Apple is screwing its own customers! If a customer wants to get a hard copy printed on their Windows desktop, or if they forward the file to a friend to print, it will be very difficult for them to get it printed. And few Apple customers have the sophistication to export the file in a .jpg format. Apple used to advertise itself as making tech easier and more intuitive to use. Having gone to HEIC, they have demonstrated that they now think their proprietary format (and the antitrust issues it may present) is more important to Apple than making iPhone photos easy to use.