A few years ago, Google introduced WebP image format leveraging VP8 video codec, and the Moving Picture Experts Group (MPEG) has decided to do something similar but instead of using VP8, they went with their own H.265/HEVC video codec for HEIF image container format.
HEIF stands for High Efficiency Image File, and is defined by ISO/IEC 23008-12 (MPEG-H Part 12). The storage of the data is based on ISO Base Media File Format (ISOBMFF), and HEIF appears to be especially useful to replace animated GIFs file with better quality and much lower sizes, as well as burst photos.
HEIF also appears to compress a little better than JPEG photo with similar quality, but HEIF appears to fallback to JPEG codec sometimes, so it may be improvement in the way metadata is handled? The comparison table show the different features between HEIF and other well-known image format (JEG, WebP, GIF, etc…). Source: Nokiatech Github.io page.
|.heic||JPEG/Exif||PNG||GIF (89a)||WebP||JPEG-XR / TIFF||JPEG-XR / JPX||BPG|
|Formats and extensibility|
|Base container file format||ISOBMFF||TIFF||–||–||RIFF||TIFF||–||–|
|Lossy compression||Yes (HEVC)||Yes (JPEG)||No||No||Yes (VP8)||Yes||Yes||Yes (HEVC)|
|Lossless compression||Yes (HEVC)||Yes (TIFF Rev 6.0)||Yes (PNG)||Yes (GIF)||Yes (VP8L)||Yes||Yes||Yes (HEVC)|
|Extensible to other coding formats||Yes||Yes||No||No||No||Yes||Yes||No|
|Metadata format (on top of internal)||Exif, XMP, MPEG-7||Exif||–||–||Exif, XMP||Exif, XMP||JPX, (XMP)||Exif, XMP|
|Extensible to other metadata formats||Yes||No||No||No||No||No||Yes (XML-based)||Yes|
|Other media types (audio, text, etc.)||Yes||Audio||No||No||No||No||Yes||No|
|Multiple images in the same file||Yes||No||No||Yes||Yes||No||Yes||Yes|
|Image sequences / animations||Yes||No||No||Yes||Yes||No||Yes||Yes|
|Extensible to other editing operations||Yes||No||No||No||No||No||No||No|
|Auxiliary picture information|
|Transparency (alpha plane)||Yes||No||Yes||No||Yes||Yes||Yes||Yes|
I had no idea you could embed audio into JPEG files until today.