I’ve been a fan of iMessage since it came along in 2011, but it's time for Apple to work toward true crossplatformmessaging.
I’ve been an avid fan of Apple’s iMessage platform since it first came along in 2011, and there’s no doubt that Apple was way ahead of the curve in developing an integrated rich messaging system. But that doesn’t mean the company’s resistance to RCS today is justified by its earlier iMessage success.
Google adopts RCS Apple’s answer to the limitations of the ’90s-era SMS technology was iMessage, but the sad part is that things weren’t supposed to be this way. Nevertheless, even though Google is the driving force behind RCS right now, it’s not intended to be a proprietary standard. Google is arguably doing what it needs to do for RCS to succeed, and it has plenty of skin in the game since it’s spent years flip-flopping between messaging platforms, seemingly without any clear idea of where it was going.
iMessage has been with us for so long it’s easy to forget that the iPhone existed for four years without it. In those days, every sent message had a green bubble. Green was seemingly Apple’s preferred choice in those days. Even the app icon today follows the style of the SMS app from 15 years ago — and it’s still green.
It’s not a zero-sum game Nobody is suggesting Apple abandon iMessage in favor of RCS. That would be an absurd decision both for Apple and its customers. Even with Google pushing RCS, it could be years before it reaches the level of something like the Unicode Consortium, which has become universally accepted enough to ensure that everyone gets the same new emoji characters each year. However, even that’s not perfectly in sync, as they rely on Android and iOS updates to add support, which may arrive weeks apart.
If Apple still genuinely believes, as Craig Federighi said in 2016, that adopting more feature-rich cross-platform messaging “would simply serve to remove [an] obstacle to iPhone families giving their kids Android phones,” it’s clearly out of touch with the reality of today’s families — and it’s also severely undervaluing the rest of its ecosystem.
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