While the company has proposed this to the VRML Architecture Group, it has otherwise not participated that actively in the standards arena. Apple was notable for not supporting this technology. Apple needs to combat these gaps by marketing its technology in new and innovative ways. The company must establish a sound Internet strategy that encourages third-party software vendors to create for the Mac platform. These vendors insist on creating their own technologies or adding proprietary extensions to standards-compliant equipment.
Standards also benefit consumers.
For example, more than 100 companies are making equipment compatible with the 10Base-T standard. Consequently, prices are low and products suited to particular needs and circumstances are easy to obtain. Currently, developers of Internet applications, especially Web browsers, are thinking along proprietary lines. This is shortsighted. The potential of the Net will not be realized until every customer's browser can talk to any merchant's server.