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Apple tries new pitch to woo video pros to latest Final Cut

After a rocky reception and several software updates, Apple's pushing video pros to use its Final Cut Pro X software.

Just days ahead of one of the largest gatherings of video producers, Apple's making a new push for attention -- and hopefully adoption -- of its controversial video editing software.

Apple today debuted a new series of promotional plugs by some top film and content makers, all in an effort to push others to Apple's Final Cut Pro X software, notes the Los Angeles Times. Some of those include videos featuring video editor and director Julian Liurette, director Tsui Hark, and Mexican media company TV Azteca.

It's not unusual for Apple to make these types of videos, which it does for its other "pro" apps Aperture and Logic. What's noteworthy is that it's all happening right before the National Association of Broadcasters' annual show, where Final Cut Pro was first introduced.

Apple's Final Cut Pro X came out in June 2011, following a stealthy debut at a private event during the National Association of Broadcasters show. Once released, it rubbed many longtime users the wrong way with its changes. The program had a whole new look, and promised to speed things up things like rendering, but it was also incompatible with older project files, removed some features, and changed long-established workflows.

The changes, along with a lack of updates to Apple's Mac Pro hardware, caused some video pros to jump to rival software from Adobe and Avid. Apple has attempted to remedy some of those complaints with a series of software updates, and an extensive FAQ page that lays out the differences. Even so, some pros have told CNET they -- and their clients -- remain on the older version of Apple's software instead of upgrading.

Alongside the new videos, Apple pushed out an update to FCPX this morning that adds support for Sony's XAVC codec at up to 4K resolution and fixes a handful of bugs.