Apple Finally Competes for Creativity App Users with Aggressive Marketing
Apple has decided to compete for creativity app users
After fifteen years of unclear strategy, Apple is actively seeking to dominate the creative app market. They are hiring a manager in Poland to lead global campaigns for Apple Creator Studio, focusing on user acquisition and retention. This marks a significant shift from their previous passive approach, signaling a return to the aggressive marketing tactics of the 2000s to drive subscriptions and support the wider creator ecosystem.
Instead of Apple's 'put out software, don't show that you want people to try it' policy since 2011, it looks like they are reverting to what they did in the 2000s.
- azeemba
A single job posting for an engagement team doesn't really tell you if its a company strategy or not.
Directors hire on random ideas all the time and then pivot as needed
- whyenot
Bring. Back. Aperture!!! Yes there are alternative to Lightroom out there (Capture One, for example), but Aperture was so Mac native and was such a joy to use on OS X.
- wwalexander
I much prefer the interface of Pixelmator and Pages to Photoshop and InDesign, and paying once (for the non-AI-augmented version of Pixelmator, which Apple indicate will continue to receive some manner of updates going forward) is a nice plus.
It’s unfortunate there’s not a real Illustrator equivalent; Pixelmator has okay enough vector editing and export support for my needs, but notably will render the canvas rasterized at whatever the nominal resolution is even when zoomed in editing an SVG. Vector exports work as expected, just the editing is rasterized. Still, a small price to pay for not paying monthly for Adobe’s mountain of crufty malware.
- flkiwi
The Creator Studio is a pretty big miss for Apple. Pages, Numbers, and Keynote have always been productivity apps, not creativity apps (and there is a difference). Of the remaining apps, Pixelmator Pro is the only one that is remotely relevant to my needs, and I'm not subscribing to a $12.99/mo plan just for Pixelmator. Compared to $19.99/mo cost for a much more coherent set of Adobe photography and imagery tools, it's a no brainer to go with Adobe. Not the outcome I would prefer, but a bunch of audio and animation tools will be functionally useless to me, so I'm being asked to pay $12.99/mo for a photo editing app and some productivity tools I already have. I'm sure there are some people who will benefit from the breadth of the Apple bundle, but I don't expect there are THAT many.
The fact that it is impossible to get Pixelmator Pro outside the bundle just makes the situation more ridiculous, unless you want the legacy version.
Create serious pro/prosumer tools for creative verticals again (Aperture, you are dearly missed) and you'll have my attention.
- badrequest
Probably safer to assume that they always had someone serving in this position and they recently left.