Apple has long been known for its tight control over the user experience, but with the launch of its next-generation CarPlay, it made a rare concession: handing some control of the operating system to the automaker. The move was intended to give Apple a larger share of the car market, but it also raised questions in the market: Will Apple's bet pay off? And is this an opportunity or a challenge for automakers?
Apple CarPlay is a service launched by Apple Inc. to address the shortcomings of automakers in terms of infotainment systems. It debuted on Ferrari sports cars in 2014 and was subsequently widely adopted by major car manufacturers in 2015. It allows iPhone users to use Apple's apps like Maps, Messages, etc., on the car screen, as well as third-party apps like navigation, podcasts, audio books, and more. Users can easily enjoy Apple's ecosystem in the car by simply plugging their iPhone into their car's USB port via a Lightning cable or using wireless CarPlay.
Last December, Apple released the next generation of CarPlay, which brought some significant changes. First, it combines data from the iPhone's infotainment app and the car's systems onto a single screen, allowing users to view navigation, speed, fuel levels, and more on the same screen. Second, it allows automakers to customize the look and feel of the dashboard, allowing them to add their own branding elements to the interface, such as icons, colors, fonts, and more. Finally, it marks Apple's licensing of software to automakers so that they can run CarPlay on their own hardware instead of relying on Apple's hardware.
This shift is unusual, as Apple has always insisted on creating a premium user experience by controlling hardware and software. Journalist Sanjiv Sathiah noted:"By licensing the next generation of CarPlay to a car manufacturer, you are giving control of the 'hardware' to the car manufacturer. "This means that Apple relinquishes some control and hands over the quality of the user experience to the automaker.
Thanks to Apple's concessions, luxury car manufacturers are among the first beneficiaries of the next generation of CarPlay. Porsche and Aston Martin were the first car brands to adopt the new generation of CarPlay, perhaps in recognition of their Ferrari pedigree. Both companies have showcased the features and aesthetics of next-generation CarPlay on their ** models, such as Porsche's three round gauges and Aston Martin's"Handmade in the UK"Wrapping text.
For these luxury car manufacturers, the next generation of Carplay is both an opportunity and a challenge. On the one hand, it allows them to provide better infotainment services, attract more iPhone users, and increase brand value and loyalty. On the other hand, it also requires them to maintain their brand identity while keeping in line with Apple's design philosophy and user expectations, and to avoid incongruities or incompatibilities.
And for Apple, it remains to be seen whether the next generation of CarPlay will be able to help it achieve greater success in the automotive market. Some analysts believe that Apple is targeting the more lucrative luxury car market rather than the regular car market. This could mean that Apple doesn't plan to have Hyundai and the like adopt its next-generation products, but instead focuses on working with high-end automakers. But it may also limit Apple's market share and influence, leaving it missing out on a wider user base.
In addition, Apple faces challenges from competitors such as Google's Android Auto and built-in car apps. Some automakers have already begun to turn to Google's services, such as General Motors, which will phase out Apple CarPlay starting with the 2024 EV model year and replace it with a new integrated infotainment system that uses Google's built-in car app. GM says it's because Google's services are more secure and convenient, while Apple's services distract drivers. While this claim has yet to be confirmed, it also reflects the dissatisfaction and distrust of Apple from some automakers.
The new change in Apple's CarPlay is a major attempt by Apple in the automotive market, which both demonstrates Apple's ability to innovate and exposes Apple's risk awareness. Whether the next generation of carplay is an opportunity or a challenge for automakers depends on how they take advantage of and adapt to this change. For Apple, whether the next generation of Carplay can help it achieve greater success in the automotive market remains to be verified and fed back by the market. February** Dynamic Incentive Program