Apple's Automotive Team Includes Former Tesla, Ford and GM Employees

[Imory]

So was the cell phone business before the iPhone and music player business before the iPod.

Not really. The iPod touch operated pretty much exactly the way an iPhone did, except calling. It almost seemed like a natural progression. I'm obviously well aware of the fact that it was a huge surprise seeing Apple enter that market, but the jump between what they use to do by going from sophisticated MP3/entertainment devices to one that actually could make a call, is still significantly smaller than what these rumours are. It would be a completely different market.

But cars are also changing rapidly and will probably be very different in terms of driving (semi/autonomous driving) and how most parts now are controlled by on-board computers, so maybe that's Apples angle.

 

[noveneerhere]

One of the industrial designers at Apple previously worked as exterior designer at Lamborghini and Audi.

 

[Rogifan]

I'd love to know who is leaking this stuff. Doesn't make sense that it would be coming from Apple. Why would they leak about stuff that's probably years away right before they're about to launch a new product? It makes no sense.

 

[ScottHammet]

It would be completely bizarre for Apple to actually be getting in to the automobile manufacturing business. I suspect this has much more to do with ancillary technologies like batteries, navigation, autonomous navigation, deeper auto integration, etc. Way too much of a departure from the core technology business.

I tend to agree. Makes much more sense that they're taking CarPlay to an expanded level, looking to take over more/all of the driver/passenger-facing electronics.

 

[lavvo]

Anymore common sense like this and I'll have you banned sir!

Haha It's so crazy that people the basics of common sense barely exist anymore. Are people really losing that many brain cells to thing for themselves.

 

[Rogifan]

Or maybe under Tim Cook & Jony Ive, Apple sees itself as a design company, first and foremost, that just happens to make iPhones, iPads, Macs, Watches. Now they'e just going to take their core expertise / strength / business model and apply to vehicles

For me to buy this car stuff it has to be about more than a shiny cool looking new object. If Apple thinks it can innovate in the space great R&D away.

 

[SpectatorHere]

Not really. The iPod touch operated pretty much exactly the way an iPhone did, except calling. It almost seemed like a natural progression. I'm obviously well aware of the fact that it was a huge surprise seeing Apple enter that market, but the jump between what they use to do by going from sophisticated MP3/entertainment devices to one that actually could make a call, is still significantly smaller than what these rumours are. It would be a completely different market.

But cars are also changing rapidly and will probably be very different in terms of driving (semi/autonomous driving) and how most parts now are controlled by on-board computers, so maybe that's Apples angle.

I agree, that becoming an automotive manufacturer is a MUCH bigger jump than many people are acknowledging. I have trouble understanding what they may be up to, as I simply can't believe they're really going to try to build cars. They have the money, so it's not impossible, it just seems silly.



Cars and watches? Maybe they can get into prop planes next.

 

[fabian9]

If it's autonomous I sure hope it doesn't use Apple maps!

 

[hilala17]

Not really. The iPod touch operated pretty much exactly the way an iPhone did, except calling. It almost seemed like a natural progression. I'm obviously well aware of the fact that it was a huge surprise seeing Apple enter that market, but the jump between what they use to do by going from sophisticated MP3/entertainment devices to one that actually could make a call, is still significantly smaller than what these rumours are. It would be a completely different market.

But cars are also changing rapidly and will probably be very different in terms of driving (semi/autonomous driving) and how most parts now are controlled by on-board computers, so maybe that's Apples angle.

I don't think you remember correctly.
The iPhone came before the iPod Touch.
It wasn't the other way around.
iPhone in June, iPod Touch in September of 2007.

 

[Razeus]

What Apple really should be working on is a Home team to get me better automation and syncing between my dishwasher, refrigerator, microwave, and TV. Apple Home has a nice ring to it.

I seriously doubt Apple would be stupid enough to make a car. There's too much competition, too much customer variation, too many laws for safety, etc. Worst of all, in the US, Apple wouldn't be able to sell directly to a customer and have to setup dealership networks.

What Apple could be doing is developing an interface for the dash and steering wheel that they sell to manufacturers. Now customers can say, "I want the V6, 6 speed transmission, leather seats, and the Apple interface".

 

[KdParker]

Not really. The iPod touch operated pretty much exactly the way an iPhone did, except calling. It almost seemed like a natural progression. I'm obviously well aware of the fact that it was a huge surprise seeing Apple enter that market, but the jump between what they use to do by going from sophisticated MP3/entertainment devices to one that actually could make a call, is still significantly smaller than what these rumours are. It would be a completely different market.

But cars are also changing rapidly and will probably be very different in terms of driving (semi/autonomous driving) and how most parts now are controlled by on-board computers, so maybe that's Apples angle.

The original iPhone was a lot more than a iPod with a phone. There was a lot tech that was outside of Apples business footprint at the time. Also navigating the cell phone arena at that time for Apple was completely new.

I think we forget how different the cell phone market and phones in general were before the iPhone.

 

[Rogifan]

I wonder if this is also a way of keeping engineers from leaving and attracting A players to Apple. Must get boring designing thinner and lighter iPhones and iPads day after day.

 

[MoreAwesomeDanU]

This is like the Apple TV thing all over again. Hear this

THEY ARE NOT MAKING A CAR.

There's no way they will. To do that in an Apple fashion, they have to own the entire end to end experience. From making, to selling, to recharging / refueling, and to upgrading and maintenance.

Please don't tell me they can do these things in the existing apple store, because they can't.

 

[stars_fan]

I just can't imagine Apple getting into building cars (though perhaps Jony Ive would have a field day). A personal electronic and computer manufacturer making a phone is one thing; a car is a bit different. But then again, look at companies like Mitsubishi that are into everything.

But mits isn't great at anything they do.

 

[KdParker]

I found this statement to be funny from people saying they can't see Apple getting into the Car business (Just like Phone Business, Just like Watch Business, Just like taking over Payments etc...). Let's see, a guy who came from Tech (*cough* Payments) Elon Musk was never in the Car business either and how did Tesla happen? Now we are talking about Apple that has way more money, resources and manufacturing contacts than Elon Musk did when he started....does this really seem that far fetched?

Frankly, I have no idea what Apple is doing. But people need to stop with the "I can't....". Let me also remind people that most new cars the days are do electronic, there are fewer and fewer mechanical moving parts in them these days.

Not far fetched at all people. But let's all just wait and see.

That is what I have been saying too. Apple has been reshaping markets since the early iPod days. Never know where they will end up next.

It wasn't too long ago that we heard how the iWatch was never gonna happen and the Apple Pay will never take off...etc....

 

[theotherguy]

Campus Shuttle?

A apple-developed, green, sensor-loaded test-platform golf cart would make sense to have a fleet at the apple campus for employees to zip around in. A side project to tout as a fringe benefit maybe?

 

[69Mustang]

I can't wait to see how Samsung responds .

You're a little late. They already do cars through a long standing partnership with Renault.

At the very least, better battery technology will come from this.

This is the interesting part. If they could somehow combine the best attributes of consumer LiPo (LiCoO2) batteries and the LiFePO4 batteries of A123 then we might have something interesting. I'm not a chemistry major so I don't know if that's physically possible.

BMW gross margins were approx 21% in 2014... That is more than Samsung's mobile division margins... So low margins depends on the segment, just like in mobile handsets

Gross margins really don't mean anything per se. If you want to know how effectively a company sells, look at their net profit and margins. Ironically, BMW is one of the best large automakers when it comes to net margins. Their net margin hovers around 10-12%. In the automotive industry that is outstanding. The rest basically fall in line below that percentage. I found the numbers from 2013 as a point of reference.

http://www.statista.com/statistics/280346/ebit-margin-of-the-leading-car-manufacturers/

Not really, If that were the case where are all the dell/hp/compaq phones that flooded the market after the iPhone.

The iPhone was completely outside of Apples business model at that time. It is alot more that just a modifed iPod.

That argument lacks a boatload of logic. Just because it's easier to do doesn't mean a company wants to do it or has the foresight to see the value in doing it.

At their base, the iPod, Phone, and Pad share the same basic architecture. They are iterations of the same product with a few characteristics not shared. Add cellular capability to all of them and you have the same item in different sizes. That's not a knock, that just is. It's also very smart. The internals from your previous top end product simply slides down the chain.

I don't think Apple is building a car, but that doesn't mean they can't. I'm sure they understand it's nothing like building consumer electronics and there will be difficult times ahead if they decide to do so. Worst case scenario, they fail. So what?

 

[cmwade77]

So was the cell phone business before the iPhone and music player business before the iPod.

I's disagree, those are natural extension from computers, in fact one could argue that they are simply portable computers, so that isn't much of a departure.

In car dashboard systems, etc. can be the same thing. But building an entire car is too much of a departure from their core to be reasonably conceivable.

 

[Imory]

I agree, that becoming an automotive manufacturer is a MUCH bigger jump than many people are acknowledging. I have trouble understanding what they may be up to, as I simply can't believe they're really going to try to build cars. They have the money, so it's not impossible, it just seems silly.



Cars and watches? Maybe they can get into prop planes next.

Who knows.

I don't think you remember correctly.
The iPhone came before the iPod Touch.
It wasn't the other way around.
iPhone in June, iPod Touch in September of 2007.

Really? Well I had the keynote in mind of how Jobs kept reiterating "an iPod, a phone and an internet communicator". Seems you're right.

I would still argue that both products are so alike that they were developed simultaneously.

The original iPhone was a lot more than a iPod with a phone. There was a lot tech that was outside of Apples business footprint at the time. Also navigating the cell phone arena at that time for Apple was completely new.

I think we forget how different the cell phone market and phones in general were before the iPhone.

But at its core it was still a portable computer. A natural extension from computers. That's really the point I'm trying to make.

The market was different, but the technology derived from the same roots in my opinion. I'm not going to argue that the iPhone wasn't a game changer, but to my mind the jump back then is still not as close as this would be. This would be the first time we see Apple do something else entirely.

But then again, who knows when we'll see what they have in store for us?

 

[lavvo]

That is what I have been saying too. Apple has been reshaping markets since the early iPod days. Never know where they will end up next.

It wasn't too long ago that we heard how the iWatch was never gonna happen and the Apple Pay will never take off...etc....

Exactly!! How easily and conveniently people are so quick to forget the nay sayers before Apple shook up each of these industries.

Now that I think about it, let's just leave the "I can't see Apple...." sayers alone to stick to what they do best. This is why there exists and will always exists the Visionaries/Pioneers/Leaders vs. Followers. The followers can never see anything coming, that's why they have to follow.

 

[Keirasplace]

Who knows.



Really? Well I had the keynote in mind of how Jobs kept reiterating "an iPod, a phone and an internet communicator". Seems you're right.

I would still argue that both products are so alike that they were developed simultaneously.



But at its core it was still a portable computer. A natural extension from computers. That's really the point I'm trying to make.

The market was different, but the technology derived from the same roots in my opinion. I'm not going to argue that the iPhone wasn't a game changer, but to my mind the jump back then is still not as close as this would be. This would be the first time we see Apple do something else entirely.

But then again, who knows when we'll see what they have in store for us?

But, then again, we are arguing Apple is a tech company, and not an "experience" company. What does Apple actually sells? That'S the question. If they're actually selling an holistic integrated experience... WEll, getting into car seems like a natural fit. Were else do you totally control a person's environment.

 

[hemanwomanhater]

Given all the leaking going around it would seem Apple is quite serious about whatever it is they're doing.

I have to assume it's probably more of a new technology for cars than a whole car. I think it would take years to get the experience and the manufacturing down to straight up build a car. Automated car technology would make the most sense.

 

[Smartass]

so in which colors will the Apple car come? Space gray, silver and champagne gold?

 

[pdaholic]

The quality of posts on this board is embarassing.

I hear Mensa has an amazing Apple-centric forum.

 

[Millah]

So many doubters, people wondering what Steve Jobs would have done. It's hilarious. Jobs himself said in an interview I think with NYT before he passed away, "if I had more energy, I would have loved to take on Detroit with an Apple Car."

I guess people don't remember, but Jobs (and much of Apples leadership) are big admirers of the craftsmanship and engineering that goes into cars like Mercedes and Ferrari. Hell Eddy Cue is on Ferraris board.

Doesn't surprise me one bit to see Apple exploring research into cars.