Mashable: Google is lobbying Apple to use RCS, a communications format designed to replace SMS with advanced features like encryption and instantaneous delivery.

On Wednesday, Apple CEO Tim Cook claimed that the company doesn't prioritize upgrading the messaging experience between iPhones and Android smartphones since customers haven't been requesting it.

In answer to a question from the audience at Vox Media's Code Conference in Beverly Hills, California, Cook remarked, "I don't hear our users requesting that we devote a lot of focus on that, on this topic." I'd be thrilled to win you over to the iPhone.

Less than a month after Google launched an advertising campaign targeting Apple, the company received a reaction.

Currently, iMessage is used for all iPhone-to-iPhone texting, which is a far more streamlined experience than when an Android device sends an iPhone a text message through SMS, which appears as green bubbles. Google is lobbying Apple to use RCS, a communications format designed to replace SMS with advanced features like encryption and instantaneous delivery.

When pushed further, the reporter reminded Cook that SMS texting prevents him from sending his mother any footage.

“Buy your mom an iPhone,” Cook said.

Along with Laurene Powell Jobs, Apple's former head of design Jony Ive was there during Cook's announcement of a new Steve Jobs archive and possible documentary.

As Cook said, Apple's current privacy drive is not a new aim for the firm and can be traced all the way back to Steve Jobs.