Apple has not announced RCS for iMessage

Google really wants Apple to “go to text messaging.” Their campaign to try and convince Apple to include RCS in iMessage hasn’t slowed down and is a continued focus of their messaging. In fact, at Google I/O a few weeks ago, Google made it clear once again that they’d like to see Apple implement the advanced messaging capabilities that have taken over text messaging on Android.

Today, at Apple’s own developer conference, WWDC, we thought for all of three seconds. “Hey, I wonder if they’ll surprise the world and announce RCS for iMessage?” Folks, they didn’t. They’ve been talking a lot about iOS messaging and upcoming changes, but they haven’t announced RCS support at all.

They dedicated an entire section to the new Messages, talking up fancy new stickers made of all emojis, a person-to-person Check In tracking feature, search filters, and a new menu that remembers your most used items. Apple continues to develop Messages on the iPhone without having to consider non-iPhone users, which Google wants them to do.

RCS, again, was not part of the conversation.

As Apple walked through each new thing, with each pause I kept hoping; “And guess what, we don’t want anyone to experience hate or bullying because of the color of their message bubble, so we’re adopting a text messaging standard. that those who don’t have an iPhone use.” They didn’t. They could have. But we know their position on it. Apple and its executive team are well aware of the power of iMessage and how it keeps users on Apple devices. They want you to buy your mom an iPhone instead of doing the right thing in texting.

There’s always a small chance that Apple will adopt RCS at some point in the future. The problem is, I’m not sure there’s much benefit to them. Google needs to sell them something more than just. “You can fix texting for Android users and stop teenagers from bullying each other.” Because Apple will never care about Android users, and for teenagers, they probably know that many will eventually just switch to the iPhone to solve the green and blue bubble problem.

Maybe next year.

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