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JPEG XL is a great name from a marketing perspective. The Apple roadmap has several successor compressors with AI elements in the planning sheet - JPEG XL PLUS, JPEG XL MAX. These formats will have small nominal yearly licensing fees to use. Finally, the most advanced format will be JPEG XXXL which they are developing in collaboration with pornhub.

What exactly has Apple to do with the name of JPEG XL?

Although it might seem confusing at first glance, having your selling point as "our file sizes are larger!" is so counterintuitive, that I think it's obviously not that!

Sometimes it can be like "our file sizes are larger, but look at this big list of cool features".

The XL probably relates to the fact that the relative savings increase with higher res pictures. Whereas original jpeg's file size might have scaled linearly, jxl could do better than that.

Lets just call it JPEG 40 to avoid any confusion.

Even weirder, L stands for legacy.

Bigger is better, it is known.