After Google, Samsung follows suit to urge Apple in adopting RCS messaging
By MYBRANDBOOK
In a recent video released, Samsung has come out in support of Google's #GetTheMessage campaign, which encourages Apple to adopt Rich Communication Services. RCS is a cross-platform protocol designed to replace SMS, offering features similar to those present in modern messaging apps like Apple's iMessage. The Samsung video highlights the limitations faced by Android and iOS users when trying to communicate using different messaging platforms.
The video, titled “Green bubbles and blue bubbles want to be together,” shows a Romeo and Juliet-style conversation between two users who want to be together, but who are kept apart by one of their “parents.”
“What did green ever do to them? We’re bubbles too,” one of them asks.
The “bubbles,” of course, are a reference to Apple’s iMessage interface which shows feature-rich blue bubbles for messages sent between Apple users, and discordant green SMS bubbles with reduced functionality when Android users participate in the chat.
This two-class system is especially frustrating in countries like the US where about half the population is using an iPhone and the other half is running Android on a Samsung device.
Apple, of course, has every incentive keep the status quo as a form of ecosystem lock-in. However, the iPhone maker might be forced to open up its messaging service as a result of the EU’s Digital Markets Act (DMA).
Regulators are currently investigating whether iMessage meets the bar to be considered a “core platform service” under the rules, which would compel Apple to offer interoperability with other messaging services.
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