Recent developments surrounding Apple’s messaging strategy have sparked speculation about the driving forces behind their decision to adopt the Rich Communication Services (RCS) standard. But a new analysis by Daring Fireball suggests that Europe had nothing to do with Apple’s decision

While the European Commission’s (EC) recent exemption of iMessage from the “gatekeeper” designation under the Digital Markets Act (DMA) coincided with Apple’s announcement, a closer examination reveals a more nuanced picture.

The DMA aims to foster a competitive digital environment by regulating the conduct of large online platforms. While Apple initially notified the EC about iMessage as a core platform service, the commission ultimately deemed it exempt from “gatekeeper” status. This decision underscores the EC’s view that iMessage doesn’t hinder competition within the messaging landscape.

Furthermore, the DMA regulations themselves do not mention RCS. Their focus lies primarily on facilitating interoperability between messaging platforms while upholding end-to-end encryption. It’s crucial to note that RCS isn’t an interoperability protocol; it’s a separate platform lacking inherent encryption and controlled by mobile carriers. Consequently, even if iMessage were designated as a gatekeeper, adding RCS support wouldn’t have addressed the concerns outlined in the DMA.

iMessage operates independently of carrier-based messaging solutions like SMS and RCS. It offers a standalone platform with dedicated clients across Apple devices and the unique ability for users to participate using email addresses. Conversely, RCS necessitates a phone with an active SIM card, limiting its accessibility compared to iMessage.

While the definitive reason behind Apple’s shift remains undisclosed, compelling evidence suggests that China, rather than the EU, played a more significant role. Chinese carriers have been vocal proponents of RCS for years, and recently, the Chinese government implemented stricter regulations mandating RCS support for new 5G devices seeking certification within their market. Notably, China appears less concerned about the lack of encryption inherent in the RCS standard, unlike the EU’s emphasis on privacy.

While the proximity of the EU’s decision and Apple’s announcement might create a misleading association, a deeper analysis reveals a more intricate narrative. The EU’s focus lies on fostering competition within the digital market, while China’s stricter approach, specifically targeting device certification within its vast market, appears to be the primary driver behind Apple’s adoption of RCS.

Apple’s official announcement only confirms RCS support for iOS “in 2024.” This timeframe leaves room for various possibilities. Given the ongoing development process and potential testing phases, a late-2024 release alongside iOS 18 in September wouldn’t be unexpected. However, considering the increasing pressure from markets like China, an earlier rollout can’t be entirely ruled out.

Apple’s annual developer conference typically serves as a platform to unveil upcoming software features and functionalities. During WWDC 2024, we can expect Apple to officially showcase and elaborate on how RCS will be integrated into the iMessage experience. Key details, such as the user interface for handling RCS messages, potential feature limitations compared to standard iMessage functionalities, and the overall impact on user experience, are likely to be addressed.