Why Numerous Car Brands Are Suddenly Embracing Apple | Carscoops

      Several prominent automobile brands regard their proprietary infotainment systems as a vital revenue source.

      13 hours ago

      By Brad Anderson

      Apple previously announced that it had 14 automakers signed on to implement the CarPlay Ultra system.

      Manufacturers like Mercedes, Audi, and Polestar have since decided against adopting the new technology.

      Reports suggest that Renault has advised Apple, "Don’t try to invade our own systems."

      Less than two months ago, Apple showcased its latest CarPlay Ultra infotainment system in collaboration with Aston Martin. This new technology functions across all in-car displays and is fully integrated into the vehicle, essentially replacing the conventional infotainment system. However, while this integration is advantageous for a smaller brand like Aston Martin, many larger manufacturers are hesitant to embrace Apple's innovation.

      Apple initially hinted at the system back in 2022, identifying 14 car brands that pledged to implement it, including Acura, Audi, Ford, Honda, Infiniti, Jaguar, Land Rover, Lincoln, Mercedes-Benz, Nissan, Polestar, Porsche, Renault, and Volvo. Hyundai, Kia, and Genesis later affirmed their intention to adopt CarPlay Ultra as well.

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

      However, many of these manufacturers have since retracted their commitments. A recent report from The Financial Times indicates that Audi, Mercedes-Benz, Volvo, Polestar, and Renault no longer plan to integrate CarPlay Ultra into their vehicles.

      It is believed that many companies view Apple's new infotainment system as an "overreach." A Renault executive stated that the French automaker warned the tech giant, “Don’t try to invade our own systems.”

      When asked about their current intentions regarding the system, both Jaguar and Land Rover mentioned they are still assessing it. Ford, Nissan, and Infiniti chose not to reveal their plans.

      Too Much Apple

      It comes as no surprise that many of the largest global car brands are hesitant about the system. Numerous companies are keen to maintain control over the in-car experience of their vehicles, perceiving software and subscription services as significant avenues for revenue.

      Audi has confirmed that it will not support CarPlay Ultra but will continue to offer the familiar standard CarPlay. Likewise, BMW will implement regular CarPlay in its upcoming infotainment systems.

      According to McKinsey partner Simon Middleton, "Western carmakers are trying to determine how to achieve growth in a market that is at or near its peak in terms of vehicle sales. In the highly competitive premium sector, differentiation is crucial."