Apple CEO Tim Cook has shot down the idea that iOS would one day start using RCS messaging, a format that would make it significantly easier for iPhone and Android users to send high-quality messages, videos, and photos to each other in the Messages. app on iOS.

During a panel yesterday at Kara Swisher’s latest Code Conference, Cook was asked why iOS hasn’t yet adopted support for the RCS standard and what Steve Jobs would think about this (via The edge), despite repeated calls from the industry to do so. “I don’t hear our users asking that we put a lot of effort into that right now,” Cook said in response to the question.

The lack of RCS support on iOS makes it much more difficult for iOS and Android users to communicate normally, forcing them to use third-party messaging platforms such as WhatsApp or Telegram. The reporter who asked the question pushed Cook to his answer, saying that he and his mother find it difficult to send photos and videos to each other because she uses an Android while using an “iPhone”. “Buy an ‘iPhone’ for your mother,” Cook told the reporter who posited the situation.

Android has supported and led the industry in adopting RCS, while Apple has only kept iMessage and the SMS standard available on the ‌iPhone‌. Google recently launched a public campaign in an effort to force Apple to use RCS, but Cook’s recent comments show that Apple isn’t going to give in anytime soon.

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As noted by The edgerevealed emails from the Epic Games vs. Apple trial that Craig Federighi, Apple’s senior vice president of software engineering, said bringing iMessage to Android and making it easier for the two platforms to communicate “would simply serve to [an] obstacle for “iPhone” families giving their children Android phones.”

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