> eventually a player without that track record will come along and eat their lunch. And that player will need to be in the App Store, follow Apple's policies,

> eventually a player without that track record will come along and eat their lunch. And that player will need to be in the App Store, follow Apple's policies, and give them a cut of any IAPs. Either way, Apple wins. iMessage just needs to have a better reputation than the built-in messenger for other platforms. It does _not_ need to beat all other messengers.