Apple has begun an aggressive campaign to attract Adobe Premiere customers to Final Cut Pro 4, following the latter company's decision to abandon Premiere development on Mac.

Apple is offering Premiere customers who trade in their application install disks a free copy of Final Cut Express or a $500 (UK equivalent not yet announced) rebate against the purchase of Final Cut Pro 4. This deal is available until September 20, 2003.

Apple US claims the offer to be available worldwide, but local Apple sources warn that dates, prices and the extent of the offer internationally is not yet clarified. Macworld will report any new information as it transpires.

Apple’s vice president of applications marketing Rob Schoeben said: "Professional video editors and film students have chosen Final Cut Pro as the de facto standard for video editing on any platform. We're offering Premiere customers a unique opportunity to join the party for free or half price. There has never been a better time for Premiere customers to make the switch."

Apple is also offering customers buying any new Mac the chance to buy Final Cut Express at the same time for $99, against that application's $299 standard price.

Adobe Premiere users upgrading to Final Cut Express simply need to fill out a coupon that is available from Apple - though at this time it is not clear if UK users should use this coupon. They must send their Mac or Windows install disks to Apple, and a copy of Final Cut Express will be sent to them.

Appple has not yet revealed UK-specific details for UK customers wanting to exploit the $500 rebate on Final Cut Pro 4.