Samsung Releases Video Support For Google's #GetTheMessage Campaign, Encourages Apple To Adopt RCS

JAKARTA - Samsung released a support video for Google's #GetTheMessage campaign encouraging Apple to adopt RCS (Rich Communication Services), a cross-platform protocol proposed as SMS successor with many features found in its modern messaging app, including Apple's iMessage.

The video is titled "Green and blue bubbles want to unite" and depicts a Romeo and Juliet style conversation between two users who want to be together, but are blocked by one of their "parents".

"Has green ever done anything to them? We also have bubbles," said one of them.

The "Group" is a reference to Apple's iMessage interface featuring a full-featured blue bubble for messages sent between Apple users, and a green SMS bubble that is incompatible with lower functionality as Android users participate in the conversation.

This double-class system is mainly frustrating in countries like the United States, where about half of the population uses iPhones and half run Android on Samsung devices.

Apple, of course, has a strong incentive to maintain the status quo as a form of ecosystem lockdown, but may be forced to open its order service as a result of the Digital Markets Act (DMA) from the European Union.

Currently, regulators are investigating whether iMessage meets the requirements as a "core platform service" under the regulation, which would require Apple to offer interoperability with other messaging services.