The whole video codec industry was predicated upon a particular licensing structure where everyone was paid to participate in ISO/ITU codec development in exchange for patent ownership over the final standard. That's why Apple never touched VP8/9 - decode blocks for ISO-standard codecs were very plentiful and very good, compared to those you could get for royalty-free Google ones.

Of course, nowadays the ISO/ITU business model is broken[0], so maybe the actual standards will move towards "royalty-free by default". Or AOM codecs will outcompete ISO ones and they become the de-facto standard[1]. But I don't see that happening until and unless Apple actually ships AV1 hardware codec blocks.

[0] Specifically, a good chunk of HEVC patents are only available from a company called Access Advance, a patent pool that has overlapping membership with MPEG-LA's pool. Since there's an overlap, you have to pay for certain parts of HEVC twice, and Access Advance won't reimburse you for the duplicate license. They say you should ask MPEG-LA for a reimbursement, despite the fact that said reimbursement would be more than you actually pay for MPEG-LA's half of HEVC.

[1] One of the founders of MPEG, Leonardo Chiariglione, is very outspoken that royalty-free codecs outcompeting FRAND codecs would mean the end of innovation in video coding. I personally find this a mistaken view (AOM's members were going to be doing the R&D anyway) but that's how the ISO/ITU people think.