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Schiller plugs Apple's updated video, audio suites

Apple's Phil Schiller discusses the company's professional suite revamps and what's driving the company in creative market.

Apple has a history of appealing to creative professionals and has reiterated its interest in these core customers with the release of two major suites.


On Thursday, Apple updated its high-end video production suite, Final Cut Studio, and its audio suite, Logic Studio.

Apple began bundling its professional apps together several years ago, differentiating them into audio and video suites. Doing so allows customers to work on several applications, while staying in one environment.

"We try to make things work together up and down the range of products," Phil Schiller, senior vice president of worldwide product marketing, told CNET in an interview Thursday. "One of the great things is that you're able to share your media with anyone, anytime."

"The integration and sharing of technology is really important because you don't have to learn different apps," said Xander Soren, Apple's director of music applications marketing.

Apple has also made it possible for creative professionals to export their audio and video for the company's hardware. Of course, in the consumer iLife apps, you have integration with apps like iTunes. But you can export media for iTunes, the iPhone, iPod, and Apple TV with the pro apps too.

It makes sense that Apple wants to ensure compatibility across its product line, especially with the iPhone. In its earnings announcement two days ago, Apple said it sold 5.2 million iPhones in the quarter, a 626 percent leap from a year ago.

The final piece of the puzzle for Apple is the retail store.

"It's now possible for anyone to walk into an Apple Store and get all of the hardware and software they need to make professional videos and audio," said Schiller.