Google has joined forces with major European telecoms operators in an effort to persuade Apple to adopt the RCS messaging standard. According to reports from the Financial Times Google has sent a letter to the European Commission requesting regulatory intervention to ensure that Apple aligns its iMessage service with industry standards. While it is possible to exchange messages between iMessage and Android users Google argues that the current implementation relies on SMS texts falling short of the modern RCS messaging standard used by many competitors.
Although basic messaging works across platforms Apple reserves advanced features like high quality photos and videos for iPhone users. Google sees this as creating a competitive environment. The success of Googles campaign depends on whether the European Commission classifies iMessage as a “core” platform service. This classification is based on its popularity. Currently iMessage does not hold this label according to the EUs Digital Markets Act.
Apple has presented its case by highlighting a user base of 45 million within the European Union. The situation is currently under investigation, by the European Commission.
If the regulatory authority changes its position to align with Googles viewpoint there is a possibility of iMessage being subjected to regulations. This could potentially result in improved compatibility with messaging platforms, like RCS. The impact of regulatory measures could go beyond technical standards. The recognizable ‘blue bubble’ indicator associated with iMessage, which signifies status and
The appeal of exclusivity might diminish if it becomes more accessible. This could potentially shift the notion that the ‘blue bubble’ is an obstacle for iOS users to switch to Android.
