The company said the technology, known as MPEG-4 part 10 or H.264/AVC, is the next-generation video compression technology in the MPEG-4 standard. Already ratified by both the ITU and ISO MPEG, Frank Casanova, Apple Senior Director, QuickTime Product Marketing, told internetnews.com that the company is pole-positioning the improvements as the standard for video encoding for everything from 3G to High Definition (HD) broadcast.
“We took the basic recipe and we’re now testing it internally on our campus in Cupertino, Casanova said. “We’re not shipping it yet. It’s not a question of ‘if’, only a matter of ‘when.'”
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