Competitors aim to lure users from Apple

Since releasing an update to its Final Cut Pro video editing software, Apple has come under fire from professional users.

Customers keen on Apple's package have bemoaned the latest iteration as an underfeatured, stripped down version compared with previous releases, stating that the professional feature-set that underpins the software has been devalued. As a result, many have been left dissatisfied with Apple's release.

Apple has responded by announcing a refund for unhappy customers, while also indicating that various updates to improve the package will be forthcoming. The move is unlikely to quell growing discontent online, however.

The fiasco has also proved an opportunity for Apple's competitors to stake a claim for the company's fleeing former users by directly targeting them. Adobe is offering unhappy professionals a switch to its Premiere Pro CS5.5 product for half price in a smart marketing move aimed squarely at dissatisfied Apple customers.

'You're a pro. Make sure your toolset is too', goes the strapline, and it's a canny piece of targeting. Adobe and Apple could hardly be called the best of friends and this well-timed marketing is unlikely to change things on that front.

Adobe isn't the only rival making its move, either. Avid is also offering a more-than-half-price switch to its Media Composer tool for existing Final Cut Pro X customers until September, also the end date for Adobe's offer.

Taking advantage of a rival's misfortune is fair game in any retail environment and its rivals quick-thinking could prove Apple's loss.