HTML5 video
In 2010, in the wake of Apple iPad launch and after Steve Jobs announced that Apple mobile devices would not support Flash, a number of high-profile sites began to serve H.264 HTML5 video instead of Adobe Flash for user-agents identifying as iPad. HTML5 video was not as widespread as Flash videos, though there were rollouts of experimental HTML5-based video players from DailyMotion (using Ogg Theora and Vorbis format), YouTube (using the H.264 and WebM formats), and Vimeo (using the H.264 format).
HTML5 video
Although Theora is not affected by known non-free patents, Apple has expressed concern about unknown patents that might affect it, whose owners might be waiting for a corporation with extensive financial resources to use the format before suing. Formats like H.264 might also be subject to unknown patents in principle, but they have been deployed much more widely and so it is presumed that any patent-holders would have already made themselves known. Apple has also opposed requiring Ogg format support in the HTML standard (even as a "should" requirement) on the grounds that some devices might support other formats much more easily, and that HTML has historically not required particular formats for anything.