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Google starts ‘Get The Message’ campaign to pressure Apple into RCS on the iPhone

Google Apple RCS campaign

For the past year, Google has been increasingly calling out Apple for not adopting RCS (Rich Communication Services) on the iPhone. Meant to replace SMS/MMS, it has a number of technical advancements that would improve the messaging experience between Android and iOS users. Google is now launching a “Get The Message” pressure campaign in hopes that Apple will change its mind on RCS.

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Comment: iOS should support RCS, but Apple has no incentive to make iMessage work with Android

google messages rcs chat

Over the past year, Google has publicly pressured Apple to support Rich Communication Services. The latest salvo this weekend was the harshest yet, but RCS on the iPhone is not the panacea to Google’s historical messaging woes, nor will support lead to a transformatively better experience for Android users when interacting with their iPhone counterparts.

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Here are all of the times Google has tried, and failed to stick with an iMessage competitor

google messages android rcs

Messaging is a core part of any smartphone, and it’s something that Apple has really nailed with the iPhone and iMessage. Googlers have voiced their frustration recently over how Apple uses iMessage as a tool for lock-in and while Apple’s resistance to RCS and other cross-platform standards is certainly annoying, the context of Google’s countless failures in messaging don’t really help the company’s case.

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Google exec gives harshest rebuke yet of iMessage lock-in effect in push for RCS on iOS

google messages rcs android enable

Hiroshi Lockheimer oversees all of Google’s operating systems as Senior Vice President of Platforms and Ecosystems. In recent years, he has been very critical of Apple not supporting the RCS standard to make iOS messaging more interoperable with Android, and the latest salvo on iMessage is the harshest yet.

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