Spoken pronounciation of ".mov"?

I've heard the QuickTime extension ".mov" being pronounced in different ways. As you can see here, folks have different opinions about this matter.

Some people say it as "move", like the verb to move e.g. "dot move", others enunciate it with a truncated and hard "V" sound at the end (something like a "moff").

Which one is regarded as correct by the Apple Community?