Microsoft will not win its war to dominate video standards, says a senior Apple QuickTime exec.

Speaking to MacCentral, the ever-loquacious Frank Casanova, who is Apple's director of QuickTime product marketing, said: "H.264 is the future of broadcast - it will replace the older MPEG technologies." The standard is also standard issue within Apple's upcoming Mac OS X 10.4 'Tiger' operating system.

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."

He concludes: "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."

The discussion looks at the different implementations of the video standard, and takes a look at the variety of video-oriented groups that have said they will adopt H.264.