Google trolls Apple in new RCS messaging ad

Google has released the latest in its ongoing #BestPhonesForever ad series. Google is once again taking a light-hearted dig at Apple, and its Pixel phone is leading the way. The light-hearted exchange between the Pixel and the iPhone is the central theme as Google uses the series to poke fun at Apple’s mobile devices in clever ways. The new ad focuses on RCS, a messaging technology that Apple just rolled out in its new iOS 18 update. RCS, short for Rich Communication Services, is a standard that allows phones to send high-quality photos and videos via text. For years, Google has been pushing Apple to use the technology, and now, with iOS 18, the change is finally here.

The update is a huge win for phone users in the U.S., where text messaging is still the primary way to stay in touch. Unlike most parts of the world that rely on apps like WhatsApp and Telegram, U.S. users tend to stick with text messaging because of the way text messaging was included with early phone plans.

Humor in advertising

The #BestPhonesForever series is full of humor, with the Pixel phone taking a friendly but mocking swipe at the iPhone. The ad mocks Apple’s slow move toward adopting RCS messaging. While some may find the video funny, others may find it more embarrassing, depending on their view of the long-standing rivalry between iOS and Android.

The ad may seem funny. But it also highlights the real technological divide that has long existed between Apple and Google. With the move, iPhone and Android users can finally enjoy better image and video quality when texting each other, something that was previously not possible without third-party apps.

The move to RCS is a big change for Apple users. They can now enjoy a more seamless experience when sending text messages to Android users. Previously, messaging between iPhones and Android devices was limited to basic texting features, making sharing media a challenge.

Now that RCS is live, the ad series could be seen as Google’s victory lap. The Pixel’s digs at the iPhone could reflect the satisfaction Google feels at seeing this change finally become a reality.

Google’s latest ad is yet another tongue-in-cheek critique of Apple, focused on the long-awaited introduction of RCS to iPhones. The humor may elicit different reactions depending on individual preferences. Nevertheless, the ongoing series of ads manages to charm viewers with its light-hearted depiction of the ongoing iOS vs. Android rivalry.