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apple says hey we have this product called the iphone it's got millions and millions and millions of users we're just going to do our own thing because we already have a distribution channel to tens or hundreds of millions of people and we're going to call that imessage and that's not beholden to the sms standard and so we can do anything we want we put in full resolution images we put in group features we put in you know voice memos all this amazing stuff and uh and because they were big enough