After Google, Samsung now urges Apple to adopt RCS messaging
Samsung recently released a video in support of Google's #GetTheMessage campaign, which aims to encourage Apple to adopt Rich Communication Services (RCS). RCS is a cross-platform protocol designed to replace SMS, offering features similar to those present in modern messaging apps like Apple's iMessage. Samsung's ad aims to highlight the limitations faced by Android and iOS users when trying to communicate using different messaging platforms.
Google's push for RCS adoption
When Android users join a group chat with iOS users, iMessage features including end-to-end encryption, high-quality images, typing indicators, read receipts, and support for larger messages are lost. The messages are shown in a green bubble as opposed to blue. Google has been urging Apple to support RCS, and now Samsung has joined in. However, Apple has shown no interest in adopting RCS, as iMessage is considered a selling point for the iPhone.
Samsung's new ad campaign pressuring Apple
Samsung's new 20-second ad is titled "Green bubbles and blue bubbles want to be together. Help Apple #GetTheMessage." It shows a text conversation between green and blue text bubbles, with the characters Romeo and Juliet discussing their inability to communicate due to their "parents." One of the characters even asks 'What did green ever do to them?' The "bubbles," refer to the iMessage interface where blue bubbles represent messages sent between iOS users and green for those shared with Android.
EU's Digital Market Act could force Apple to adopt RCS
The only way Apple may be forced to support RCS is through the European Union's Digital Market Act (DMA). Currently, iMessage does not have sufficient average monthly users in the EU's 27 member countries to be designated a gatekeeper. If deemed a gatekeeper, the DMA would require Apple to support all competitive messaging platforms on iPhones. For now, the situation favors Apple, as most Android users are unaware they can have the same features as iMessage by using RCS.
