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Only by virtue of Apple adopted it for its hundreds of millions of devices, but you could make the same case for anything Apple alone adopts. That alone doesn't make it a standard.

I for one hope the web will end up adopting the Netflix-backed, AV1-based, and royalty-free AVIF:

https://aomediacodec.github.io/av1-avif/

Same argument for Google’s VP9. It has TONS of users because of YouTube.

People complain that’s a standard and Apple needs to support it.

No difference.

But as others have said, MS is supporting HEIF on Windows too.

With HEIF already being supported on Win/macOS/iOS/Android I doubt we are in for yet a change within the next 10 years.

The advantage of having 1b users.

HEIF is also part of the MPEG-H standard.

There are some licensing issues with it, but if you have HEVC hardware and a license, then you can probably use it.