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Seth Weintraub's picture
Seth Weintraub

Apple versus Google

What is iFrame and why did Apple release it today?

Out of a seemingly inconsequential iMovie 8.0.5 update came some fairly big news if you are into the Apple video-editing scene.  Apple has released a new video format called iFrame.  Why?

I'm not 100% sure why Apple would do such a thing.   But I have my theories.  First some more background on the format.

iFrameApple's posted a quick KB article on the format.  From the KB we know that the resolution is hard set at 960x540.  That is exactly a quarter of 1080P HD size.  It is also 20 pixels away from being four times the size of the iPhone screen. A nice round multiple for easy up and down sampling?

Apple states:

The iFrame Video format is designed by Apple to speed up importing and editing by keeping the content in its native recorded format while editing. Based on industry standard technologies such as H.264 and AAC audio, iFrame produces small file sizes and simplifies the process of working with Video recorded with your camera.

The Sanyo VPC-HD2000A and Sanyo VPC-FH1A are the only two camcorders in the world that currently support this resolution.  They were also released today.

So why does Apple go and create a whole new resolution stantard when 720P and 480P are already very popular?  Apple not only created it but they've built the iFrame brand around the new standard with the logo above.  This isn't just some random resolution.

Is 960x540 a good resolution for a Tablet?  Only a small, six-inch one in my opinion.  It is also a good size for videoconfrencing over "almost-HD" iChat. Perhaps this size allows for streaming over "ordinary" pipes.

Its size, mentioned above, means that it will easily scale between iPhone size and Full HD. Maybe that's just it.  Apple wanted a default size for consumer video taking that would upand down scale easily an efficiently.

We'll find out soon what Apple has in store for us.

What People Are Saying

About 960 x 540

About 960 x 540:

This is the "near HD" format supported by APPLE TV. So any virtually any HD camcorder's footage can be edited and then EXPORTED to this 960 x 540 frame size and it is readable by the APPLE TV product.

AVC-Intra

I assumed, given the name, that this is something like AVC-Intra - i.e. intra-frame only, no P or B frames. And they chose the lower resolution because intra-only at 1080p or 720p would be too unwieldy for a camera.

How else would iMovie support editing in the native format (which the KB article claims it does http://support.apple.com/kb/HT3905) unless it's an intra-frame codec, and Apple said it's H.264 - so gotta be I-frame only H.264.

http://en.wikipedia.org/wiki/AVC-Intra

Release of the Sanyo VPC-HD2000A and Sanyo VPC-FH1A

Great post.

I have been a fan of the Sanyo Xacti line for a couple of years now - owning an Xacti VPC-1000 model and making some great video and stills with it. File handling has been a constant torment with all AVCHD flavors, this looks like a step forward.

You said in your post, dated October 14, 2009, "The Sanyo VPC-HD2000A and Sanyo VPC-FH1A are the only two camcorders in the world that currently support this resolution. They were also released today." which I would like some clarification on.

I think that there has been an VPC-HD2000 out since the beginning of the year - is this an "A" model which is newer, with different specs, and in fact new as of the 14th.? Is the file format different than the previous Xacti AVCHD files. Will the iFrame video format (is it a codec?) work with the previously generated files (from my VPC-1000)?

Thanks for the info and the clarification.

Be well.

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The iTablet and iFrame

Consider the dimensions of two 16:9 screens measuring (diagonally) 10" and 7" Then consider the possibility of screen resolutions slightly greater than the 163 ppi of the current iPhone and iPod touch.

Is it not possible that these two devices could display 1080p and 720p video?

I think Apple TV is about to grow up

Jobs referred to it as a 'hobby' in comparison to iPod, iPhone and Mac. I think they are going to have another home run product here. Maybe the iTablet will be as much a TV as it is a computer.

Apple tablet / slate connection?

The much-rumoured Apple device that is meant to be launched in Q1 2010 is (again rumoured) to be a touch-screen, e-reader, movie player, internet browser etc. It would make sense to me that there is a video format created to support this device. Why would they benefit from having 1080 on a 10 inch screen, when the additional resolution quality would be lost, but to have a slightly lower resolution that maximises the viewable quality (and storage capacity) on a device that is "four times the size of the iPhone screen." Hmmm...