I believe the documents released in the Epic games case show that they do not see the business case.
It is pretty obvious though. As a Mac and iOS user, being able to communicate with Windows and Android users using Messages and FaceTime makes them more valuable. Not being able to communicate with Windows and Android users makes them less valuable. This leads me to find alternatives that work across platforms, which makes Apple products less valuable to me.
Or more simply: Delivering value to Apple customers is good business. It gives them more reasons to stay with Apple and fewer to leave Apple. It gives them more reasons to recommend apple and fewer reasons to criticize them.
Making Messages and FaceTime available on Windows and Android also helps their services push by complimenting their cross platform TV+ and Music efforts, including their new media sharing initiatives that are coming with Monterry. If they don't let people watch and listen together across platforms then what they basically expect people to leave friends out who don't use Apple devices, to choose Apple over their friends. That's insecure, abusive behavior. That's messed up.
Now is the perfect time to open up iMessage and FaceTime properly for Android and Windows with all the functionality it packs. Apple seems to be afraid of their lock-in being removed when people can receive iMessage on Androids, but they can now literally use it as a trojan horse to get people into their services.
„Basic“ (no AppleID used) iMessage on Android could merely offer things like:
- Basic iMessage
- Read Receipts & Typing indicators
- Group texting via iMessage
- Pinned conversations
- giphy integration
- Being able to see screen sharing via SharePlay
- Adding tapbacks
- Being able to properly see stuff like stickers, tapbacks sent from Apple devices
They could expand it by offering more to non-Apple platforms by having them sign up for an AppleID:
- Messages in iCloud support (requires iCloud+)
- iMessage Profiles (avatar / displayname sharing)
- Unlocking active screen sharing via SharePlay
- Unlocking Apple Music SharePlay (requires subscription)
- Unlocking TV+ SharePlay (requires subscription)
iMessage on Apple devices would still be the ultimate experience with all the iMessage app store content and native apps, memoji / animoji, location sharing, Apple Cash and so on.
They could also lock active SharePlay participation to Apple devices but I guess it makes sense to allow it for Apple Music and TV+ for existing subscribers to push both services. That‘d be a big selling point for both services and for iMessage as a whole, because I don‘t know any other app that allows shared media playback on Android/iOS. The only competition in that place is Spotify on Discord and Disney+ with their WatchGroup. Amazon has a WatchParty feature too but I‘m not sure if that‘s available in-app or Safari yet.
I think RCS being added to the Messages app is the more likely outcome, because iMessage would still kind of be too little too late.