Apple is fighting a messaging war it cannot win

"Messages is the most frequently used app on iOS," Apple said today — and with today’s announcements at WWDC, it sounds like Apple intends to keep it that way. Apple gave Messages its biggest upgrade ever, lifting many of the most important features from competing apps like WhatsApp, Snapchat, Facebook Messenger, and others. Like WhatsApp, Messages now lets you send a quick voice message instead of typing out a text. Like Facebook Messenger, Messages lets you quickly add friends to a group message, and remove them just as easily.

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