/// Avid Brings Its "Pro-sumer" Video Editing App to iPad

February 2, 2012  |  All Things Digital


Avid, maker of high-end digital video and audio production tools, is bring its “pro-sumer” video editing software to the iPad. The app is available starting Thursday as part of the Avid Studio suite. The app will run on iPad only, though Avid says it’s exploring other mobile operating systems. Avid Studio for iPad costs $4.99 to start; after 30 days, the price will jump to $7.99. That’s still much less than what other current desktop editing applications cost, including Avid’s own Avid Studio ($129.99), Adobe Premiere Elements ($99.99), Apple’s Final Cut Pro X ($299.99), and Sony’s Vegas Movie Studio HD Platinum ($59.95). The iPad app marks the Burlington, Mass.-based company’s first video editing application for tablets. Video editing software generally requires a substantial desktop system or a bulky laptop; using video editing apps on relatively small smartphone screens can be cumbersome. Avid is hoping its app hits somewhere in the middle. “We’ve seen a shift in how creation is happening, and it’s really happening on almost any device,” said Tanguy Leborgne, vice president of consumer and mobile technology strategy at Avid. “We think the tablet is more than just a consumer device; more and more people are creating on it.” While Avid says the app captures most of the editing capabilities available on its desktop system, there are some obvious areas in which an iPad editing app would be lacking.

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Avid Brings Its "Pro-sumer" Video Editing App to iPad


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