Apple adamantly refuses to adopt RCS. Tim Cook affirms that the communication protocol does not interest the users of the brand. His advice? Buy an iPhone.
Apple continues to refuse to integrate Rich Communication Suite (RCS), the protocol it claims replaces traditional SMS, to iMessage. Increasingly widespread on Android, this protocol makes it easy to share content between different devices. It also allows group conversations. More modern than SMS, RCS guarantees more interactive conversations. Additionally, communications through the RCS are end-to-end encrypted.
For years, Google has struggled to enforce RCS. The Mountain View giant has also integrated RCS into the Messages app, to offer a universal messaging experience on Android.
For its part, Apple relies instead on iMessage, a messaging service that makes it easy to communicate between iPhones, iPads, and Macs. Therefore, Android devices and Apple terminals cannot communicate through the RCS. When an Android phone sends a message to an iPhone, the message is sent via SMS. Therefore, it is displayed in a green bubble.
Google campaigns for adding RCS on iPhone
Google has many times asked Apple to open up to RCS to facilitate exchanges between the two ecosystems. This summer, the firm even launched an actual communication campaign on its website to bring Apple to its knees.
“It’s not about the color of the bubbles. Rather, it is due to blurry videos, broken group chats, missing read receipts and keystroke indicators, not texting over Wi-Fi, and more. These problems exist because Apple refuses to adopt modern standards.Google said.
A few months earlier, Hiroshi Lockheimer, senior vice president of Android at Google, had already declared himself in favor of the protocol on his Twitter account. The official believed that Apple uses ” peer pressure and bullying » to sell their products. He said that he was not asking Apple to add iMessage to Android, but to add the RCS protocol to its messaging system. In vain.
We’re not asking Apple to make iMessage available on Android. We ask Apple to support the industry standard for Modern Messaging (RCS) in iMessage, just as they support previous SMS/MMS standards.
— Hiroshi Lockheimer (@lockheimer) January 10, 2022
Here’s why Apple refuses to adopt RCS in iMessage
The topic of RCS resurfaced during the iPhone 14 launch. On the sidelines of the conference, LiQuan Hunt, a journalist for Vox Media, asked Tim Cook about it. The CEO of Apple considered that adding the protocol part of customer requests Of the brand.
“I don’t hear our users asking us to put a lot of energy into this at this stage”says Tim Cook, emphasizing that he wants ” convert “ your caller to the iPhone.
The journalist went on to point out that the absence of RCS causes communication problems with Android smartphones, as Google has repeatedly pointed out. He explains that her mother, with her Android, can never see the videos that she sends him with her iPhone. Not very diplomatic, Tim Cook gave him this concise advice:
“Buy your mom an iPhone.”
iMessage, Apple’s asset
Over time, iMessage has become a point of sale for Apple The instant messaging service allows the iPhone to differentiate itself from its Android competitors. This strategy has allowed the iPhone to consolidate its success, especially among the youngest.
With this in mind, the manufacturer also refuses to consider bringing iMessage to Android. According to emails exchanged between Apple officials and disclosed as part of the lawsuit against Epic Games, the company rejected the idea several years ago.
“I am concerned that iMessage on Android simply serves to remove a barrier for families with iPhones giving their children Android phones.” said Craig Federighi, Apple’s chief software officer, in an email to Tim Cook in 2013.
In another email, Phil Schiller, Apple’s vice president of marketing, even believes that iMessage is ” the equivalent of a padlock which ensures that a user does not leave the ecosystem.
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