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HEIF, or High Efficiency Image File Format, is a modern image file format introduced by the Moving Picture Experts Group (MPEG). It was developed as part of the MPEG-H suite and is based on the High Efficiency Video Coding (HEVC, or H.265) video compression standard. HEIF was designed to improve on the compression capabilities of older formats like JPEG, providing higher image quality at smaller file sizes.
JPG (or JPEG, which stands for Joint Photographic Experts Group) is a widely used image file format, particularly suitable for photography and web images. It is named after its creators, the Joint Photographic Experts Group. JPG is very popular because it supports high levels of compression, which significantly reduces file size without too much loss in visual quality, making it especially useful for web transmission and storage.