How Apple Is Taking Over Your Car

It ’s no secret that late Apple CEO Steve Jobs was keen on convey the troupe ’s technology to the automotive human beings . In fact , according to longtime Apple board member Mickey Drexler , “ Steve ’s dream before he die was to project an iCar . ” Apple ’s senior vice United States President of worldwide selling , Phil Shiller , ring those opinion during the fellowship ’s copyright violation trial against Samsung , saying there had been discussion of Apple ready a fomite .

Immediately following Jobs ’ death , it seemed like his dream might never come true . But since then , Apple has made a big push to integrate itsSiri technologyinto vehicles . Meanwhile , automakers are find room to get iOS apps to work out on the dashboard . These and other relocation have correct Apple on a hit grade with Microsoft and Google in a market that ’s still very much up for snatch .

Steve Jobs may have harbor dream of roadstead fill up with strictly Apple iCars , but the post - Jobs Apple world has a dissimilar idea : integrating with the cars already out there . Laptop Mag ’s Daniel P. Howleyexplains how Apple ’s looking to get Io out of your earpiece and into your hyphen .

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Siri Gets Behind the Wheel

Although voice recognition has been useable in cars for several years through technologies like Ford ’s SYNC ( powered by Microsoft ) , Apple ’s Siri is progress to serious inroad with multiple automakers . Chevrolet already offers Siriintegration in its Spark EV , as does the 2014 Cadillac CTS . Other manufacturer – including Audi , BMW , Chrysler , Ferrari , Jaguar , Land Rover , Mercedes and Toyota – are anticipate to bring Siri into their cars in the nigh future tense .

Siri Eyes Freemode is a specialized variant of Apple ’s vocalisation - controlled digital assistant that interfaces with a fomite ’s own voice - control condition feature article . Users sync their Siri - equip iPhone with their car ’s infotainment system via Bluetooth or USB , and aerate the feature by pressing their vehicle ’s voice - ascendancy push , usually mount to the gondola ’s direction wheel . Siri Eyes Free lets you do everything from make call and play medicine to hear and write school text messages while you ’re behind the wheel .

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AirPlay as Trojan Horse?

Apple is n’t content with make Siri integrating its lone self-propelling scheme . Take one look at the company ’s careers page , and you ’ll see job opening night for iOS Car Services . Michael Gartenberg , a research theatre director at marketplace - intelligence firm Gartner Analytics , pronounce Apple is fully capable of further penetrating the automotive market beyond its current offerings .

“ It would n’t storm me if we saw Apple further evangelize automobile vendors to integrate more type of engineering that could be marry back to applications , admit matter like navigation and other type of connected entertainment , ” Gartenberg said .

Gartenberg believes Apple could use its AirPlay engineering science to remotely represent iPhone or iPad app on a fomite ’s infotainment display .

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“ We ’ve already seen music ; we ’re now seeing Siri . It does n’t take a peck of imagination to see what the next one could be , and then how Apple could go ahead and go through those things , ” Gartenberg said .

assume Apple got automaker to play ball stick AirPlay to work in a fomite would n’t take much effort on the user ’s part . Today , exploiter can easily stream everything from telecasting and photograph to medicine and game to an Apple TV with a tap of the screen . However , the Connected Car Consortium ( CCC ) , an industry group composed of fomite producer and electronics makers , has its own ideas on how to join apps to automobile . The CCC , which include most handset makers but not Apple , is working to offer automaker its AirPlay - alike MirrorLink touchstone .

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MirrorLink stream a smartphone ’s presentation and repurposes it for use on a motorcar ’s touch screen . A wireless version of MirrorLink , called MirrorCast , will be made available to automaker . CCC representatives said the reason for Apple ’s absence in the industry group is likely tied to the requirement that member companies abide by a series of criterion to receive CCC certification – something Apple is not potential to correspond to .

Racing against Google and Microsoft

In addition to the CCC , some other technical school giant have a interest in the self-propelled field – which could complicate things for Apple . Google has been working on its ownself - drive carfor years , and its Android operating organisation is already being put to use indoors infotainment system from Kia , Saab and Renault . carmaker like Audi and Mercedes also have integrate Google ’s Maps , Earth and Street View apps into their various navigation systems .

Microsoft has had a solid foothold in the automotive space since 2007 , when it set out powering Ford ’s Sync arrangement . That system is now uncommitted on most Ford vehicle . In addition to Ford , Microsoft has partnered with Kia Motors to get Kia ’s UVO infotainment organisation . However , that organization is being supervene upon by an Android - free-base version of UVO on the2014 Kia Soul .

Anna Buettner , IHS senior analyst , say Apple ’s reluctance to take parliamentary law from others could limit its impact on the automotive market . “ If Apple ever make out out with an automotive - course atomic number 76 , they would have to abide by with [ original equipment producer ( OEM ) ] rules in some manner … and Apple , in worldwide , has problems with following rules . ”

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A more practical issue that could hinder Apple ’s growth in the automotive space is the speed at which the company innovate . The auto industry is notorious for its dim pace . In general , it take 3 to 5 year for a vehicle to come to food market .

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This event , Buettner said , has been a thorn in the side of automakers . “ Apple is n’t realize the OEMs ’ lives easygoing , ” she say . “ It is very frustrating for them to accommodate Apple , but OEMs do n’t have a choice , due to the popularity of the iPhone , iPad and so on . Buettner mentioned Apple ’s move to the new Lightning connecter as one example of a gamey - technical school imp pull .

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originative Strategies ’ Bajarin believes Apple could accommodate automakers by informing them of the kinds of technologies its next - propagation gadget will use . “ Apple ’s tactic , or really any player ’s tactic , would have to be to get the car industriousness to bosom some kind of standard that you are give-up the ghost to use , ” he read .

The Next Turn

Though Apple is hit inroads into vehicle via its software system and hardware offerings , it is unlikely the company is in reality working on a vehicle of its own , Bajarin said . A more likely strategy for Apple is to turn as many vehicles as potential into iCars through a compounding of computer software and hardware integration .

If more automakers use an Apple operating scheme – rather than competitors ’ – in their vehicles , iPhone users will have an even greater reason to stay invest in the brand . “ Tactically , it ’s a sound idea , because it helps drive more platform trueness to [ Apple ’s ] ironware and software system , ” Bajarin said .

Similarly , if an car maker offers an Apple - powered organization , it could use the software as a marketing tool to pull in Apple devotee . Chevy is already doing this with its new Spark with Siri Eyes Free mode integrating .

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For now , it appears Apple is using Siri Eyes Free mode to test the waters . If the company receives a positive reply , it will likely begin working on a more ambitious infotainment solution of its own .

Despite the fierce competition in this blank , Bajarin believes that Apple is in the pole position because of the way it operate . “ Apple has a raft go for it , in that it controls so much of the ecosystem from hardware , software to service . It is in all likelihood in the good situation to bring some sort of a standard to the automotive diligence . ”