There are many examples of this lock-in, and of course Steve Jobs infamously directed the lock-in strategy in a 2010 internal meeting in which he told executives to “tie all of further lock customers into ecosystem.” But key among these examples is iMessage, Apple’s proprietary messaging system. “Apple’s core business model is to ‘hook’ its users on this integrated Apple ecosystem, so they ‘wouldn’t want to leave it’ … Apple has developed a number of apps, services, and features that enhance ‘lock in’ into the Apple ecosystem.” “Consumers-and often their households-become locked in to iOS, with high switching costs and decreased ability and willingness to extract themselves from the iOS ecosystem,” a 365-page Epic Games legal filing notes of Apple’s strategy. I’ve often said that Apple’s ecosystem is a one-way, dead-end street, and now that theory has been proven true by the company’s own executives.
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