Apple was the first to use a standards-based audio/video solution over a network. I'm pretty sure they'll get in.
Nope. Definitely not the first.
The 3G videocalling feature is already open standards-based, and has been for years. In many ways, it is a restatement of the original wired videophone standard, so it could likely offer compatibility with both wired and wireless videophones.
Trouble is, it's based on standards that Apple has chosen not to endorse.
Specifically, the 3G videocalling protocol is described by 3G-324M.
Looking into it a little more, I see that 3G-324M specifies that several different video codecs can be optionally used, but the H.263 codec is mandatory to provide a guaranteed fallback for interoperability. Apple is heavily invested in that codec's successor, H.264. They have a hardware codec for H.264 built into iOS-based devices, and for power management reasons they generally do not permit other video codecs to be emulated in software on iOS.
That probably plays a big contributory factor into Apple's resistance to implementing 3G-324M -- they don't want to waste battery life with a software based H.263 decoder, and they don't want to waste silicon by embedding hardware codecs for both H.263
and H.264. So instead, they favoured creating a new standard for video calling, based on the codec they'd already invested in and not requiring additional codecs they weren't interested in.