This author has a pretty cynical view that the only reason people use iPhone is because of vendor lock-in, like from iMessage. This disregards the fact that many iPhone customers are still first time buyers with no lock in hanging over their head. And also Apple has an extremely high customer satisfaction rate keeping customers coming back. Customers buy iPhones because they like the experience and ecosystem, not sol…
First time buyers generally base their choices on the opinions and views of more experienced people, often within their circle of friends, family and acquaintances. It is quite conceivable that a first time buyer is making their choice because of the vendor lock-in of their peers.
The author also argued that Apple's lock-in like iMessage isn't really working. Thus, this is how Android gets to 100%.