This seems conceptually most similar to Fabrice Bellard's proposal 'BPG' [1], which was essentially a lightweight wrapper around an HEVC I-frame. The format got small amounts of attention in encoding circles, but didn't pick up mainstream traction. The image encoding layer of HEIF is the same HEVC, but the container is MPEG-4 Part 12 (the Quicktime-descendant ISO Base Media Format; the core behind .mp4, .3gp, etc.),…
What's really different between this and the existing usages of the MP4 container for images, though? Is it just the packaging as an "image" format, or specification of more image-y metadata?