Yeah. Messages is the most-used app on iOS, period. So, it's used a lot. And certainly, we saw that every time we'd add a couple new emoji, it would be the biggest thing. We work all year on, like, a new file system or something…
And it turns out the rest of the world outside this room was more excited about the two new emoji! So, we figured, y'know, if there's one place we can make a tremendous difference in how people experience iOS fundamentally, they're spending a lot of time in Messages.
And so, we put a ton of creative energy into it, and ultimately, through opening up to developers, I think the collective energy that will go into making Messages great is going to be phenomenal.
I've seen stubborn slow adopters resist software and hardware upgrades until Apple released new emojis and new iPhone colors. And iMessage is one of those features that everybody loves.
This is a no-brainer to me so I'm calling it now — iOS 10 will see the fastest iOS upgrade adoption ever.