The value to Apple was that if you tried to SMS someone, iPhone would check if the destination phone number was registered with Apple, and silently switch to iMessage via Apple instead.
Cynically, they intercepted millions of people's comms with hardly a murmer. Charitably they switched millions of people from country-dependent, pricey and limited SMS to internet messaging with read receipts, pictures, video, emoji, audio recordings without any hassle of logging in, changing apps, choosing clients, etc.
Cynically, they intercepted millions of people's comms with hardly a murmer. Charitably they switched millions of people from country-dependent, pricey and limited SMS to internet messaging with read receipts, pictures, video, emoji, audio recordings without any hassle of logging in, changing apps, choosing clients, etc.