The company is promoting publishers who offer HTML5 video as an alternative to Adobe Flash.
In preparation for the release of its iPad on Saturday, Apple has released a list of iPad-ready Web sites and is inviting online visitors to submit their Web sites, if the sites conform to Apple's criteria.
To be iPad-ready, a Web site must be built with W3C standard Web technologies, as Apple explains in technical notes on its Web site. It cannot, in other words, rely exclusively on Adobe Flash, a technology that has earned the ire of Apple CEO Steve Jobs for alleged performance problems.
In contrast to Google, which recently said that it would bake Flash technology into its Chrome browser -- most ads rely on Flash and Google operates the leading online advertising network -- Apple has effectively banished Flash from its platform in favor of technologies not controlled by a competing company.
CBS and ABC are reportedly preparing television episodes to be viewed on the iPad -- CBS shows through HTML5 in the browser and ABC shows through a native iPad app. Hulu, a video site own by NBC Universal, News Corporation, and Walt Disney Company, is said to be preparing an iPad application.
And Netflix, the video rental service, appears to be preparing an iPad app that will allow subscribers to stream a limited selection of movies on Apple's eagerly anticipated device.
A company spokesperson declined to confirm this report and said, "Let's wait and see what Saturday brings."
YouTube, the most popular online video site, is not among those cited by Apple as iPad-ready, despite the fact that it does offer an HTML5 video player that works in Apple's Safari browser.
It's possible that YouTube wasn't mentioned because it's owned by Google, a company that has aggravated Apple by moving into the mobile phone business. But it could also be that YouTube's HTML5 player remains an experiment and that the bulk of its videos continue to be served in a Flash player.
Google in the Enterprise SurveyThere's no doubt Google has made headway into businesses: Just 28 percent discourage or ban use of its productivity products, and 69 percent cite Google Apps' good or excellent mobility. But progress could still stall: 59 percent of nonusers distrust the security of Google's cloud. Its data privacy is an open question, and 37 percent worry about integration.