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I'm guessing HEIC.

HEIF isn't an Apple owned format, most modern cameras have it as an option alongside JPEG now. The situation is JPEG is woefully outdated, lacking in HDR support and dated compression. HEIF is technically much better but patent encumbered.

JPEG-XL offers all the benefits of HEIF and more, while not being patent encumbered.

> HEIF isn't an Apple owned format […]

I'm also thinking the OP meant HEIC, but I know that it is not proprietary (though as noted patented), and wanted to make sure, as a lot of people of all sorts of assumptions/misconceptions about Apple.

HEIF/HEIC is based on H.265, so not Apple-only as Android supports it. (Recent Sony, Canon, Nikon, etc cameras all support the format as well.)

They support different variants of the format, though.

https://www.dpreview.com/articles/8980170510/how-hdr-tvs-cou...

> HEIF/HEIC is a broad standard, and the files from Canon and Apple are not cross-compatible with one another

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