Apple wants your car to run on its software. There’s just one problem: car makers aren’t so keen on the idea.
What happened: Major automakers including Mercedes-Benz, Audi, Volvo, and Renault say they have no plans to install Apple’s new CarPlay Ultra software in their vehicles.
-
CarPlay Ultra deepens Apple’s integration into vehicles well beyond the CarPlay software that’s become standard in most new North American cars.
-
The upgraded software allows users to control the temperature, change the radio station, check instruments like the fuel gauge, and more through the Apple interface.
Why it’s happening: CarPlay is already available in over 90% of new vehicles, but auto companies are hesitant to give up even more control over their customers’ in-car experience to Apple.
-
Infotainment systems have become a key source of valuable data which car makers lose out on when users opt for CarPlay (or Android Auto) rather than built-in systems.
-
GM dropped CarPlay and Android Auto from its cars in 2023 and tech-forward automakers like Tesla and Rivian have used their own software from the get-go.
Why it matters: After abandoning its Apple Car project, extending CarPlay’s presence in other vehicle brands is Apple’s best hope to achieve its goal of knitting its software into every aspect of our lives, including the average Canadians’ nearly hour-long daily commute. To do that, they’ll need to find a way to entice automakers to embrace their latest software.—TS
