iPad & iPhone

Needs some encoding advise.

I've just been asked if I could encode a few short clips for an iTunes application. From I understand these need to be encoded as h.264 files, however what I'm not sure off is:

1. The data rate
2. Do I encode x3 version? if so what fame size do I set.
3. What do I set the keyframe too?

I do this all the time for client approvals on their iPhones / iPads (it's an m4v file that runs in iTunes):

Launch the clip in Quicktime Pro / File / Export / iPhone

Cuts the file down automatically to a 480 pixels wide constraining proportions (SD / HD) and the file is razor sharp on the iPhone.

When life gives you dilemmas...make dilemmanade.