Google really wants Apple to “fix texting.” Their campaign to try and convince Apple to incorporate RCS into iMessage hasn’t slowed, and it’s an ongoing focus of their messaging pitch. In fact, at Google I/O a few weeks ago, Google made it clear once again that they would love to see Apple adopt advanced messaging capabilities like texting on Android.
Today, at Apple’s own developer conference, WWDC, we thought for three seconds, “Hey, I wonder if they’re going to surprise the world and announce RCS for iMessage?” Folks, they didn’t. They’ve talked a lot about Messages and some upcoming changes to iOS, but they haven’t announced RCS support at all.
They’ve dedicated an entire section to what’s new in Messages, talking through fancy new stickers made all from emoji, a person-to-person check-in tracking feature, search filters, and a new menu that remembers your most used things. Apple continues to advance Messages on the iPhone without the iPhone, which Google wants them to do.
RCS, again, was not a part of the conversation.
As Apple walked through everything new, with each pause I kept saying, “And guess what, we don’t want anyone to experience hate or bullying because of the color of their messaging bubble, so we’re adopting a text messaging standard that iPhones No they use.” They didn’t. They could. But we know where they stand on the matter. Apple and its executive team are well aware of the power of iMessage and how to keep users on Apple devices. They want you to give your mother a message instead of doing the right thing in messaging. Buy an iPhone.
There is a slim possibility that Apple will adopt RCS at some point in the future. The problem is that I’m not sure there’s much benefit to them doing this. Google needs to sell them something like, “You can fix texting for Android users and stop teenagers bullying each other!” Because Apple will never care about Android users, and for teenagers, they probably know that most will switch to an iPhone to solve that green and blue bubble problem.
Maybe next year.