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Safari support means there’s benefit to web server support. Server support means there’s benefit to browser support in other browsers. Apple can kick start the network effects necessary to get this standard adopted.
Webp and heic are fine for web, but JPEG XL is special in that it actually has use for print-based and other ultra high resolution workflows, while also having the best path forward for migration from JPEG.
And we’re all mobile users now. I know a lot of people who play mobile games on their couch within arm’s reach of their console controller.
It scratches a different itch, but it does have real substitution effects in the real world, even at home.