Following the, far more subtle, dig at Apple in early October 2021 Hiroshi Lockeimer has given Apple both barrels. Taking aim at its now documented “lock-in” strategy, questioning the morals of using Apple customers against users of competitors products.

Unsurprisingly, the tweet was met with mixed reactions ranging from users returning fire to outright tantrums (We don’t want your kind on our platform), even a few constructive comments. While this wasn’t really a surprise, it did prompt Lockheimers to follow up a couple of days later with some points of clarification:

If you’re looking for a TL:DR version of that thread then here it is:

  • Google don’t want iMessage on Android, they want Apple to adopt a universal standard ie. RCS
  • The messaging mess (iMessage, Google Messages, WhatsApp, Messenger, Signal, Telegram etc) can, in part, be resolved by incorporating RCS to both major platforms
  • RCS can provide both sides with a more secure messaging option between Android and iOS users
  • Lockheimer stated: By not incorporating RCS, Apple is holding back the industry and holding back the user experience for not only Android users but also their own customers
  • Google is willing to engage with Apple to make this happen

There’s a lot to digest there and there’s no question that the blue bubbles are a “flex” in certain circles. So from a business standpoint, opening messaging to Android may hurt Apple. It — As Lockheimer stated — has the potential to improve messaging for everyone.

What would you do if you were in a position to take action at Apple?

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