Windows 7 will have .mov support built-in

Windows 7 to kill off QuickTime on PCs? | News | TechRadar UK

While this may delight owners of cameras which output in the .mov format, it's also good news for anyone who enjoys watching movies on their PC, as movie trailers, particularly those on Apple Movie Trailers, come in .mov format, and so require QuickTime (or a freeware player such as VLC) to view.

Windows users who install QuickTime are then nagged with pop-ups from the Apple update software prompting them to install other Apple software such as iTunes and Safari.

And while this move brings wider camera support, and rids Windows users of those annoying nag screens, it also has the added benefit for Microsoft of making one Apple application less necessary to download.

I've always used Quicktime Alternative to play .mov files and movie trailers on-line.