I am reading mixed info on a new type of photo compression called HEIC (High-Efficiency Image Container) or HEIF (High-Efficiency Image File) This is a new type of photo file compressions, like JPEG and GIF, that was developed by MPEG (Moving Pictures Expert Group) that is being adopted by Apple. So far does not seem like any Windows support and not supported at this time by Lightroom. So what I have been reading runs the gamut of high compression and lossy (looking worse than JPEG) on one site to High Compression Lossless on another site. I am a PC guy and have not seen this image format yet, but being a photo guy, I am curious to see some side by side comparison and interested to know what people who really know photography think when using it. I don't want to rely on some hype from a site editor who says things like the iPhone camera is a DSLR killer and the editor really knows nothing about photography. Can this achieve lossless images with much higher compression (smaller file size)? Or is it just like sliding the JPG quality slider down. Anyone have any first-hand experience or thoughts on this new HEIC format. I imagine the Apple folks will be dealing with this first. Is this just something to push off on unknowledgeable consumers with phones so they can squeeze more shots on the phone and send them quicker and IQ be dammed. What's the scoop?