You have no clue and must own apple shares. AVID is the leader in editing and they have a real media management system and apple has no clue when it comes to managing the media on shared storage. Until they come up with something that works, they don't have a chance to steam roll. Editors like avid and final cut but if they have a server then editors and owners like avid. Apple may have a chance but they will have to spend a ton of cash trying to catch avid in media management and it's not going to happen tomorrow. If they don't give up by then maybe Apple will be ready around 2 years from now so AVID is going to be strong for a few more years. I'm betting apple gives up before they figure it out, Apple likes to make lots of money fast on small little things to consumers. Final cut is not for the consumer and POST owners will not just toss cash at apple. You may know the company but not the product and it's industry.
I would not count Apple out. Steve jobs likes the entertainment industry and Apple will have a very large presence at NAB this year. As far as media management goes Apple Xserves are workhorses and address enormous amounts of storage. Apple may not be as far behind AVID as you think, and if they show capable gear at NAB who will be perceived as the platform with momentum and who will be seen as the company that will struggle to compete?