Apple first launched CarPlay in 2014, and despite being niche at the time, it quickly proceeded to spread throughout the auto industry and in 2022, more than 600 car models support the software.

The system is intended to solve the conundrum of struggling to use driving-enhancement apps while on the road. It is also hands-free and utilises driving-friendly interfaces while keeping you safe on the road without distractions.

But, why are car manufacturers starting to feel threatened by it?

Car Manufacturers vs Apple CarPlay?

The development of compatible devices being able to connect to a car’s centre console interface has been a futuristic move that car manufacturers and tech brands alike have begun to explore.

In doing so, they have unlocked a whole host of features that can be tapped into and used to create a further avenue of expanded services that will appeal to both customers and investors alike.

However, following another recent update to Apple’s CarPlay interface that revealed a whole array of features for people to dig their teeth into, concerns have arisen in the car industry.

Discussions amongst leading brands have suggested fears that with Apple making moves to now dominate the in-car interface system (and even produce their own car), they could begin to see reduced customer relationships with their own customers and that with Apple’s constantly innovative features, the attention could well be taken away from their car models and instead onto the technology within them.

One chief executive of a large car manufacturer commented:

“Do we want Apple or Google to come in and take over, to enter our car and get the direct customer relationship?”

Moreover, even when you put brands aside, the software itself is also an area of concern for them in terms of keeping up to date with the evolving features produced by the likes of Apple and Google. For example, the best in-car technology at the moment is considered “clunky” in comparison to the likes of Apple, and cars, unlike modern smartphones and tablets, are not easy to conduct system updates on either.

Those within the industry also suggest that should companies focus on developing their own software to compete with the likes of Apple, then they could then not only struggle to keep up with said brands innovation but also to convince their (Apple’s) loyal everyday users to switch over to something completely brand new. There is also conversation surrounding how this could then impact the time and resources which will be available to develop what should be their main priority, their cars.

It is interesting to note though that this year it was revealed that Volvo has decided to do just that, and is moving to solely focus on its cars and instead let other companies focus on building its software. Whether or not this was in relation to tech advances in the industry, or the topics of Apple’s domination of in-car technology, is unclear. However, could this be a decision that other companies will have to make soon too?

Our Final Thoughts

It’s safe to say that Apple CarPlay and other forms of in-car interface technology are beginning to put pressure on car makers to introduce new software into their vehicles.

However, many companies still remain undecided about what their next move should be and if it is worth focussing on meeting the reaches of tech-based companies.

Whatever the outcome may be, it will be interesting to see the direction in which car manufacturers and Apple will go in the upcoming years, and what new additions will enter the market.

Coffey Brooks are a team of Independent Financial and Mortgage Advisers based in Clacton-On-Sea, Essex and are directly authorised and regulated by the Financial Conduct Authority.

Disclaimer – The content included within this article is accurate to the best of our knowledge as of the date posted.