How to compress like apple

On the apple web site you can veiw H.264 HD video of the new MAC commercials, how do they compress there HD to such small formats but maintain such go quality. I am trying to do this for my website.

Paul,
The one thing to keep in mine also is that the more information in your frame means the higher your file size will be. Just as Drew13 stated, there is very little in those commercials. I would say more that 50% of the total screen image is white, meaning nothing there to compress. Hence a smaller file size.
If they had used Time-Square NYC as a backdrop, then there would be a twice as much information to compress. Now if that was a panning shot of Time-Square, even more information to compress because the information is constantly changing.
That being said. Yes you can set the file size to compress to 3.5MB, but if you have a longer commercial or more information on screen, then your computer will preform more compression to meet that file size.
It's the old 'Quick' 'Good' and 'Cheap' scenario. If you want it Quick and Cheap, its not going to be very good. If you want it Good and Cheap, forget about having it Quick... you get the picture.
Information / Compression / Size with Compression being your Quality Variable.
I hope this answers your question about getting the file size down to 3.5MB.

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The Apple Store Regent Street gave me the replacement and took the original. The first replacement did not work for reasons I do not understand. They switched out the replacement several times until they got one that worked on the T-Mobile nano SIM card that I had purchased in England, UK. Please refer to the repair IDs below to track the progression of phones given to me at the Apple Store Regent Street:
Repair ID ----------- (Nov 15)
Repair ID ----------- (Nov 16)
Repair ID ----------- (Nov 16)
The following case number was either created in the UK or France between November 15 to November 24. Case number -----------
On November 19, 2012, I went to France and purchased an Orange nano SIM card. The phone would not activate like the first two repair IDs above.
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The UK tier 2 agent became upset when he heard that I was calling from France and that the France Apple Store or France AppleCare were not helping me. He told me that my CDMA phone should not have been replaced with a GSM model in the UK and that this was clearly Apple's fault.
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SOLUTION
AppleCare US and AppleCare Europe need to resolve their internal family issues without further impacting their customers.
Apple is to process a refund to my credit card for the cost of a full retail priced iPhone 5 64GB black.
DESIRED OUTCOMES
I have an iPhone 5 (A1429 CDMA model) that works in the US on VZW as it did before I received the replacement phone in the UK.
Apple covers the cost of the solution because I did not create the problem.
Apple resolves their internal issue without costing me more time, energy, or money.
This becomes a case study for AppleCare so that future customers are not impacted like I have been by their support system.
Does anyone have recommendations for me?
Thank you!
<Edited by Host>

Thanks, but I've been on the phone with AppleCare US (where I am and live) and AppleCare UK. They continue bouncing me back and forth without helping resolve the problem.
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