Apple created HIEC for themselves. They use it within their own gargantuan ecosystem to their own, personal benefit and to the benefit of people all-in on Apple devices. When it’s time to send it outside, they automatically gets converted to JPEG/MOV files.
They do not care if you like it or if you even use it.
I use this very phrase as a response to poor customer service/poor behavior in general on a far too regular basis.