Morgan Stanley: Apple to control ‘Apple Car’ design, experiences, and services

“Apple Car” is a vehicle designed by Apple, not a software platform sold to carmakers, Morgan Stanley Katy Huberty believes.

Apple Car as per Richard Scarry
Apple Car as per Richard Scarry
Mike Peterson for AppleInsider:

Huberty said that Morgan Stanley expects Apple to spend nearly $19 billion on Research & Development this year… [which] is one reason why Apple and other tech companies are probably going to be “disruptive over time” in the car market.

Huberty adds that Apple see vehicular tech as a “large market where (it) can contribute to a better solution,” similar to how it views health and financial technologies. When it comes to the end goal, the analyst forecasts that Apple’s entry into vehicular tech will be a vertically integrated solution.

“The end game can’t just be a more advanced version of CarPlay in partnership with other auto makers,” Huberty said. “They need to control the design, the guts and the experiences and services on top of the platform.”

MacDailyNews Take: Yup.

Apple is working on actual vehicles, not just some “vehicleOS” they’d license out to others (which was always a stupid proposition, as anyone who’s studied how Apple works for more than 3 minutes knows implicitly).MacDailyNews, August 28, 2018

I’ve always wanted to own and control the primary technology in everything we do.Steve Jobs, October 12, 2004

• In order to build the best products, you have to own the primary technologies. Steve felt that if Apple could do that — make great products and great tools for people — they in turn would do great things. He felt strongly that this would be his contribution to the world at large. We still very much believe that. That’s still the core of this company.Apple CEO Tim Cook, March 18, 2015

6 Comments

    1. Darn, you beat me to it. My thoughts exactly. There will be plenty of critics saying that it’s impossible for Apple to do something that long-time car manufacturers can’t do. Some people love to make snap judgments about what Apple is capable of, but only time will tell. I’m not saying Apple will necessarily be successful on the first shot, but I believe it may be possible to at least be competitive. Steve Jobs only gave a conservative number for the original iPhone market share, but the critics even scoffed at that happening. It didn’t happen all at once, as things can take time to get sorted out, like with AppleWatch.

      I likely won’t be able to afford any Apple Car but as an Apple shareholder, I hope to enjoy the fruits of any success. Currently, Tesla seems to be the undisputed EV champ and Wall Street certainly isn’t going to accept Apple as a worthy competitor. Musk is seen as a CEO god and no one else will be given a chance as long as he’s alive.

  1. I wonder whether the Apple Car will even be designed to be personally owned, or whether to ride the car will involve summoning one of many in a fleet — the engineering optimization being defined in terms of how the fleet, rather than the individual vehicle, functions.

  2. We’ve been hearing about Apple building and selling cars for about a decade or so with some runors claiming to have actually witnessed Apple designed and built cars out on test tracks. After all this time it’s still just pure rumor and conjecture. I doubt that will change, but some rumors are hard to kill.

    At least we don’t hear that Apple is going to build and sell it’s own televisions anymore.

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