Qualcomm Launches APV: The Open Standard for Pro-Grade Video to Rival Apple ProRes
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Alongside the launch of its new Snapdragon 8 Elite Gen 5 flagship mobile computing platform, Qualcomm also announced the debut of support for APV (Advanced Professional Video) encoding, designed for professional-grade video capture and post-production control.
In a follow-up briefing, Judd Heape, Qualcomm’s Vice President of Product Management, explained that this encoding specification was developed collaboratively by Qualcomm, Adobe, Google, ArcVideo, Company3, Blackmagic, Dolby, Samsung, and others, and is being released as an open-source standard to enable more efficient and flexible access to professional video content.
By adopting an open standard, Qualcomm aims to rally broader industry support for APV, positioning it as a competitor to Apple’s ProRes—also offered under an open framework—and as an alternative to the current reliance on paid-licensing formats like H.265. This approach promises to expand options for both devices and software ecosystems.
However, while Snapdragon 8 Elite Gen 5 devices will begin reaching the market soon, Qualcomm noted that APV-enabled hardware will not be available until 2026, citing the need for industry adjustment and preparation.
Technical features of APV include up to 10% smaller file sizes than ProRes, support for 10-bit 4:4:4 and 4:2:2 formats, and encoding rates ranging between 3Gbps and 4Gbps. These enhancements allow higher color depth recording with reduced storage footprint, while preserving efficient data throughput.
Qualcomm also highlighted its collaboration with Microsoft to bring APV support to Windows PCs, enabling seamless workflows where footage shot on Snapdragon-powered smartphones—or other APV-enabled devices—can be directly edited on Windows systems without transcoding, ensuring consistent quality across the entire production pipeline.
Much like Apple’s use of ProRes to strengthen its brand identity and drive sales through professional adoption, Qualcomm’s introduction of APV as an open standard, backed by extensive industry partnerships, is expected to establish greater influence in the professional media space and expand its visibility in the market.
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