After various companies made offers, Keygrip was purchased by Apple as Steve Jobs wanted a product to compete with Adobe Premiere in the desktop video market. At around the same time, Avid—now with Windows versions of its editing software—was considering abandoning the Macintosh platform. Apple released Final Cut Pro in 1999, and despite not being taken seriously at first by professionals, it has evolved into a serious competitor to entry level's Avid's systems.