What Is MOV? Apple's QuickTime Video Format Explained
MOV is a multimedia container format developed by Apple as part of its QuickTime multimedia framework, first released in 1991. Often called the QuickTime File Format (QTFF), MOV can store video, audio, text, and effects tracks in a single file. It served as the direct ancestor of the MP4 format and remains deeply integrated into Apple's hardware and software ecosystem, from iPhone recordings to professional video editing in Final Cut Pro.
How the QuickTime MOV Format Works
MOV uses an atom-based (also called box-based) hierarchical structure to organize media data. Each atom has a type identifier, a size field, and a data payload that can contain either raw media data or nested child atoms. The top-level moov atom stores all metadata including track descriptions, timing tables, and codec parameters, while mdat atoms contain the actual compressed media samples.
This architecture was groundbreaking when Apple introduced it in 1991 and later became the foundation for the ISO Base Media File Format (ISOBMFF), which in turn gave rise to MP4, 3GP, and other modern container formats. As a result, MOV and MP4 are structurally very similar and share most internal mechanisms.
MOV supports a remarkably wide range of codecs. On the video side, it handles everything from H.264 and H.265 to Apple ProRes, ProRes RAW, Apple Intermediate Codec, and Animation codec. For audio, it supports AAC, Apple Lossless (ALAC), PCM, and many others. This flexibility, combined with Apple's professional codec support, makes MOV the standard container in Apple-centric video production pipelines.
Strengths of the MOV Format
MOV excels in professional and Apple-centric environments thanks to these capabilities.
- Native support for Apple ProRes, the industry-standard codec for professional video editing and post-production
- ProRes RAW support for storing raw camera sensor data with metadata, used in high-end filmmaking
- Deep integration with Apple ecosystem: Final Cut Pro, iMovie, iPhone, iPad, and Mac all produce and consume MOV natively
- Supports timecode tracks essential for professional broadcast and film workflows
- Can store multiple video and audio tracks with precise synchronization
- Reference movie capability allows a single MOV file to point to external media files without embedding them
- Supports alpha channel video for compositing workflows in motion graphics and visual effects
Limitations of MOV Outside Apple
While MOV is powerful within Apple's ecosystem, it faces challenges in cross-platform scenarios.
- Windows and Linux support is inconsistent: QuickTime for Windows was discontinued in 2016 due to security vulnerabilities
- Some Android devices and non-Apple smart TVs may not play MOV files natively
- MOV files from iPhones using HEVC (H.265) may not play on older Windows systems without codec installation
- ProRes MOV files are extremely large, often exceeding 1 GB per minute of 1080p footage
- Web browsers have limited MOV support compared to MP4, making it unsuitable for web video delivery
- File sizes tend to be larger than MP4 for equivalent content due to container overhead and Apple-specific metadata
MOV vs MP4: When Does MOV Make Sense?
Since MOV and MP4 share the same structural foundation, the choice between them comes down to specific use cases.
| Feature | MOV | MP4 |
|---|---|---|
| ProRes support | Full native support | Technically possible but uncommon |
| Professional editing | Preferred by Final Cut Pro, Apple workflows | Supported but less common in pro pipelines |
| Cross-platform playback | Best on Apple devices | Universal across all platforms |
| Web delivery | Limited browser support | Native support in all browsers |
| Timecode tracks | Full timecode support | Limited timecode support |
| iPhone output | Default recording format | Requires conversion from MOV |
How to Convert MOV to MP4 and Other Formats
- 1
Determine the source codec
Check whether your MOV uses H.264, HEVC, or ProRes. MOV files from iPhones typically use H.264 or HEVC, which allows fast remuxing to MP4 without re-encoding.
- 2
Choose your target format
For sharing and web use, MP4 is the best target. For Windows editing, MP4 with H.264 ensures compatibility. For archival, consider keeping the original MOV if it contains ProRes.
- 3
Upload your MOV file
Use WeLoveConvert to upload your MOV file for browser-based conversion. Processing happens locally, keeping your videos private.
- 4
Select quality and settings
If remuxing is possible (H.264/HEVC to MP4), choose it for instant, lossless conversion. Otherwise, select a quality level appropriate for your needs.
- 5
Download and share
Download your converted file ready for any device, platform, or social media service. The original MOV is preserved unchanged.
Troubleshooting MOV Playback Issues
MOV file from iPhone won't play on Windows
The file likely uses HEVC (H.265) codec. Install the HEVC Video Extensions from the Microsoft Store, or convert the MOV to MP4 with H.264 for universal playback.
MOV file is extremely large
The file may be encoded in ProRes or Apple Intermediate Codec, which prioritize editing quality over file size. Convert to H.264 or H.265 in MP4 for a dramatically smaller file suitable for sharing.
Cannot import MOV into Adobe Premiere on Windows
If the MOV uses Apple ProRes, install the Apple ProRes decoder for Windows or convert the file to a compatible format like DNxHD in MKV. Recent versions of Premiere include native ProRes decode support.
Audio plays but video is black in MOV file
The video codec may not be supported by your player. This commonly happens with ProRes or Apple Animation codec on Windows. Install VLC media player or convert the video to H.264.
MOV recording from iPhone has wrong orientation
iPhone MOV files store rotation metadata rather than physically rotating the video. Some players ignore this metadata. Re-encode the video with the rotation applied, or use a player like VLC that respects rotation metadata.
Frequently Asked Questions
Is MOV the same as MP4?
Not exactly, but they are closely related. MP4 was derived from the QuickTime MOV specification and shares the same atom-based structure. The main differences are that MOV supports Apple-specific codecs like ProRes natively and includes features like timecode tracks that MP4 handles differently. For H.264 content, they are functionally interchangeable.
Why does iPhone record in MOV?
Apple designed the iPhone to record in MOV because it is Apple's native container format with deep operating system integration. MOV provides optimal support for iPhone-specific features like HEVC encoding, Dolby Vision HDR, stereo audio, and gyroscope-based stabilization metadata.
Can Windows play MOV files?
Windows can play many MOV files natively through the built-in Movies & TV app, especially those using H.264 video. However, MOV files with Apple-specific codecs like ProRes may require additional software. VLC media player handles virtually all MOV files on Windows.
Is MOV better than MP4 for editing?
In Apple workflows, yes. MOV with ProRes is the preferred format for video editing because ProRes provides consistent quality with every frame being independently decodable, making scrubbing and trimming faster. For cross-platform editing, MP4 with H.264 is more universally compatible.
What is Apple ProRes?
Apple ProRes is a family of lossy video codecs designed for high-quality video editing. ProRes maintains high visual quality with manageable file sizes and is optimized for real-time editing performance. It comes in variants from ProRes 422 Proxy to ProRes 4444 XQ, each balancing quality against file size. ProRes files are typically stored in MOV containers.
Can I upload MOV to YouTube?
Yes, YouTube accepts MOV uploads. YouTube will re-encode the video for streaming regardless of the input format. For optimal quality, upload the highest quality source available. If your MOV is in ProRes, YouTube handles the conversion well.
How do I convert MOV to MP4 without losing quality?
If the MOV file contains H.264 video and AAC audio, you can remux it to MP4 in seconds with zero quality loss since no re-encoding is needed. If the MOV uses HEVC, modern MP4 containers also support HEVC, so remuxing is still possible. Only ProRes MOV files require re-encoding to convert to MP4.
Is MOV going away?
No. MOV remains central to Apple's ecosystem and professional video production. Apple continues to update the QuickTime File Format specification with support for new codecs, HDR formats, and spatial video. As long as Apple devices and professional editing tools exist, MOV will remain relevant.
MOV is Apple's foundational video format, deeply embedded in everything from iPhone recordings to Hollywood post-production workflows. Its native ProRes support, timecode capabilities, and tight Apple ecosystem integration make it indispensable for professional video work. For everyday sharing and cross-platform playback, converting MOV to MP4 is simple and often lossless. Understanding when to keep MOV and when to convert ensures you get the best quality and compatibility for every situation.