“At first, it might appear that Apple’s move into the auto industry is a modest adventure. After all, there are only 15 million new cars sold all over the world each year, and CarPlay will be on only a portion of those. In addition, it’s easy to get distracted by concerns about Siri’s robustness combined with concerns about driver focus and safety,” John Martellaro writes for TheStreet.

“History has shown that the early diagnosis of a new technology is almost always off the mark in the long run. That’s because observers tend to cast a new technology in the perspective of old thinking,” Martellaro writes. “Harder still is the challenge to put the long-term strategic consequences into perspective. For example, it’s all too easy to think in a simplistic way about device handling in the car. At first we had an iPhone in our hands or stuck on the dash. With CarPlay, there is better integration, but not in an earthshaking manner. So CarPlay may seem like a yawner. It’s not the startling new innovation, virtual magic, that some have been clamoring for.”

“Innovation isn’t always a surprising new technology. Sometimes, innovation is the incremental extension of current technology in news ways,” Martellaro writes. “Moreover, placing Apple technologies like Siri and Maps in front of average users is going to provide mission-critical feedback that will drive the technologies to the next level of refinement.”

Read more in the full article here.

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