Samsung recently unveiled a promotional video endorsing Google’s #GetTheMessage initiative, which advocates for Apple’s adoption of Rich Communication Services (RCS). RCS, a universal protocol meant to supersede traditional SMS, promises functionalities akin to those found in contemporary messaging apps like Apple’s iMessage. Samsung’s advertisement sheds light on the challenges Android and iOS users face when trying to communicate across different messaging platforms.
When Android users engage in group chats with iOS users, they forfeit iMessage features such as end-to-end encryption, high-quality media, typing indicators, read receipts, and support for longer messages. The texts appear in green bubbles rather than the typical blue. Google has long been urging Apple to embrace RCS, and now Samsung has also joined the campaign. However, Apple has exhibited no interest in embracing RCS, as iMessage is a distinguishing feature of the iPhone.
Samsung’s latest 20-second commercial bears the title “Uniting Green and Blue Bubbles: Supporting Apple with #GetTheMessage.” It presents a text conversation between green and blue text bubbles, featuring characters Romeo and Juliet lamenting their inability to communicate due to their “guardians.” One of the characters even inquires, ‘What’s the issue with green?’ The “bubbles” reference the iMessage interface, where blue bubbles signify messages exchanged between iOS users, and green represents those shared with Android.
The European Union’s Digital Market Act (DMA) could be the avenue for compelling Apple to embrace RCS. Currently, iMessage lacks a sufficient number of monthly users across the EU’s 27 member states to be classified as a gatekeeper. If designated as such, the DMA would require Apple to support all competitive messaging platforms on iPhones. At present, the situation is favorable for Apple, given that most Android users are unaware that they can access similar features as iMessage by employing RCS.
