Recently it was announced that Google has launched a new campaign and a new page on their site dedicated to Android developments to pressure Apple to change its mind about the RCS protocol (Rich Communication Services).
And is that Google has been asking Apple to adopt RCS, saying that the communications protocol would improve the messaging experience between Android and iOS users.
"It's time for Apple to fix SMS," the website reads. “It's not just about the color of the bubbles. These are blurry videos, interrupted group chats, missing read receipts and typing indicators, no text messages over Wi-Fi, and more.
Google says that the campaign aims to address not only the problem of "green/blue bubbles", but also other common challenges in cross-platform messaging, including end-to-end encryption, etc. The issues all stem from the iPhone's continued use of SMS and MMS for non-iMessage conversations, which Google calls "outdated technology from the '90s and 2000s."
The tech giant is pushing Apple to fix these issues by supporting RCS, which offers many of the features of iMessage in a protocol that can be used on both iOS and Android.
RCS is a mobile messaging protocol defined by the international consortium GSMA. Its goal is to replace SMS and MMS, the use of which in smartphones has been steadily declining for several years. But the transition from SMS to RCS is not easy. The successor to the traditional SMS has already been widely available for more than five years.
However, Apple does not seem particularly willing to use this protocol, although the company has never officially indicated that it would not. Closely attached to iMessage, its own instant messaging launched in 2011, Apple is criticized for blocking the standard.
For most people, the issues described by Google might be similar to displaying green chat bubbles (and not blue like on the iPhone) to signal users on Android. In addition, in this sense, a recent article in the Wall Street Journal pointed out that this distinction could be exclusive and cause a form of cyberbullying.
In fact, while the iPhone app uses Apple's own iMessage service to send text messages between iPhones (with modern features like encryption, group chat support, and high-quality images and videos), it reverts to SMS and MMS from old school when messaging a user on Android.
Not only are these messages displayed in a green bubble with contrasting colors, but they also break many modern messaging features that people rely on.
That is why Google has opened a page on its site dedicated to Android developments to put pressure on Apple with the slogan HELP @APPLE #GETTHEMSAGE. Google hopes that public pressure will push Apple to adopt RCS, a minor update to the SMS standard that Apple uses for non-iMessage users.
One of Apple's biggest competitors, especially for online services, is Google, and Google's inability to compete with iMessage has contributed a lot to the current situation. Google apparently feels that iMessage dominance is detrimental to its brand, so it's now kindly asking Apple to stop hitting it so hard on this ground.
The site of Google states:
“It's not about the color of the bubbles. These are blurry videos, broken group chats, missing read receipts and keystroke indicators, no text messages over Wi-Fi, and more. These issues exist because Apple refuses to adopt modern texting standards when people with iPhones and Android phones text each other."
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