I suppose it was obvious all along that iMessage was a single of the greatest factors locking Iphone users to the iOS ecosystem, but it is nevertheless really stunning to see Apple executives chatting so overtly about it.
Court files associated to the lawful battle between Epic Game titles and Apple give an insight into just how worthwhile Apple sees the point that iMessage exists only on the iOS, iPadOS, and macOS platforms.
The documents present that in 2016, an unnamed Apple worker wrote in an email that “the #1 most complicated [reason] to depart the Apple universe app is iMessage… iMessage amounts to serious lock-in,” to which Phil Schiller, an Apple executive in demand of the App Shop, responded that “moving iMessage to Android will damage us much more than assistance us, this e mail illustrates why.”
But there is certainly far more.
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Craig Federighi, Apple’s Senior Vice President of Computer software Engineering and the executive in charge of iOS, went as significantly as to say that “iMessage on Android would just provide to eliminate [an] impediment to Iphone family members supplying their children Android phones.”
I have included the subject of migrating from iOS to Android various moments over the yrs, and normally the biggest, toughest to surmount obstacle to creating that leap is iMessage.
A further component highlighted in the files was what is named the “switching prices” of shifting platforms.
These charges contain “amount of money of time and effort that it normally takes for a user to switch involving an iOS and Android,” the “human confusion and frustrations involved in switching between running devices,” the “money fees connected with the switch—for occasion, dropping valuable media, compensated applications and in-app purchases that are unable to be transferred from a single device to an additional and should be downloaded again,” the “reduction of utility or improved complexity of specified communication with loved ones and pals,” and the “reduction of expert services connected with a unique functioning system.”
There was no doubt at all that Apple realized this, but it truly is nonetheless a little bit surprising to see it getting discussed so blatantly.
If you want to be able to wander away from iOS, do not depend on iMessage.