Become a MacRumors Supporter for $50/year with no ads, ability to filter front page stories, and private forums.
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.
Interesting and probable scenario.
I have to see VR equipment by Apple to see how they venture in these new fields.
 
  • Like
Reactions: Mr. Dee
Other manufacturers make exploding airbags that kill people (Japanese), exploding EVs (GM), the numerous defects on Ford vehicles including the following:
  • Transmission problems
  • Roof flying off
  • Braking issues

Compared to all that, Tesla's manufacturing defects are petty if not nothing.
Panel gaps? Those are fixed in recent versions.
Allowing drivers to play games while driving? That's been patched via OTA software updates.
Rearview camera cable wearing out? A very minor issue with low costs to repair.

Tesla is #1 when it comes to quality and safety.
It is widely known that tesla has poor quality whereas the opposite is generally true of Japanese manufactures. Yes, they have had issues (every car manufacturer has had some) and you are not making an apples-to-apples comparison. Toyota is manufacturing 10 million cars per year, whereas Tesla manufactures a fraction of that. You seem to also conveniently ignore the recent recall of half a million cars by Tesla. In addition, the Toyota airbags are manufactured by Takata - a supplier, and not Toyota.
 
  • Like
Reactions: Tagbert and 4578992
Even Tesla is not really making a "dent" in car sales in the US really ... if you only count luxury cars, yes ...
yes, Tesla is the EV leader, but the traditional car manufacturers are in catch-up mode and they will make EVs affordable
Not just the traditional car maker, but new ones like Polestar and the likes.
Sony seems to be interested too. I am sure more from Asia will arrive.
 
  • Like
Reactions: jz0309
Range anxiety is something I really don't have with an ICE vehicle, considering the availability and speed of refueling. If I were to buy an EV, I'd still need an ICE vehicle for longer trips and realistic towing capacity. Hybrids make far more sense for general purpose vehicles. At least compared to an EV.

As Level 5 doesn't exist, robotaxis don't either. Not sure what relevance "faster" has as they all operate on the same roads....
The average daily mileage in the US is just 40 miles. So for most people, range is not an issue and in fact for many charging at home they might never need to “fill up” away from home ever again. Charging time is dropping too. The Hundai Ioniq 5 now charges 10%-80% in just 18 minutes. Range is increasing too. The Lucid will have a range of 500 miles. The record cross county cannonball run for an EV using standard public chargers is just 44 hours! Things are rapidly evolving. Expect Apple to jump in once the dust settles.
 
Last edited:
  • Like
Reactions: Philip_S
It kind of looks like my old historic car in my drive way in a way. hehe

SVX1.jpg
 
Remember when sony designed a car for CES few years ago, only to show what they do for Infotainment and by accident they made the car so appealing, that they now become Sony Mobility INC?!
 
It would not surprise me if a 3rd party involved in the debt restructuring who would have had access to confidental emails and other documents saw this about Apple and decided to leak it to the media, hence why we are hearing about it now and not before.
 
Japanese auto companies are far behind Tesla when it comes to quality. Tesla innovated with the octovalve, gigapresses and various other manufacturing techniques that the Japanese can't hope to compete against.

If Apple does go with Japanese suppliers, the Apple Car will be inferior to Teslas. Hopefully the Japanese don't create another Takata disaster that kills people.
Tesla quality? ?

 
  • Like
Reactions: Tagbert
I think it’ll be a while until Apple actually enters the market and when they do, it’ll be a revolution because a revolution is certainly coming. I’m guessing they’re best tactic will be entering the market with a car that has level 4 autonomous driving. Level 4 means it can be ‘mind off’ i.e. the driver can be asleep or facing away from the front etc. At that point, cars are no longer about how they are to drive and are instead about how they are to *be* in. It’ll be about making cars a nice place to work, play and relax. It’ll be about clawing those commute hours back and making them usable for other purposes.

Tesla’s at level 2 right now (some call it level 2.5) which means you can take your hands off the wheel but you’re not allowed to take your eyes off the road. Eyes off comes with level 3, which is what should be coming to cars over the next year although it looks like Tesla will be lagging behind the likes of Audi and BMW in that regard. You still have to stay awake and you need to be able to take control of the car within a reasonable timeframe (not instantaneous) and while a car is under level 3 driving, it’s the car maker that should cover any insurance claims. Level 4 is a while off but how long exactly likely depends on how well level 3 cars do and how widespread they become as all of that sensory data will be used to work for level 4.

Tesla's level is more like 1.5 instead of 2.5 It's a weak system that has relaxed safety measures so you can take/trick your car to take your hands off the steering wheel. Teslas Autopilot is the most hyped up automous system out there but even GM's supercruise beats it.
 
  • Like
Reactions: Tagbert
You're not going to get better quality from another manufacturer.
Tesla is as good as you're going to get. Otherwise, enjoy the shoddy build quality from the Japanese and their exploding airbags or the exploding bolts.

What are you talking about? I read your posts here and laugh my ass off. Can't tell if you are trolling or being serious but it's so funny at the moment.
 
  • Like
Reactions: Tagbert
If Sony can make their EV vehicle, Apple can also do it. I think it would be interesting to see Sony and Apple EV vehicles driving around town.

If Apple decides to shelve EV vehicle plans they could make an EV Apple scooter.

Sony has contracted Magna Steyr do build the actual car while Sony did everything else. I guess Apple would do something similar cause that would be the smart thing to do.
 
If it looks anything like that picture it will be a quick exit from the market
Maybe, maybe not. I might have said you were right before but it seems car manufacturers are in a race to make the ugliest cars possible.
BMW have taken the trophy for that.
 
It’s going to be forever till Apple car gets here. By then, Tesla would have taken the electric auto industry by a big margin. It’ll be very hard to catch up for Apple.

Meanwhile, Apple continues to lose more engineers.


I can't see a way for Tesla to take over the auto industry. In fact that isn't their goal at all. They wanted to kickstart the transition to electric and they have succeeded in that.

Now that traditional car makers are going all in, mostly because many member states of EU are set to ban the sale of cars with internal combustion engines over the next 3 to 8 years, they will flood the market with alternatives at a much wider price range and take away marketshare.

This transition can already be seen in EU.

A company like Ford can vastly outproduce Tesla that uses "just in time" parts for most of their manufacturing and repairs. When the F150 Lightning launches they will probably sell more of them than Tesla can produce across all their models in its first year.

The big five might be dinosaurs in the auto industry but they are getting dragged into the 21st century by legislation.

When it happens Tesla's valuation will also reach a much more adequate level compared to the inflated one they currently enjoy. Don't get me started on Rivian, who haven't really delivered anything yet.
 
Japanese auto companies are far behind Tesla when it comes to quality. Tesla innovated with the octovalve, gigapresses and various other manufacturing techniques that the Japanese can't hope to compete against.

Tesla and quality are not necessarily synonymous. They've had a lot of issues with cars, an are no better than any other manufacturer overall.

It's no surprise.

Tesla is the best auto manufacturer, and they're not going to share their tech with anyone. Apple is stuck with 2nd and 3rd rate manufacturers and suppliers in Japan or elsewhere, meaning they will always be inferior to a Tesla. "Custom design" marketing doesn't work when your manufacturers/suppliers aren't the best at what they do.

Apple doesn't need Tesla. Other manufacturers are developing battery and power train technology equal to or better than Tesla. Apple could strike up a deal to buy components and have a 3rd party manufacturer actually make the car.

The problem is that Tesla has an insurmountable manufacturing lead. No one is even close.
Apple can't "custom design" their way out of having 3rd rate Japanese suppliers who build exploding airbags that kill people.

A the rest of the world's car companies get serious about EVs Tesla will find themselves in a very tough competitive spot. They may be more valuable as a component manufacturer than an actual car company.
 
  • Like
Reactions: Tagbert
Problem is that Apple can't use their "custom design" marketing when they're stuck with 3rd rate suppliers.
Phone component suppliers are different from OEMs, so Apple has access to the best technology as long as they provide sufficient volume. Not so for the auto industry where Tesla leads in too many manufacturing processes for Apple (Or anyone else) to ever create a compelling car.

You give too much credit to Apple's "custom design". It's mostly marketing fluff.

The above Apple is doomed complaints remind me of the mid-2000s when the cellular phone business was hugely dominated by Motorola, Ericsson, and Nokia - collectively referred to as MEN in the wireless industry.

And then Apple came out with the iPhone and their "marketing fluff." What, a non-mechanical keyboard? Poppycock!

Where are MEN today?

Look for superior battery technology and other marketing fluff features with Apple's upcomming electric car entry.

"Not so for the auto industry where Tesla leads in too many manufacturing processes for Apple (Or anyone else) to ever create a compelling car."

Have you seen the Hyundai Ioniq 5?
 
Last edited:
If Apple does come out with a car, it will lose badly to Tesla. Tesla has the best manufacturing process. There is no way Apple, which relies heavily on the R&D of its suppliers, would be able to compete with Tesla when all its suppliers are 3rd rate.
"Custom design" marketing doesn't work when you're forced to use inferior suppliers.

It’s not a matter of “if” but “when.”

Why would Apple not want in on the largest mobileOS device game? Did you see Sony’s EV announcement?

An Apple EV is coming. Buckle up.
 
Last edited:
Tesla and quality are not necessarily synonymous. They've had a lot of issues with cars, an are no better than any other manufacturer overall.



Apple doesn't need Tesla. Other manufacturers are developing battery and power train technology equal to or better than Tesla. Apple could strike up a deal to buy components and have a 3rd party manufacturer actually make the car.



A the rest of the world's car companies get serious about EVs Tesla will find themselves in a very tough competitive spot. They may be more valuable as a component manufacturer than an actual car company.
The guy you're quoting literally has written in his footer that he's got loads of money invested in Tesla. He's drunk the cool aid and has no idea how risky an investment he's made and he wants to keep his head in the sand.

Sure, Tesla had a head start but they've done very little with that lead. They never made it into the lower cost end of the market where a plethora of other manufactures have completely taken over and for now, they've been holding on to the high end of the market but are about to get annihilated by other premium brands who have overtaken them with technology in range, performance, charging times and actual self driving technologies.
 
  • Like
Reactions: Tagbert
It’s almost laughable to picture Apple as a car manufacturer, but to me at least the car market in 2022 looks a lot like the cellphone market in 2007.

A huge opportunity for the “computer guys”.
Laughable, but likely in some form or fashion. Just imagine, No Radio, NO GPS, NO nothing, UNTUL you drop Your iPhone, iPad into the designated slot. Everything you need and use is right there at your fingertips, and it's all very useable and familiar to you.

It's going to have a TON of competition by the time it does come out. It WILL have to be a REAL looker with Great MPE (or whatever Miles per charge is called). It will need to have charging stations readily available, oh, so this is likely to mean, a current manufacture of cars, with charging system used by many other manufactures, and so much more.

I for one would love to see it, but each year that goes by without it, it becomes less likely IMO, that it will happen. YES Apple can and has ton some amazing things, but all have been in their wheel house (or real close), and a Car, that's not even close.

Should they purchase a current startup (say Rivian (not likely because of the ties to Amazon)), but as silly as that sounds, it's that or Apple putting their future, trust and name on the line with an unknown at this time. And while they can afford to startup a car manufacture themselves, let's not forget the current state of workers or the lack there of, not to mention Chip shortages (ok maybe the car is run on the M1 chip:)), ok off to work
 
It’s going to be forever till Apple car gets here. By then, Tesla would have taken the electric auto industry by a big margin. It’ll be very hard to catch up for Apple.

Meanwhile, Apple continues to lose more engineers.


Tesla will get deserved credit for dragging the big auto makers into the EV revolution. I suspect history will eventually reveal that said dragging will have been their role in all of this. But their dominance, right now, seems more the result of they’ve been the only one playing them game. They were def first. But will they be last? It will be interesting to see where Tesla sits in 10-20 years - aka: after the Fords and Chevys and Hondas and Toyotas of the world get their EV game in place. Those companies have legit experience navigating the complexities that are manufacturing and delivering compliant autos at scale. Tesla is an amazing story. I just wonder the shape of it arch.

Who knows? I certainly don’t! It’s a new world… Super interested to watch this unfold.
 
Sure, Tesla had a head start but they've done very little with that lead. They never made it into the lower cost end of the market where a plethora of other manufactures have completely taken over and for now, they've been holding on to the high end of the market but are about to get annihilated by other premium brands who have overtaken them with technology in range, performance, charging times and actual self driving technologies.

I agree. Mercedes just showed a prototype with a 600 mile range. BMW's M electric goes toe to toe with Tesla's top end. Ford and Chevy are making trucks that will appeal to their traditional owners, as well as fleets.

Tesla is the hot cool thing but that is going to change.

Mercedes, BMW, Acura, Lexus, Honda, Ford, etc. will take a lot of marketshare as they roll out models. In the US, Ford, Chevy, GMC and Dodge will own the truck market.

They can survive, but the stock price will come down to earth as competition heats up and Tesla growth slows or drops. More likely, IMHO, is them being bought for their tech and patents. The EV credits will go away rapidly once the big players ramp up, and that will really hurt Tesla unless they can get and keep their operations costs under control in th face of pricing pressures.

I also think they need to rethink their sales model. Dealers provide wide access to customers by virtue of the sheer size of the network. Tesla's model may appeal to those at the high end who may shop where Tesla has a showroom, but that's not how most cars are sold. As more EV come out, Tesla is competing with local dealers who can demonstrate their products, are close by, and can deliver one now.

One intriguing area for Tesla is retrofits. There are companies using Tesla motors to retrofit classic cars. While as a car guy I find that a bit sacrilegious, the idea of keeping my classic BMW running and doubling (or more) the HP is tempting. It could even keep a transmission so you could shift.

A friend of son bought a Tesla. Fine around town, but after 1 roadtrip and challenges charging he's dumping it. That's the biggest challenge, perceived range limits. Until charging becomes readily available like gas stations today, people will shy away from EVs. I was just in Portugal, and the Via Verde has EV charging at almost every rest stop and rest stops are frequent. I would seriously consider one, especially given the price of petrol, if I could have a charger that would e available in my apartment's garage.
 
Last edited:
I also think they need to rethink their sales model. Dealers provide wide access to customers by virtue of the sheer size of the network. Tesla's model may appeal to those at the high end who may shop where Tesla has a showroom, but that's not how most cars are sold. As more EV come out, Tesla is competing with local dealers who can demonstrate their products, are close by, and can deliver one now.
It's that ready availability that's a big issue for Tesla. You have to *really* want one now. We've been considering getting a new car for a while and I've been looking at different options. While I'd consider a Tesla Model X, the delivery time was saying something like mid 2023. I'm willing to wait a few months for a car but not a year and a half, sorry. Not when I could get a BMW iX within a few months that's better in every way.
 
Register on MacRumors! This sidebar will go away, and you'll see fewer ads.