Samsung has released a new video in support of Google’s #GetTheMessage campaign which calls for Apple to adopt RCS or “Rich Communication Services,” the cross-platform protocol pitched as a successor to SMS that adopts many of the features found in modern messaging apps... like Apple’s own iMessage.
Apple should support RCS as a cross-platform texting option. It is meant to be implemented by cellular providers, not device manufacturers, and meant to be a more capable replacement for existing texting. It is not under the control of any single software or cloud provider. Think of it as improving “the lowest common denominator”. I don’t see why I would choose to use it but I do want the option.