Excellent analysis and summary, @Cecile!
The dichotomy between Claris and developers may stem from the fact that the vendor’s primary target group is ‘new customers’. A group that has few or no experience with the product, which differentiates them from ‘existing customers’.
The product’s appeal and promise to new customers is the ‘low code’ capability, while developers regard it as a RAD tool, which is not quite the same.
Great thread here on Twitter reviewing the best of the No-code/low-code tools. The marketplace is rich with capability. Claris are really swimming against a very strong tide.
https://twitter.com/makadiaharsh/status/1412398931099623430?s=21
I think they should make FileMaker better for developers and include standard (expected) tools like basic search and replace, a CF debugger, the list goes on and on.
But from all appearances in version 19, that's clearly not where they are headed.
@Mark I think swimming against the tide was Claris attempting to define a space by themselves (Workplace Innovation Platform). Now I see them swimming with the tide that is low-code.
Also, I feel like a great deal of the low-code offering targets specifically startups looking to put together an MVP. That is a very specific segment, and I do not think Claris is attempting to get a slice of that. I think their aim is businesses looking for a back-office tool they can shape themselves and adjust quickly (low-code) that plays well alongside the other SAAS tools they already have.
Had to look it up: MVP minimum viable product.
This is a common marketing ploy — define a new category you can legitimately claim to be the leader in.
“Rover, a class of it’s own” 
I love it when they mention "low-code" and JavaScript in the same paragraph in their communications. By which I mean I think it is hilarious.
The problem is that the developers are often the users. This has always been the problem with FM: they have two client pools--those who just want to do enough to get their data organized and those who want to make a living helping others get their data organized. FMI/Claris has never done a good job of riding both ends of that teeter-totter.
Changing "low code" to "code optional" is such an easy and obvious fix.
JavaScript support is an enhancement to WebViewers, and not a small one. That being said, FileMaker is still low code, because you can still develop apps without using JS.
For better or for worse, JS rules the Web world. It comes with two learning curves: Web development is different than developing for desktop and on top of that JS, even though coming from C, is awkward. For example: anything that's not a primitive is an object.
FileMaker is not alone having integrated JS in its toolbox. The reason is that it's easier to support JS than creating new stuff natively. Just think about the new UI controls JS provides, but then it's not low-code anymore.
Exactly.
FileMaker is so versatile, that Claris needs to send different messages to different groups.
Tell you, that entry is easy as you don't need to learn how to code.
And tell the people, who want to code, that you can extend it.
Actually, some messages just need to use better craftsmanship. IMO.
Confusing language and licensing does not help improving market share.
In this thread I found this statement from the vendor:
I do want to remind everyone that the Claris FileMaker Pro license included in the FileMaker Developer Subscription is for TESTING only, and not for development.
The use of words in all-capitals is a very particular spelling style.
I asked Claris several times to have a welcome page for new developers, where they can get information, download all Claris products and get a license to start development for free.
Pay a license when you deploy.
Since that is missing, we pointed people to FDS for development and testing.
Here in the U.S., an analogy has been made comparing two rather different markets that Claris traditionally targeted; those of professionals and the "do-it-yourself" (DIY) segments. The Home Depot hardware store has separate doors and check stand areas for each.
The Claris website does not currently accommodate the notion and I would not bet that it will do so any time soon.
At one time they did this with two flavours of the app. There was Pro and Pro Advanced. Now everyone receives the same software and the prefs determine whether the advanced toolbox is displayed.
FileMaker software has a sort of hardware version, it’s called Shopsmith.
I encourage anyone, including certain Claris staff, to get just a cursory overview of the legendary Shopsmith machine by spending a minute at this Reddit link to see a photo and read the first 4 comments or so. (The Reddit was posted circa 2019.)
Then, search YouTube for Shopsmith to see the machine in action by just spot-sampling random videos and to especially notice some features, some uses, and different qualities of messaging and audio / visual production.
It is surprising to find so many and such important, close characteristics of what is the Shopsmith hardware toolset and that of the software toolset, FileMaker.
Britta Rock says that when she started at Claris, she asked; “What can one build with FileMaker?” She was told; “You can build anything!” I know the same is promised to potential Shopsmith customers.
Maybe others will find the parallels as amusing and thought provoking as I do.