What I would have done (were I in charge), is continue to
sell Final Cut Studio 3 and brand the new app simply as
“Z”. A brand-new editing app. Think of the buzz! Think of
the awesome logo!
Of course, people would immediately ask, “What’s the future of
FCP7?”, and “Will there be an FCP8?” and Apple’s position
would be, “We might add minor, incremental features to FCP7, but
we feel FCP7 is a stable, full-featured app, and is working well
for millions of people, so don’t expect major changes or a major
new version anytime soon (or maybe ever). FCP is the standard for
professional editing. We are focusing on developing Z until it has
feature parity with FCP7 and is ready for professional use, and at
that time we recommend pros look into switching to it.” Pulling
the plug on FCS3 prematurely was a bad move — all downside, and
what’s the upside?