Apple created iMessages for one reason, and that is for their customers to become so highly dependent on the feature that it becomes difficult for them to abandon the ios platform. iMessages is a part of every apple device, from computers, to ipads, ipods and phones. So when it does break down, it does have an impact on many people. RIM found this out when BBM had it's major failings a few years ago. People did get upset, and did abandon RIM. The problem with BBM was that it wasnt integrated into other devices and computers so it did not have as big of a foot print that iMessages has. iMessages isn't going anywhere now. It is so intertwined with all their products. That's is why they need to have it a high priority when problems do arise.