The latest version of Apple CarPlay, already a common and desired interface in the connected car, would control every screen in the car and replace automaker user interfaces. This may seem like a non-factor for drivers and may be welcomed due to comfort with the Apple interface, but it is worrying automakers, who would lose control over valuable vehicle and driver data.
McKinsey & Co. estimates vehicle data will be worth up to $400 billion annually by 2030, AdAge reports. Fortune Business Insights predicts the global connected-car market will grow from nearly $60 billion in 2021 to more than $190 billion in 2028.
Automakers want to remain in control of this valuable data and may be reluctant to integrate the latest version of Apple CarPlay.
“At stake is the search experience in cars, which are essentially browsers on wheels,” Roger Lanctot, Strategy Analytics’ Director of Automotive Connected Mobility said. He believes only the smallest and newest automakers would be willing to surrender their connected dashboards to Apple.
However, Apple said it has been working with “automakers from around the world,” when it introduced the latest version of CarPlay at its Worldwide Developer Conference in June. When unveiling the new version, major car company logos, including Ford, Mercedes-Benz and Honda were attached to the presentation. The new version of CarPlay is slotted for availability in new vehicles in late 2023.
Automakers contacted by Automotive News are not commenting or providing very little information on whether they are integrating the new CarPlay.
GM said it has “no concrete plans to share yet how we’re approaching what Apple showed earlier this summer.” Mercedes-Benz USA spokesman Andrew Brudnicki said, “We evaluate all potentially relevant new technologies and functions internally. In this context, we also hold discussions with Apple.” Hyundai Motor America spokesman Miles Johnson remarked, “Unfortunately, we cannot comment on future product plans.”
The conflicting approach of Apple and automakers has been an issue since CarPlay was introduced in 2014. At the time several German automakers including Audi, Mercedes-Benz, and Volkswagen were concerned about losing infotainment data such as navigational search to Apple, AdAge says. Toyota did not integrate Apple CarPlay and Android Auto into their vehicles until 2018.
In its current version, automakers restrict CarPlay to a vehicle’s center-dash display and allow it to duplicate iPhone apps for calls, messages, and navigation. The display also includes third-party apps, including Waze, Spotify, and ChargePoint. The apps are controlled via touchscreen or voice commands.
According to the demonstration of the new version at the Worldwide Developer Conference, the new version of CarPlay would “communicate with your vehicle’s real-time systems,” which would in essence allow it to replace an automaker’s instrument panel displays for speedometer, tachometer, temperature control gauges and fuel or battery levels.
Emily Schubert, Apple’s Senior Manager for Car Experience Engineering says 98% of new vehicles now come with CarPlay and 79% of buyers “only consider CarPlay-capable vehicles” when shopping for new cars.
“Trying to boot CarPlay at this point is a pretty big risk,” Mike Ramsey, a Gartner Automotive and Smart Mobility Analyst said.
