Following the controversial launch of Apple's completely revamped video editing software, Final Cut Pro X, Avid Media has announced (hat tip to MacRumors) that award-winning TV production company Bunim/Murray is dropping Final Cut Pro in favor of a complete Avid makeover. Going forward, the company will use Avid Media Composer and Avid Symphony for editing along with an Avid ISIS 5000 networked storage system to replace its current Final Cut Pro workflow.

"Due to the large volume of media generated by our reality shows, we needed to re-evaluate our editing and storage solutions. At the same time, we were looking for a partner who would understand our long-term needs," Bunim/Murray's SVP of post production Mark Raudonis said in a statement.

The message between the lines is that Apple's latest offerings simply won't (ahem) cut it anymore. Earlier this year, Apple completely re-architected Final Cut Pro X from the ground up with a new, modern media handling framework as well as 64-bit support. In doing so, however, it dropped many features that editing pros had come to rely on in their workflows. Apple also dropped its Final Cut Server product after phasing out its Xserve and Xserve RAID storage products over the past few years.

The decision has left many working pros wondering if Apple cares much about the professional market anymore. And, while the company has promised to improve Final Cut Pro X over time, those promises apparently weren't enough for Bunim/Murray and others who have since migrated to competing solutions from Avid and Adobe. Let's just say we don't expect this to be the last we hear about major production companies making the switch.