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 can do whatever it wants. Currently they want to keep a barrier between Android and Apple users as a strategy for driving iphone sales.
A reason could be just to create a better experience for its users. Currently Apple to Android messages are SMS and MMS, which are unencrypted. Apple could ensure the security of its users' messages by implementing RCS, which has E2E encryption.
But that doesn’t make them money. In fact by making it easier for Apple customers inside the walled garden to switch away, it’ll cost them money.
There’s no way they do it without regulation.
It drives me nuts that I can’t type an iMessage from my PC (Windows phone app is garbage) so I get the frustration.