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

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

On the Vox Media’s Code convention, an attendee instructed Cook dinner that it was tough for him to ship movies to his mom as a result of Apple units don’t help RCS, the text-messaging protocol supported by Google and supported by main cellphone corporations. Alternatively, Cook dinner advised to attend Buying an iPhone for his mom. “I don’t hear our customers asking that we put a whole lot of power into it at this level,” Cook dinner mentioned.

This seems to be the primary time that Cook dinner has spoken publicly about RCS, the Wealthy Communications Providers protocol. RCS is a large enchancment over SMS and MMS, permitting you to do issues like sending high-quality pictures and movies, and it’ll repair most of the points you encounter when texting between Apple and Android units. However Apple has to this point shunned providing help, and the excellence between blue iMessage bubbles and inexperienced bubbles in common textual content messages has remained a thorn in Google’s aspect.

Apple has intentionally chosen to make the superior iMessage texting expertise an Apple-only factor — and Cook dinner’s feedback on Wednesday converse to that selection. 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 gained’t assist Apple. Eddie Q Testified in deposit That Apple may have created an Android model of iMessage that was appropriate with iOS, but it surely 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 the easiest way to message your folks is in your Apple machine utilizing the Apple Messaging app. Whereas the corporate may theoretically undertake a distant management system And the Maintain iMessage on Apple units, it advantages by creating as a lot separation as attainable between textual content messages throughout Apple and Android. Which means extra individuals will purchase extra iPhones.

Google has been campaigning severely in latest months for Apple to undertake RCS. Google rolled it out in Android, after all, and it’s now additionally supported by AT&T, T-Cell, and Verizon (after a really gradual rollout). Given that every one three have committed To make the Google Messaging app on Android the default texting for the Android telephones they promote, individuals are extra more likely to simply textual content via RCS with out even fascinated 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 not too long ago launched a web site, “Message received,” to strive Shame on Apple for accrediting RCS.

Lockheimer understands Apple’s resistance to RCS, “however individuals ought to be capable to ship high-quality movies and pictures to their mother with out having to purchase her a brand new cellphone,” He said. Cook dinner appears to be totally different.

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