A Time of Rapid Change for the Creative Community Digital technology is quickly blurring the lines between traditional media markets. Professional film and video producers, consumer multimedia developers, and Internet content creators once addressed clear, distinct markets. But the advent of technologies like DVD and the Internet are causing those markets to merge and converge. Few distinctions remain between content created for any particular market. The very rapidity of growth and change has landed the creative world with a significant challenge: the lack of a unified set of standards that meets the needs of all content creators, enabling them to handle the creation, storage, and delivery of their information in one simple, straightforward way, regardless of platform and eventual means of distribution. Instead of a single solution, creators face choices between incomplete, competing APIs, compounded by incompatible file formats, which all lead to an inefficient resource-intensive development process.	Creative developers desperately need a rich set of APIs and a "universal container" for holding digital media, guaranteeing that their tools work together and that their content can be delivered and viewed everywhere. Apple Computer has been setting the industry's standards for multimedia since the advent of the CD-ROM. In 1992, Apple first introduced QuickTime®, which has become the standard, multiplatform architecture for storing, editing and playing synchronized video, sound, music graphics and text for delivery through a broad range of media. QuickTime offers an open, published, extensible architecture that allows multimedia software-tool vendors, content creators, and production staffs to create stunning content for delivery anywhere. With the introduction of the QuickTime Media Layer (QTML), Apple is moving the industry forward with an aggressive strategy to support the universal creation,

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