Blue Bubble, Green Bubble

What’s in a bubble: loyalty or lock-in? That’s the question Epic Games is asking in a recent court filing. Epic is arguing that because Apple won’t make iMessage available on Android, they are guilty of forcing parents to buy iPhones for their kids instead of Android phones. The filing cites some internal Apple emails where execs discuss why iMessage on Android would be a bad idea.


This line of reasoning is absurd. Apple invented iMessage. It’s a popular feature of iOS and the Apple ecosystem. It was designed to delight Apple customers to the point where they would remain loyal to the product and the brand. Can you name a feature or benefit of an Apple product that was not designed with that as the primary goal?

Hey, Epic: I hope your lawsuit is based on something more powerful than, “Apple makes great products and they don’t share them with others; they make people pay for them.”

Author’s note: This is not a sponsored post. I am the author of this article and it expresses my own opinions. I am not, nor is my company, receiving compensation for it.

About Shelly Palmer

Shelly Palmer is the Professor of Advanced Media in Residence at Syracuse University’s S.I. Newhouse School of Public Communications and CEO of The Palmer Group, a consulting practice that helps Fortune 500 companies with technology, media and marketing. Named LinkedIn’s “Top Voice in Technology,” he covers tech and business for Good Day New York, is a regular commentator on CNN and writes a popular daily business blog. He's a bestselling author, and the creator of the popular, free online course, Generative AI for Execs. Follow @shellypalmer or visit



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