Google regrets that Apple does not offer iMessage on Android smartphones. The search giant even believes that the strategy of the Californian manufacturer amounts to intimidating people who have not invested in an iPhone.
On January 8, 2022, our colleagues from the Wall Street Journal published a very interesting article devoted to theimportance of iMessage to young people. According to the survey, iMessage, the exclusive messaging service for iPhones and other Apple devices, has become a big selling point.
Indeed, if Android smartphones can exchange SMS with iPhone, they will be displayed in green rather than blue. Phones running Android cannot take advantage of features that make iMessage closer to instant messaging, such as WhatsApp, Signal, or Telegram. This differentiation strategy helped build the success of iPhones among teens. According to a study by Piper Sandler, 87% of American teenagers own an iPhone and say they want to stay in the Apple ecosystem.
Apple does not intend to launch iMessage on Android smartphones
Hiroshi Lockheimer, vice president of platforms at Google, says Apple’s strategy is shameful. In a message posted on his Twitter account, he castigates the approach of Tim Cook’s teams and encourages Apple to offer iMessage on Android smartphones.
“Apple’s iMessage locking is a documented strategy. Using peer pressure and bullying as a means to sell products is misleading for a business that places humanity and fairness at the heart of its marketing. The standards exist today to remedy this ”, says Hiroshi Lockheimer. The framework notably mentions protocols like RCS, an improved version of the traditional SMS, which is widely adopted by Android phone makers.
For its part, it is very likely that Apple will continue to offer iMessage exclusively on iPhone, iPad and other devices from its catalog. As shown by certain emails exchanged between Apple executives, and unveiled during the trial between the firm and Epic Games, Apple is aware of the power of engagement of its messaging protocol. “I’m concerned that iMessage on Android may simply serve to remove a barrier for families with iPhones giving their children Android phones”, argues Craig Federighi, director of software at Apple. In another email, Tim Cook sums up the case in his terms: “Launching iMessage on Android will do us more harm than good”.
Apple’s iMessage lock-in is a documented strategy. Using peer pressure and bullying as a way to sell products is disingenuous for a company that has humanity and equity as a core part of its marketing. The standards exist today to fix this. https://t.co/MiQqMUOrgn
– Hiroshi Lockheimer (@lockheimer) January 8, 2022