I really hope this fails. Apple will use it's dominant position to create lock in like how they did with iMessage instead of cooperating with other platforms on a common standard. Oder friends and family are surprised when they want to video call over Facetime and find it hard to believe other people's phones don't have Apple apps.
People buy iPhones because 'they're different' due to iOS, the ecosystem, etc. I mean, high-end Android devices are really on par with, if not better than, iPhones, but people still buy iPhones because they don't want to share that feeling with everyone else.