Apple: Does Denying a Rumor Only Validate It?

According to a highly reliable source, Apple emphatically denied in an NAB press meeting earlier this week any truth to the rumor that the Pro Apps are for sale.

Now, even if Apple sold Final Cut Studio and its brethren, I hardly imagine the buyer (and who might that be? Avid?) would do much to mess with its success, at least in the short term – but here is a company with a firm policy of not responding to rumors that is apparently issuing an emphatic denial and, well, one can’t help but think of analogous situations that have occurred in the recent past.

One thing that is certain, from speaking with a former Apple employee, is that the development team, once housed inside 1 Infinite Loop and very much on the radar, is now located far from the action. If you don’t think that matters, keep in mind that this is a company whose important decisions are all made by one guy. In that building. It may simply be that Pro Apps were important to Apple back when they needed to show that the Mac was not an inferior platform for high-performance, high-profile entertainment work, but that job has now been done, the app is mature and in no danger of leaving the platform, and the company has found other areas to, ahem, shake up. Like the multi-billion dollar mobile telecommunications industry, or the multi-billion dollar entertainment industry.

Anyhow that’s all just speculation. Beyond the denial, all I know for sure is that a) Final Cut Server looks great and b) attending NAB after losing my iPhone in the powder at Sugar Bowl was like living in L.A. without a car.


Mark Christiansen

VES Member, author of courses on After Effects at LinkedIn Learning ( and the After Effects Studio Techniques series.

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