In the fall of 2024, Apple made a significant shift in its messaging strategy by finally embracing Rich Communication Services (RCS) with the release of iOS 18. This long-awaited move marked the end of an era where iPhone and Android users were separated by a technological divide symbolized by Apple’s blue bubbles and the green bubbles of SMS messages from non-iOS devices.

The Evolution of Cross-Platform Messaging

For years, Apple had steadfastly resisted implementing RCS, with CEO Tim Cook once infamously suggesting that a reporter should “buy his mom an iPhone” rather than expecting Apple to adopt the standard, as reported by Sinch. However, after announcing their intentions in November 2023, Apple finally delivered on their promise in September 2024, bringing a suite of enhanced messaging capabilities to cross-platform communications.

Prior to this implementation, messaging between iPhone and Android users was hampered by the limitations of SMS and MMS protocols—low-quality photos and videos, character limits, and a general lack of interactive features that iPhone users had grown accustomed to within their iMessage ecosystem.

Technical Improvements and User Experience

The RCS rollout in iOS 18 has fundamentally transformed how iPhone users communicate with their Android counterparts. According to Craig Federighi, Apple’s senior VP of Software Engineering, who confirmed the feature at WWDC in June 2024, the update introduced several key improvements:

• Higher-resolution media sharing without quality degradation
• Read receipts for cross-platform messages
• Typing indicators
• Enhanced group messaging capabilities
• Increased security measures

These features have created what Sinch describes as “a more seamless experience for everyone,” eliminating many of the frustrations that had previously defined cross-platform messaging.

Adoption and Market Impact

As of January 2025, MessageFlow reported that approximately 68% of all iPhones had upgraded to iOS 18, indicating strong but not yet universal adoption of the new RCS capabilities. This transition comes amid explosive growth in RCS usage globally, with approximately 1.5 trillion RCS messages sent in 2024 alone—a figure expected to quadruple to 6 trillion by 2029.

The rollout has not been without challenges. As CNET notes, carrier support remains a critical factor in the RCS experience, with users needing to ensure their mobile carriers support the standard for full functionality.

Business Implications

Beyond consumer communication, Apple’s embrace of RCS represents a significant opportunity for businesses. The standard supports rich business messaging features that transform “simple text messaging from random numbers into a branded, verified experience,” as Sinch explains.

For brands, this opens new avenues for customer engagement through more interactive and visually appealing messaging channels. Unlike the limited 160-character plain text of SMS, RCS enables businesses to create more engaging, secure, and effective communication strategies.

Regulatory Pressures and Industry Response

Apple’s decision to implement RCS didn’t occur in a vacuum. As 9to5Mac reported in November 2023, the move came “amid pressure from regulators and competitors like Google and Samsung.” It also coincided with the maturation of RCS as a platform, making it a more viable alternative to proprietary messaging systems.

As we move deeper into 2025, the full impact of Apple’s RCS adoption continues to unfold, reshaping not only how individuals communicate across different mobile platforms but also how businesses engage with their customers in an increasingly connected digital ecosystem.