H.264 is not free. and youtube could be reclassified in 2016 to pay a further royalty increase than the maximum 10%. YouTube is the largest video service provider in the world.
On the other hand google owns WebM (spent 100M on it)
Also youtube is spending a pretty penny on flash "premium" codec support. Also not free, and could also potentially save money there pushing WebM.
it is really googles's only way to go
regarding Apple, a simple solution is to add webM support to IOS. they have some time to do it. will also save them money.