American automobile manufacturers and Apple are at loggerheads over the latter’s latest Car play system. The Apple Car Play Ultra which was introduced by Cupertino tech giant recently lets drivers control the air conditioning, radio and driving modes all from the Infotainment screen itself. Moreover, with the latest update, the new Car Play Ultra is going a step forward by displaying car functions like fuel level and speed on the screen.
Due to this advanced level of control and functions being offered in Apple Car Play. There are several American car manufacturers like Ford and GM Motors are concerned about digital Infotainment systems like Apple Car Play, taking too much control of the car mechanics and features. The conflict between Apple and Automobile Companies has been going on for quite some time now. The CEO’s of several companies have raised thier concerns on the same.
What is Automobile Industries View?
For instance, Ford CEO Jim Farley said, “We don’t like the execution of Ultra in round one,” Farley told The Verge, adding “I’ve talked to Tim Cook many times about this. Ford does not have the right, in our opinion, to disrupt someone’s digital life when they get in their car”.
Similarly, General Motors (GM) CEO Mary Barra took it a step further and said the company’s future vehicles will no longer support Apple CarPlay or its Google counterpart, Android Auto. Even automakers, including Audi, Mercedes-Benz, Polestar, Volvo, and Renault, have no plans to integrate the new system into their cars.
This reflects the conflicting viewpoints that Big Tech Companies and car manufacturers have over the digital experience of a car driver.
On the other hand there are Car manufacturers like Aston Martin is the only automaker that has fully integrated CarPlay Ultra into its vehicles.
How much control should be given?
Jim Farley further warned that Apple needs to make a decision on how much it wants to encroach into a vehicle system. “How far do you want the Apple brand to go? Do you want the Apple brand to start the car? Do you want the Apple brand to limit the speed? Do you want the Apple brand to limit access?” a furious Farley questioned.
Lastly he said “The difference between car companies where you have a software-defined vehicle is not going to be what your sheet metal looks like. It won’t be how powerful your EV motor is. That’s all math. All the cars look nice. It’s going to be this digital experience that says why someone buys this or that,” he further said.
