Apple CarPlay Ultra, the more advanced version of its smartphone connectivity feature, recently made its debut in the Aston Martin DBX. It is fitted with integrated features that allow drivers to control certain functions of the car without leaving the CarPlay interface. But even if the feature may seem revolutionary, it appears most car manufacturers are giving it the cold shoulder.
As reported by Financial Times via Ars Technica, of the 14 brands featured during the announcement of Apple CarPlay Ultra back in 2022, only Aston Martin and Porsche have committed to adopting it. Others, including Mercedes-Benz, Audi, Volvo, and Renault, have confirmed they won’t implement the system, while brands like BMW, Ford, and Nissan are still evaluating their options.
According to the report, an executive from Renault told Apple, “Don’t try to invade our own systems”, showing that there are growing concerns among carmakers about how much influence tech companies should have over their systems.
The concern stems from the growing similarity of modern car interiors, which are all dominated by large digital displays used for infotainment, gauges, and controls. As autonomous driving advances, both carmakers and tech companies are placing greater emphasis on the in-car experience – something CarPlay Ultra could interfere with by making it harder for brands to stand out.
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Apple’s director of car experience, Emily Clark Schubert, said it is “a unified and consistent experience across all the driver’s screens.” Despite concerns from other carmakers, Aston Martin, who were the first carmaker to integrate CarPlay Ultra, assured that the interface would remain “unmistakably” Aston Martin.
There are carmakers on the other side of the aisle, too. Despite not being part of the original list of 14 carmakers, Hyundai, Kia, and Genesis have said that they are open to integrate Apple CarPlay Ultra into their cars.
Whether you love it or not, Apple’s CarPlay Ultra might just be what motivates other carmakers to keep up, be it in terms of integration or user experience—ultimately raising the bar for consumers in terms of in-car user experience. If CarPlay Ultra proves to be a hit with consumers, manufacturers may have no choice but to adopt it, if only to avoid losing buyers over its absence.
ALSO READ: Apple CarPlay Ultra debuts in Aston Martin vehicles
