- Aston Martin recently made his debut in the Carplay Ultra experience
- The Apple -based system supports all digital screens in a car
- The report suggests that some car manufacturers have changed their minds
Although Aston Martin was the first large car manufacturer to introduce Apple Carplay Ultra into a production vehicle, the Californian technology giant has announced that a multitude of big names bets were lined up to face technology in the near future.
The original list of names, which was revealed by Apple in 2022 after Carplay Ultra was previewed during its WWDC event, included Audi, Mercedes-Benz, Honda, Renault, Polestar and Volvo Cars, Ford, Nissan and many others. But a recent Financial Times report suggests that the figures decrease.
According to the FT, the Hyundai Motor Group, which includes Kia, Hyundai and Luxury Brand Genesis, remains determined to introduce Carplay Ultra, while Porsche has been working for a long time with the technology developer toolbox to improve Carplay’s experience. Ultra will probably appear on his next new model.
However, the report indicates that the technology “faces the resistance” of the automotive industry, with the German luxury brands Mercedes-Benz and Audi, as well as Volvo, Polestar and Renault, all now saying that they do not intend to introduce Carplay Ultra.
The reasons for the interest in the U is not clear, but some of the initiates of the industry mentioned in the FT report claim that the control by Apple of the entire infotainment system is a step too far, a Renault has been used to notify Apple not to “invade our systems”.
The invasion said that the employee speaks is in reference to the fact that Apple Carplay Ultra differs on the regular carplay experience since the technology giant goes further and introduces its operating system in the display of the digital pilot.
Essentially, digital real estate of the vehicle becomes an extension of your iPad, Mac or iPhone.
Analysis: software is the new battlefield
The widespread introduction of battery and electric motors packs has effectively leveled automotive playgrounds, performance no longer being a differentisator so important between value and premium products.
Throwing in the mixture that the emerging Chinese brands were able to offer an impressive suite of the latest technologies to the fraction of the cost of many Western rivals and this has led to a tumultuous period for the automotive industry as a whole.
From now on, the value of the brand and the perceived quality, in particular with regard to luxury brands, is more important than ever, which could explain the hesitation of certain car manufacturers to give everything to Apple.
Although Aston Martin does his best to make sure that his digital clocks and instruments keep her inheritance and identity when Carplay Ultra is used, there is no exhaust because he always feels very apple … Until the police and colored patterns used.
While some car manufacturers believe that it is useless to try to compete with technological companies on the software side, others believe that the development of a solid digital offer of the interior is important for future success.
While the battle for the differentiation between car brands is part of the digital supply and the digital supply becomes an increasingly important source of income, we could see more companies put pressure for the development of internal software, rather than counting on Apple to do the hard work.
