Apple Appoints Bob Mansfield to Oversee Electric Vehicle Team

[Chupa Chupa]

My point is I don't see Apple building a product that they can't brand and market as an Apple product. CarPlay is different because it's not that deeply integrated into the vehicle, it's mostly projected UI from the iPhone. Yes Apple has forged more enterprise relationships under Cook but the company is still primarily B2C not B2B. I have a hard time believing the next big thing from Apple will be an apple designed system that sits inside someone else's product. And is Ford going to want the same Apple designed system as Mercedes or BMW or will Apple be designing custom systems for each car maker? When Apple decided to make a smartwatch they didn't go to Omega or Tag or whomever and say 'let's build a watch together; we'll provide the software and guts, you build the watch', they made their own watch.

To say Carplay is just an overlay oversimplifies what Carplay is. It's very much integrated into carmakers systems which is why it took so many of them this long to figure out how best to do so. If it was just a patch-in like the iPod interfaces it would be something that would have been much quicker to implement.

And is Ford going to want the same Apple designed system as Mercedes or BMW or will Apple be designing custom systems for each car maker? But this already happens today. Ford, BMW, whoever, hires an OEM like Harman to design part of their system to their specs. In some aspects of the system Harman is silent, in others their is a silver plastic Harman-Kardon logo on the speaker. OEMs do not make cookie cutter products. They have a basic "recipe" and then modify it to the customer's needs.

When Apple decided to make a smartwatch they didn't go to Omega or Tag or whomever and say 'let's build a watch together; we'll provide the software and guts, you build the watch', they made their own watch. Well, first we don't know that. There were rumors that Apple did approach watch makers. Just because no one is talking doesn't mean it didn't happen. Both sides would have good reason to be silent. But most of all, making a watch and making a car two very different things, both in scale and expertise. The AW borrows from everything Apple has learned building iOS devices. Apple has no expertise in designing things that move many miles a day at high speed. Apple does have experience building systems, which is why I made my comment. Lots of money there w/ out all of the risk of trying to make and sell the actual cars.

Also, I never said this was the "next big thing" for Apple. I don't know why you keep saying this. Apple can have multiple faces -- a consumer side, and a backend industrial side, no? It's not a new concept. A lot of companies make consumer goods and radiology equipment (Philips). Consumer goods and industrial packaging (Honeywell). Consumer goods and drilling rig motors (GE). Why are you trying to box Apple in as only capable of being a consumer company?

 

[Rogifan]

The car project must be in trouble if they're bringing Bob out of retirement.

This was John Gruber's take:

As sure a sign as any that the car project is full steam ahead, and totally serious.

Also, I never said this was the "next big thing" for Apple. I don't know why you keep saying this. Apple can have multiple faces -- a consumer side, and a backend industrial side, no? It's not a new concept. A lot of companies make consumer goods and radiology equipment (Philips). Consumer goods and industrial packaging (Honeywell). Consumer goods and drilling rig motors (GE). Why are you trying to box Apple in as only capable of being a consumer company?

Because for basically all of Apple's existence as a public company they've been a consumer products company. I really struggle to see them becoming an OEM for the auto industry. And what is this based on other than the thought that Apple knows nothing about building cars and it's a low margin industry? But what does Apple really know about building the kind of software to power electric autonomous vehicles? I'm actually less confident in their software abilities than I am in what they can do on the hardware side.

 

[IJ Reilly]

How much money can Apple make off an expanded CarPlay and how many automakers would partner up when they're all interested in having differentiation and doing their own thing? CarPlay is mainly just a projected UI not something fundamentally integrated into the smarts of the car. Apple may not be working on a traditional vehicle for personal ownership but my guess is they're doing a whole lot more than an infotainment system on steroids.

This is why I said an expanded CarPlay strategy, though what that could be I have no good guesses. You might as well ask your question about any Apple product that isn't directly monetized, but serves to make their hardware products more appealing in a competitive environment.

Some carmakers are resisting including Apple (and Google) tech in their cars, but not many, and by no means, all. Some have actually embraced it. If Apple is actually planning on building cars, then they are positioning themselves as both partners and competitors to the industry. That's an awkward arrangement at best. Color me skeptical.

Either way you have to reckon with the massive capitalization requirements of the auto industry and the low margins. It certainly seems like an unlikely undertaking for Apple, but the intrigue of it seems to have wiped out any discussion about what they might be doing in automotive tech other than planning to build a car. Something could well be hidden in all that noise that nobody is seeing because nobody is looking.

 

[albebaubles]

Eh... For how much money they will want for that tiny little Apple car I could buy this and enough gas to run it for 5 years. Give me the big bad F-150!

meh -- diesel all the way.

 

[newyorksole]

Bob looks like the kind of guy you'd want to have a beer and talk **** with.

 

[Gudi]

We need these game changing people like Elon Musk and Steve Jobs.

Except Elon Musk never changed a game.

 

[MacsRgr8]

Every time his name comes up, I think about this as well. He was leaving to spend more time with family and then this conversation likely happened...

Apple: Bob, we'd like you to come back and are willing to pay whatever you want.
Bob: No thanks, I'm happily retired.
Apple: We'll make sure that the next 20 generations of your family will never have to work for money ever again.
Bob: What time do I start?

LOL yeah.

Raises a question: why is Bob that valuable..?

 

[Tonewheel]

He lives in a van down by the river.

 

[69Mustang]

Some carmakers are resisting including Apple (and Google) tech in their cars, but not many, and by no means, all. Some have actually embraced it. If Apple is actually planning on building cars, then they are positioning themselves as both partners and competitors to the industry. That's an awkward arrangement at best. Color me skeptical.

They only resist because they haven't completely figured out how to monetize CP/AA. Besides getting customers to opt for a higher trim level, neither system really brings anything new to the auto industry.
Bolded: The partner/competitor dynamic is as old as industry itself. There's nothing awkward about it. The auto industry has been that way for a long, long time. Same with the tech industry. Sony cameras in iPhones and Galaxies, Sammy chips in... you see where I'm going. Toyota and Subaru, Mazda and Ford, Ford and GM with the new 10 spd transmission, BMW and Toyota teaming up to create the new Supra and Bimmer coupe. Industry is incestuous. I'm skeptical as well, but the partner/competition dynamic doesn't add to my skepticism.

 

[stevet]

To me, the actual prospect of an electric vehicle from Apple is the least interesting thing about this project. Where it really shines is the potential for advancement in regards to all the technology and infrastructure surrounding the vehicle. Batteries. Chargers. Networks. Autonomy. Even if the vehicle itself is an abject failure in the first generation, what stems from it might be pivotal in the creation or betterment of other industries.

Plus, Apple, having a relatively strong foothold where the government is concerned, stands to further push legislation that would help to lead us into a more "futuristic" age. It's a slippery slope to be sure, but...

In your last paragraph, you meant to say Tesla right?

 

[kas23]

This looks like a bad sign. Of all the people they could poach from the auto industry, they pick the guy who brought the Apple Watch (of all things) to the market. I guy they couldn't have picked a rising star from the auto industry because (a) they already had and he left or (b) he already works for Tesla.

 

[driceman]

They should buy Tesla and Elon Musk.

You know that in order to buy something it has to be available for sale, right? And Musk has absolutely no interest in selling Tesla (or himself...) to Apple. Someone has to sign on the dotted line.

 

[Glideslope]

BOB !!!!!!!!!!!!!!!!!!! Yes, I see hope in the distant future. Now, let's replace Tim with a real visionary.

 

[Mactendo]

From these news it looks like Bob is the last person left at Apple who knows what he does. Tim and Ive screw something to the point that key people leave Apple, and then they throw Bob at it.
Why not make him CEO then.

 

[Ralph M]

Indicative that this was turning into a black hole money pit. Apple making a car is a flawed idea. Apple has billions to burn so it won't necessarily kill the company but not sure how going to be in car business and actually don't make cars. There is a significant difference in constructing prototype , cruise around Sunnyvale/Mtn View cars under mostly ideal conditions and doing real car that can deal with real roads.

HR development wise also not particularly good have to dip into the retirement pool to get a top flight engineering manager to run something. Starved out Mac product (and non iOS) R&D probably isn't helping on that front.

Wow, there isn’t a single word you’ve written here that I don’t disagree with. Let me begin by noting that I run a small, specialized car company, so there is a good chance that I know a lot more about this subject than you do.

First, there is ZERO evidence to support your contention that Project Titan was “turning into a black hole money pit.” And you provide no evidence that Apple development of a car - if that is what it is - “is a flawed idea.” Apparently, you equate your uninformed opinions with facts.

What there IS evidence of is your complete lack of serious knowledge of the car biz. For example, you obviously don’t know that several major car companies - including Ford, BMW and Mercedes - assign the production of whole lines of vehicles to contract builders such as Magna-Steyr. And you are obviously clueless about how car development takes place, or you wouldn’t write something as pathetically stupid as your sentence about prototypes.

As for HR, you clearly don’t know who Bob Mansfield is. He is an engineer’s engineer, with some legendary product deliveries to his credit. He is universally respected by the staff and the board at Apple, and for good reason. He enjoys Tim Cook’s trust and confidence, and THAT too makes his selection for his assignment a smart one.

I strongly suggest that you avoid commenting on stuff on which you are so poorly informed.

 

[Stridder44]

Wait...you personally know him? Or you talking about you like how he presents Apple's new silicon in their older marketing videos?

No need to be a smart ass, you know what they meant. Bob is a very likeable guy, and definitely gets stuff done (the right way too). This is great news for the project.

 

[tchadrainwater]

"Scott Forstall's departure."
sonf I thought it's Johny Ive that departed! where int he world is Ive anyways?

 

[dpx55]

Forget the car. Can we just have a new MacBook Pro, please?

 

[masterhiggins]

Meatloaf is a jack of all trades.

 

[JDuggan]

Congrats, Bob. I've always loved that photo of you.

 

[IJ Reilly]

They only resist because they haven't completely figured out how to monetize CP/AA. Besides getting customers to opt for a higher trim level, neither system really brings anything new to the auto industry.
Bolded: The partner/competitor dynamic is as old as industry itself. There's nothing awkward about it. The auto industry has been that way for a long, long time. Same with the tech industry. Sony cameras in iPhones and Galaxies, Sammy chips in... you see where I'm going. Toyota and Subaru, Mazda and Ford, Ford and GM with the new 10 spd transmission, BMW and Toyota teaming up to create the new Supra and Bimmer coupe. Industry is incestuous. I'm skeptical as well, but the partner/competition dynamic doesn't add to my skepticism.

It adds to mine because Apple is clearly working hard behind the scenes to pitch CarPlay to the industry. The prospect of them also becoming a direct competitor does not inspire working relationships, particularly when, as you say, most of the automakers have not figured out how to make any money by allowing Apple or Google onto their dashboards. Apple and Samsung's relationship is truly awkward. Basically it's a shotgun marriage. Mazda is partially owned by Ford, BTW. Less than they once did, but auto companies taking stakes in each other or taking on joint ventures is common.

 

[dan110]

This is just not a good sign. In fact it's a very bad sign. But since they've sunk so much resources into the project already, I'm guessing they believe they have to see it through. Vehicles are just not an "Apple" thing. It fundamentally goes against everything about their feature/benefit philosophy. Can you imagine a car that most likely you won't be able to upgrade, easily repair, etc? You know, everything Apple is against? This reminds me of Season 4: Episode 4 of Battlestar Galactica when Starbuck shouted to Adama, "YOU"RE GOING THE WRONG WAY!".

 

[Rogifan]

This is just not a good sign. In fact it's a very bad sign. But since they've sunk so much resources into the project already, I'm guessing they believe they have to see it through. Vehicles are just not an "Apple" thing. It fundamentally goes against everything about their feature/benefit philosophy. Can you imagine a car that most likely you won't be able to upgrade, easily repair, etc? You know, everything Apple is against? This reminds me of Season 4: Episode 4 of Battlestar Galactica when Starbuck shouted to Adama, "YOU"RE GOING THE WRONG WAY!".

Why is this a bad sign?

 

[anomie]

While they still have a lot to learn and a long way to go, this could be VERY good news! I've always liked Bob.

Sounds like a very professionally opinion. Not at all like an internet nerd that confuses reading tech sites with living a real life.
[doublepost=1469513994][/doublepost]

This is just not a good sign. In fact it's a very bad sign. But since they've sunk so much resources into the project already, I'm guessing they believe they have to see it through. Vehicles are just not an "Apple" thing. It fundamentally goes against everything about their feature/benefit philosophy. Can you imagine a car that most likely you won't be able to upgrade, easily repair, etc? You know, everything Apple is against? This reminds me of Season 4: Episode 4 of Battlestar Galactica when Starbuck shouted to Adama, "YOU"RE GOING THE WRONG WAY!".

"YO WENT THE WRONG WAY!" is probably what your brain surgeon will say after a deep look inside...

"Can you imagine a car that most likely you won't be able to upgrade, easily repair, etc? You know, everything Apple is against?" it is the oppopsite you wanted to say, little superhero. Made my day.

 

[omnimoeish]

Forget the car. Can we just have a new MacBook Pro, please?

Nonsense...

What you want is new bands for the Apple Watch. You want more gimmicks on your iPhone like retinal scanning and no headphone jack.

I wonder if Apple will follow their Mac Mini trend and make the car slower by taking out some of the gears to save on costs, and solder things like brakes to the chassis so you can't fix them. You just buy a whole new car when your battery wears out. Are they going to make the car smaller and smaller by making the battery needlessly tiny and sacrificing driving range?

The real question. Are 19 year olds getting paid $10.75/hr going to be diagnosing your car problem by sending it in to the technicians in California and then charging you just under the value of the car every time it needs something fixed?