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Apple’s next frontier is your car’s dashboard -Breaking

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© Reuters. FILEPHOTO: Apple Inc.’s logo is shown as it reports its fourth quarter earnings. This was in Washington, U.S.A. on January 27, 2022. REUTERS/Joshua Roberts

Stephen Nellis, Joseph White

(Reuters: Apple Inc. (NASDAQ:) would like to power your next vehicle’s dashboard. But first, it has to convince carmakers that the iPhone company will not surrender future profits to them as with flip-phone makers.

Apple Monday showed off a preview for its CarPlay software. It will be moving from its existing home on an entertainment screen, to become the engine that powers everything in front.

The move to one screen from another might seem small for Apple but it is a major leap in both technological and business engagement between Apple and world’s carmakers.

Tesla Inc (NASDAQ) has proved the success of its large touchscreen in-vehicle and full integration software with customers. As a means to increase profits, carmakers want to manage the consumer relationship in the software-dominated vehicle.

Apple CarPlay’s current version, which is available in 98% new US cars, has fundamental limitations.

After an iPhone is connected to the vehicle, CarPlay can be used live on its entertainment screen. It will play music and podcasts. The software can’t control basic functions like climate control or changing the temperature.

Apple’s Monday developer conference featured a slide featuring logos from more than 12 automotive brands including Audi, Mercedes and Porsche. Apple said that the dashboard displays will offer an Apple-like look and feel, which is why the carmakers were “excited”.

iPhones will be able to communicate with vehicles’ real-time driving system for the first-time. This is a crucial step towards Apple possibly powering autonomous driving functions.

Some representatives of these brands said that they were interested in future models, but no decision has been made.

Porsche spokesperson stated that “We are working closely with Apple on the development project.”

AUTOMAKERS MAKE THE GATEKEEPERS

Apple and other tech titans are being feared by automakers. They witnessed how smartphone makers like Motorola (NYSE:), and Nokia (NYSE 🙂 as well as the once-mighty music industry began to erode as Android phones and iPhones consumed them.

Evangelos SIMOudis, an advisor and Silicon Valley venture capital investor who closely tracks connected vehicle technology, stated that there is no doubt this threat.

However, automakers are well aware that their entertainment systems continue to be a source of complaints from consumers to J.D. quality scorekeepers. Power and Associates and market research companies.

China has a trend of younger customers abandoning established brands due to their lack of connectivity with Tesla and China’s technology-industry bred startups for electric vehicles.

Next generation vehicles by major automakers will feature large-format dashboard screens. Mercedes-Benz has demonstrated a Vision EQXXX electric sedan that features a 47.5 inch (121 cm wide) display screen. It would include functions like an efficiency assistant that calculates the best route to save fuel.

It is now up for grabs to develop and control software that will power these displays.

The advantage that automakers enjoy over the former handset producers is their ability to access the vital electronic systems of cars. They have strict safety regulations, and must meet hardware durability standards.

Signs are emerging that technology companies and automakers are coming to an agreement. Google’s Alphabet (NASDAQ 🙂 Inc has reached agreements with General Motors Co. (NYSE:), Volvo Cars, and the Renault-Nissan Alliance in order to develop software for their next-generation of systems. Amazon.com (NASDAQ.:) made agreements with carmakers in order to incorporate its Alexa voice assistant into cars.

Apple’s Emily Schubert is an engineer manager for the car experience. She said Monday at the conference that with this new software “your iPhone communicates directly with your vehicle’s real time systems in an easy-to-use, privacy-friendly way and shows all your driving data.”

This software gives hints about Apple’s future autonomous driving.

Reuters reported previously that Apple might release its electric car with an autonomous function as soon as 2024/2025. Moving its software to instrument clusters allows the iPhone maker to be closer to the vehicle systems and controls Apple will need in order to deliver autonomous driving software for other companies.

Schubert stated during his keynote that cars have seen significant changes, including larger screens in the vehicle and more displays throughout. The iPhone has the potential to be even more influential.

Apple revealed the software long before it was released to the general public. However, the company said that cars equipped with the software will be available for purchase in the second half of next year. Apple seems to give automakers ample time to modify the CarPlay software. This acknowledgement is made by Fords and Ferraris, which could mean that the software’s final appearance may be different.

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