Google is kicking off a brand new publicity marketing campaign right now to stress Apple into adopting RCS, the cross-platform messaging protocol that’s meant to be a successor to the getting old SMS and MMS requirements.
The search large has a brand new “Get The Message” web site that lays out a well-known set of arguments for why Apple ought to help the usual, revolving round smoother messaging between iPhone and Android gadgets. Naturally, there’s additionally a #GetTheMessage hashtag to essentially get these viral juices flowing.
For most individuals, the issues Google describes are most acquainted within the type of the inexperienced bubbles that signify messages to Android customers in Apple’s Messages app. Whereas the iPhone app makes use of Apple’s personal iMessage service to ship texts between iPhones (full with fashionable options like encryption, help for group chats, and high-quality picture and video transfers), they revert to old style SMS and MMS when texting an Android consumer. Not solely are these messages proven in a color-clashing inexperienced bubble but in addition they break lots of the fashionable messaging options individuals have come to depend on.
iMessage mustn’t profit from bullying. Texting ought to convey us collectively, and the answer exists. Let’s repair this as one business. https://t.co/18k8RNGQw4
— Android (@Android) January 8, 2022
To repair this, Google has been dropping a sequence of not-so-subtle hints in current months for Apple to help RCS, which presents most (although not all) of the options of iMessage in a protocol that’s usable throughout each iOS and Android. The corporate mentioned it hoped “each cell working system… upgrades to RCS” onstage at its annual developer convention this 12 months in addition to in varied tweets over the months.
The iPhone maker has all the things to realize from the present state of affairs, which has a lock-in impact for patrons. It offers seamless communication (however solely between iMessage customers) and turns Android’s inexperienced bubbles into refined class markers. It’s why Apple execs admitted in inside emails that bringing iMessage to Android would “damage [Apple] greater than assist us.”
Google’s arguments for RCS haven’t been helped by the usual’s sluggish and piecemeal rollout, which was initially reliant on carriers so as to add help. However the state of affairs has improved since Google successfully took cost in 2019, which means that RCS is now simply obtainable nearly in every single place worldwide. This 12 months even noticed the world’s largest Android producer, Samsung, change to utilizing Google’s personal RCS-compatible Messages app by default in its flagship Galaxy S22 vary.
RCS has additionally slowly been gaining function parity with iMessage’s encryption. It now helps end-to-end encryption (E2EE) in one-on-one chats, and E2EE in group chats is due later this 12 months.
So, will Google’s new publicity marketing campaign lastly be the factor that pushes Apple to see the sunshine and roll out RCS help on its telephones? Given the massive incentives Apple has for not enjoying ball, I’ve to say the search large’s probabilities don’t look good. At this level, Apple adopting RCS feels about as possible because the US collectively ditching iMessage and transferring to an encrypted cross-platform messaging service like WhatsApp or Sign.