Google has their own video format, why shouldn’t Apple?  Hardmac reports that the new ‘AppleHD’ video format would be scalable up to 4K.

we can suspect that Apple will be using a format evolving or directly originating from Dirac

They postulate that this superHD format would allow Apple to differentiate with huge Retina Displays which would facilitate a new type of AppleTV.

Youtube started supporting 4K recently.

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