The Apple brand itself is enough for the Apple Car to sell out at launch, but it needs to be much more. Practically every auto manufacturer is working on self-driving, electric cars. The question is if the Apple Car can be differentiated enough beyond just integrating well with other Apple products and services. I think if Apple wants to make waves in the market, they should only release the Apple Car when they can surpass a 200-mile range (a given) but also when it can be completely autonomous. It should be radically different. I should be able to get in my Apple Car in the morning, and it should know where I want to go and what I want to listen to. Apple has a long way to go as I find myself extremely frustrated even using Apple Maps: for me at least in Jersey, it's a constant barrage of recommending illegal turns over and over where there are no turn or no U-Turn signs. Heck, it should be super simplistic. If they can work it out regulatory-wise, maybe even forgo having a steering wheel altogether. Just get in the car and interface with Siri and a touchscreen. Use the iPhone/Watch to park it and pull it up when ready, or even to pick up a buddy... or your kids from school. It should be the car of the future on its first go. Not just a beautiful electric car with some autonomous features that isn't much better than competitors. Tesla has stated that its cars should be able to go 100% autonomous within 2 years. Although this hasn't been discussed much, it remains to be seen if Apple will even announce its car this year. By the time the Apple Car comes out, Tesla will likely already be 90%+ autonomous. Not only that, but many Apple products are on the higher-end of the market although not unaffordable or out of the reach of the general public. I believe Apple will price its car around the $30,000 target most automakers have set for their electric cars after incentives. Even the BMW i3 is roughly that price after incentives. Not to say there won't be a higher-end model at launch or in the future, but I think a price higher than $40,000 after incentives is a mistake especially if it doesn't have a killer feature other cars don't already have.