Apple is currently testing new video compression technology that will improve its QuickTime Player. “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 that the company is pole-positioning the improvements as the standard for video encoding for everything from 3G to High Definition (HD) broadcast.” Also of note, a recent report by research firm Frost & Sullivan on media player market share shows Apple moving into second with 36.8 percent of the market, ahead of Real (24.9 percent) and slightly behind Microsoft (38.2 percent).