The messaging war has been lost to products with a long-term strategy after years of being unable to field a stable platform. At least some divisions inside the company are waking up to how damaging this is to the company as a whole. "It's time for Apple to fix texting, that's why we have 13 different messaging apps," said the company.
"Get the message" is a public pressure campaign with a call to fix texting. Apple uses a minor upgrade to the SMS standard for non-iMessage users. It comes across as a company tired of reaping what it has been sowing when it comes from the company with the most chaotic messaging strategy.
Worldwide, iMessage isn't that popular (people tend to like Whatsapp), but in the US, iMessage is enough of a cultural phenomenon to have Billboard Top 100 songs written about how much it sucks to have a green (SMS) iMessage bubble. One of Apple's biggest competitors—especially for online services—is Google, and Google's inability to compete with iMessage has contributed a great deal to the current situation. Google apparently feels iMessage's dominance is damaging to its brand, so now it's asking Apple, nicely, to please stop beating it so badly.It isn't about the color of the bubbles. The blurry videos, broken group chats, missing read receipts and typing indicators are just some of the things that make up it. Modern texting standards are not adopted by Apple when people text each other.
Some of the claims made on this website are not understandable. Apple turns texts between the two phones into text messages, which are out of date. Apple can use the modern industry standard, called RCS, for these threads. Even though a few updates have been made since 2008, RCS hasn't kept up with the times.
AdvertisementIt has been around for so long because it was created by the carriers as a carrier-focused messaging standard. Carrier messaging was a real revenue stream when this was done. Carriers in control of RCS don't have an incentive to care about RCS now that carrier messaging is commoditized There is a zombie.
RCS is more modern than that because it is from 1986 If you don't have to work with the GSMA, this is a sign that you shouldn't. The carriers would not be needed if the two companies formed a messaging duopoly.
Most of what you would want from a modern messaging standard is missing due to being from 2008 First of all, as a standard, RCS is carrier messaging, so messages are delivered to a single carrier phone number, rather than multiple devices via the internet, like how you would expect a modern service to operate There is no security as a standard. If you consider the parts of the sales pitch that are related to the aging RCS spec, it's more like you're selling a fork of RCS. If Apple built its own fork into iMessage, it would be great for the search engine.
The one promoted on the website with the exclusive features is definitely proprietary. There isn't a way for a third-party to use it right now. Some messaging apps, like Beeper, have asked about integrating RCS, but were told there's no public version of the app. Because of a partnership deal, only one company is allowed to use the rcs application programming interface.
If you want to implement RCS, you will need to run the messages through a service. It's most likely going to be a search engine. The leading RCS server provider was bought by the internet giant. It has a whole sales pitch about how it can help carriers quickly scale their services. It's also about running Apple's messages through Google's server that the pitch for Apple to adopt RCS is about. Both server fees and data acquisition are profitable for the company.
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