The University of Central England's Technology Innovation Centre (TIC) is working with Apple to deliver professional training in Mac applications.

It's a move that's focused on new media and skill development in the West Midlands. TIC is already the largest provider of higher education media technology courses in the region, and is an Apple Authorised Training Centre for Education.

It runs three and four day courses in Final Cut Pro and Logic Pro. These courses offer successful students accredited qualifications they can use on their CV.

"The Apple platform is widely recognised as the professional standard in creative industries", said Steve Smith, who leads the Interactive Media team at TIC.

A report on Apple's website explores the training strategy behind TIC's decision to support the company's software applications.

"For many of our applicants, Apple is iconic. They are the iPod generation and really want to use Apple tools. As well as its professional reputation, students attach tangible value to it. They want to walk down the street with a white branded laptop," said Smith.