Apple’s introduction of CarPlay Ultra, an advanced iteration of its in-car software, has encountered resistance from several prominent automakers. Despite Apple’s assertions of widespread adoption, luxury brands such as Mercedes-Benz, Audi, Volvo, Polestar, and Renault have declined to integrate the new system into their vehicles.
CarPlay Ultra extends beyond traditional CarPlay functionalities by integrating deeply with vehicle systems, allowing control over climate settings, radio functions, and displaying real-time data like speed and fuel levels directly on the dashboard. This comprehensive integration aims to provide a seamless experience by merging iPhone capabilities with vehicle controls.
However, automakers express concerns about relinquishing control over their in-car software and the potential loss of valuable customer data to a tech company. Mercedes-Benz CEO Ola Källenius emphasized the importance of maintaining a holistic software architecture developed in-house to meet customer expectations. Similarly, Renault has reportedly cautioned Apple against encroaching on their proprietary systems.
The reluctance to adopt CarPlay Ultra is also influenced by financial considerations. Automakers are exploring new revenue streams through subscription-based in-car services and fear that integrating Apple’s system could impede these opportunities. Simon Middleton, a partner at McKinsey, noted that Western carmakers are seeking growth in a saturated market and are striving for differentiation in the competitive premium segment.
Despite the pushback, some manufacturers are moving forward with CarPlay Ultra. Aston Martin has already integrated the system into its vehicles, and Porsche plans to follow suit. Apple maintains that consumer demand will drive broader adoption, citing that CarPlay is used in 98% of new U.S. vehicles and over 600 million times daily.
The debate over CarPlay Ultra underscores a broader tension between automakers and technology companies over control of the in-car experience. As vehicles become increasingly connected and software-driven, the balance between offering seamless integration with popular tech ecosystems and maintaining proprietary control remains a critical consideration for automakers.
