On Thursday, Apple revealed its decision to support the RCS (Rich Communication Services) messaging standard, set to be implemented through a software update in the coming year.
This move will facilitate cross-platform messaging features between iPhone and Android users, including iMessage-like functionalities such as read receipts, typing indicators, high-quality media, live location sharing, and more, irrespective of the operating system.
RCS serves as a contemporary messaging protocol that elevates the capabilities of traditional SMS and MMS, allowing users to communicate over mobile data or Wi-Fi and access various media and interactive features.
This announcement follows the introduction of an app by London-based tech brand Nothing, designed to bridge the gap between users of both platforms.
Apple's shift in stance to support RCS is scheduled for an anticipated update in 2024. According to Apple's statement, "Later next year, we will be adding support for RCS Universal Profile, the standard as currently published by the GSM Association." The goal is to enhance interoperability beyond traditional SMS or MMS, with RCS working alongside iMessage rather than replacing it.
Despite this move, Apple won't open up its iMessage protocol to other platforms; iMessage will remain exclusive to Apple, coexisting with RCS. SMS and MMS will persist as fallback options when the advanced RCS protocols cannot be utilized. iMessage will maintain its position as the preferred and secure messaging experience for Apple users.
Even with RCS support, messages from Android users will maintain their appearance in green bubbles, with blue bubbles exclusively designated for iOS users. The industry has welcomed this move, particularly in light of the impending deadline for appeals related to the Digital Markets Act, which calls for significant companies like Apple to improve interoperability across platforms.
Expressing excitement , the Android account on X (formerly Twitter) stated, "We believe everyone deserves to communicate inclusively, no matter what phone they have. This is one huge step closer to doing that. Excited for Apple to adapt RCS, the modern industry standard, to help make messaging better for everyone."
Apple’s decision follows years of pressure from its rivals and regulatory considerations. Google has long championed RCS in the pursuit of a unified messaging experience for Android users. Google's lobbying efforts, including campaigns like "Get the Message," aimed to bridge the gap between iPhone and Android users. They utilised social media, marketing videos, and EU regulators to exert pressure. Samsung also played a role by collaborating with Google to integrate RCS into their devices.
The European Union's scrutiny of Apple's practices, particularly in terms of competition and consumer choice limitations, has played a pivotal role in Apple's decision. Notably, the EU compelled Apple to adopt USB-C as a common charging standard.
PC: X (Twitter)
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