Samsung blasts Apple with video to defend use of RCS messaging standard

Samsung has released a new promotional video advocating the adoption of the RCS (Rich Communication Services) standard for messaging. The content, which is part of the #GetTheMessage campaign created by Google, references the color separation and features of iMessage with Android users.

In the video, two users chat Romeo and Juliet style: By parental order, the iPhone user (blue balloons) can no longer meet the other due to the green balloons.

The balloon artwork is an apparent reference to the difference in standards for Apple’s iMessage messages. When the conversation takes place between iPhone and Android, messages from the Google OS mobile phone appear with green balloons indicating that the old SMS standard is used.

For years, Google has been trying to persuade Apple to join the RCS standard for text messaging. The new protocol enables cutting-edge features such as acknowledgment of receipt, voice and video message support, and sending files, images, and stickers.

Apple is one of the few companies that has opted out of the RCS standard so far. While the company prioritizes iMessage, which uses a closed standard, for sending between branded devices, SMS is used to communicate with incompatible devices.

green balloon controversy

However, this color distinction has caused controversy in recent years. In addition to creating social consequences such as prejudice and discrimination in the United States, a country whose market is dominated by Apple, where the use of the SMS standard is outdated.

Google is using conferences to needle Apple and advocate for the adoption of the RCS standard. The company provoked its rival during Google I/O this year.

Using its own protocol strengthens Apple’s ecosystem and allows the company to “lock” the user into the platform itself. If the company complies with RCS, it will be easier for consumers to switch to Android devices.