Ironically, I think the allure of CarPlay Ultra is actually down market from an Aston Martin. So it is interesting that Apple's first example of this offering is in such a high-end vehicle. Probably a tactical decision by Apple. However, I do not suspect luxury to ultra luxury vehicles will be quick to adopt this functionality.
Frankly, I drive a new BMW and I never use CarPlay as my "default" screen. The BMW OS allows for a lot of great CarPlay integrations that make it quick to get into the apps I actually need. Otherwise, I'm enjoying the bimmer experience I decided to pay a premium for not my smartphone's. However, I have a few Hondas (one that my parents daily and other my wife drives) and they would be improved by my smartphone taking over the screen(s).
I do think it is ridiculous that Tesla and Rivian are not even supporting CarPlay. The high-end brands should be aiming for what BMW iDrive 8.x supports: CarPlay apps in the car OS main menu, Apple Map navigation in the gauge cluster screen, Hey Siri support, etc. I get why CarPlay Ultra is not exciting for the luxury brands though. The in-cabin experience is going to be a bigger part of the luxury experience as EV drive train "sameness" sorta commodifies the driving experience. Ceding that experience, at least partly, to the driver's phone is not good business.
Honda, Toyota, etc? Sure, people are bound to get a more premium experience with Apple leading the way on the screen UI. It is a value add for the general consumer brands. Not so much for the next step up.
Frankly, I drive a new BMW and I never use CarPlay as my "default" screen. The BMW OS allows for a lot of great CarPlay integrations that make it quick to get into the apps I actually need. Otherwise, I'm enjoying the bimmer experience I decided to pay a premium for not my smartphone's. However, I have a few Hondas (one that my parents daily and other my wife drives) and they would be improved by my smartphone taking over the screen(s).
I do think it is ridiculous that Tesla and Rivian are not even supporting CarPlay. The high-end brands should be aiming for what BMW iDrive 8.x supports: CarPlay apps in the car OS main menu, Apple Map navigation in the gauge cluster screen, Hey Siri support, etc. I get why CarPlay Ultra is not exciting for the luxury brands though. The in-cabin experience is going to be a bigger part of the luxury experience as EV drive train "sameness" sorta commodifies the driving experience. Ceding that experience, at least partly, to the driver's phone is not good business.
Honda, Toyota, etc? Sure, people are bound to get a more premium experience with Apple leading the way on the screen UI. It is a value add for the general consumer brands. Not so much for the next step up.