New Delhi: Apple has bought MotionVFX, a company known for making plug-ins, templates, and creative tools for its video editing software Final Cut Pro. Apple has not said anything publicly about the deal so far, even after questions from the media. Still, the move shows the company is likely trying to improve its creative tools and bring in more professional video editors.
There is a chance that MotionVFX’s tools will be added into Apple’s own software and services. If that happens, Final Cut Pro could become more useful, especially for creators who depend on effects, graphics, and design features while editing.
What MotionVFX does
Image from MotionVFX
MotionVFX is based in Warsaw and was founded in 2009. It offers a range of tools that help video editors create better visuals, including effects, transitions, and ready-made templates. Its subscription starts at $29 per month, giving users access to a library of professional-grade editing resources.
“We are extremely excited to share that MotionVFX is joining the Apple team to continue to empower creators and editors to do their best work,” MotionVFX said in a message on its website. “For over 15 years, we’ve been on a mission to create world-class, visually inspiring content and effects for video editors. From the very beginning, we’ve been all about quality, ease of use, and great design. These are also the values that we admire most in Apple’s products, and we’re thrilled to be able to embrace them together.”
Why this matters for Apple
The deal could also help Apple take on Adobe in a better way, especially tools like Adobe Premiere Pro and its Creative Cloud apps, which are widely used by editors.
Earlier this year, Apple brought out its Creator Studio bundle. It includes apps like Final Cut Pro, Logic Pro and a few other creative tools in one subscription. With MotionVFX now part of the company, Apple might try to make this bundle more useful for people who edit videos regularly.
Apple’s services business has been growing for some time now and is becoming an important part of its overall earnings. Bringing MotionVFX into the system could help the company pull in more users who are looking for better editing tools.