I suppose it was clear all alongside that iMessage was one of many largest elements locking iPhone customers to the iOS ecosystem, however it’s nonetheless fairly surprising to see Apple executives speaking so brazenly about it.
Court documents associated to the authorized battle between Epic Video games and Apple give an perception into simply how worthwhile Apple sees the truth that iMessage exists solely on the iOS, iPadOS, and macOS platforms.
The paperwork present that in 2016, an unnamed Apple worker wrote in an electronic mail that “the #1 most troublesome [reason] to depart the Apple universe app is iMessage… iMessage quantities to critical lock-in,” to which Phil Schiller, an Apple government in command of the App Retailer, responded that “shifting iMessage to Android will damage us greater than assist us, this electronic mail illustrates why.”
However there’s extra.
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Craig Federighi, Apple’s Senior Vice President of Software program Engineering and the manager in command of iOS, went so far as to say that “iMessage on Android would merely serve to take away [an] impediment to iPhone households giving their children Android telephones.”
I’ve coated the subject of migrating from iOS to Android a number of occasions over time, and all the time the most important, hardest to surmount impediment to creating that leap is iMessage.
One other issue highlighted within the paperwork was what is named the “switching prices” of adjusting platforms.
These prices embrace “quantity of effort and time that it takes for a consumer to change between an iOS and Android,” the “human confusion and frustrations concerned in switching between working programs,” the “monetary prices related to the swap—as an illustration, shedding worthwhile media, paid apps and in-app purchases that can not be transferred from one gadget to a different and have to be downloaded once more,” the “lack of utility or elevated complexity of sure communication with household and pals,” and the “lack of providers related to a selected working system.”
There was little doubt in any respect that Apple knew this, however it’s nonetheless a bit surprising to see it being mentioned so blatantly.
If you need to have the ability to stroll away from iOS, do not depend on iMessage.
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