I'm already dreading some of the crap I will Recieve from iMessage . At least in the past this was limited to apps like snapchat etc, now iMessages have become the teenagers dream. I'd be fine if there was a way to turn this off, but sadly like it or not, the sender is in control....
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It's that, and also catering to the Asian markert. While I have seen moderate unsage of such behaviour in the west, it's crazy popular in places like China / Japan and was a long time even before smartphones were a reality. The Asian female is going to love iOS 10.
Having lived in Japan for 3 years, it was an interesting time , and I can see why apple is doing it.
It's were apple sees the money being, so logically it's catering for its users , you can see how many times they referenced Chinese elements in the presentation.