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First time buyers generally base their choices on the opinions and views of more experienced people, often within their circle of friends, family and acquaintances. It is quite conceivable that a first time buyer is making their choice because of the vendor lock-in of their peers.

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That's called a recommendation, not a lock-in.

The author also argued that Apple's lock-in like iMessage isn't really working. Thus, this is how Android gets to 100%.

It is a recommendation based on lock-in. Of course it is not an absolute, but also of course it is highly likely that if there is vendor lock-in, it will greatly impact decisions of first time buyers.

To put it another way, if everyone you know is using ACME OS, then it is highly likely you will start off by using ACME OS.

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