Apple's flavor of RCS won't support Google's end-to-end encryption extension
Apple wants no part of Google's addition of end to-end encryption to RCS, and the iPhone maker will instead work with the standards body to mandate a universal version instead.

Privacy. That's iPhone.
Apple surprised everyone on Thursday with a brief announcement that RCS would be supported by its products in 2024. However, there's more to the story as it isn't quite the same RCS Google Messages users have come to know.
According to a report from TechRadar, Apple won't adopt proprietary extensions like the one made by Google that adds end-to-end encryption to RCS. Instead, Apple intends to work with the GSMA to add encryption to the RCS Universal Profile.
Universal Profile versus Google's extension
The Universal Profile for RCS is a widely adopted standard used across multiple messaging apps and carriers. Google added end-to-end encryption to RCS for users that communicate exclusively through the Google Messages app.
Apple likely didn't want to elevate Google's proprietary version of RCS and exclude other Universal Profile users. Besides, if Apple is adopting RCS to prevent antitrust litigation, it isn't going to choose yet another silo that could implicate the company.
The obvious path forward is the one Apple is taking. By working with the GSMA and getting the Universal Profile to support end-to-end encryption, Apple ensures the widest reach of a safe and secure messaging platform rather than limiting it to Google Messages users.
Group chats with iMessage and RCS users will benefit most from Apple's move. High-quality images and video can be shared, but proprietary iMessage features like dropping stickers onto a chat bubble or reactions likely won't be interoperable.
Apple said that RCS support would arrive later in 2024. This likely means it will arrive as a part of iOS 18 and the other fall releases.
There is no known timeline for how long it might be before the Universal Profile gets end-to-end encryption.
Read on AppleInsider
Comments
Can RCS be used for delivering rich media which could include advertising? Yup, but that's not a Google exclusive.
If GSMA continues to drag their heels as they have for years, Google has covered their bases by already supporting MLS in addition to their own flavor of E2EE RCS.
You are confusing things with a non-RCS chat, meaning some participants either cannot or choose not to take advantage of Google RCS, which is end-to-end encrypted by default.
If Google's aim was to harvest user data from messages it would be more effective had they not set E2EE as default, or better yet just stuck with SMS/MMS which didn't cost them anything.
Why wouldn't they (want to pay for the cost of other messaging service to adopt E2EE with RCS). Google is paying most of the cost for the telecoms (that are dragging their feet), to easily adopt RCS, by hosting their RCS messaging on Googles servers. You don't think it's costing Google anything to do this? So even you must admit that Google wants Android users to use Google Messages and this is their main goal. Not their concern about Android users privacy or security. Which they can have by using other messaging services. The more telecom companies that adopts RCS, the more Android phones will come with Google Messages as the default messaging service, if the telecoms wants to offer Google RCS with E2EE with their service.