In the green corner we have Android and the rest of the world. In the blue corner there’s Apple. The battle over text and rich messaging interoperability is in full swing with the European Union and users demanding interoperability between Apple’s iMessage platform and SMS/MMS. So, what’s the fight all about?
Back in the olden days, before 2011, all messages sent between mobile phones used the SMS and MMS protocols across carrier networks. For a long time, the operators of cellular networks loved this because text messages made them lots of money. Back then, we paid a few cents per message which was cheap for consumers but was almost all profit for carriers. And because there were so many messages being sent, it was a very lucrative business.
While the cost for consumers was low, it was almost all margin for carriers.
Then Apple came along with iMessage. Instead of depending on the carrier’s cellular network, it used the internet. Suddenly, those text messages, which generated strong margins, shifted to their IP (internet protocol) networks. As the messages were so small, it made little difference to our data allowances, making text messaging effectively free.
But there was another side effect. Apple made it much easier for text messages to become richer. Suddenly, we could send photos, videos and emojis with the confidence the other party would see what we sent – something that MMS hadn’t quite nailed at the time. And as long as the other party send an iPhone.
Apple also added some other neat features such as end-to-end encryption, read receipts and the ability to see when someone was replying.
The result was two classes of texts – Apple’s blue iMessage messages and green messages sent the old way. And that’s where we are today. Apple’s blue messages have become something of a status symbol and, in some parts of the world, garner a significant proportion of texting traffic.
Why does this matter?
In September 2023, the European Union established its Digital Markets Act. This act designates some of the world’s largest technology companies as Gatekeepers. These are companies that have significant market power and control at least one core platform service.
One of the services that is being investigated as designation as a core platform service is iMessage.
As it stands, the following services are designated as core platform services.
iMessage is not listed yet. And Apple is arguing through legal channels that it shouldn’t be included as a core platform service as it doesn’t hold sufficient market power.
Where does RCS fit in?
RCS (Rich Communications Services) is a verified standard for sending rich messages (like iMessage) that is openly available to all device makers and carriers. Google has supported RCS through its Messages app for several years. But when an iPhone user sends a message to an Android user, it falls back to SMS as Apple’s iMessage service uses a proprietary protocol.
If Apple adopted RCS the blue message bubbles could appear in any service that supports it.
There is an expectation that Apple will introduce RCS in a future version of iOS (and one assumes iPadOS, watchOS, iPadOS, visionOS and other devices that support iMessage). But whether this is in a separate app or as part of iMessage is unknown.
Apple seems obstinate in not supporting RCS
Apple’s view, as expressed by Craig Federighi, is that implementing RCS into iMessage would remove an obstacle for people switching away from iOS to Android. In a recent article he said:
“iMessage on Android would simply serve to remove [an] obstacle to iPhone families giving their kids Android phones”
Where does this leave us?
For the next year or so, nothing will change. iMessage and other text messaging services will remain connected only by the lowest common denominator SMS/MMS protocols.
But Apple will be bringing RCS to the iPhone eventually. In a statement to 9to5Mac Apple said:
“we will be adding support for RCS Universal Profile, the standard as currently published by the GSM Association. We believe RCS Universal Profile will offer a better interoperability experience when compared to SMS or MMS. This will work alongside iMessage, which will continue to be the best and most secure messaging experience for Apple users.”
“Alongside” is the interesting word here. Whether that means a separate app, or that iMessage messages will remain blue and RCS messages stay green remains to be seen.
My gut feeling is that Apple will keep the colour differentiation. It’s hard to see how the EU, or any other authority or regulator, can dictate the colour of user interface elements. While RCS might be supported, Apple will keep its blue bubbles while complying with the EU.
Anthony is the founder of Australian Apple News. He is a long-time Apple user and former editor of Australian Macworld. He has contributed to many technology magazines and newspapers as well as appearing regularly on radio and occasionally on TV.