Before messenger apps like WhatsApp, Telegram, LINE, Messenger, and so on were invented, everyone relied on SMS/MMS. The best thing about SMS is that it works regardless of the phone brand or model you are using, but then eventually services like BBM and iMessage divided users based on the platform they were using.
Google tried to solve this with the RCS messaging protocol, which is basically a richer version of SMS, but companies like Apple have stubbornly held out. Google has tried to pressure Apple into RCS adoption, and now it looks like Samsung has decided to throw their weight behind it as well in a new ad.
We’re not sure if Apple will ever adopt RCS since iMessage is one of the exclusive features that Apple advertises to get users to use its iPhones. There is a law in the EU in the form of the Digital Market Act where if a platform has enough average monthly users to be considered a gatekeeper, they would be forced to adopt a standard.
Since iMessage doesn’t have enough users in the EU to be considered a gatekeeper, Apple can easily ignore those laws unless the law is later amended. The EU has forced the hands of tech companies over the years, with the most recent being the adoption of the USB-C charging standard which Apple begrudgingly introduced with its iPhone 15 lineup.
Will Apple ever hop on board the RCS bandwagon? We suppose we’ll have to wait and see, and if Apple will do it willingly on their own terms or somehow be legally forced into it.