The HTML5 Video wars have settled into two camps. Microsoft and Apple support H.264. This video codec was recently freed by the MPEG LA but only for video free to view by end users ("Internet Broadcast AVC Video"). Google open sourced its VP8 video in May under the WebM open Web media project with a BSD-style, royalty-free license. Mozilla and Opera support WebM. I think H.264 is a short-term solution for Apple given the fact that the MPEG LA can change the fee structure in 2016. There is a possibility in the mean time that a pass-through fee could be imposed for protected video content running over iTV. Apple needs to get moving quickly on the follow-on to H.264 - HEVC (High Efficiency Video Coding, aka H.265). HEVC aims to reduce bitrate requirements by half through increased computational complexity. Targeted at next generation HDTV systems with progressive scanned frame rates and scalable from QVGA to 1080p, it will fully replace the H.264. Apple also needs to make sure that its processors will be able to handle the future compression (3x or more) while preserving battery life and reducing device heat dissipation. Video standards can't be "free to roam or make a home out of everywhere they've been." It's too costly for content creators to publish to conflicting standards.