As far as the business model, here is how I see it working.  Big cash infusion for this "one time" life time upgrade.  That cash will be invested to finish up the Mac version, which should bring in another lump some of cash from Macaholics sick of their DAW.  Meanwhile, new PC users pay for the core updates until the Mac sales stabilize, which leaves Cake with another stack of cash to invest.  Cake uses that slush fund:  buy or build a notation plug; build a better matrix plug; buy REmatrix; build an Alchemy-style synth; or a neve-style ProChannel VST or DSD recording/playback; buy Super Melodyne, whatever you please.  Stuff they used to add to entice us to upgrade to SONAR 11.
 
These plugs in are not part of the core lifetime upgrades.  You want, you buy.  You don't even need to be locked into Cakewalk to buy. In fact, other than bugs and ergonomics I don't see SONAR changing much - just smoothing.  We won't get Breverb light or Melodyne anymore on a yearly basis.  No more freebies - which weren't free but wrapped up as a selling point for yearly updating.  The $100-200 a year we spent for upping SONAR to the next version, Cake is hoping, you'll plug right back into a similar priced plug/additional function that you like and choose.
 
I don't care about notation so I don't buy it, but you do.  I do love the new synth and get it.  I have an analog neve so I'm not too interested in the PC version, but in 2018 go for the DSD function (and Tascam DSD recorder/playback hardware).  Just one big seller, on both Mac and PC, could open up all kinds of steady sales of their other properties, including SONAR.
 
So Cake continues to slick up the core functions and bug fixes in SONAR and ports them to both PC and Mac.  Come 2020, CAKE launches a new flagship DAW with their DSD built in, called ASDIC. Different core, so SONAR is no longer sold or supported past 2022, when MS introduces the XYZ OS.  But there is a special upgrade price for SONAR users ...
 
Distilling what Cake has said on the forums with common and business sense, this is what I see is happening.  Of course, I could be all wrong, but Craig won't say and tip off the competitors.
 
@
PS,  as I've said elsewhere, Cake should have made a sticky thread for all payment problems/questions - " I bought Artist on Tues so how much is it for my upgrade to splat lifetime next Wednesday."  There are so many individual choices one can ask about that no one else cares about - except the staff trying untangle a sale.
 
 
@

AT
As far as the business model, here is how I see it working.  Big cash infusion for this "one time" life time upgrade.  That cash will be invested to finish up the Mac version, which should bring in another lump some of cash from Macaholics sick of their DAW.  Meanwhile, new PC users pay for the core updates until the Mac sales stabilize, which leaves Cake with another stack of cash to invest.  Cake uses that slush fund:  buy or build a notation plug; build a better matrix plug; buy REmatrix; build an Alchemy-style synth; or a neve-style ProChannel VST or DSD recording/playback; buy Super Melodyne, whatever you please.  Stuff they used to add to entice us to upgrade to SONAR 11.
 
These plugs in are not part of the core lifetime upgrades.  You want, you buy.  You don't even need to be locked into Cakewalk to buy. In fact, other than bugs and ergonomics I don't see SONAR changing much - just smoothing.  We won't get Breverb light or Melodyne anymore on a yearly basis.  No more freebies - which weren't free but wrapped up as a selling point for yearly updating.  The $100-200 a year we spent for upping SONAR to the next version, Cake is hoping, you'll plug right back into a similar priced plug/additional function that you like and choose.
 
I don't care about notation so I don't buy it, but you do.  I do love the new synth and get it.  I have an analog neve so I'm not too interested in the PC version, but in 2018 go for the DSD function (and Tascam DSD recorder/playback hardware).  Just one big seller, on both Mac and PC, could open up all kinds of steady sales of their other properties, including SONAR.
 
So Cake continues to slick up the core functions and bug fixes in SONAR and ports them to both PC and Mac.  Come 2020, CAKE launches a new flagship DAW with their DSD built in, called ASDIC. Different core, so SONAR is no longer sold or supported past 2022, when MS introduces the XYZ OS.  But there is a special upgrade price for SONAR users ...
 
Distilling what Cake has said on the forums with common and business sense, this is what I see is happening.  Of course, I could be all wrong, but Craig won't say and tip off the competitors.
 
@
PS,  as I've said elsewhere, Cake should have made a sticky thread for all payment problems/questions - " I bought Artist on Tues so how much is it for my upgrade to splat lifetime next Wednesday."  There are so many individual choices one can ask about that no one else cares about - except the staff trying untangle a sale.
 
 
@

This would be a very reasonable 5 year business plan.  I could also see them offering 6 month free subscriptions with new hardware products that are sold, just to introduce Sonar to new users and hook them into longer subscription contracts.  

YouDontHasToCallMeJohnson
Especially when all of us have been willing to pay the $150 per year forever.

 
Well, the 'all' is definitely not accurate, because I'm not in that camp. Basically I have only been buying new versions every so many years (Cakewalk 3, Pro Audio 8, Sonar 2 XL, X1) and now have Platinum but again with the intention of only 'renewing' every so many years. I still know several folks that are on pre-Platinum. Just go look at the Sonar users Facebook group and you'll see that most posts are on older versions.
The current offer will definitely pull in a lot of folks who would otherwise have waited. True, that does mean a burst in revenue that they will never get back, but the risk is also relatively low due to the low pricepoint. In fact, non-Platinum owners can basically upgrade for Lifetime for the same price as what they used to have to pay for non-lifetime upgrade. So if Sonar is around for more than one year from now, you're already doing a good deal.
Even though I have no intent to move away from PC, the Mac announcement for me was good news, because it shows a longer term commitment. Also, I assume that that will also create a new revenue stream with new customers. Also note that the Lifetime Updates seems to be a temporary deal anyway, so those jumping on board for Mac will probably have to pay yearly still. In a sense they could also take a bigger risk by subscribing to lifetime today. Of course this would be a much bigger risk since a) it would cost them $499, and b) we have no date yet for the Mac release, so worst case they may have gotten nothing in the end if Cakewalk would go belly-up before that Mac release sees the daylight.
 
 
 

Not knowing your plan for monetizing Sonar, paying anything up front at this time feels a bit like I'm being asked to take a blind leap into the unknown. Will I like what Sonar is about to become? We're not telling. You want in? Pay first, $199 for infinite maintenance of the core product.

Ok. Now that I've payed to play; I lean back, take a long slow drag off a cigarette..
According to the video, you've just separated out effects and instruments from the core product. Hmm, I suspect this'll go down something like this:

Soon, perhaps as soon as this September, I'll be offered an effects vst package, a synthesizer vst package and mastering package on a month to month fee basis (perhaps with option to buy each). Maybe you're going to offer an audio-for-video editing package.

---------

Congrats on your MAC adventure! So the old girl has decided to get out, start seeing other OS's. How refreshing! I love it. The change will do us all good. With fresh thought comes fresh ways of viewing the world. With that comes positive innovation.

I'm not one to upgrade often. I started with PA5 then 8, 9, sonar3, X1, and finally X3plat. I was going to let my subscription run out in July, then wait for a feature to come out exciting enough to make my wallet jump out. But when I saw this today, I couldn't refuse. Bought the lifetime.
 
I think us smokers should get a discount, our lifetime runs out sooner.
 
THANKS ALL

I agree with feelings of some people there is a strong possibility sonar4life is to provide money for development of MAC version. If so it doesn't need to be anything bad assuming MAC version development wouldn't affect development and (most importantly) fixing bugs in Windows version. I were delighted if Sonar would  rise to be more important on market because it would increase chance for exchanging projects with my close colleagues. But I hope (and believe CW knows it as well) there must be respected even more important condition than availability on many platforms.  Sonar must be stable as a rock. No crashes. And CW should really react fast on serious bugs. Not force users to wait years for fixing problems. Otherwise nobody ever goes from Cubase or Pro tools to it. I think Sonar functionality and concept of development are its strong points.

Soon, perhaps as soon as this September, I'll be offered an effects vst package, a synthesizer vst package and mastering package on a month to month fee basis (perhaps with option to buy each). Maybe you're going to offer an audio-for-video editing package.
 
If you don't want it don't buy it

letyourlightshine

vladasyn
I don't see it being answered. So let's say I have Platinum and I don't upgrade to Lifetime updates- what will happens next year when my subscription year ends? Will I be charged renewal? Also after August 31st, there will be no "lifetime updates," so what will be for sale? Subscription with yearly paid renewals?
 
Wow- I did not think of Logic. I was Logic 4 and Logic 5 user. I remember how they offered us Logic 5 update on PC and it was the last update for Windows. I see it is possible to happen. Apple is sneaky and unethical this way.  

But Apple DOES NOT OWN CAKEWALK

Not yet...
 
Apple did not own Logic in 2000. It was Emagic, Mac and PC, until Apple bought them...

So many sad little people... glad I'm not one of them....

lludwickthere was complaining about why aren't we all getting this as part of the updates with our subscription.

How can someone complain about subscriptions where there is no such thing?
 
Oh yeah, people make up the words they want use, not what their DAW manufacturer calls it.