Interesting and probable scenario.So, if Apple is going to enter this market, it has to be about the value they are introducing and what really is the innovation.
The iPhone in 2007 was about: multi-touch, large screen and the full Internet in your pocket. The benefits being, apps could change at any time without issue. News and information at your fingertips!
The Apple car will need to solve some of todays issues with cars. Well obviously, its gonna be entering a market where others exist just like 2007 with Nokia, Blackberry. 2027, we will have Tesla, Rivian, Mercedes, Ford and many others.
Infrastructure is the biggest issue. The charging network will need to be in place. Using Apple store locations might be a good starting point for building out charging stations within vicinity. Also, every Apple Car has a charging station installed in the owners home or apartment complex at no additional cost. It needs to have a super fast charging capability. While a Tesla gets you 3 miles with an hour charge, Apple could say their unique battery technology gives you 15 to 20 miles With each charge and their numerous charging stations across the world.
Next, Apple Car needs to solve the issue of public parking. The answer is where its autonomous technology comes in. Your Apple Car can do a couple things here. Drop you off and go find a parking space and pick you up when you are ready; or the vehicle can drive itself back to its owners home if its not too far away. Apple might try acquire or work out deals with parking garages at malls and businesses so Apple Car owners can get free/guaranteed parking.
Apple will need to build out another type of network infrastructure primarily for safety and security to benefit another unique feature of Apple Car called cruise control. Basically your car will drive you wherever you want to go without interaction. But to safely get you there, Apple will have assisted drivers remotely drive the vehicle to your destination. You can sleep, if you are doing a cross country trip and not worry.
Apple will likely use the Car to go into the ride share business. Uber, Lyft, sorry, but obviously this is a new market for growth. I can see Apple using its unique autonomous technology to pick up riders, a mature map network, ie hey, Siri hail me an Apple ride to the mall. Picked up and taken to your destination. This might be a new benefit of Apple One Service.
Finally, Apple will sell the car as an opportunity for persons who never owned a car to buy one: whether thats fear of driving, lack of mobility, old age or just can’t deal with the hassle of owning a car. The idea is that car will be a means of exploration and freedom, to explore your physical world. Apple will have an app that suggest places of interest to go see, maybe a park, a festival, concert. You can have group share where your Apple Car can go pick up family and friends and have the car drive you where you want to go.
Other features:
- Unlocks using Apple Watch or iPhone
- Takes you to your destination planned or unplanned
- 16 in display so you can watch Apple TV+ while traveling to your destination
- 5G network lets you lets you stay connected Facetime with family, friends, co-workers
Cost will be an important factor. I believe the Apple Car is not something Apple see’s as device to own, but a service itself. So, the upfront cost of owning Apple car will be easier to accept, you will basically lease it. I imagine it will be about $500 a month. Taking into consideration, this might be offset by expensing it to your company. So, for many, owning an Apple car will be relatively affordable. Parking where I work easily adds up $100 a week.
With Apple cars ability to pick you up and drop you off autonomously, or you can use the cheaper ride share option through Apple One, which would be like $100 a month, Apple Car will be a service that matches your mobility needs at an affordable price
So, in conclusion, yes, you can have an Apple branded car in your garage but I don’t think its necessarily something Apple is looking for you to own. Its more about the ultimate mobile experience and removing the hassle with driving while being safe, easy and secure service. In 10 years, services like Uber are no more, Alphabet buys Tesla and becomes the number one autonomous car service, Elon is CEO of Alphabet, Mercedes merges with BMW, Apple Car is the number one service for 12 to 38 year olds.
I have to see VR equipment by Apple to see how they venture in these new fields.