In recent weeks, Apple released a controversial ad targeting Google, mocking Chrome’s privacy issues and promoting Safari. This was shortly followed by Google’s own ad, ridiculing Apple’s iOS 18 update. While the new iOS version has reached millions of iPhones worldwide. It has been met with criticism, particularly around RCS (Rich Communication Services). And Apple’s long-awaited Apple Intelligence feature, which is still missing.
RCS Lacks Full Encryption Apple
One of the most significant concerns with iOS 18 is the incomplete end-to-end encryption for RCS, a messaging protocol intended to improve cross-platform communication. Both Google and GSMA, the mobile standard organization, have promised that full security will arrive in the future, but users are left frustrated. According to The Washington Post, RCS still leaves chats between iPhone and Android users vulnerable, which Apple could have avoided.
iMessage vs. RCS: A Major Step-Down Apple
Apple’s messaging platform, iMessage, has plenty of loyal users who have been using the service for years. The situation has significantly improved in the last couple of years with the introduction of RCS on iPhones. Still, this transition is seen as a drop from the privacy and features that fully encrypted messaging services like WhatsApp, Signal, and Facebook Messenger all offer.
Google’s Pressure and Criticism
Google had long pressured Apple to adopt RCS, and while it celebrated when Apple made the switch, it hasn’t stopped mocking the company. Google’s latest ad highlights Apple’s communication issues and the slow pace of progress in implementing RCS. In the video, the Pixel phone humorously criticizes the iPhone for taking too long to catch up, with iPhone admitting, “I still have work to do.”
The WhatsApp Factor
Meanwhile, WhatsApp has taken advantage of Apple’s move to RCS, positioning itself as the superior messaging app. Mark Zuckerberg celebrated WhatsApp surpassing 100 million US users in July 2023, highlighting its full encryption and cross-platform capabilities. As millions of new iPhone 16 users transfer their WhatsApp data, it reinforces the platform’s dominance in messaging, making Apple’s RCS update seem less impactful.
Future of RCS and Messaging
RCS, as an upgrade to SMS, remains closely tied to mobile networks and carriers. An outdated approach in an era dominated by secure, over-the-top messaging apps. Going forward, the collaboration between Apple and Google may need to evolve beyond reliance on standard protocols. But for now, Apple seems unwilling to take further steps.
