The Ribshack

Obviously, I have no inside information but I got into an interesting conversation the other day and we were really puzzled by what could or should be Digidesign's next move.

With Logic 8 and now 9, Apple has clearly tried to do what they did with Final Cut Pro and even what Microsoft did to Netscape back in the day…

Make the software cheap enough that their competitors couldn't stay in business. Squeeze 'em out. Years ago this wouldn't have mattered as a native system couldn't really keep up. But it certainly has narrowed that gap dramatically these days.

Now Digidesign is in the Native game too but do they really want to be? That's a game they can't control. Is Pro Tools LE really better than Logic? At best, it's a matter of opinion. No longer a fact.

And Digidesign built it's reputation as being the standard, but as more and more novices jump into the water (and they are at an alarming rate) that could and probably will change. Which means Pro Tools feature set will have to keep up with all other software as the "studio standard" badge they've been wearing for so long will no longer be a selling point.

For now, the HD systems will still be home for the situations where budget is not an issue. If you're doing post for a $350 million dollar movie, do you care about blowing 30k on a system? Probably not. So Digidesign can probably hold these clients as an HD9 system running on a Mac Pro 8 core will still kick any native systems butt.

And it's price point, Pro Tools LE is still in the game with any level of native system you can afford being available. So they can "compete" there. But can they "dominate"?

Where they are really getting squeezed is in the middle. The HD users who are quite happy with their system but can't afford to buy another 8k -15k system. But they may have to. Or switch.

Why? Snow Leopard. Snow Leopard is the new Mac OS and it's Mac Intel-only. So if you have a PPC Mac, you're left out. Not the biggest problem for the LE user. Sell your computer and get a newer one. ($2,500 minus what you sell your older one for). But for the HD user, who is still using a Mac G5 because it has PCI slots (instead of PCIe cards), you have to buy a new computer plus get a crossgrade for all your cards. (about $5,000 more for an HD 3 owner like me).

And Digidesign has announced that they are no longer supporting PPC macs in their next major software update. I assume because they don't want to write code for Snow Leopard and old Leopard. Can't blame them. It's Apple that keeps changing their OS quicker than the animals they keep naming them after. :•)

So a major part of their core user base will have to make the decision:
(I say "core" because this is the base that made them the "studio standard".)

1. Spend 3 times as much as a Native user to upgrade and keep current with little extra benefit.
2. Stick with your older machine and hope that Pro Tools 9 isn't something that you really need. As you watch the Mbox guys get to use it.
3. Make the switch to a Native system and cash in those cards.

It's an interesting time in the DAW world with programs like Reaper also changing the game. I don't envy Digidesign's place in the game at this point.

Although they could always WOW us with something new. It wouldn't be the first time.

Cheers.