Apple's director of QuickTime marketing Frank Casanova claims Apple doesn't intend to adapt the QuickTime media player for use on mobile phones.

Instead, he stressed the technological evolution of services and the need to continuously provide high quality, relevant content to the consumer.

Because QuickTime has emerged as part of an adopted, accepted industry standard, Apple isn't focusing on embedding its technology into mobile phones, stressing its importance as part of the content delivery mechanism. He told the audience at the CTIA Wireless IT & Entertainment 2004 show: "Major cell phone carriers Verizon Wireless, Sprint, and Japan's NTT DoCoMo and KDDI already use QuickTime on servers that manage media for photo emailing and other new services", reports

He added: "In a way, Apple's found its way into the core of cell phone carriers without having to build a single handset, primarily by selling servers to manage media on a cell phone operator's network."

According to Casanova, 25 operators are in trials with the equipment, and Apple's in discussions with about 25 more.