Wow. Apple’s latest version of their professional video editing software Final Cut Pro X has proven to be such a PR mess for them that according to reports they are now backing down from their strict “all sales are final” policy for the App Store and issuing refunds.
The reversal of Apple’s official app return policy comes as Cupertino faces widescale revolt amongst the pro video editing community, many of whom are unhappy that Apple ditched so many of the features they counted upon in the latest iteration of Final Cut Pro.
In order not to lose these professional customers forever, Apple seems to be taking a more placating tack by refunding Final Cut Pro X’s $299 price to professionals who can’t fit Final Cut Pro X into their workflows.
One email from Apple to a disgruntled developer reads:
Moving forward, I understand that you are not satisfied with the app “Final Cut Pro”. I can certainly appreciate you would like a refund, and I would be more than happy to help you out with this today. In five to seven business days, a credit of £179.99 should be posted to the credit card that appears on the receipt for that purchase.
Please note that this is a one time exception because the iTunes Terms and Conditions state that all sales are final.
Smart. Apple knows that sooner or later, pros will probably adopt Final Cut Pro X anyway: the magnetic timeline is a killer feature, and Apple intend on beefing up the feature set of Final Cut Pro X over the coming months. In the meantime, though, they will issue a limited sense of refunds and quiet the shouting of their most offended customers before the protest over Final Cut Pro X reaches a keening pitch.