HDR (High Dynamic Range) is the next major leap in display technology. HDR10 provides a more detailed and realistic image, while Dolby Vision produces an enhanced cinematic experience with deeper colors that deliver on the detail you can't see before - even if it's right before your eyes!
HDR10 is open-standard and nonproprietary, whereas Dolby Vision requires a license from them. HDR10 is a superior standard when it comes to image quality, but Dolby Vision offers some advantages. Dolby Vision offers a far better picture quality than HDR10, due to its dynamic metadata.