Several car companies are reportedly planning not to offer Apple CarPlay Ultra, which is a comprehensive overall of the current Apple-owned application that encompasses all screens inside the vehicle. Ultra is supposed to allow more thematic changes of the interior display while also allowing for some novel features and improved customization. However, it seems as though not all brands are interested in providing Apple with expanded access to their software.
According to the Financial Times, Mercedes-Benz, Audi, Volvo, Polestar, and Renault are no longer interested in using Ultra. That’s not to suggest that they won’t continue offering Apple CarPlay integration for infotainment purposes — only that the Ultra might have stepped over the line in terms of what they were willing to tolerate.
Apple has been marketing CarPlay Ultra as the next level of smartphone integration, allowing the phone-based application to work with more than just the vehicle’s infotainment screen. However, added features are only part of the sales pitch. Ultra is likewise supposed to more seamlessly match each automaker’s chosen themes while retaining its own minimalist corporate style.
But a large portion of the automotive industry wants to get Apple out of the way. For example, General Motors has said it plans to gradually phase out all support for Apple CarPlay and Android Auto. Despite most drivers preferring to pair their phone to the vehicle using something like CarPlay, manufacturers want them to utilize their proprietary systems. Automakers have spent a lot of money developing them and stand to gain more via customer data harvesting and partnerships with other companies.
The latter component is typically done through marketing partnerships. For example, the gas stations and restaurant recommendations made via Apple Maps may be quite different from the suggestions stemming from your vehicle’s default navigation. That’s the result of corporate partnerships negotiated with the manufacturer.
With the above in mind, some brands see Apple as standing in the way of potential revenue streams stemming from connectivity. However, others seem perfectly fine sticking with the tech company. Aston Martin, Hyundai, Kia, and Genesis have all decided to run with CarPlay Ultra. Meanwhile, Apple says more brands should be coming on board soon.
Despite being criticized by some as little more than a corporate reskinning of the preexisting CarPlay, Ultra is supposed to offer new features and tailor UX wherever screens are present. In most cases, this means users can make their dashboard or infotainment system mimic the Apple theme or mix and match with the default themes provided by the automaker. But you’ll also be able to interact with vehicle controls embedded in the touchscreen without having to leave the CarPlay app.
That may actually have been the big issue for non-participating automakers. If CarPlay Ultra makes it so drivers never need to back out of the application, there’s little chance that they’ll be interfacing with those proprietary UX systems developed by the OEM. But shunning Apple is somewhat of a gamble, too. CarPlay is immensely popular with drivers (especially women), with some surveys claiming that about half of the respondents wouldn’t even bother purchasing a new car without it.
[Images: Apple]
Become a TTAC insider. Get the latest news, features, TTAC takes, and everything else that gets to the truth about cars first by subscribing to our newsletter.
