- Aston Martin recently debuted the CarPlay Ultra experience
- Apple-based system takes over all digital screens in a car
- The report suggests some car manufacturers have changed your mind
Although Aston Martin was the first major carmaker to introduce the Apple CarPlay Ultra in a production vehicle, the California Tech Gigant announced that a whole series of big names were created to take on the technology in the near future.
The original list of names revealed by Apple in 2022, after CarPlay Ultra became a preview of his WWDC event, included Audi, Mercedes-Benz, Honda, Renault, Polestar and Volvo Cars, Ford, Nissan and many more. But a recent report from the Financial Times suggests that the numbers are declining.
According to the FT, Hyundai Motor Group, which includes KIA, Hyundai and Luxury Brand Genesis, remains obliged to introduce CarPlay Ultra, while Porsche has long worked with Tech Company’s Developer Toolkit to improve the CarPlay experience. Ultra is likely to appear on its next new model.
However, the report continues to state that the technology “faces resistance” from the automotive industry, with the German luxury brands Mercedes-Benz and Audi, as well as Volvo, Polestar and Renault, all of which now say they have no plans to introduce CarPlay Ultra.
The reasons for U-Turn are unclear, but some of the industrial insiders quoted in FT’s report claims that Apple’s acquisition of the entire Infotainment system is a step too far, with a Renault used warning Apple not to “invade our systems”.
The invasion said the employee is talking about is referring to the fact that Apple CarPlay Ultra differs in the regular CarPlay experience in as much as the tech giant goes a step further and introduces its us into the digital driver display.
In essence, the vehicle’s digital property becomes an extension of your iPad, Mac or iPhone.
Analysis: Software is the new battlefield
The widespread introduction of battery packs and electric engines has effectively smoothed the automotive industry, with performance no longer such an important differential between value and premium products.
Throw into the mixture that new Chinese brands have been able to offer an impressive package with the latest technology for the fraction of the cost of many Western rivals, and this has resulted in a tumultuous time for the automotive industry as a whole.
Now the brand value and the perceived quality, especially where luxury markings are concerned, is more important than ever, which can go a way to explain the hesitation of some car manufacturers to transfer everything to Apple.
Despite the fact that Aston Martin, who does his very best to ensure that its digital watches and instruments retain its heritage and identity when the CarPlay Ultra is used, there is no escaping the fact that it still feels very apple … right down to the fonts used and color schedules.
While some car manufacturers feel that it is pointless to try to compete with tech companies on the software side, others believe that developing a solid digital offering from within is important for future success.
As the battle for differentiation between car brands Hots up and the digital offer becomes an increasingly important income stream, we could see more companies pushing for software development in the house instead of trusting Apple to do the hard work.
