Apple Thinks The Car Is The Ultimate Mobile Device

Apple iCar 1 photo
Photo: Franco Grassi
Having loads of money can sometimes fuel a decent imagination to produce extraordinary things, but will we really by driving Apple EVs in the future?
Promises about a so-called iCar from Apple showed up in 2013, but so far the only car-related product offered by the smartphone brand is Car Play, an ambitious app that eyes dashboard and infotainment system domination for 40 new cars in 2015.

Coming back to the main reason you're reading this, Apple’s senior vice president, Jeff Williams, was asked at the annual Code Conference if Apple is indeed going to build an electric car. His answer was: “The car is the ultimate mobile device. We’re exploring a lot of different markets.”

We're not sure how to interpret such a vague and blunt answer, but the exec went on to add that Apple doesn't invest money in a new product for profit-boosting reasons but in order to make a difference.

We don't buy it

Well, we don't buy that because, you know, capitalism. From where I am standing, the entire Apple iCar affair is just a hazy rumor that generated other stories, like the ones about Apple's headhunting campaign focused on automotive specialists from A123 Systems.

Moreover, investment experts were clear that Apple usually aims for domination whenever it enters a new category. With the development of a feasible all-electric vehicle, the brand must first overcome an enormous number of technical barriers.

Plus, they will have to introduce a series of revolutionary developments that will need to be aligned simultaneously. Yes, I am talking about competitive electric powertrains and, at some point, full or at least partial autonomous driving.

Sure, loads of money can easily be used to have someone else doing the job for them, but still, there are questions that need a definite answer. Will they produce their very own lithium-ion batteries? Or will Apple try to outsource manufacturing?

For now, one thing is for sure. Apple is not conducting a siege on the automotive world. They are barely scratching the walls.
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