"We're hearing from video professionals that they want pro level tools that address cutting edge work but also allow them to use legacy footage and workflows," said Jim Guerard, general manager and vice president of professional video and audio, Adobe, in a press release about the Adobe offer. "At Adobe we've been in the trenches with video pros for years and with Adobe Premiere Pro CS5.5 and CS5.5 Production Premium we've delivered professional-grade tools that are already being battle-tested by some of the most innovative filmmakers, broadcasters and video pros." Adobe's Premiere Pro CS5.5. software, via the "switch" website, is more expensive than Apple's, costing $799 at regular price; "switchers" get half off that price, the company says. More information is available here. Adobe isn't the only company taking the "switch" approach to get new customers: Barnes & Noble is doing the same thing to drum up more business for its already popular Nook e-reader.