Apple messaging lockin is having the desired impact. Combine that with Google's mess of a strategy and it is easy to see why this is happening. It is why it is so critical to hire the right people in leadership to avoid squandering key, already successful, strategic positions.
What is the messaging lock-in? I have lots of text threads with mixed Android+iPhone users, and never have any problem.
Everyone uses Discord or Facebook Messenger. Or Slack for coworkers.