Ford's CEO Has Just Criticized Apple's CarPlay Ultra | Carscoops
Jim Farley Questions Apple's Latest In-Car Technology as AI Assistants Become the Real Battlefield for the Future
15 hours ago
By Michael Gauthier
Ford CEO Jim Farley expressed that the company is not impressed with the execution of CarPlay Ultra. Nonetheless, he mentioned that they are committed to collaborating with Apple and are contemplating support for the platform.
Farley appeared to be more enthusiastic about AI assistants, stating that everyone should have access to one.
Although Apple is a major tech player and consumers typically line up to purchase their high-priced products, automakers do not seem particularly keen on CarPlay Ultra.
The software was launched on May 15 in Aston Martin vehicles across the United States and Canada. At its release, Apple stated that “CarPlay Ultra enhances the functionality of CarPlay and provides the ultimate in-car experience by seamlessly integrating with the vehicle to deliver the best of the iPhone and the car.”
In addition, Apple announced plans to collaborate with automakers to develop custom themes for their vehicles, representing their unique design philosophies, promising experiences tailored to each specific vehicle.
Despite this, there has been little recent discussion around CarPlay Ultra, and many automakers do not seem particularly interested in it. Ford CEO Jim Farley recently criticized it in an interview with Decoder.
Ford Not Impressed with the Execution
When asked about potentially incorporating CarPlay Ultra into their vehicles, Farley stated they are considering it but are not pleased with the current execution. He affirmed that the automaker is “very committed to Apple” and has had numerous discussions with Tim Cook.
Farley implied that Ford aims to maintain neutrality to provide a good experience for both Apple and Android users. While this is a valid point, the company is assessing the customer experience in China for guidance on their direction.
Looking Beyond CarPlay
Farley also highlighted the significance of AI assistants, which are “very important” to Ford. He believes “every customer should have an AI assistant in their vehicle.” He clarified that this assistant wouldn’t be merely a voice, but “something specific” that can be interacted with like a companion.
Referring back to his comments about Apple, Farley suggested there are many questions regarding their partnership and the division of control. He indicated a clear boundary concerning control of the car itself, noting that while displaying information is acceptable, the situation becomes complex with deeper integration.
This summary captures a portion of the hour-long discussion; however, it appears unlikely that CarPlay Ultra will be featured in Ford vehicles anytime soon. Nonetheless, it seems that AI technology is on the horizon, irrespective of consumer demand.
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Ford's CEO Has Just Criticized Apple's CarPlay Ultra | Carscoops
Jim Farley raises concerns about Apple's newest in-car technology as AI assistants become the main focus for the future.