[daneel_w]

I'd say they are, but the real issue to Apple is how this or that format will affect their users and how it will portray their products. That is, whether or not they can decode the format without the device running hot, noisy and out of battery in 45 minutes. They like H.264/H.265 because users can decode them with high power-efficiency due to GPU- and dedicated hardware support. This is one of the greater benefits of formats that the whole world accepts and adopts.