Apple has been using the MOV extension for a long time. It the most recent version it supports MPEG-4 format and a codec that can be used for MPEG-4 may also work with MOV files although there will still need to be support for the container format.
A MOV container can also support M-JPEG files.
Technically the container is called Quick Time File Format (QTFF) but the extension used is MOV. QuickTime is particularly suited for editing, as it is capable of importing and editing in place without data copying which sets it apart from most other advanced formats.
 iPad Video Format Supported
(Straight from Apple)
- H.264 video up to 1080p, 30 frames per second, High Profile level 4.1 with AAC-LC audio up to 160 Kbps, 48kHz, stereo audio in .m4v, .mp4, and .mov file formats;
- MPEG-4 video up to 2.5 Mbps, 640 by 480 pixels, 30 frames per second, Simple Profile with AAC-LC audio up to 160 Kbps per channel, 48kHz, stereo audio in .m4v, .mp4, and .mov file formats;
- Motion JPEG (M-JPEG) up to 35 Mbps, 1280 by 720 pixels, 30 frames per second, audio in ulaw, PCM stereo audio in .avi file format.