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Questioning Innovation: Apple, NLE's and Market strategy
'Innovation' is a sippery concept. Much like the word 'Intuitive' it is bandied around with much gay abandon (usually by marketing directives) without a truthful engagement with what it really means.
A dictionary definition of Innovation can be read as :
"the act of introducing something new: something newly introduced"
"advanced: ahead of the times"
"producing something like nothing done or experienced or created before"
When we view the technology sector, and in particular digital creative production tools, it is most often Apple that holds a popular perception of Innovation and of being Innovative. But is the mantle warranted? Is Innovative - in the true sense of the word; that of being without precedent - really the best way to describe Apple's creative tools?
Frank Capria at Capria.TV makes the argument that in regard to creative tools such as Non Linear Editing systems, what Apple has sold with unprecedented marketing finesse as 'Innovation' is really much more accurately described as 'Commoditization'.