I was just watching the 3.0 keynote and watched the in app email demo when Oracle is on stage. What is stopping Apple from building this into the core OS? For instance, if you get a text, why can't you just text from in the app? If they have the ability to do in app email, I fail to see why in app text could not work. Now, I know in-app email works by having it built into the app, but why won't apple just allow people to reply to texts from within an app and then go back to the app?