The idea of the $60,000 Avid production system is really 3 years old. I understand Avid pricing is now in the same ball park (sub $10K ) as Apple. However this pricepoint is where Avid must start to hurt, they can't make good margin on a 3rd party CPU and OS ( as can) Apple. This is a war of attrition that I can't see Avid winning. Apple also now claim to have a majority share in the professional editing market, I believe making Avid an 'also ran' alongside Adobe and Sony. This also seems to correlate with Avid sales turning down - 30% YoY last Q. I'd really expect a small company like Avid to out innovate Apple, but no it seems it's Apple running rings around Avid - for example an i Phone app that integrates directly into Final Cut Pro- how neat ...
The only way I can see Avid winning in the long term is through clear product innovation, but look at the press releases over the last 12 months - really no announcments of signifiance. So I'm not holding my breath on this one ( or Avid stock )
Avid has been outflanked so completely I can't see any hope for them in the future.
Apple has hemmed them into a corner where they struggle to retain a shrinking base of professional users, while Apple creates an unassailable brand in the consumer and education markets (associated and future FCP users).
Avid (and this goes for audio and certainly notation as well as video) has been out-innovated and out-strategized. Too much time being pleased with their features lists and too little time anticipating larger market trends.
They are indeed about 3 years behind the curve, and that's about 15 years in technology time.