Tim Cook reveals the real reason why Apple didn’t add RCS to the iPhone

Final evening, Tim Cook dinner dropped the potential for fixing the inexperienced bubble drawback — revealing the true motive Apple didn’t: It doesn’t promote iPhones.

On the Vox Media’s Code convention, an attendee informed Cook dinner that it was troublesome for him to ship movies to his mom as a result of Apple units don’t assist RCS, the text-messaging protocol supported by Google and supported by main telephone corporations. However, Cook dinner advised to attend Buying an iPhone for his mom. “I don’t hear our customers asking that we put loads of vitality into it at this level,” Cook dinner stated.

This seems to be the primary time that Cook dinner has spoken publicly about RCS, the Wealthy Communications Providers protocol. RCS is a big enchancment over SMS and MMS, permitting you to do issues like sending high-quality photographs and movies, and it’ll repair lots of the points you encounter when texting between Apple and Android units. However Apple has up to now kept away from providing assist, and the excellence between blue iMessage bubbles and inexperienced bubbles in common textual content messages has remained a thorn in Google’s facet.

Apple has intentionally chosen to make the superior iMessage texting expertise an Apple-only factor — and Cook dinner’s feedback on Wednesday communicate to that alternative. For years, it’s been a key a part of Apple’s technique to lock customers out of its platforms. Emails detected as a part of Epic Video games vs Apple Present high executives like Craig Federighi (in 2013) and Phil Schiller (2016) Proving that bringing iMessage to Android received’t assist Apple. Eddie Q Testified in deposit That Apple might have created an Android model of iMessage that was suitable with iOS, however it has clearly not been launched publicly.

By making iMessage an Apple-only product – and persevering with to enhance it with Features such as the ability to edit and unsend messages Apple can show that one of the best ways to message your mates is in your Apple gadget utilizing the Apple Messaging app. Whereas the corporate might theoretically undertake a distant management system And the Preserve iMessage on Apple units, it advantages by creating as a lot separation as attainable between textual content messages throughout Apple and Android. Because of this extra folks will purchase extra iPhones.

Google has been campaigning severely in latest months for Apple to undertake RCS. Google rolled it out in Android, in fact, and it’s now additionally supported by AT&T, T-Cellular, and Verizon (after a really sluggish rollout). Given that each one three have committed To make the Google Messaging app on Android the default texting for the Android telephones they promote, individuals are extra prone to simply textual content by way of RCS with out even enthusiastic about it.

Hiroshi Lockheimer, Senior Vice President of Google, took the accusation, joking about it There is a “really obvious solution” For messages of struggles and saying that Apple “blocks” customers who send text messages. The corporate additionally lately launched an internet site, “Message received,” to attempt Shame on Apple for accrediting RCS.

Lockheimer understands Apple’s resistance to RCS, “however folks ought to have the ability to ship high-quality movies and photographs to their mother with out having to purchase her a brand new telephone,” He said. Cook dinner appears to be totally different.

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