Strictly speaking, Apple's been refining videochats ever since OS X's iChat became iChat AV - and that was six years ago. They support encryption, high frame rates and H.264 video as opposed to H.263 and are doing this over the AIM OSCAR protocol.
My only question is why the iP4 is crippled out of the box so as to not connect to iChat desktops the world over.
As to whether this is a trend - it is. According to
Boy Genius Reports Facetime will be extending to other devices - rather than simply using iChat there as well.
And the new scheme? To use your Apple ID - read: MobileMe email address - as your contact name. Same as iChat - except iChat also accepts AIM IDs and can vid with AIM users.
The point of videoconferencing is the same point as a phone - coverage and accessibility to others using different services.
FaceTime, Fring-to-Fring and Qik are instant fails, regardless of quality, because they each support a vendor's naked attempt at lock-in rather than a platform independent concept for extending and enhancing the way we communicate long distance.
iChat and even more so Skype have shown that this independence is possible, but the phone makers are trying to cash in on most people's unawareness of this technology.
So, yes, from a certain point of view, Facetime is a first attempt by Apple - but it's not a first attempt at videoconferencing, it's their 1st for lock-in in this area. Yet another example of Apple retreating from the principles of openness that they once embraced.