YouTube has updated its mobile site over at m.youtube.com and, watching the launch video above, it's clear that Google is trying to tell mobile video fans that Apple's dedicated YouTube app is no longer needed.
The use of an iPhone in the video is a clear indication that YouTube is aiming the new HTML5 service at Apple fanboys, although the video does also feature a Nexus One - to show the site is Android friendly as well.
There are a few other little inclusions that indicate YouTube is trying to eradicate the need for the iPhone app as well.
The video kicks off with the message "The Full YouTube Experience" - hinting that you don't get this with the app. And it ends with the user selecting to add the site to his homescreen as an icon. Now why would you do this if you were still going to use the app?
Improvements with the service include a speedier experience, higher quality videos, a larger and more touchscreen friendly interface, search query suggestions, and the "like", "unlike" and "add to favourites" buttons.
YouTube's product manager Andrey Doronichev said:
"YouTube Mobile now receives more than 100 million video playbacks a day. This is roughly the number of daily playbacks that YouTube.com was streaming when we joined forces with Google in 2006.
"As the world continues to go mobile, we think this is a great improvement for users who want a more consistent YouTube across many devices, no matter where they are".
The service is rolling out to English speaking countries at first but will hit the rest of the world over the coming months.