Tim Cook dinner revealed the true cause Apple gained’t add RCS to the iPhone

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September 8, 2022

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Final night time, Tim Cook dinner shot down the potential for fixing the inexperienced bubble drawback — and he revealed the true cause why Apple gained’t do it: it doesn’t promote iPhones.

At Vox Media’s Code convention, an attendee informed Cook dinner that it was troublesome for him to ship movies to his mother as a result of Apple units don’t help RCS, the texting protocol championed by Google and supported by main telephone carriers. Cook dinner, in response, prompt the attendee purchase his mother an iPhone . “I don’t hear our customers asking that we put loads of power in on that at this level,” Cook dinner stated.

This appears to be the primary time Cook dinner has publicly addressed RCS, the Wealthy Communications Companies protocol. RCS is a significant enchancment over SMS and MMS, letting you do issues like ship higher-quality photographs and movies, and it might repair lots of the points you run into when texting between Apple and Android units. However Apple has to date shunned providing help, and the excellence between iMessage’s blue bubbles and common textual content message’s inexperienced ones has remained a thorn in Google’s facet.

Apple has intentionally chosen to make a superior texting expertise by way of iMessage an Apple-only factor — and Cook dinner’s feedback on Wednesday communicate to that selection. For years, it’s been a key a part of Apple’s technique to lock in customers to its platforms. Emails revealed as a part of Epic Video games v. Apple confirmed prime execs like Craig Federighi (in 2013) and Phil Schiller (in 2016) making the case that bringing iMessage to Android wouldn’t profit Apple. Eddy Cue testified in a deposition that Apple might have made an Android model of iMessage that was appropriate with iOS, however that clearly hasn’t been publicly launched.

By making iMessage an Apple-only product — and by persevering with to enhance it with options like the flexibility to edit and unsend messages — Apple could make the case that one of the simplest ways to message your mates is on an Apple system utilizing Apple’s messaging app. Whereas the corporate might theoretically undertake RCS and preserve iMessage on Apple units, it advantages by creating as a lot separation as doable between textual content messaging throughout Apple and Android. Which means extra individuals will purchase extra iPhones.

Google has been campaigning exhausting in latest months for Apple to undertake RCS. Google has applied it in Android, after all, and it’s additionally now supported by AT&T, T-Cell, and Verizon (after a really gradual rollout). And given that each one three have dedicated to creating Google’s Android messaging app the default texting for Android telephones they promote, it’s more likely that individuals will simply textual content over RCS with out occupied with it.

Google SVP Hiroshi Lockheimer has led the cost, joking that there’s a “Actually Clear Answer” to messaging struggles and saying that Apple is “holding again” clients who textual content . The corporate additionally just lately launched an internet site, “Get The Message,” to attempt shaming Apple into adopting RCS .

Lockheimer understands Apple’s resistance to RCS, “however individuals ought to have the ability to ship top quality movies and photographs to their mother with out having to purchase her a brand new telephone,” he stated . Cook dinner, it appears, disagrees.

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