Last evening, Tim Cook dinner shot down the possibility of solving the environmentally friendly bubble difficulty — and he disclosed the serious motive why Apple will not do it: it does not provide iPhones.
At Vox Media’s Code meeting, an attendee advised Cook that it was challenging for him to mail movies to his mom because Apple equipment really do not help RCS, the texting protocol championed by Google and supported by main telephone carriers. Prepare dinner, in response, advised the attendee acquire his mother an Iphone. “I really do not hear our users asking that we place a ton of electrical power in on that at this stage,” Cook dinner mentioned.
This appears to be to be the to start with time Cook has publicly resolved RCS, the Prosperous Communications Solutions protocol. RCS is a important enhancement in excess of SMS and MMS, letting you do issues like deliver larger-high-quality pics and video clips, and it would fix many of the issues you operate into when texting concerning Apple and Android gadgets. But Apple has so much refrained from featuring guidance, and the difference in between iMessage’s blue bubbles and regular text message’s inexperienced types has remained a thorn in Google’s facet.
Apple has deliberately preferred to make a top-quality texting working experience through iMessage an Apple-only point — and Cook’s comments on Wednesday talk to that choice. For yrs, it is been a essential aspect of Apple’s strategy to lock in end users to its platforms. Email messages discovered as part of Epic Games v. Apple showed best execs like Craig Federighi (in 2013) and Phil Schiller (in 2016) generating the situation that bringing iMessage to Android wouldn’t profit Apple. Eddy Cue testified in a deposition that Apple could have designed an Android variation of iMessage that was compatible with iOS, but that of course hasn’t been publicly introduced.
By making iMessage an Apple-only product — and by continuing to boost it with functions like the ability to edit and unsend messages — Apple can make the circumstance that the finest way to concept your friends is on an Apple unit making use of Apple’s messaging application. Though the firm could theoretically adopt RCS and continue to keep iMessage on Apple units, it positive aspects by creating as significantly separation as possible among text messaging across Apple and Android. That means more folks will buy more iPhones.
Google has been campaigning tough in current months for Apple to adopt RCS. Google has applied it in Android, of program, and it is also now supported by AT&T, T-Mobile, and Verizon (just after a extremely slow rollout). And specified that all three have committed to generating Google’s Android messaging app the default texting for Android telephones they promote, it’s a lot additional likely that people today will just textual content about RCS with no considering about it.
Google SVP Hiroshi Lockheimer has led the cost, joking that there’s a “Really Very clear Solution” to messaging struggles and indicating that Apple is “holding back” shoppers who text. The company also not too long ago launched a web-site, “Get The Message,” to attempt shaming Apple into adopting RCS.
Lockheimer understands Apple’s resistance to RCS, “but folks need to be in a position to deliver high high quality films and shots to their mother with out possessing to acquire her a new telephone,” he mentioned. Cook dinner, it appears to be, disagrees.