It’s been a year since Apple announced “Business Chat”. The company staked out an audacious goal: to become the preferred channel for customer service communication. A year ago, Facebook, a competitor on this front, was reeling from weeks of bad press over privacy issues. But now, Facebook stock has hit a new all time high, with those transgressions seemingly forgotten by the market.
However, Facebook isn’t the main competitor, that title is still held by the phone call. On that front, there is still a steep hill to climb. Apple’s unique position as a vertically integrated provider of software, hardware, and services gives it both strengths and weaknesses in getting to the top of that hill.