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When Apple bought Silicon Color (makers of Final Touch) late last year, everyone was excited to see what they would do with it. As personal trainers are revered among Hollywood's celebrity elite (agents, stars, managers couldn't do their job without them); colorists are worshipped in the post production world, especially in commercial advertising. Simply put, a great colorist makes the director, producer and editor look their best.

The problem with color correction is that while it's an essential part of the cinematic art and craft...it's also a really technical area of the video business that many creative editors (who focus on story-telling) don't want to take the time to learn. Starting a conversation about color space is the fastest way to lose friends at a film festival schmooze fest. (And I'm not denying I've done this... but when it comes to midtones and gamma levels, there's more "geek" in the "geek chic" than there is "chic.")

Having said that, where there is will there is a way; and in the case of color correction, where there is money to be made (if you're an editor) or money to be saved, (if you're a producer), there is the possibility of a cultural seachange.

Enter "Color" - Apple's new color correction application. Much of what Apple has done with Aperture in terms of color management and allowing digital photographers to manage RAW files and tap into the power of more digital information that's been captured...is now, with Color, being brought to the digital video and film landscape.

I'll post about the features, and Todd will be adding photos to this post shortly.