In March 2023, General Motors (GM) announced its decision to eliminate Apple’s CarPlay from all future electric vehicles (EVs). Now, two and a half years later, the company is not only standing firm on this decision but is also extending it to more of its vehicle lineup. In a recent interview on Nilay Patel’s Decoder podcast, GM CEO Mary Barra and Chief Product Officer Sterling Anderson elaborated on the rationale behind this move, drawing parallels to decisions made by the late Apple CEO Steve Jobs.
A ‘Jobsian’ Approach to Innovation
Sterling Anderson likened GM’s strategy to Steve Jobs’ controversial decision to remove the disk drive from Apple computers, a move that initially faced significant public backlash but ultimately proved forward-thinking. Anderson stated:
> But frankly, it’s a very Jobsian approach to things. The removal of the disk drive, nobody liked that, everybody on the forums and Facebook was complaining about it, but to that he said, ‘Look, guys, flash storage really is the future. Get on board, you’ll see that.’ That’s kind of what we’re saying here, in fact that’s exactly what we’re saying.
By invoking Jobs’ legacy, GM aims to position its decision as a bold step toward future technological advancements, despite current consumer resistance.
Reimagining the In-Car Experience
Anderson further compared the use of CarPlay in vehicles to using iPhone mirroring on a MacBook, suggesting that relying on smartphone projection in cars is redundant given the advanced capabilities of modern vehicle infotainment systems. He explained:
> You’ve certainly got an iPhone, you’ve probably got a MacBook, and you have the opportunity to use phone projection on your MacBook, a phone mirroring application. How many of you are accessing online services like email, social media, and otherwise through the phone projection app in your laptop? Almost none of them do. Why? Because you’ve got a much larger screen on your laptop, you’ve got a much more convenient (Human–Machine Interface) via the keyboard, you’ve got better speakers.
> Now, take that same analog to the car and ask the same question. Is it in a car that has not only just laptop speakers, not only a laptop screen, but something better that can move you, and that can integrate with charging infrastructure, with Super Cruise availability on your maps, all of these other things? You are in a much more immersive environment that can do so many more things; why would you use the equivalent of a phone mirroring application on a laptop in your car? So we said, ‘We’re taking out the disk drive, guys; get on board with flash storage, that’s where the future is.’
This analogy underscores GM’s belief that their integrated systems can offer a more seamless and enriched user experience compared to smartphone-based interfaces.
Expanding the Strategy Beyond EVs
Initially, GM’s decision to remove CarPlay was limited to its electric vehicle lineup. However, Mary Barra indicated that this strategy would soon encompass gasoline-powered vehicles as well. She noted that the vastness of GM’s portfolio made an immediate, company-wide implementation challenging but confirmed that future gas models would also forgo smartphone projection systems. Barra stated:
> As we get to a major rollout, I think that’s the right expectation. Yes.
This expansion signifies GM’s commitment to a unified in-car technology ecosystem across all its vehicles.
Maintaining Ties with Apple
Despite phasing out CarPlay, GM emphasizes that its relationship with Apple remains positive. Barra mentioned ongoing collaborations, including the integration of Apple Wallet functionalities into GM vehicles:
> I would say we have a good relationship with Apple. I mean at the most senior level with Apple, with Google, with all of the tech companies. We’re bringing Apple Wallet. We’ll be announcing that shortly, that we’ll have that and have the ability to do some of the vehicle functions through that. So we’re having continual conversations with Apple, and I would say we’re talking about the opportunity and looking for win-wins.
This suggests that while GM is moving away from CarPlay, it is not severing all technological ties with Apple.
Industry Reactions and Consumer Concerns
GM’s decision has sparked discussions within the automotive industry. Notably, Volvo CEO Jim Rowan criticized the move, advocating for consumer choice in infotainment systems. Rowan stated:
> You have the Android Auto, which works well. A lot of customers really enjoy that experience, but we also have Apple CarPlay, and you can use the Volvo OS. So you really got three choices. You can use the base Volvo OS if you want to go and just use that. If you want to use Android Auto, you can use that. If you want to use Apple CarPlay, you can use that.
This perspective highlights a contrasting approach that prioritizes flexibility and consumer preference.
Consumers have also expressed concerns about the removal of CarPlay, particularly regarding the integration of their personal devices with vehicle systems. Questions arise about how GM’s proprietary system will handle essential functions like messaging, navigation, and music streaming, which are seamlessly managed through CarPlay. Additionally, there are apprehensions about potential security risks associated with deeper system integrations.
The Road Ahead for GM
GM’s decision to eliminate CarPlay aligns with its broader strategy to develop a proprietary infotainment system that offers a cohesive and immersive user experience. By controlling the in-car interface, GM aims to integrate advanced features such as Super Cruise, its hands-free driver assistance system, more effectively. This move also opens avenues for GM to generate subscription-based revenue, a growing trend in the automotive industry.
However, this strategy is not without risks. Consumer attachment to familiar interfaces like CarPlay is strong, and the success of GM’s approach will largely depend on the quality and user-friendliness of its in-house system. The company must ensure that its proprietary platform not only matches but surpasses the functionality and convenience that CarPlay users have come to expect.
Conclusion
General Motors’ decision to phase out CarPlay across its vehicle lineup, drawing inspiration from Steve Jobs’ bold moves at Apple, marks a significant shift in the automotive infotainment landscape. By developing its own integrated system, GM aims to offer a more immersive and feature-rich driving experience. However, the success of this strategy will depend on consumer acceptance and the company’s ability to deliver a superior alternative to established platforms like CarPlay.
