Last year, Google created a new page on the Android website urging Apple to implement the RCS (Rich Communication Services) messaging standard for every text sent from iPhone to Android (and vice versa). A year since it launched its “Get the Message” campaign, Google is redoubling efforts to push Apple to support RCS.
In its latest move, Google has released a new animated video mocking the outdated messaging experience on the iPhone. The new ad, titled “Meet iPager,” pokes fun at the fact that iPhones still rely on SMS and MMS instead of RCS to chat with Android users.
The animated video features a parody product announcement for an “iPager” device that mimics the old-fashioned messaging experience between iOS and Android. The video mirrors Apple’s iconic “Hello” introduction to the original Macintosh in 1984 and the iPhone in 2007 Launch ad. It also highlights that Apple is still relying on legacy SMS protocols rather than adopting RCS.
Google blames Apple’s lack of RCS support for ongoing problems like lack of encryption, broken group chats, and low-quality media sharing between iOS and Android users. The “Get the Message” campaign highlights these mutual problems and pushes Apple to adopt RCS as the messaging standard.
However, Apple CEO Tim Cook Said in September 2022 that RCS is not the company’s priority. Cook explained that “our users are not asking us to invest a lot of energy at this point.”
By ramping up its PR tactics with attention-grabbing videos, Google appears committed to continuing to pressure Apple over messaging standards. But Apple still shows no signs of bending, leaving broken messaging experiences between iOS and Android.
It remains to be seen whether public pressure from Google’s campaign could ultimately influence Apple’s stance on modernizing its messaging protocols.