- Aston Martin recently debuted the Carplay Ultra experience
- The Apple -based system takes care of all digital screens in a car
- The report suggests that some car manufacturers have changed their minds
Although Aston Martin was the first great automotive manufacturer to present Apple Carplay Ultra in a production vehicle, the Californian technology giant announced that a large number of renowned traigators were aligned to face technology in the near future.
The original names of names, which was revealed by Apple in 2022 after Carplay Ultra was observed in its 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 decreasing.
According to the FT, the Hyundai Motor Group, which includes Kia, Hyundai and the Luxury brand Genesis, is still committed to introducing Carplay Ultra, while Porsche has been working for a long time with the developer tools kit of the technology company to improve Carplay’s experience. Ultra will probably appear in its next new model.
However, the report continues to say that technology is “facing resistance” from the automotive industry, with the German luxury brands Mercedes-Benz and Audi, as well as Volvo, Polestar and Renault, everyone says they have no plans to introduce the Ultra Carplay.
The reasons for the U turn are not clear, but some of the experts in the industry cited in the FT report claim that Apple’s acquisition of the entire information and entertainment system is a step too far, with a Renault employee that warns Apple that it does not “invad our systems.”
The invasion said that the employee speaks is in reference to the fact that Apple Carplay Ultra differs to the regular Carplay experience in the place where the technological giant goes one step further and introduces its operating system on the digital controller screen.
In essence, the real estate sector of the vehicle becomes an extension of its iPad, Mac or iPhone.
Analysis: The software is the new battlefield
The widespread introduction of battery packages and electric motors has effectively level the automotive playing field, with a performance it is no longer such an important differentiator between the value and premium products.
Add to the mixture the fact that emerging Chinese brands have been able to offer an impressive suite of the latest technology to the fraction of the cost of many western rivals and has resulted in a tumultuous moment for the automotive industry in general.
Now, the value of the brand and the perceived quality, particularly as regards luxury marques, is more important than ever, which could explain the hesitation so that some car manufacturers give everything to Apple.
Although Aston Martin does everything possible to ensure that his digital watches and instruments retain his inheritance and identity when carplay ultra is used, he cannot escape the fact that he still feels very apple … to the sources and the colored schemes used.
While some car manufacturers feel that it makes no sense to deal with technological companies on the software side, others believe that developing a solid digital offer from the inside is important for future success.
As the battle for differentiation between car brands is heated and the digital offer becomes an increasingly important income flow, we could see that more companies drive software development in the house, instead of trusting Apple to do hard work.
