Apple says that the H.264 codec, which will make its debut in QuickTime 7, is the future of video and will replace current technologies thanks to its adoption by standards organizations. “H.264 is the future of broadcast–it will replace the older MPEG technologies,” said Frank Casanova, Apple’s director of QuickTime product marketing. “Because it’s a standard there are no other encroaching technologies–nothing else out there really matters. Windows Media, while good looking, is not a standard and it’s just not going to play a role in this space. We understand how it works because we contribute to the standard and we help evolve the standard–we are not trying to compete with the standard the way Microsoft is. In this entire world of standards, it is Microsoft versus the world and that’s not a good place to be. The world has voted for standards and we are on the side of standards.”