September 28, 2022



Google pushes Apple to undertake RCS textual content messaging

5 min read

Android mascots are lined up inside the demonstration house on the Google I/O Builders Convention inside the Moscone Heart in San Francisco.

Beck Diefenbach | Reuters

Google, the developer of the Android, is rising the stress on Apple to undertake RCS, a next-generation customary for textual content material messaging.

It argues that Apple’s help of RCS would help forestall a variety of the problems that come up when iPhone prospects textual content material with Android homeowners. Presently, photos and video don’t current as clearly as they might, as an example, and texts can’t be despatched over Wi-Fi networks.

Google executives have steered that Apple won’t help RCS because of its private system, iMessage, helps the Cupertino agency retain iPhone prospects by locking them into the Apple ecosystem.

In a web site and publicity marketing campaign on Tuesday, Google blamed Apple for making a substandard experience when iPhones textual content material Android telephones or vice versa.

“We’re hoping that Android prospects stop being blamed for ruining chats,” Google world vice chairman for built-in promoting for platforms, Adrienne Lofton, acknowledged. “That is Apple that’s accountable, and it’s time to private the accountability.”

The advertising marketing campaign is a notable escalation in an ongoing compatibility spat between the two companies that dominate software program program for smartphones. Practically all smartphones on the planet each run Android or Apple’s iOS, and Apple’s iPhone has over 55% of the U.S. market, in line with StatCounter.

Google wishes Apple to help the RCS “customary,” or specs that allow many different companies paying homage to carriers or cellphone makers to develop apps which will ship and procure RCS messages. Many Android telephones already have built-in messaging apps that help RCS.

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A key battleground

Messaging suppliers have flip right into a key battleground for tech giants because of if a shopper’s contacts all use the equivalent service, then the patron is “locked-in” and fewer extra more likely to swap to a distinct platform or app.

Fb father or mom Meta, which owns WhatsApp, has stated that it competes immediately with Apple due to how broadly used iMessage is in america. Messaging has additionally drawn consideration from some policymakers who’re pushing to drive competing companies to work with one another below honest competitors guidelines.

Hiroshi Lockheimer, a Google senior vice chairman in command of Android, stated earlier this 12 months that Apple is utilizing its personal textual content messaging platform to lock in its customers, referring to inside Apple emails that had been made public all through a lawsuit ultimate yr that confirmed senior Apple executives taking photos down proposals to convey an iMessage app to Android.

“I’m concerned iMessage on Android would merely serve to remove an obstacle to iPhone households giving their kids Android telephones,” current Apple senior vice chairman in charge of software program program Craig Federighi wrote in 2013, in line with an e mail.

Apple’s iMessage is barely completely totally different from totally different messaging suppliers because of it’s the default textual content material messaging app on the iPhone.

Apple’s strategies detect when an iPhone texts one different iPhone and, as an alternative of sending that message via the SMS system, it makes use of Apple’s private proprietary iMessage neighborhood. Customers see the textual content material they despatched as a “blue bubble,” versus the inexperienced coloration seen on SMS texts, like these to Android prospects. The inferiority of “inexperienced bubble” texts has flip right into a meme and impressed a music by the musician Drake.

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iMessage chats current a better shopper experience than SMS chats on an iPhone. Lots of Apple’s choices, like together with emoji reactions to a single textual content material message, barely work on SMS chats. iMessage chats actually really feel faster as a result of Apple’s animations and embrace choices like be taught recipes, bubbles that time out whether or not or not a shopper is typing, and superior group chats.

Apple continues to inform aside iMessage from SMS via new choices, like the pliability to unsend or edit messages, which shall be launched this fall.

Inexperienced bubbles

Inexperienced and blue bubbles.

Pattonmania | Istock | Getty Pictures

Google says that it doesn’t want Apple to convey iMessage to Android, nevertheless that it wishes Apple to help RCS, which was developed by a gaggle of wi-fi carriers and different tech firms to be an enchancment to the SMS and MMS strategies which have been in place for a few years.

Google’s advertising marketing campaign on Tuesday emphasizes that RCS help for iPhones would allow a variety of new choices when an iPhone shopper texts an Android shopper, along with higher-resolution pictures, the pliability to ship texts over Wi-Fi, and the pliability to point out be taught receipts.

Google moreover says that RCS messages are encrypted whereas SMS messages often aren’t, which signifies that the model new customary is further personal.

“If [Apple] adopted the platform, it permits prospects to have the benefit of points like high-res pictures and video sharing, be taught receipts, rich reactions,” Lofton acknowledged. “And it is a essential one — increased security and privateness with encryption.”

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However SMS is simply not important for messaging in numerous markets and Google’s advertising marketing campaign is focused on the U.S. market. In many countries, prospects textual content material via apps paying homage to WhatsApp or Telegram or WeChat.

In fact, Google useful in its advertising marketing campaign on Tuesday that prospects would possibly already get hold of Sign or WhatsApp, stating that these free apps are as secure as RCS ensures to be.

Apple has remained silent on RCS and continues in order so as to add choices to iMessage, which solely works on iPhones and totally different Apple merchandise. Apple didn’t reply to a request for comment.

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