“When it comes to text messages, Pixel uses RCS for enhanced media sharing and end-to-end encryption,” said Google’s Brian Rakowski while introducing new messaging features on the Pixel 7 series onstage (via). “RCS is the modern industry standard for messaging, and it’s already been adopted by most of the industry. We hope every device maker gets the message and adopts RCS, making texting better for every smartphone user.”
This is Google’s latest dig at Apple regarding RCS
By “every device maker,” Google means Apple. Because RCS, or Rich Communication Services, is pretty much already standard on Android. The iPhone maker has been reluctant to adopt RCS because it doesn’t stand to gain much from it. Of course, RCS would make text messaging more interoperable between Android and iOS, thus benefitting iPhone users. It brings modern features such as typing indicators, read receipts, support for large files, and more. Currently, messaging between Android and iOS relies on the outdated SMS standard. However, adopting RCS also means Apple would lose its lock-in effect. Since its iMessage already offers all the modern features that RCS brings, it distinguishes Android users by showing text messages in green bubbles. Messages between two iPhones appear in blue bubbles. This creates a lock-in effect, particularly in group chats where most participants have an iPhone. Android users feel included as they miss out on several advanced messaging features, driving them towards iPhones. Google has been very vocal about this, calling it a documented strategy from Apple. It leaves no opportunity wasted to call out the iPhone maker for such negligence. Google SVP Hiroshi Lockheimer last year labeled RCS as the Really Clear Solution for the interoperability of Android-iOS messaging. The company also recently launched a dedicated website saying “it’s time for Apple to fix texting”. It followed up with over 500 digital billboards in Manhattan and Brooklyn with campaign ads targeting Apple’s decision to not support RCS on iPhones. The latest dig is less direct but it came onstage at a big event where Google announced the Pixel 7 smartphones and the Pixel Watch. Apple is still unlikely to budge, though. Time will tell whether iPhones will ever support RCS.
