H.264 isn't an Apple product.
http://en.wikipedia.org/wiki/H.264
Quote:
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H.264 is a standard for video compression. It is also known as MPEG-4 Part 10, or AVC (for Advanced Video Coding). It was written by the ITU-T Video Coding Experts Group (VCEG) together with the ISO/IEC Moving Picture Experts Group (MPEG) as the product of a partnership effort known as the Joint Video Team (JVT). The ITU-T H.264 standard and the ISO/IEC MPEG-4 Part 10 standard (formally, ISO/IEC 14496-10) are jointly maintained so that they have identical technical content. The final drafting work on the first version of the standard was completed in May 2003.
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On-the-fly transcoding of MPEG-2 to H.264 is a very big deal in the USA since so much content that is distributed is MPEG-2 (DVD as well as broadcast signals).