I know what I am about to say won't fit the definition of a "Standard" I think of Open. that is without a proprietary encoding, or proprietary DRM scheme. By this definition I don't consider Apple's movies a standard even though they use MPEG-4 which is a standard. But I sure don't consider UV a standard either. They may dispurse there apps, and support in 3rd party apps far and wide, but that doesn't make it any more of a standard than Apple's movies, just that they have controlled there content in adiffernet way.
In short If I can't move and play my movie files accross (most) major media applications (VLC, Quicktime, Windows Media Player, etc..) then the movie probably isn't in a standard format.
If The studios were sistributing the movies in a standard format then we peobably wouldn't have this thread, becasue we could all organize our movie files where and how we want. It happens that this is an Apple centered forum, so most of us here want a format (standard or not) that supports that Apple ecosystem.
I purchased the rights to use their content, I expect to be able to use it how and where I want so long as how I am using it is legally (i.e. not sharing it). As a consumer I want all my media in iTunes, that's how I manage my catalog, I don't want UV's crapware or to need another app (like flixster) to do it.