Dominating this mid-tier, software-only realm is the Adobe (nasdaq: ADBE - news - people ) digital editing application Premier, which has recently seen its market share dip from 55% to 53%, while Apple's Final Cut Pro has already cornered 30% of those sales.

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Apple has video editing and post production tools, including Final Cut Pro, Garage Band, Logic Studios, Motion, Soundtrack Pro and Color.

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The company won't say whether it intends to roll up the Nothing Real products into Final Cut Pro or to release them separately for Apple's MacIntosh platform.

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During our call to discuss Final Cut Pro X earlier this week, an Apple product manager boasted about the product's low price, media management, and ground-up redesign.

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And speed is what this machine needs for applications like Adobe 's (nasdaq: ADBE - news - people ) Photoshop and Apple's (nasdaq: AAPL - news - people ) own Final Cut Pro for editing video.

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Apple made its original foray into digital video in April 1999 when it first released its digital editing software Final Cut Pro.

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Though Apple took to the pages of The New York Times last week to respond to a chorus of criticism about Final Cut Pro X, it's clear the company is going to have to go a little further in assuaging videographers who were alarmed to learn that the built-from-the-ground-up software omits certain key features found in Final Cut Pro 7.

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