True, but there is so much potential for UAD to take advantage of the potential of what Native can offer (over DSP) that hasn't been tackled yet. I also feel like the longer UA takes to get products ported, the more likely people are to buy alternatives from other companies. I'm sure you can run off a long list of the imitation plugins other companies have made just by copying the UAD product line. As much as I still regard UAD as the benchmark of analog modelling, the gap is smaller than ever with the competition, and new products are being released all the time.
and on the other side, the last 5 years hardly feel like UAD has kicked on with the DSP side of things - there's very few releases from partner developers (bx/softube/sonnox have basically abandoned it), and UA's own pace has slowed somewhat.
The recent years of UAD feel like:
- LUNA was a big deal (but for me its a total no-go, unfortunately)
- Guitar pedals have been quite succesful (although there is some confusing design choices, poor app control, no MIDI support, lots of repackaging the same FX)
- Amp modelling has seen some cool products, but nothing ported to Native yet (why?)
- Ox has been quite successful but, again, the app control, updates, and porting any of it to Native hasn't happened
- Apollo's have kind of plateaued, partly because they are just so good now, partly because of the chip/parts shortage, partly due to the shift to native. Curious what the next refresh holds
- The native porting feels slow, and the handling of the subscription/perpetual sales generally feels like flying by the edge of your pants. IMO they are doing things right, but its too little and like 5 years later than it should have been.
There's definitely some interesting things going on, and things that I am a little interested in. But it doesn't feel like the exciting cutting edge company it once was to me any more. I really hope the next 5 years are much more exciting, although with where technology is headed who even knows what we'll be doing at that point