While this is true, the prospect seems exciting to me because best in class ML might be a thing that could drive Swift towards better cross platform support.
Cross platform is never going to be a target for current gen Apple execs. It would require a seismic level shift in their tech focus
They don't have a real presence in traditional servers, they don't have any real presence in cloud, they have minimal presence in non consumer focused services area. Cross platform at this point would just obsolete their platform in favor of more widely present OS'es and mobile tech
I don't think Swift's success is gated by Apple execs. If it's a tool developers value and the ecosystem brings it to other platforms, it will succeed there. Swift is just a programming language.
Apple is the primary driver of swift. There is literally no adoption of the language outside Apple for business purposes. Saying it's "just a programming language" is meaningless.
It's reached version 5.0 and still doesn't have stable support for linux or any support for windows.
..or it could be an opportunity for them. Apple relies more and more on services for growth. For instance, why not make iMessage into a cross-platform app, as a real privacy-focused competitor to Whatsapp, Telegram etc?
Because they don't make money directly from iMessage, they make money by selling the hardware, and the fact that iMessage only works on their hardware increases it's value and further locks you into their ecosystem.
It's certainly true iMessage isn't monetised today, but it doesn't mean it couldn't be in the future. If China is anything to go by, people do everything on their IM app.
Lock in - how many people are locked into Apple because of iMessage? I think it's just an ancillary service to most people, with WhatsApp, Messenger, Telegram, or WeChat in China being their main IM app. The longer this is the case, the less relevant iMessage becomes.
Have you forgotten about apple credit card/apple pay? apple has already gotten into payments but they own the whole hardware platform, they don't need to shoehorn a tab into iMessage like WeChat has to
All I'm saying is iMessage could be a lot bigger than it is, if it was a universal app. And right now it's becoming irrelevant compared to WhatsApp etc.
I see a lot of upside and not a lot of downside for Apple here
