The legal dispute between Epic Games and Apple brings more internals to light: Apple’s head of services Eddy Cue wanted to bring iMessage to Android as early as 2013, according to internal company emails – and he did so at full speed. They had "the best messaging app" and should be urgently "Industry standard" make, Cue wrote to other top managers. A few employees are already working on it, but it has to become an official project.
The manager apparently feared a takeover of WhatsApp by Google, which was under discussion at the time. "Do we really want to lose one of the most important mobile apps to Google?", Cue asked in the email.
No strategy to poach WhatsApp users
Apple’s software chief Craig Federighi faulted the lack of a strategy to make iMessage the main messenger. Why would someone switch from WhatsApp to iMessage who hardly has any "iOS friends" have, Federighi said in his response to Cue. iMessage is "nice", but you need more than a "marginally better app", to entice users to switch their social network. In the absence of a clear strategy, he said he was concerned the move would only "remove an obstacle for iPhone families to give their children Android devices", said Federighi.