Apple is getting ready to compete on vehicle dashboards

Article by Anita Panait, on August 6, 2013

After many years of being hesitant to venture into the auto industry, Apple Inc. is now taking strides to enter this business sector and pose a new big threat against current providers of dashboard features like BlackBerry Ltd., Microsoft Corp. and Pandora Media Inc. By end of 2013, consumers could choose from a number of vehicle models that integrates Apple’s iPhone functions, Siri for navigation, texting, e-mails and music.

But while Apple has been hugely successful in displacing it rivals in the desktop computing or mobile phone arenas, doing the same to its competitors in the auto industry would be a very daunting task, as it has to deal with extreme temperatures, noisy cabins and long product cycles. Eric Noble, president of industry consultant Car Lab, told Bloomberg that it is impossible to “overestimate the difficulty of integrating an outside software system well into a vehicle,” something which Silicon Valley routinely fails to recognize.

In taking on the vehicle market, Apple has to recognize carmakers’ efforts to balance customer demand and safety concerns. According to researcher IHS iSuppli, BlackBerry’s QNX Software Systems and Microsoft are currently the major providers of operating system software in vehicles, while Pandora is the top in-car music-streaming service.

Carmakers, however, also acknowledge the fact that many consumers are using their iPhones as cheap substitutes for built-in navigation systems, compelling them to start working to integrate Apple’s technology to minimize driver distraction while increasing customer satisfaction. Apple’s Siri is already installed into General Motors Co.’s Chevrolet Spark and Sonic, but has received less-than-rave reviews. The Spark and Sonic employs Apple’s iOS 6 operating system in their dashboard head unit, thus there is no need to install a separate navigation device. [source: automotive news - sub. required]

If you liked the article, share on:

Topics: apple

Comments

Recommended

We’re willing to bet that the Bentley Bentayga is not the first thing that comes to mind for most people who are into off-roading and outdoor activities. It just doesn’t...
by - November 23, 2017
The other day, it was confirmed that Volvo will finally bring the XC40 to US soil, where it will first make an appearance at the 2017 Los Angeles Auto Show....
by - November 23, 2017
There is no question that the new BMW M5 (F90) high performance sports sedan is more powerful, faster and more enticing than the previous model. But for interested customers in...
by - November 23, 2017
Following the Tesla Roadster’s electrifying revelation on Thursday, Musk’s highly ambitious goals have skyrocketed when he tweeted about his future plans for the new sports car. Well, kind of. The...
by - November 23, 2017
Earlier in November at the 2017 SEMA Show in Vegas is when Hennessey unwrapped the Venom F5 to all of us. But it was actually first introduced as a concept...
by - November 22, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries