The European Union is now targeting Apple’s iMessage platform
The European Union is intensifying its regulatory efforts, and Apple is now a prominent target. Under the EU’s Digital Markets Act (DMA), Apple may be obligated to enable support for Rich Communication Service (RCS) in iMessage, the messaging platform predominantly used by Android devices. This development follows the EU’s prior requirement for Apple to replace the proprietary Lightning port in iPhones with a USB-C port. The determination of whether iMessage qualifies as a “gatekeeper” service will be disclosed tomorrow, on September 6th.
If these changes are implemented, it could lead to a significant overhaul of Apple’s ecosystem.
What’s noteworthy is how these regulatory adjustments could impact consumer choices. iMessage has long been a distinctive feature for iPhone users, offering features like end-to-end encryption, high-quality media sharing, and other advantages. However, RCS is not far behind, providing Android users with similar capabilities, including suggested responses and location sharing. If iMessage is compelled to integrate RCS, the distinction between iPhone and Android devices may become less clear, potentially affecting Apple’s ability to retain customers.
However, this battle isn’t just about the cool features; it’s also about the numbers. To be considered a gatekeeper, a company needs to have generated at least €7.5 billion in revenue over the last three years or have a market value of €75 billion in the most recent financial year, among other requirements. Apple’s argument is that iMessage doesn’t meet the EU’s gatekeeper criteria because it has a smaller user base in the EU.
So, will these new rules shake up the smartphone world significantly? Well, that’s up for debate. Exclusive iMessage features like Animojis, Memojis, and handwritten notes might still attract people to iPhones. On the flip side, Android devices offer their own unique perks. Apple’s resistance to being labeled a gatekeeper suggests they’re worried, but it’s unclear if having similar messaging app features would be enough to make consumers switch from one brand to another.
Whether you’re on Team iPhone or Team Android, stay tuned for tomorrow’s announcement. Apple’s CEO, Tim Cook, might be losing some sleep over how much the EU can influence his company’s grip on its ecosystem.
