Apple today announced strong incentives for Adobe Premiere customers on Macintosh or Windows to switch to Final Cut Express or upgrade to Final Cut Pro 4. Starting today through September 20, 2003, Premiere customers have the choice of trading in their disks for a free copy of Final Cut Express, Apple’s video editing software optimized for DV, or receiving a US$500 rebate from the purchase of Final Cut Pro 4, the next generation of Apple’s Emmy award-winning editing software for film, HD, SD and DV. In addition, Apple is offering customers who purchase any new Mac from the online Apple Store, Apple’s retail stores and participating Apple Authorized Resellers the opportunity to pick up Final Cut Express for $99 — a savings of $200 over the retail price. Adobe ended Mac support of Premiere with a new version release last week.