don't get me wrong, i love my iPod AND my BMW, so i was excited to hear about the integration, but this partnership is obviously more than listening to some music on the stereo.
it frustrates me that Windows can do whatever the hell they want, they just throw some money at it. if they see someone innovate in a particular area, they either buy them or throw enough $$ against the company to kill them off.
that being said, this could create some interesting integration btw personal devices & your car: imagine pulling up someone's address on your Palm (i know it's Windows Mobile, but i don't use WM!) and transfer it via bluetooth to your car's GPS mapping software. or calling someone on your phone and talking, via bluetooth through the car's stereo.
Fiat or not, Apple will never have this kind of integration b/c they just don't have their hands in every little cookie jar like M$. which is good in one respect, i like them focusing on computers, but at the same time, how many of us haven't wished for a iPhone or iPDA that would connect w/ each other (and our cars)??!?