In a surprising turn of events, Apple announced its intention to integrate support for the RCS standard into iOS in the coming year. This move by the tech giant aims to address the longstanding issue of compatibility in text messaging between iPhones and Android smartphones. However, it falls short of eliminating what is colloquially referred to as the “green bubble” apprehension.
Critics have long contended that Apple's reluctance to embrace RCS has contributed to the fragmentation in messaging ecosystems, particularly impacting Android users. The company's stance, often perceived as maintaining exclusivity within its ecosystem, has sparked debates in the tech community surrounding interoperability and user convenience.
But that narrative is about to change. In a sudden announcement today, Apple expressed its belief that the "RCS Universal Profile will provide a superior interoperability experience compared to SMS or MMS." The company plans to implement this support next year while emphasizing that it will complement iMessage, which will continue to offer the best and most secure messaging experience for Apple users.
This significant reversal comes on the heels of Google's persistent requests, accompanied by public pressure, urging Apple to incorporate RCS support into iPhones. Hiroshi Lockheimer, SVP at Google, addressed the issue last year, stating, "People have talked about 'green bubbles' as an Android problem," referring to the visual distinction when a message is sent from an Android device to an iPhone, appearing in a green bubble.
Despite Apple's decision to adopt RCS, it has clarified that these messages will still be displayed in green bubbles.
"We're not requesting Apple to make iMessage available on Android. We're urging Apple to endorse the industry standard for modern messaging (RCS) in iMessage, just as they endorse the older SMS/MMS standards. By not incorporating RCS, Apple is impeding the industry and hindering the user experience for not only Android users but also their own customers," tweeted Lockheimer.
Apple has not been reticent about its stance on RCS. Apple's CEO, Tim Cook, dismissed the idea of adopting RCS in iMessage a year ago, suggesting to a questioner at a conference to consider buying their mom an iPhone.
Rich Communication Services, or RCS, represents a collaborative effort among various industry players to enhance traditional SMS with modern features such as richer texts and end-to-end encryption. Google, Samsung, and several other entities, including telecom operators, have rolled out RCS support to over 800 million users worldwide in recent years.
Critics argue that the disruption in group chats and interactions between Android and iPhone users has historically dissuaded many from transitioning to Android smartphones—and this outcome appears intentional. This strategy became apparent during Apple's legal battle with Epic Games, where internal discussions revealed a deliberate decision to keep iMessage within its ecosystem.
In the midst of the legal dispute, a trove of internal Apple documents became public, exposing prolonged internal debates about introducing iMessage to Android devices. Craig Federighi, Apple's chief software executive, expressed concerns in a 2013 email, stating, "In the absence of a strategy to become the primary messaging service for the bulk of cell phone users, I am concerned that iMessage on Android would simply serve to remove obstacles to iPhone families giving their kids Android phones."
Phil Schiller, the then marketing chief, echoed this sentiment in 2016, advising Cook in an email, "Moving iMessage to Android will hurt us more than help us." That same year, an email from a former Apple executive cautioned that iMessage creates significant user retention, describing it as "serious lock-in."
Interestingly, Apple's decision on Thursday aligns with Google and many telecom operators recently urging EU regulators to categorize iMessage as a "core" service under the new Digital Markets Act, compelling Apple to ensure full compatibility with rival chat apps. As reported by TechCrunch earlier this month, Apple disclosed in a filing that it "expects to make" several policy changes to comply with the new guidelines set to take effect next year.