Google is kicking off a brand new publicity marketing campaign right this moment to stress Apple into adopting RCS, the cross-platform messaging protocol that’s meant to be a successor to the growing older SMS and MMS requirements.
The search big has a brand new “Get The Message” website that lays out a well-recognized 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 actually 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. While the iPhone app makes use of Apple’s personal iMessage service to ship texts between iPhones (full with trendy 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 person. Not solely are these messages proven in a color-clashing inexperienced bubble but additionally they break lots of the trendy messaging options individuals have come to depend on.
iMessage shouldn’t profit from bullying. Texting ought to deliver us collectively, and the answer exists. Let’s repair this as one trade. 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 firm stated it hoped “every mobile operating system… upgrades to RCS” onstage at its annual developer conference this year in addition to in various tweets over the months.
The iPhone maker has all the pieces to achieve from the present state of affairs, which has a lock-in impact for purchasers. It supplies seamless communication (however solely between iMessage customers) and turns Android’s inexperienced bubbles into subtle class markers. It’s why Apple execs admitted in inside emails that bringing iMessage to Android would “hurt [Apple] more than help 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. But the state of affairs has improved since Google effectively took charge in 2019, that means that RCS is now simply accessible nearly in all places worldwide. This yr even noticed the world’s largest Android producer, Samsung, switch to using Google’s own RCS-compatible Messages app by default in its flagship Galaxy S22 vary.
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 taking part in ball, I’ve to say the search big’s probabilities don’t look good. At this level, Apple adopting RCS feels about as probably because the US collectively ditching iMessage and transferring to an encrypted cross-platform messaging service like WhatsApp or Signal.