: But somewhere along the way, they go, Yep, yep, yep.
00:02.880: It's already got your adjustments.
00:02.880: But like Joseph said, he's currently working, and I thought this was really big of him, to be working on a conversion.
00:02.960: So, to be able to kind of insert themselves before the raw decoder into the raw decode process.
00:02.960: Now, a lot of people don't bother looking under the hood because they don't want to be bothered or they've bought into the, you know
00:02.960: And that's something that kind of only Apple can do.
00:02.960: But otherwise, here's your final delivery.
00:02.960: You're in a hotel.
00:02.960: So, in the interim, because I know that a lot of users are going to make the transition to Lightroom.
00:03.040: We all know it's not a downgrade.
00:03.040: Let me say that.
00:03.040: I want to get back to shooting.
00:03.040: Because for almost a year, nobody except for like Mark Spencer and Steve Martin from Ripple Training.
00:03.120: And you drag that slider left and right, make it lighter or darker, and the image gets brighter or darker.
00:03.120: DVD drives, they threw that away.
00:03.120: But there's no reason that it can't be used at the more pro level.
00:03.120: That's what Apple has said.
00:03.200: He goes, Oh, no, I'm really a photographer.
00:03.200: Yeah, one of the things that's been very interesting to watch in the development of Funnel Cut X is that the
00:03.200: It was developed in 1992, right?
00:03.200: Well, okay, maybe you don't want it, or you don't need it.
00:03.280: But watching that session, they talk about how third parties will be able to write into the raw decoder and actually do
00:03.280: That way it's not this closed ecosystem that it is now.
00:03.360: com, long gone.
00:03.360: A little more down.
00:03.360: We've always I've known you for a long time, always enjoyed these great conversations and just the paths.
00:03.360: And you were like, yeah, you know, this doesn't bode well for Final Cut for Final Cut.
00:03.360: I'd frankly rather be taking pictures than sitting here at the computer tweaking all the knobs and buttons, trying to get my vision, trying to get what I had in my head onto the screen.
00:03.360: The icon is just a dollar sign.
00:03.360: And if it would do a color correction panel and show you all the things it did, oh, I pushed the blue, I pulled the green, I blah, blah, blah, whatever.
00:03.360: I just tweeted major news, stand by for more.
00:03.360: And when I sit down and talk with my friends that are working on Final Fat 10, it's so encouraging.
00:03.360: And yet at NAB in the Apple suite and since publicly, so I can say it.
00:03.360: All of that is solvable by technology.
00:03.360: We'll chat later.
00:03.440: They don't know what to do next.
00:03.440: By then, the news had broken and the massive traffic was flying elsewhere.
00:03.440: Because I'm not a video editor.
00:03.440: Like the other guy said, you could do the same thing on 7.
00:03.520: Did I miss something?
00:03.520: The downside of the whole process, and this is why it's been such a big deal, is the branding of your website.
00:03.520: So you'll have your Nick editing tools is just there as another plug-in.
00:03.520: It can't possibly be as powerful as Aperture if it's as easy to use as iPhoto.
00:03.520: And just because the feature is there doesn't need doesn't mean you have to use it.
00:03.600: It's just not really there yet, not out there yet.
00:03.600: Yeah, Pixelmater, yes, yes, yes, yes.
00:03.600: You've got a single tool that is designed to appeal to all levels.
00:03.600: You import in your hotel room.
00:03.680: And I ask sincerely from my heart, go check out PremiumBeat.
00:03.680: And when I say promise, I don't mean the Apple promise, but just the idea of what it could be.
00:03.680: That's so much better.
00:03.680: But you know, that's life.
00:03.680: This is not going to be a giveaway because this is going to be a heck of a lot of work.
00:03.760: Why would a consumer, your average why would grandma want to have
00:03.760: But the point of this is that you didn't think I could do it with Final Content.
00:03.760: So, I loved what he said about obvious speculation.
00:03.840: Excellent.
00:03.840: But at the same time, on day one of Funnel Cut 10, they had like a 30-part video training series.
00:03.840: I never got squat out of you.
00:03.840: Because then you realize that there are people there.
00:03.840: And there's no reason to think that we wouldn't continue to do that.
00:03.920: Yeah, you might want to bring it down just a little bit.
00:03.920: So all the ten plus year old code that is in Aperture all goes away and everything is
00:03.920: Let's put Lenaski out of business.
00:03.920: Okay, look what it did with the levels.
00:04.000: So um back a couple of weeks ago when Final Cut 10.
00:04.000: And he was like one of the first people, you know, other than I mean, people are always a little suspect of Steve and Mark Spencer just because
00:04.080: But the hope and expectation is that photos will eventually do everything that Aperture.
00:04.080: And if you look at IOS eight and what was announced at WWDC
00:04.080: Absolutely.
00:04.080: It's all or nothing.
00:04.080: It still is generally going to have a little bit of a little bit of higher contrast, maybe a little gamma shift to it.
00:04.080: And that is fantastic.
00:04.080: And there are people that are really complaining that, you know, they say they have tens of thousands, maybe hundreds of thousands of photos.
00:04.160: A duet, a new apogee duet.
00:04.160: com when people new, especially new users to Aperture, or just people who are new to DSLRs or nice cameras that shoot raw
00:04.160: I dig their model.
00:04.160: I wish they would, you know, be a little bit more upfront about it, but whatever.
00:04.240: This is Zero Six Two with my good friend Joseph Lanashki.
00:04.240: A little more down.
00:04.240: And a lot of people complained: oh, that's just the dumbing down of Aperture.
00:04.240: You know, photography is about shooting.
00:04.240: How I don't know the last time I burned a DVD for a client.
00:04.240: I hope you followed that.
00:04.320: And we know that photos.
00:04.320: And because this there's a similar button in Final Cut 10, but this is the critical element.
00:04.320: It's how's internet used by pros?
00:04.320: Trademark, Chris Mark, 2014.
00:04.400: And you know, I really like talking with smart people.
00:04.400: The long tail of this is that it will eventually do
00:04.400: But fortunately so when the news broke on Friday a week ago, I well, it just goes to show I'm more techie guy, not not the
00:04.400: Where's the battery?
00:04.400: Anyway, I should let you go.
00:04.400: So that decision doesn't have to be made immediately, but that is that's the most likely progression.
00:04.480: Let me turn you up a little on my end.
00:04.480: It's a button.
00:04.480: You can publish these pictures, send invite the client to that, and they can look at it and they can comment on the photo.
00:04.480: And you can sit down at that screen and work on them.
00:04.480: And if the client says, oh, you know what, I really like that image or I don't like that one, I can make changes on my iPad, go back to my studio and those exact same changes are already there on my desktop waiting for me, that's incredible.
00:04.480: When you were at Apple, you were the like
00:04.480: Later, later.
00:04.560: And at that time, we were seeing that this was the
00:04.560: So do you see photos being a melding of aperture and iPhoto, if you will?
00:04.560: And so there's this the marketing of simplicity with power under the hood.
00:04.560: Sometimes it's just you have to take the hard knocks, but it will get you where
00:04.560: If you're someone who really cares and really is that vested in it, you can take advantage of these sliders and using the exact same app, you can do this incredible thing.
00:04.640: There's not a single screenshot that shows the effects tab open.
00:04.640: Click this link, download them to your hard drive, and it's yours, and we're done.
00:04.640: People use, I know a lot of photographers use Dropbox for that kind of delivery.
00:04.640: Which actually makes perfect sense when you look at the front page of Aperture Expert today, where you have
00:04.640: Photos for iOS will be out sometime this fall, presumably, with iOS 8.
00:04.640: I'm not sure what the Monday episode's going to be, but I got a couple things in the works.
00:04.720: They'll probably still be called that just because it's easier to understand what they are.
00:04.720: Well, let's look at the parallels then, because it is it is very similar it feels at least very similar to the difference between
00:04.720: So you've got the single slider that moves all five sliders that you don't even have to look at.
00:04.800: And I was directing this thing, and it was Joseph on stage with a couple of cameras and a screen.
00:04.800: What's the speculation and again is the obvious transition is that is what we'll see with OS X as well.
00:04.800: And that's why Photoshop, that's probably the reason why Photoshop was so expensive because it had this really amazing code in it.
00:04.800: It's part of the operating system.
00:04.800: Well, so even in Aperture, when version 3.
00:04.880: Yeah.
00:04.880: Because in Final Cut 10, there's a thing called, I don't know, Make Magic or whatever.
00:04.880: And if you don't know what to do next, you don't know what sliders to adjust, you're just looking at a muddy image, going, but I know this was a great photo.
00:04.880: They'll give you a single battery that lasts for a lot longer because they don't have to make it into this little form factor.
00:04.880: Like nobody's really taking advantage of it.
00:04.960: Now remember, I'm an editor, and I'm shooting this guy who's showing features and functionality in the tool that I used.
00:04.960: Again, it's as deep as it can get.
00:04.960: And that embedded JPEG shows up in aperture for about half a second, then it disappears when it's replaced by the actual raw render.
00:04.960: They threw away the ability to have a swappable battery in your laptop because
00:04.960: That's huge.
00:04.960: And what would you show?
00:04.960: So there's been a lot of discussion on the site.
00:04.960: I'm talking to various people.
00:05.040: Just grab the slider and move it.
00:05.040: And I personally would love it if it works like Aperture did.
00:05.040: I feel better already.
00:05.040: So you can make your choice and go either way.
00:05.040: How are you seeing it?
00:05.040: So what we're doing is looking at the JPEG file.
00:05.120: There we go.
00:05.120: It's a framework for the world of photos, and third-party apps will, for the first time, be able to access the photo library and all of the photo
00:05.120: Okay, now I can understand.
00:05.120: And they were very candid with saying, and we know you guys are putting it on more than one machine, so that's a lot of Final Cut 10 user.
00:05.120: At the QA section, this guy stands up and he goes, I don't see what the big deal is.
00:05.200: He was he was well spoken, well he knew a lot of great things.
00:05.200: You have more access, a deeper level access.
00:05.200: And if I can do that in five seconds instead of five minutes, count me in.
00:05.200: I don't know when the copy protection got more
00:05.200: And it may not have all the features that pros need, but a lot of them are there.
00:05.200: That's just that's all coming.
00:05.200: But the most likely turn of events here will be a focus on the Photos ecosystem.
00:05.280: They give you all of the parts that make it easier to extend and shorten the the music to the appropriate length you need.
00:05.280: Yeah, a couple of weeks ago.
00:05.280: And frankly, I think that is do we have a name for those
00:05.280: That's right, Bob.
00:05.280: And even though we they there's never been a conversation, oh, wait, oh man, wait till you see next time, it's going to be really hard.
00:05.280: I can especially now that we know with Yosemite that iCloud will be more Dropbox-like in the sense that you can
00:05.280: But you know what?
00:05.360: So Pixelmater is Photoshop, but using core image as the base as the tool to it.
00:05.360: Party's over, start paying.
00:05.360: And there's no Apple hasn't said anything yet about exactly how it'll be implemented.
00:05.440: You know, they just need one slider to recover highlights and shadows.
00:05.440: Because if you don't know, you're looking at a raw image, and keep in mind, when you shoot raw stills, and it's the same with video, I know you shoot raw video, it's a very flat image.
00:05.440: Sure.
00:05.440: Exactly.
00:05.440: So let me ask you this: as a demo artist, and clearly I tease you all the time, second best demo artist I've ever met.
00:05.520: Cranking it up.
00:05.520: This is a clear path.
00:05.520: Or is it like a little bit of magic that just changes everything without the ability to readjust it?
00:05.600: But what I find it useful for from a video standpoint is I go to these events a lot of times where I'll be given thousands of photos.
00:05.600: And that means that everybody has access to the same tools I do.
00:05.600: And when you do it, you can turn it on or off.
00:05.600: Your average enthusiast gets the camera and it's probably by default set to something like vivid mode.
00:05.600: It's not because you're using Final Cut 10.
00:05.600: I know you have a noon or a one o'clock interview.
00:05.680: So we're going to get to that.
00:05.680: And the the great part about it is that
00:05.680: And I think they can do it for the exact reason you stated, because they don't have to make all their revenue from that one product.
00:05.680: They took the hit.
00:05.680: Now, I know that iCloud photo sharing in the sense of I'm going to store my entire library in the cloud
00:05.680: And so to have the ability to import
00:05.680: And if your hotel has decent enough bandwidth, by the time you wake up in the morning, all those photos that you just imported have been uploaded to the cloud.
00:05.680: If I want to go meet with a client and show them what I'm working on, I don't have to create a gallery.
00:05.680: Like 05, 06?
00:05.760: A little more down.
00:05.760: And my argument to that is clearly you are not a working professional if you feel that way.
00:05.760: Because sometimes you might want to go in and go, okay, yeah, I see why you've done
00:05.760: You've already been thinking about moving to Lightroom, that's fine.
00:05.840: Sure.
00:05.840: com, so apple.
00:05.840: You can have totally neutral all your sliders, your color, your warmth, your sharpness, your contrast, and so on, are all set up to zero point.
00:05.840: Interesting.
00:05.840: And the cloud obviously is a part of that.
00:05.840: It's just everything.
00:05.920: And I spent, what, I think, four hours crafting
00:05.920: Of course.
00:05.920: You can go do your other interview.
00:06.000: And that's basically what we're looking at.
00:06.000: Because I mean, I remember just going, wow, this is amazing.
00:06.000: Do they see this as being stabbed in the back?
00:06.000: You know, if you are interested in how to manage your photo libraries and keep track of all your stuff and
00:06.000: I actually really like Aperture, and I feel the same way that everybody else does.
00:06.080: The the the evolution, if you will, some people would still call it a devolution or devolution or whatever, you know, a downgrading.
00:06.080: Okay.
00:06.080: You know, it's just I really enjoy sitting down with really smart people and getting their take on things.
00:06.080: It's the the speculation, the assumption is that photos.
00:06.080: I was scared to death.
00:06.080: They do great stuff on MacBrick Weekly.
00:06.080: It'll be slower, it'll be more cumbersome, the features won't work as well.
00:06.160: There you go, Dan.
00:06.160: I'm hoping it'll be and you know again, this is really, really out there speculation, but I'm hoping that
00:06.160: So for example, we all know Photoshop, but we also have and now I'm totally drawing a blank.
00:06.240: I'm like, I thought you were an editor.
00:06.240: And it's like those kind of conversations are like so invigorating
00:06.240: I'm not an engineer.
00:06.240: There was a few plug-in manufacturers
00:06.240: I mean, I know you did your syncing with Dropbox and whatnot, but how do you see the cloud working at the pro level?
00:06.240: Exactly.
00:06.240: Want their 1200 baud motor back.
00:06.240: I'm a pro.
00:06.240: I barely can spell it myself.
00:06.240: So it's very interesting.
00:06.320: And like how like, wow, this is awesome.
00:06.320: I mean, obviously, it's a screen capture utility with a little editor built into it.
00:06.320: That can all be done.
00:06.320: I mean, I literally I was like, Really?
00:06.400: And there's this parallel between Aperture, the quote unquote pro app,
00:06.400: So I haven't quite figured this out yet.
00:06.400: Yes, your little show.
00:06.400: So for quite some time, and by some time I mean like since the beginning of OS 10.
00:06.400: And once you've got this raw decode happening, now you can apply adjustments on top of that.
00:06.400: I'm sure I like that power slider.
00:06.400: Okay, it brought the saturation up.
00:06.400: And that is typically Apple, right?
00:06.480: Now Joseph runs a website called Aperture Expert, if you don't know.
00:06.480: Click this and start receiving money.
00:06.480: No, no, not at all.
00:06.480: So we'll be able to do that.
00:06.480: It's a pretty awesome
00:06.480: Okay.
00:06.560: com slash final hyphen cut hyphen pro.
00:06.560: You know, the comments can be vicious, but um
00:06.560: You know?
00:06.560: Or I'm going to keep my five stars only in the cloud?
00:06.560: And then you grab your laptop or your iPad and you run out the door.
00:06.560: So that's just a case of technology advancing.
00:06.560: There's a lot of people that still want to look down their nose at it, like, oh, it's not pro.
00:06.640: So, um and you know, frankly, it's it's very competitively priced.
00:06.640: Right, exactly.
00:06.640: So it may be that we don't even see that until later.
00:06.720: Bingo.
00:06.720: app will accept third party
00:06.720: And that does really give you the best of both.
00:06.720: That's life.
00:06.720: Photos, not iPhoto.
00:06.800: So I've been trying to find an excuse to get him on one of the shows for a long time.
00:06.800: I mean, not new, new, but it's, I've had it for a couple of months, but I'm still getting used to it.
00:06.800: I'm hoping that
00:06.800: I mean, absolutely everything.
00:06.800: So maybe a lot of that yeah, maybe a lot of that will I think one of the best ones taking advantage of it right now is a thing called
00:06.880: Apple hasn't necessarily announced all of these paths, but
00:06.880: They woke up this morning and said, How can we screw Bob?
00:06.880: Thanks, buddy.
00:06.880: I'm sorry, we live in the 1980s.
00:06.880: And I was like, okay, really brilliant.
00:06.880: Nothing there is insurmountable by any stretch of the imagination.
00:06.880: And now that we're at zero, we're at the beginning again.
00:06.880: The reason that you could do that
00:06.880: It's because you're
00:06.960: So without any further ado, let's go to our interview now with Joseph Lanaschke, the Aperture Expert.
00:06.960: Okay, now back
00:06.960: You just peaked when you got excited.
00:06.960: They're j it's extreme close-ups at the timeline and connecting clips and stuff.
00:06.960: There's actually very active discussion going on right now about what the future of the site will be.
00:06.960: So yeah, it's perfect.
00:07.040: Top features.
00:07.040: And obviously, there's a huge part of shooting, a huge part of photography, is the post-processing part.
00:07.040: Now it makes sense.
00:07.040: They choose not to speak to the public except for with what they release.
00:07.040: So anyway, so to go back to your question, then so the iCloud, how is iCloud used for Pros?
00:07.040: So so now you have a non-destru destructive
00:07.040: I mean, that's really cool.
00:07.040: Register it quick.
00:07.120: I want to thank the people at Premium Beat for supporting this show and being a
00:07.120: And at the time, that was still Final Cut seven.
00:07.120: So how is PhotoKit
00:07.120: But yeah, we definitely have people on both sides of it.
00:07.120: And and those little
00:07.120: But obviously, that is just a case of processing power.
00:07.200: There we go.
00:07.200: I'm just trying to I'm explaining it as I understand it as a lay person to the world of engineering and from the user perspective, but that's what I
00:07.200: And it was a very, very interesting implementation of it.
00:07.200: So
00:07.200: And you know what, for a lot of people, that is going to be the right decision to make.
00:07.200: And so when you think of it in terms of that, when you think of it in terms of
00:07.200: I shoot for a living.
00:07.280: No, no, Apple's actually been great through this.
00:07.280: So there's a couple important things to point out.
00:07.280: There is another adjustment brick.
00:07.280: I get that, and I agree with what you're saying.
00:07.280: I want to share these.
00:07.280: And a lot's going to go into it.
00:07.360: So it sounds like a really great app.
00:07.360: It's a repeat of that.
00:07.360: It's the same level that Apple
00:07.360: But those arguments are those people are being less and less.
00:07.360: No, no, nine.
00:07.360: But how would you if you were the voice of Apple, how would you
00:07.440: My name is Chris Fenwick.
00:07.440: Yeah, just over a week now, actually, a week ago yesterday.
00:07.440: And from watching one of the WWE
00:07.440: It's taking a new assessment of it.
00:07.520: Maybe even earlier than that.
00:07.520: I think a lot of times
00:07.520: You took the hit for all of us.
00:07.520: Yeah.
00:07.520: I'll be able to use that for client delivery.
00:07.600: A down f ten per cent
00:07.600: I mean, I could walk you through it and show it to you.
00:07.600: But it's more like a piece of it's an app that
00:07.600: So I think a lot of people look at that and they're just like, meh, I need to
00:07.600: And people go, well, what just happened to my photo?
00:07.600: Clients take their images.
00:07.600: And there was, you know, endless ribbing back and forth between the two.
00:07.680: app in this
00:07.680: Right.
00:07.680: Silly me.
00:07.680: I just I don't get it.
00:07.680: Thanks, buddy.
00:07.680: Years ago, I went on a photo safari with Joseph being the
00:07.760: So that's getting beyond my understanding of how things work and the differences.
00:07.760: I know that.
00:07.760: And so there's.
00:07.760: People who
00:07.760: And basically, what he's saying is: nobody's told him.
00:07.840: Cool.
00:07.840: And so anybody can create an image like I can.
00:07.840: This is stupid.
00:07.840: Hammer's a hammer.
00:07.840: So if you're well entrenched into the Apple kind of library system
00:07.920: You're just the demo guy?
00:07.920: Yeah, there's a whole good on there.
00:08.000: Yeah.
00:08.000: Yeah, it's not bad, right?
00:08.000: That may be the right thing to do because it is going to take some time before
00:08.000: And when it comes to your image
00:08.000: Oh, I'm sorry.
00:08.080: com.
00:08.080: Because, like, for example
00:08.080: And then there's this
00:08.080: There's not a single screenshot that shows the
00:08.080: And I've been saying that Final Cut 10
00:08.080: Just leave it at that to make sure that this is as accurate.
00:08.160: 1.
00:08.160: Okay, well, that's nice and it looks good, but that is clearly not enough for the professional.
00:08.160: It changed the black point.
00:08.160: Do they see it as a new future, a new horizon?
00:08.160: I mean, w we all get that.
00:08.160: Never.
00:08.160: Yeah.
00:08.240: He goes, Oh, no, I'm just the demo guy.
00:08.240: And I think what we saw on the video side, not on the photo side, but
00:08.240: Talk to you soon.
00:08.320: 2 or 3.
00:08.400: Well, there is for third parties for sure, and that's a big part of
00:08.400: So you click on top features and you go, okay.
00:08.400: That's the kind of thing iFloot users need.
00:08.480: Why do they need five?
00:08.480: No, um, but it uh
00:08.480: I make my living taking pictures.
00:08.480: Photos, photos, photos.
00:08.480: That's actually a great question because so currently, of course, we're talking about Aperture, and my current website is ApertureExpert.
00:08.560: I guess I should say that.
00:08.560: I use their website all the time.
00:08.560: So in the past, historically, and we don't well, I guess, currently, as it is with iOS seven, any third party app
00:08.560: Well, I think they started with like core audio, core image, core video.
00:08.560: You don't toggle open that disclosure triangle and you never see it.
00:08.560: Yeah, there's clearly a thing.
00:08.560: And now that people are used to this idea of not having a floppy disk drive, not having a DVD drive.
00:08.640: 2 came out
00:08.640: And you know, I know you know people.
00:08.640: They live somewhere more rural and they just don't have that 20 megabit connection.
00:08.640: It's there's so much possibility
00:08.640: Oh, wow.
00:08.720: So you, in theory, should be able to have a photo that has multiple
00:08.720: I don't care if every other person in the world can drag the same slider and get the same effect.
00:08.720: I don't know.
00:08.720: I can do all that stuff with my Avid.
00:08.800: But at the time,
00:08.800: Learn better.
00:08.800: See you bye.
00:08.880: Because I was trying to do similar things in QuickTime 7, or not QuickTime 7, but Final Cut 7.
00:08.880: No, it hasn't.
00:08.880: You can look at that image and analyze it from yourself and say, you know what?
00:08.880: 3 or something, one of the new features that was added in was a little magic wand.
00:08.880: If you look at things like the floppy disk drive.
00:08.880: And obviously, more features are always coming.
00:08.880: Joseph, thanks for taking the time to do this.
00:08.960: Yeah, I like that.
00:08.960: I always offer it.
00:08.960: Yeah, it is.
00:08.960: Oh my goodness.
00:08.960: It's a fun, fun picture.
00:08.960: Very cool.
00:08.960: I'm sure it'll be wonderful.
00:09.040: And it's not going to be an easy process for users to do, but for those who want to do it
00:09.200: So that's basically what I use it for.
00:09.200: What happened what's happening?
00:09.200: And I liked what you wrote in one of your articles about
00:09.200: And that's just
00:09.200: Maybe I'll still use Dropbox, who knows?
00:09.200: Okay.
00:09.200: com.
00:09.280: And we were shooting a a seminar.
00:09.280: There's a name for it.
00:09.280: Right.
00:09.280: I don't know how they train you guys, but it's amazing.
00:09.280: And in the interim, because clearly, it's one of the big challenges, right, is that photos isn't going to come out
00:09.360: Is iPhoto going to go away as well?
00:09.360: How do I get that back?
00:09.360: Next time I got to break the news and then worry about analyzing it later.
00:09.360: Yeah, correction.
00:09.440: I don't know.
00:09.440: But it's going to take time to get there.
00:09.440: Are you sure?
00:09.440: Sorry.
00:09.520: And so you can't have five where there should be one.
00:09.520: Now I get it.
00:09.520: Yeah.
00:09.600: That's the hope, the speculation.
00:09.600: A lot of pros, or I'm I'm actually I shouldn't even say a lot of pros, I should say a lot of advanced
00:09.600: And I didn't figure that out for a couple of years.
00:09.600: Now let's build it up by hand and look how we can get.
00:09.680: A lot of what
00:09.680: app for OS ten is written
00:09.680: Yeah, because that JPEG is.
00:09.760: Well, somebody like Pixelmaker
00:09.760: There's no reason to assume that your entire library will have to be there.
00:09.760: I can just grab my iPad.
00:09.760: It is.
00:09.760: And I remember reading about the iPhone 5S.
00:09.760: It's like, really?
00:09.840: Does everybody know that?
00:09.840: When you click that
00:09.840: It's really cool the way all of that is working.
00:09.920: Because if you need all those tools today and you can't
00:09.920: I'm sure you'll love it.
00:10.000: Me?
00:10.000: So I think what you're going to see is
00:10.000: Guess what?
00:10.080: How do I keep that?
00:10.080: How can we get him done today?
00:10.080: And obviously, these laptops and sorry, these tablets
00:10.080: So all of those
00:10.160: Why do we want that?
00:10.160: And it's it and
00:10.160: And keep in mind, too, today with current
00:10.240: And that's another story I'll tell some day about David Barnes from IBM.
00:10.240: So there was in the WWC live demo of Photos app, they showed
00:10.240: And
00:10.320: Right.
00:10.320: They can comment on the picture, they can like it.
00:10.400: Get excited?
00:10.400: Actually, that does make sense.
00:10.480: Woe is me.
00:10.480: There's a lot of things like that that only Apple is willing to do.
00:10.480: It's gone.
00:10.560: Fortunately, the vast majority
00:10.560: They can afford to make no money on Product X for the next year.
00:10.640: I was learning tons of stuff from him.
00:10.640: Timeline Inspector, which is one of the coolest tools in Funnelcat 10, open.
00:10.640: And it's a great learning tool.
00:10.640: Right.
00:10.720: I think they do.
00:10.720: It can copy that photo out, do its work and then put a finished copy of it back in again.
00:10.720: Yeah, obviously.
00:10.800: Back in those days, it was a scan converter to record the screen.
00:10.800: You know, it's like, God, I mean, I can I was thinking about this this morning.
00:10.800: And Photos is the next generation of
00:10.800: It's just malarkey, it's mark market hype.
00:10.800: And this is, again, interesting, the parallel.
00:10.800: But that ability is there.
00:10.800: I want these features, man.
00:10.880: I think it's brilliant.
00:10.880: Why do pros need that?
00:10.960: Is it the natural progression?
00:10.960: So that would be what Photos is on OS ten and iOS.
00:11.040: And that's what in your Yosemite or in whatever is next?
00:11.120: So much of the music that I cut to these days is from Premium Beat.
00:11.120: Okay.
00:11.120: Yeah, the name, generic name thing is a bit tough, but yeah.
00:11.280: Plus you have non destructive editing, very cool.
00:11.280: And frankly, it's the only
00:11.360: Whatever.
00:11.360: So I love what you're calling it obvious speculation.
00:11.360: Interesting.
00:11.440: It's I think it's great.
00:11.440: What happened to it?
00:11.440: Yeah.
00:11.440: Never.
00:11.440: And I will say this, too.
00:11.520: They used to be called
00:11.520: So welcome.
00:11.600: You just drag the slider and your picture gets better or brighter or darker.
00:11.600: But then if that JPEG is lost, then they're confused.
00:11.600: Yes.
00:11.680: And I thought it was very interesting, this whole kind of photo kit
00:11.760: What do you mean?
00:11.760: That sucks.
00:11.920: And it wasn't a cookie cutter
00:11.920: You guys at Apple are awesome at
00:12.000: They're either being convinced or they're just learning to stop.
00:12.080: Because as a working professional, time is money.
00:12.080: Right.
00:12.240: I really don't.
00:12.240: I don't know what sliders to push.
00:12.240: These are cool features.
00:12.400: So now when you get back to your
00:12.640: Or is it
00:12.720: You can't have one where there should be five.
00:12.960: Like, so for example,
00:12.960: There's no reason to assume it's an all or nothing.
00:13.280: There's a.
00:13.360: It's a little.
00:13.760: I'm looking at.
00:13.840: And I think that.
00:13.920: It just doesn't work.
00:14.160: com.