Apple recommendations for video quality

We are making videos to upload (not stream) on the iPad (and intending to use H.264). The tech specs indicate what the iPad can handle (160kbps, 48kbps, 640x480 pixels, 30 frames per second), but I can't find Apple's recommendations for optimum video.
Any advice?

I took a look at the movies that I have bought through iTunes, all of which play on my G3 iPod Nano. They are all around 127 kbps, but the sizes range from StarTrek at 1280 x 530 to a Pixar short at 640 x 268. No frame rate listed in the metadata.
Dah•veed

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