For more than a decade, WebP has been celebrated as the modern alternative to JPEG and PNG — faster, smaller, and more versatile. But as technology advances and demands for higher quality, HDR, and ultra-efficient compression grow, the question emerges: is WebP still the future, or just a stepping stone? Explore the contenders vying to take its place — from AVIF to JPEG XL and HEIF/HEIC — and discuss how the future of image formats is shaping up.
1. WebP: A Revolutionary Step, But Not the Endgame
When Google introduced WebP in 2010, it quickly gained attention as a modern image format that could replace JPEG and PNG. Its promise was clear: smaller file sizes with similar or even better visual quality, plus support for both lossy and lossless compression, transparency (like PNG), and animation (like GIF). Over the years, WebP has become widely supported across browsers, operating systems, and editing tools, and today it powers much of the modern web.
Yet despite its popularity, WebP is not the final answer to the problem of efficient, high-quality image compression. As with any format, it has limitations:
- Compression Efficiency: While better than JPEG and PNG, WebP is outperformed by newer formats such as AVIF and JPEG XL in terms of both size reduction and quality retention.
- Color Depth and HDR: WebP supports only 8-bit color depth, which limits its use for professional photography, video production stills, and any HDR workflows.
- Complexity of Animation: Although WebP supports animation, it lacks the robust ecosystem and compression efficiency found in video-based formats for moving images.
- Hardware Acceleration: Encoding and decoding WebP requires more processing power compared to older formats, and in mobile environments, this can still be a bottleneck.
In other words, WebP is an excellent interim solution — a significant upgrade from JPEG and PNG — but it doesn’t fully address the needs of today’s high-resolution, HDR-capable, and performance-optimized web.
👉 If you’re still working with traditional formats like JPG and PNG, you may want to revisit our guides on JPG vs PNG: When to Use Each Format or explore the pros and cons of PDF vs JPG before jumping into the future of image standards.
The natural question becomes: what comes after WebP? And the answer lies in the rising contenders — AVIF, JPEG XL, and HEIF — which aim to push the boundaries of image compression and quality even further.
2. AVIF: The Next Big Thing in Image Compression
As the demand for higher-quality, smaller, and more versatile image formats continues to rise, AVIF (AV1 Image File Format) has emerged as one of the strongest contenders to succeed WebP. Developed by the Alliance for Open Media (AOMedia) — the same group behind the AV1 video codec — AVIF is designed from the ground up to deliver maximum efficiency without compromising visual fidelity.
Why AVIF Stands Out
- Superior Compression: AVIF consistently outperforms WebP, JPEG, and PNG in compression benchmarks. It can reduce file sizes by up to 50% compared to JPEG while maintaining equal or better quality. This means faster loading websites and reduced bandwidth usage, both of which are critical for SEO and user experience.
- HDR and 10-bit Color Support: Unlike WebP’s limitation to 8-bit color, AVIF supports 10-bit and even 12-bit color depth. This enables true HDR (High Dynamic Range) content, allowing images to display more vibrant colors, richer gradients, and improved accuracy for professional photography.
- Transparency and Animation: Like WebP, AVIF also supports alpha transparency (crucial for web graphics) and animated sequences, making it a multipurpose format suitable for everything from product photos to motion graphics.
- Royalty-Free: As with WebP, AVIF is royalty-free, ensuring widespread adoption without licensing hurdles.
Adoption Challenges
Despite its potential, AVIF is not yet a universal solution:
- Performance Issues: Encoding and decoding AVIF images can be computationally expensive, especially on low-end devices. This leads to slower processing times, though hardware acceleration is gradually improving.
- Browser & Software Support: While AVIF is supported by Chrome, Firefox, and Opera, Safari only partially supports it, and many older devices and software tools still lack compatibility.
- Conversion Barriers: Content creators often face challenges when converting legacy libraries of images into AVIF without proper tools.
Where AVIF Shines
AVIF is particularly well-suited for:
- E-commerce platforms looking to reduce loading times without sacrificing product photo quality.
- Streaming platforms and HDR content where vibrant color and gradient accuracy are non-negotiable.
- Photography and art portfolios where visual fidelity is a brand’s calling card.
👉 For practical guides on choosing the right image format for your needs, check out our comparison JPG vs PNG: When to Use Each Format or explore the debate around WebP vs JPG.
3. JPEG XL: The “Universal Successor” That Almost Was
Among all the contenders to replace WebP, JPEG XL arguably came the closest to being a true universal format. Designed by the Joint Photographic Experts Group (the same organization behind the original JPEG standard), JPEG XL aimed to combine all the strengths of existing image formats while avoiding their weaknesses. For a moment, it looked like JPEG XL could become the one format to rule them all.
Key Features That Made JPEG XL Special
- Near-Lossless Compression: JPEG XL provided better compression efficiency than WebP and even rivaled AVIF, while supporting both lossy and lossless modes.
- Backward Compatibility with JPEG: Perhaps the most revolutionary feature — JPEG XL could losslessly transcode existing JPEGs into JPEG XL files with up to 60% smaller file sizes, and then be reverted back into JPEG without any data loss. This would have allowed seamless migration for the billions of JPEGs already on the web.
- Wide Gamut and HDR Support: Like AVIF, JPEG XL supported up to 32-bit color, HDR, and advanced features like progressive rendering, which makes images appear in increasing detail as they load.
- Animation and Transparency: It was designed to cover everything WebP and PNG could do — transparency, animation, and high-quality compression.
Why JPEG XL Struggled
Despite its promise, JPEG XL faced several roadblocks:
- Industry Politics: In 2022–2023, Google Chrome announced it would remove support for JPEG XL, arguing limited adoption and performance gains. This move surprised and frustrated many developers, as it effectively killed momentum for the format.
- Adoption Gap: Without Google’s backing, most browsers and major platforms deprioritized JPEG XL, leaving only niche communities and certain open-source projects continuing support.
- Too Many Alternatives: With AVIF gaining momentum and HEIF already entrenched in mobile ecosystems (thanks to Apple), JPEG XL lacked a clear adoption pathway.
The Current Status
JPEG XL isn’t dead, but it’s certainly marginalized. Enthusiasts and open-source advocates continue to push for support, and some workflows in professional imaging still experiment with it. However, without mass adoption from browsers and big tech, JPEG XL risks becoming another “what could have been” in the history of image formats.
👉 Curious about how JPEG XL compares to older standards? Before diving deeper, check out our article about WebP to see how today’s “modern default” evolved, and then consider how formats like JPEG XL tried to go even further.
4. HEIF/HEIC: Apple’s Silent Contender
While the tech world has been debating WebP, AVIF, and JPEG XL, another format has quietly become mainstream — at least within Apple’s ecosystem. The High Efficiency Image Format (HEIF), and its most common implementation HEIC, is the default image format on iPhones since iOS 11. This move by Apple put HEIF into the hands of hundreds of millions of users overnight, making it one of the most widely used “next-gen” image formats today.
What Makes HEIF/HEIC Different
- Built on HEVC (H.265): Unlike AVIF, which is based on AV1, HEIF uses the HEVC video codec as its foundation. This allows it to achieve very high compression efficiency, often outperforming JPEG and even WebP in file size and quality.
- Advanced Features: HEIF supports 10-bit color depth, HDR imaging, transparency, and even image sequences (animations, live photos, burst shots). This makes it highly versatile for modern photography needs.
- Apple Ecosystem Integration: Because HEIC is the default format for iPhones and iPads, it has become the de facto standard for millions of casual photographers. Every photo taken with an iPhone since 2017 is, by default, in HEIC.
Limitations Holding It Back
- Licensing Issues: Unlike WebP and AVIF, HEIF/HEIC is not royalty-free. Because it relies on HEVC patents, companies must pay licensing fees, which discourages widespread adoption outside of Apple.
- Compatibility Gaps: While macOS and iOS support HEIC natively, many Windows, Android, and web platforms still lack full support. This often leads to user frustration when sharing images.
- Conversion Necessity: Many users end up converting HEIC files to JPEG or WebP for compatibility, adding extra steps. Tools like PixConverter make this easier with dedicated HEIC to JPG converters, but the friction remains.
Where HEIF Shines
- Mobile Photography: HEIF is particularly suited for smartphones where storage space is limited and high-quality imaging is crucial.
- Live Photos & Bursts: Apple uses HEIF to bundle multiple frames, motion, and audio into a single file — something traditional formats can’t achieve efficiently.
- HDR & Editing: For creative professionals within the Apple ecosystem, HEIF offers HDR workflows and editing flexibility without bloated file sizes.
👉 If you’re comparing HEIF with older standards, take a look at our breakdown of JPG vs PNG: When to Use Each Format or explore how PDF vs JPG applies to different digital workflows.
4. HEIF/HEIC: Apple’s Silent Contender
While the tech world has been debating WebP, AVIF, and JPEG XL, another format has quietly become mainstream — at least within Apple’s ecosystem. The High Efficiency Image Format (HEIF), and its most common implementation HEIC, is the default image format on iPhones since iOS 11. This move by Apple put HEIF into the hands of hundreds of millions of users overnight, making it one of the most widely used “next-gen” image formats today.
What Makes HEIF/HEIC Different
- Built on HEVC (H.265): Unlike AVIF, which is based on AV1, HEIF uses the HEVC video codec as its foundation. This allows it to achieve very high compression efficiency, often outperforming JPEG and even WebP in file size and quality.
- Advanced Features: HEIF supports 10-bit color depth, HDR imaging, transparency, and even image sequences (animations, live photos, burst shots). This makes it highly versatile for modern photography needs.
- Apple Ecosystem Integration: Because HEIC is the default format for iPhones and iPads, it has become the de facto standard for millions of casual photographers. Every photo taken with an iPhone since 2017 is, by default, in HEIC.
Limitations Holding It Back
- Licensing Issues: Unlike WebP and AVIF, HEIF/HEIC is not royalty-free. Because it relies on HEVC patents, companies must pay licensing fees, which discourages widespread adoption outside of Apple.
- Compatibility Gaps: While macOS and iOS support HEIC natively, many Windows, Android, and web platforms still lack full support. This often leads to user frustration when sharing images.
- Conversion Necessity: Many users end up converting HEIC files to JPEG or WebP for compatibility, adding extra steps. Tools like PixConverter make this easier with dedicated HEIC to JPG converters, but the friction remains.
Where HEIF Shines
- Mobile Photography: HEIF is particularly suited for smartphones where storage space is limited and high-quality imaging is crucial.
- Live Photos & Bursts: Apple uses HEIF to bundle multiple frames, motion, and audio into a single file — something traditional formats can’t achieve efficiently.
- HDR & Editing: For creative professionals within the Apple ecosystem, HEIF offers HDR workflows and editing flexibility without bloated file sizes.
👉 If you’re comparing HEIF with older standards, take a look at our breakdown of JPG vs PNG: When to Use Each Format or explore how PDF vs JPG applies to different digital workflows.
5. The Road Ahead: Coexistence, Conversion, and the Future Beyond WebP
So, what does the future hold for image formats? After exploring WebP’s strengths and weaknesses, AVIF’s promise, JPEG XL’s missed opportunity, and HEIF’s Apple-driven adoption, one thing is clear: there won’t be a single winner anytime soon. Instead, the future of image formats is about coexistence and smart conversion strategies.
Multiple Formats Will Coexist
The web ecosystem is too diverse for one format to dominate:
- WebP remains the “modern default,” supported nearly everywhere, ideal for most general web use cases.
- AVIF is gaining traction among performance-focused websites and platforms that care about HDR and next-level compression.
- HEIF/HEIC dominates Apple devices and will likely stay within that ecosystem due to licensing.
- JPEG and PNG may never fully disappear because of legacy support, simplicity, and universal compatibility.
In practice, content creators, developers, and platforms will need to adopt a multi-format strategy, serving different formats depending on device and browser support.
Conversion as the Key
Given this coexistence, conversion tools are becoming essential. Instead of betting on a single “future-proof” format, it’s more practical to:
- Store images in high-quality archival formats (e.g., AVIF, HEIF, or even lossless PNG for master copies).
- Use automated systems (like PixConverter) to convert on demand into the most efficient format for the end user — whether that’s WebP for Chrome, HEIC for iOS, or AVIF for future-ready browsers.
- Monitor format comparisons and guides to stay up to date on the latest adoption trends.
This is why online tools like PixConverter’s JPG to WebP converter are more than just utilities — they’re bridges between eras of image technology.
Emerging Technologies Beyond Today’s Formats
The story doesn’t end with AVIF, HEIF, or even JPEG XL. Research into AI-assisted compression and neural codecs is already underway, promising formats that learn to optimize images far more efficiently than traditional codecs. In the near future, we may see:
- Machine learning–based formats that adapt compression strategies to each image.
- Hybrid solutions where cloud servers serve the “perfect” format dynamically to each device.
- Universal support systems where browsers natively handle transcoding between formats.
In other words, the question isn’t just “What comes after WebP?” but rather “How do we manage the evolving landscape of formats effectively?”
Final Thoughts
The next decade of digital imaging will not be defined by a single format taking over the world, but by flexibility, compatibility, and smart use of conversion tools. WebP will continue to thrive, AVIF will grow, HEIF will remain strong within Apple’s walls, and JPEG/PNG will still hang on.
👉 The real winners will be those who master the art of choosing the right format for the right situation. If you’re ready to future-proof your images, explore our full set of image optimization guides and start experimenting with next-gen formats today.
FAQ: Future of Image Formats After WebP
1. Why isn’t WebP enough for the future?
WebP improved compression compared to JPEG and PNG, but it lacks advanced features like 10-bit color depth, HDR, and optimal compression efficiency found in AVIF and other newer formats.
2. Is AVIF better than WebP?
Yes. AVIF usually delivers smaller file sizes and higher quality than WebP, while also supporting HDR and higher bit depth. However, encoding is slower, and not all browsers support it yet.
3. What happened to JPEG XL?
JPEG XL promised universal compatibility and even lossless JPEG transcoding, but Google Chrome dropped support in 2023, limiting adoption. It’s still used in niche workflows but unlikely to dominate.
4. Why does Apple use HEIC instead of WebP?
Apple chose HEIF/HEIC because it integrates well with the HEVC codec, supports advanced features like HDR and live photos, and optimizes storage on iOS devices. Licensing fees, however, limit its wider use.
5. Will there ever be one universal image format?
Probably not. Different formats suit different needs. Instead of one universal format, the future is about coexistence and smart conversion tools that adapt images to each platform and device.
