In an invitation sent to select journalists on Thursday, Apple announced a press conference to be held in Las Vegas, Nevada during the National Association of Broadcasters (NAB) event held in the city from April 7-10.
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While details of what the company will discuss were not revealed, the invitation was very clear in its focus. “Please join Apple for a press conference at NAB 2003 to learn about Apple’s strategic direction for digital video production technologies,” the invitation reads.
Digital video has been something the company has focused on in recent years in the consumer market as well as the high-end video producer. Applications like iDVD and iMovie have introduced many first time users to video production on a computer, while professional users have opted for Apple’s high-end video products DVD Studio Pro, Final Cut Pro, Cinema Tools and Shake.
Apple released Final Cut Express, a scaled down version of Final Cut Pro at Macworld Expo San Francisco in January. Final Cut Express is targeted to small business users, educators, students, and advanced hobbyists and includes the same interface and workflow as Final Cut Pro, video editing tools, hundreds of special effects and easy delivery to DVD, Web or tape.
Apple has used past NAB shows to announce updates to Final Cut Pro, QuickTime and QuickTime Streaming Server, as well as announcing the acquisition of Astarte and working relationships with Pinnacle and Matrox.