It was an in depth report and drew sharp response from head of Android. A lot in order that he stated Apple was being “disingenuous”. “Apple’s iMessage lock-in is a documented technique. Utilizing peer stress and bullying as a strategy to promote merchandise is disingenuous for a corporation that has humanity and fairness as a core a part of its advertising and marketing. The requirements exist at the moment to repair this,” tweeted Hiroshi Lockheimer, head of Android.
At present, Lockheimer is singing a distinct tune. “Everyone ought to have safe and trendy messaging with out worrying what sort of telephone they’re texting to. So glad to see Apple becoming a member of our ongoing work with the GSMA on RCS to make texting higher for all!”, he stated in a publish on X after Apple’s announcement.
Sure, the unthinkable — in some methods — has occurred. Apple has lastly ‘received the message’ and has introduced it can undertake RCS messaging. However wait, does that imply that inexperienced bubble vs blue bubble divide is over? No, the iMessage exclusivity will nonetheless reign supreme.
iPhone customers can nonetheless flex the blue bubbles
Apple adopting RCS doesn’t imply that iPhone customers lose their exclusivity. The message from Apple is obvious: iMessage is the VIP part of the messaging nightclub, the place the velvet rope is reserved for Apple gadgets solely. RCS, however, ensures that others get to benefit from the get together from the final admission space, mingling with Android gadgets however by no means scoring an unique move. Android customers can now rendezvous with iMessage however Apple customers can relaxation assured that their blue-bubbled sanctuary is staying put.
RCS introduces a spread of iMessage-esque options to facilitate cross-platform messaging between iPhones and Android gadgets. These enhancements embody learn receipts, typing indicators, high-resolution photos and movies, amongst different functionalities. Apple’s integration of RCS not solely permits the sharing of areas inside textual content threads but additionally ensures that this superior messaging system operates seamlessly over cellular knowledge or Wi-Fi, in distinction to conventional SMS.
Nevertheless, Apple is obvious that it’s iMessage “which can proceed to be the perfect and most safe messaging expertise for Apple customers.”
Is it a win for Google?
It isn’t a win-win as such however commendable because it was a valiant try and get Apple to maneuver. Nevertheless, for years Apple ignored Google’s messages — like iPhone customers typically find yourself ignoring textual content messages from Android customers — to undertake RCS. Apple CEO Tim Prepare dinner was as soon as questioned about this on the occasion and had a cheeky reply about Android customers feeling the good inexperienced vs blue divide. “Purchase your mother an iPhone,” was Prepare dinner’s reply.
What turned the tide?
Two phrases: European Union. The European Union has been concentrating on large tech corporations below the Digital Markets Act laws. Below the DMA, Apple would have been compelled to open iMessage to some extent. Apple had argued that iMessage doesn’t meet the factors for classification as a gatekeeper service below the EU’s Digital Markets Act (DMA) laws. The idea for this argument was a bit fuzzy, contemplating that iMessage is a preinstalled software on each iPhone and stands as one of many platform’s most generally utilised apps. The overarching goal of the Digital Markets Act is to curb the monopolistic affect wielded by main on-line platforms. It’s clear that Apple didn’t need any regulatory troubles with the EU and adopted the RCS commonplace and ‘opened’ messaging on iPhones.
