HEIF is based on the High Efficiency Video Compression (HEVC), which is also known as H.265. The format was developed by the Moving Picture Experts Group (MPEG) and became popular in 2017 when iOS 11 and macOS High Sierra was released. In iOS 11 you can save images as HEIC files instead of JPEG files, which require considerably less storage than JPEG files without sacrificing image quality.
If an iPhone user shares a HEIC image with a non-iPhone user or to a social site, the HEIC image is automatically converted to a JPEG image. If you do not want iOS to save images in the HEIF format, open your "Settings" app, and select Camera → Formats → Most Compatible. Selecting Most Compatible means that iOS will now save images in the JPEG format.
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