Google is launching a brand new “Get The Message” marketing campaign and web site at present to stress Apple into altering its thoughts on RCS. The tech big has been more and more calling out Apple for not adopting RCS, which is a communication protocol that may enhance the messaging expertise between Android and iOS customers.
“It’s time for Apple to repair texting,” the web site reads. “It’s not in regards to the coloration of the bubbles. It’s the blurry movies, damaged group chats, lacking learn receipts and typing indicators, no texting over Wi-Fi, and extra. These issues exist as a result of Apple refuses to undertake fashionable texting requirements when individuals with iPhones and Android telephones textual content one another.”
Google says the marketing campaign goals to addresses not solely the “inexperienced/blue bubbles” drawback, but in addition different frequent challenges in cross-platform messaging, together with end-to-end encryption and extra. The entire points are attributable to iPhone’s continued use of SMS and MMS for non-iMessage conversations, which Google refers to as “out-of-date applied sciences from the 90s and 00s.”
The tech big is nudging Apple to repair these points by supporting RCS, which presents most of the options of iMessage in a protocol that can be utilized throughout each iOS and Android.
“Messaging ought to deliver individuals collectively—not pull them aside,” Google stated in a press release. “The Android group’s objective is to make texting a safer, fashionable, and pleasing expertise for everybody, whatever the telephone they’re utilizing. As a result of it shouldn’t matter what telephone they’ve—issues ought to simply work.”
For Apple, then again, iMessage is certainly one of its greatest sources of ecosystem lock-in, so it doesn’t have a lot to realize from adopting RCS. As well as, court docket filings revealed final 12 months confirmed that Apple doesn’t wish to make iMessage for Android as a result of it will harm the corporate greater than assist it. Contemplating all of this, it appears unlikely that Google’s new marketing campaign would be the issue that pushes Apple into adopting RCS.
Google’s concentrate on RCS follows years of failed makes an attempt to create its personal messaging product, after a number of of its chat apps, together with Hangouts, Allo and plenty of others have been discontinued.