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.),…
Apple is just blatantly not interested in cooperating with the rest of the market. Mozilla, Google and Microsoft are all part of AoM, along with a bunch of hardware companies and distributors yet Apple is absent and apparently pursuing HEVC instead.
This isn't new either, Apple pushed HLS when others were pushing DASH and MPEG-TS when others were pushing fragmented MP4.
They seem really determined to go their own way and ignore everyone else for some reason.