M4V is a digital video container format developed by Apple Inc. It is pretty similar to the popular MP4 in terms of structure, but M4V files can sometimes be DRM protected. Today, M4V is the primary video format for iTunes Store videos and can multiplex together multiple audio and video data.
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M4R is a filename extension for AAC format, which is developed by Apple Inc. It is typically used to save custom iPhone ringtones from Apple iTunes. M4R can only be created from iTunes purchased songs and is usually DRM protected. It can open on iTunes, VLC Media Player, Apple QuickTime Player, and more.