Apple’s iMessage service has long been exclusive to its own iOS and Mac devices. This exclusivity has created a divide between iPhone users who can enjoy iMessage’s enhanced features like end-to-end encryption, high-quality media sharing, read receipts and more, and non-iPhone users who are relegated to basic SMS/MMS messaging when contacting an iPhone user.
Background on iMessage Exclusivity
The distinction is clear even visually, with iMessage messages appearing in blue bubbles and SMS messages appearing in green bubbles on iPhones. Many refer to this phenomenon as “green bubble shaming,” where iPhone users mock non-iPhone contacts for their green message bubbles. This exclusive strategy has helped keep users locked into Apple’s ecosystem.
Google and EU Telcos Call for Interoperability
Now, Google and major European telecom operators including Vodafone, Deutsche Telekom, Telefonica and Orange have sent a letter to the European Commission calling for iMessage to be classified as a “core platform service” under the new Digital Markets Act (DMA).
The DMA aims to increase competition and consumer choice by setting stricter regulations for major “gatekeeper” platforms like Apple. Services classified as core platform services will be required to be interoperable with competitors.
Google has been pushing Apple to adopt RCS (Rich Communication Services), the carrier-backed successor to SMS, in its messaging app. RCS aims to upgrade messaging with features like iMessage. But its adoption has been hindered by Apple’s refusal to support it.
Apple Resists Argument
However, Apple is resisting the argument that iMessage should be considered a core platform service under the DMA. It insists iMessage is intended for personal communication, not business needs.
Apple also points out that consumers already have a choice of many messaging apps able to interoperate across operating systems. It plans to argue its case before European regulators, who are still investigating whether to designate iMessage as a core service.
What Could Interoperability Look Like?
If Apple is compelled to open up iMessage under the DMA, it’s unclear exactly what form the interoperability would take. RCS compatibility seems one obvious route, finally allowing iPhone users to exchange RCS messages with Android users.
But Apple could potentially develop its own cross-platform messaging API or protocol as an alternative to supporting RCS directly. The company likely wants to retain control over the user experience and security of iMessage as much as possible.
Wider Implications of the DMA
Beyond iMessage, the DMA is expected to have significant implications across the tech industry:
- It will require gatekeepers to open up ecosystems that currently lock users into closed platforms. This should spur more competition and innovation from smaller players.
- Users will gain more control over their data and choices as regulations emphasize data protection, privacy and fair trading.
- The DMA could inspire similar regulations worldwide as jurisdictions look to the EU for guidance on regulating digital markets.
Challenges With DMA Implementation
Despite its potential benefits, implementing the complex and sweeping DMA brings some challenges:
- The rules and obligations will require careful consideration and cooperation between regulators, gatekeepers and other stakeholders.
- Effective enforcement will demand significant resources and expertise from the European Commission.
- Global coordination of digital regulations will be crucial to prevent fragmentation across jurisdictions.
A New Era of Platform Regulation
For now, the fate of iMessage interoperability hangs in the balance as European regulators evaluate whether to designate it a core platform service. If they rule in favor of Google and the telcos, Apple may have no choice but to open iMessage to other platforms. Such a move would be a major shift for Apple but could significantly improve the messaging experience for iPhone and Android users alike. The DMA overall signals a new era of tougher antitrust oversight for major tech platforms in Europe and beyond.
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