Why So Many Car Brands Are Suddenly Turning On Apple

Many major car brands see their own built-in infotainment systems as an important way to make money

                                        https://www.carscoops.com/author/bradcarscoops-com/                                    

Less than two months ago, Apple unveiled its new CarPlay Ultra infotainment system alongside Aston Martin. The new system operates on all in-car screens and has been fully embedded into the car, effectively taking the place of a standard infotainment system. However, while incorporating such a system makes sense for a small company like Aston Martin, several large carmakers are turning their nose up at Apple’s new tech.

Apple first previewed the system back in 2022 and, at the time, named 14 car manufacturers that had committed to adopting it. These were Acura, Audi, Ford, Honda, Infiniti, Jaguar, Land Rover, Lincoln, Mercedes-Benz, Nissan, Polestar, Porsche, Renault, and Volvo. Hyundai, Kia, and Genesis later confirmed they would also use CarPlay Ultra.

Read: Apple CarPlay Ultra Is Finally Here To Take Over Every Screen In Your Car

However, several of them have since walked back their commitments. According to a new report from The Financial Times, Audi, Mercedes-Benz, Volvo, Polestar, and Renault all now say they have no plans to add CarPlay Ultra into their vehicles.

It’s understood that many companies consider Apple’s new infotainment system an “over-reach.” According to a Renault executive, the French automaker told the technology giant, “Don’t try to invade our own systems.”

When quizzed about current plans to use the system, both Jaguar and Land Rover said they are still evaluating the system. Ford, Nissan, and Infiniti declined to disclose their own plans.

Too Much Apple

It’s hardly a surprise that many of the world’s largest car brands are unsure of the system. Many companies are eager to retain control of the in-car experiences of their vehicles, viewing software and subscription services as a crucial revenue driver.

Audi has confirmed that while it won’t offer CarPlay Ultra, it will continue to offer the standard CarPlay system that we’re all accustomed to. Similarly, BMW will integrate regular CarPlay into its new infotainment systems.

According to McKinsey partner Simon Middleton, “The western carmakers are trying to figure out how to find growth in a world which is at or near its peak in terms of car sales. In the highly competitive premium segment, you’re also fighting for differentiation.”