The ObJC runtime C API has functions to convert strings to selectors, which you can do once upfront instead of each time objc_msgSend() is called. AFAIK the ObjC compiler can do this step even during compilation so that no method string names are included in the binary, but I'm not sure.

But I think it's no longer quite correct to describe ObjC as plain syntax sugar over the ObjC runtime C API (same as it is no longer correct to say that C++ is simply a preprocessor for C - AFAIK both ObjC and C++ started as such preprocessors), especially when it comes to features like ARC where the compiler does static lifetime tracking on ObjC object references. I don't think this can be replicated in plain C (and in C++ only less efficiently, since smart pointers are a stdlib feature and oblivious to the compiler).

PS: I actually do like the ObjC syntax. One great feature is that ObjC leaves the C syntax and semantics alone, which means that ObjC automatically supports the latest C standard. C++ would be a much better option today if it went the same route, but instead the 'C subset' in C++ is stuck somewhere ca 1995.