Google mocks Apple with ‘iPager’ spoof, saying its SMS texting technology is just as outdated

‘It's 2023, and texting shouldn't feel like using a pager,’ Google says as Android-iPhone texting problems continue

Published On
Sep 22, 2023
Product shop of the fictitious 'iPager' device

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Apple just released its snazzy new iPhone 15, but Google says it’s hardly better than a 1980s-era pager—at when it comes to its texting technology, which continues to have compatibility problems with Google’s Android devices.

Google on Thursday rolled out a spot called “Meet iPager,” created by agency David Miami, which is a spoof of Apple advertising—in particular, the iPhone videos full of beauty shots that Apple famously uses when it rolls out a new device.

But it’s thick with irony, as the fictional product on display represents decades-old tech—much as Apple’s SMS texting protocol does, according to Google, which wants Apple to switch to RCS.

The spot is backed by the 1992 Stereo MCs song “Connected.”


The campaign, which uses online videos, out-of-home and social media, uses phrases like “What year is this?" and “Time for SMS to exit the chat.” In addition, 3D-printed mockups of the iPager device will be sent to influencers. This is the latest salvo in an Android campaign themed #GetTheMessage, which launched in 2022.

Google’s Android site has a whole page devoted to #GetTheMessage. The brand says: “Blurry videos, broken group chats, lack of encryption and more. Texting between iPhones and Android phones feels like using tech from another era, because it is—Apple refuses to adopt modern texting standards. But it's 2023, and texting shouldn't feel like using a pager.”

Asked at an event last year about iPhones adopting RCS, Apple CEO Tim Cook said: “I don’t hear our users asking that we put a lot of energy in on that at this point.” Instead, he said, “I would love to convert you to an iPhone.”

“In today’s world, texting should be seamless, inclusive and secure, not broken, degraded and outdated,” said Adrienne Lofton, Google’s VP of global consumer marketing. “By holding on to VCR-era technology and not adopting the modern messaging standard or participating in the process with the rest of the mobile industry, Apple is holding everyone back. This doesn’t just impact their users, it impacts everyone who wants to communicate in an inclusive world. We sincerely invite them to help us all move messaging forward.” 

“Stepping back in time isn’t always a nostalgic joy ride,” said Rafa Donato, chief creative officer at DAVID Miami. “When it comes to messaging, it's time to leave the ’90s behind and embrace the future of communication. #GetTheMessage and move past the ‘pager’ days.”


Sep 22, 2023
Client :
Agency :
VP Platforms & Ecosystems Marketing :
Nick Drake
VP Global Integrated Consumer Marketing :
Adrienne Lofton
Senior Director Marketing :
Menaka Shroff
Director of Brand Marketing :
Jason Fournier
Global Group Creative Lead :
Alicia Marder
Senior Global Brand Marketing Manager :
Blake Bensman
Senior Product Marketing Manager :
Alex Horowitz
Marketing Consultant :
Victoria Goolnick
Global Brand Marketing Lead :
Brendon Holder
Social Marketing Manager :
Jesse Cohen
Program Manager :
Rachel McConnell
Global CCO & Partner :
Pancho Cassis
Global COO :
Sylvia Panico
Managing Director :
Carolina Vieira
Rafael Donato
Group Creative Director :
Alejandro Juli
Associate Creative Director :
Bruno Reis
Associate Creative Director :
Joao Corazza
Associate Creative Director :
Georgia Taylor
Associate Creative Director :
Sarah Dembkowski
Art Director :
Joao Corazza
Copywriter :
Bruno Reis
Head of Production :
Brenda Morrison Fell
Producer :
Thiago Zveiter
Senior Producer :
Natasha Louckevitch
Head of Account :
Mariana D'Aprile
Group Account Director :
Gabriella Hellbrugge
Account Supervisor :
Isabella Carrion
Account Executive :
Patricia Menendez
Global Chief Strategy Officer :
Paula Vampre
Executive Strategy Director :
Annie Rowe
Strategist :
Brooklyn Carey
Head of Innovation & Technology :
Toni Ferreira
Social Media Content Strategist :
Maria Fernanda Maceda
Graphic Designer :
Valeria Moreno
Director of Business Affairs :
Barbara Karalis
Business Affairs Manager :
Catalina Peña
Global PR Director :
Sandra Azedo
Animation & Design :
Masters & Savant
Creative Director :
Chris Lockhart
Producer :
Kelsey Calder
Senior 3D Animator & Editor :
Sean Frawley
Senior 3D Animator & Compositor :
Yolandi Meiring
Senior 3D Animator :
Gerbrand Nel
Finishing Artist :
Sean Frew
iPager Kit :
Baby Lion Media
Executive Producer :
Ramon Nuñez
Creative Director :
Senior Producer :
Brett Annese
Associate Producer :
Lisa Morel
Product Photography :
Adrian Mueller
Fabrication :
Ketama Collective
Executive Producer :
Nicolas Ferrero
Senior Producer :
Maria Saravia
Lead Engineer :
Agustin Mende
Industrial Designer :
Thiago Quirici
Electronic Engineer :
Alejandro Kruchowsky
Packaging Design :
Azul Cadenas
Fabrication Supervisor :
Hernan Gural
Render Artist :
Diego Mendoza
Music & Sound Mix :
Music Producer :
Katy Davidson
Music Producer :
Tim Shrout
Music Editor :
Greg Jong
Music Editor :
Graham Barton
Account Manager :
Rachel Basile
Music License :
Music Manager :
Josh Lieb
Director Music & Brand Partnerships :
Pete Merriman
Senior Director Music :
Danny Simon
Performed by :
Stereo MC's
Written by :
Robert Charles Birch
Written by :
Nicholas Edward James Hallam
Written by :
Harry Wayne Casey
Written by :
Richard Finch
Published by :
Sony Music Publishing
Influencers Endorsement :
VP of Talent Procurement :
Ian Weintraub
VP of Talent Procurement :
Kerri Green

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