You can still compete as long as you do not think most of your userbase will be running in an Apple only ecosystem. Think of iMessage. Most of its features are

You can still compete as long as you do not think most of your userbase will be running in an Apple only ecosystem. Think of iMessage. Most of its features are really irrelevant to anyone thinking big, because Apple does not have quality interoperability. Since we do not live in an Apple-only world, iMessage shouldn't really scare competitors that go outside said ecosystem. It's the same thing for health and home management: The barrier of entry to their software is that you have to buy their hardware. So you bank on the fact that Android and Windows Phone exist.