USB 3.0 has a faster rate than FireWire 800, but it never achieves that. Besides, the interface is just better overall, using less computer resources and acting as an ethernet cable. Also, I have never seen anyone ever use USB 3.0, and on a lot of sites offering hard drives, I only see a few USB 3.0 drives. I'm sure FireWire just costs more than USB 2.0 because it is less common (and USB is supported by Intel and MS).
It's hard to find any good comparisons in speed between FireWire 800 and USB 3.0, but since USB relies on the computer so much, I'm pretty sure FireWire 800 would be faster in real life. I'll try it once I get my hands on a USB 3.0 machine to test.
But is it an actual strong rumor that Apple is going to support USB 3.0? I haven't heard about it, but I may have missed it. If Apple ever takes over, I'm hoping they'll continue to use the best standard (unlike MS, which promoted USB 2.0 and countless other garbage). Thunderbolt kills the competition, but it's hard to tell whether or not it would be cheap enough even if mass produced like USB.