Presumably because Apple is all about privacy and this RCS won’t be encrypted and so any law enforcement or hackers may get access I like with SMS, I imagine they don’t want to boast about it.
It's really a pity GSMA has such a strong hold on this industry. It seems like there just aren't a lot of other forums for this kind of work. Or perhaps the forums are all, like GSMA pretty slow big business plodding institutions. Reading up on RSC Business Messaging (RBM) and why GSMA started doing this stuff; it quickly sours any illusion this was some noble effort. This is a way to start charging businesses more, it seems like, with fancy expensive differentiation. https://en.wikipedia.org/wiki/Rich_Communication_Services#RC...
On the web it's so amazing how many enthusiasts & craftsfolk are empowered have such great forums to propose & get help trying to create standards. W3c and whatwg and wicg and tc39 and ietf are models we don't see repeated often, nor do there seem to be that many other empowered agents of progress helping championing & pioneering.
Google has an end-to-end encryption capability, no? Did they try to specify or standardize that anywhere? What are the efforts in the field here?
https://www.gstatic.com/messages/papers/messages_e2ee.pdf
Apple could implement their own but unless Google is willing to open up their proprietary messaging system, nobody on Android would be able to use it. Oddly, they left they out of their deceptive PR campaign which tried hard to portray E2EE as an RCS feature.
If privacy was the primary motive trumping everything else they'd have ported it to android a decade ago to reduce sms use.
EU has done mostly terrible things so far. I don’t expect this to change for the foreseeable future.