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Meta Ramps Up Apple Competition With iMessage Targeting Ads

Meta Ramps Up Apple Competition With iMessage Targeting Ads
In a new advertisement, Meta targets Apple's iMessage, heightening the rivalry between the two companies.
A photo of an advertisement in New York's Penn Station claiming that Meta's WhatsApp is more secure and private than Apple's messaging system and traditional text messages was shared by Meta CEO Mark Zuckerberg.
“WhatsApp is far more private and secure than iMessage, with end-to-end encryption that works across both iPhones and Android, including group chats,” Zuckerberg posted on Instagram.
End-to-end encryption means that the messaging system is built in a way that the provider of the service can’t see the content of the texts and can’t provide them in response to a legal request. Both WhatsApp and iMessage are encrypted. But, messages and device backups on either service might be stored in a way that the company can access them. SMS messages are stored by wireless cellular carriers.
WhatsApp introduced encrypted backups last year, Zuckerberg noted. He also highlighted a feature that allows WhatsApp users to set new messages to automatically delete.
“All of which iMessage still doesn’t have,” Zuckerberg wrote in his post. He added that the company is working on end-to-end encryption for Instagram messages in a comment.
Meta has regarded Apple as a competitor for many years, even before the Facebook parent company expanded into computer hardware such as its VR headsets. "By far our biggest competitor is iMessage," Zuckerberg said during a 2018 earnings call.
The Meta ads follow a summer campaign in which Google targeted iMessage's blue bubbles. RCS, a next-generation text messaging system that replaces SMS messages with new features and improved encryption, is something Google wants Apple to adopt.
iMessage from Apple is available for iPhones, Macs, and iPads. Users who frequently text with Android users report that "green bubbles," as SMS messages appear on iPhones, provide a poor texting experience.
At a September conference, Cook was asked if Apple would consider adopting RCS. Because of SMS messaging limitations, the questioner stated that he was unable to send videos to his mother.
Cook stated that Apple's customers had not requested improvements and that the best way to solve the problem is to purchase an iPhone.
“Buy your mom an iPhone,” Cook said.
There was no comment on the issue available from Apple.

Christopher J. Mitchell

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