I assume it became clean all along that iMessage changed into one of the most important factors locking iPhone customers to the IOS environment, however it is still quite shocking to look Apple executives speaking so overtly approximately it.
courtroom files associated with the criminal warfare among Epic games and Apple provide an insight into just how precious Apple sees the fact that iMessage exists simplest on the iOS, iPadOS, and macOS structures.
The files show that during 2016, an unnamed Apple employee wrote in an e-mail that “the #1 most difficult [reason] to leave the Apple universe app is iMessage… iMessage amounts to critical lock-in,” to which Phil Schiller, an Apple govt in price of the App shop, answered that “shifting iMessage to Android will harm us extra than assist us, this email illustrates why.”
but there may be extra.
Craig Federighi, Apple’s Senior vp of software program Engineering and the executive in fee of iOS, went as a long way as to say that “iMessage on Android might sincerely serve to do away with [an] obstacle to iPhone households giving their children Android telephones.”
i’ve included the topic of migrating from iOS to Android several times over the years, and constantly the largest, hardest to surmount impediment to creating that bounce is iMessage.
another element highlighted in the files became what’s called the “switching expenses” of converting systems.
these fees consist of “quantity of effort and time that it takes for a consumer to replace among an iOS and Android,” the “human confusion and frustrations involved in switching between running systems,” the “monetary expenses associated with the transfer—as an instance, losing treasured media, paid apps and in-app purchases that can not be transferred from one tool to some other and must be downloaded again,” the “loss of utility or expanded complexity of positive verbal exchange with circle of relatives and buddies,” and the “lack of offerings associated with a selected running gadget.”
there has been no doubt at all that Apple knew this, however it is nevertheless a bit stunning to see it being discussed so blatantly.
in case you need in an effort to walk far from iOS, don’t depend upon iMessage.