After burning 2.8 billion dollars, CarPlay is Apple's last hope to integrate into the automotive world

Project IronHeart, Apple's new project for cars

After the resounding failure of Titan, Apple has gotten to work developing another project for the same sector, but with a completely different purpose. In this sense, the goal that Tim Cook has in mind is to take automotive assistants to another level, fully integrating them into vehicles. According to North American reports, the idea is that vehicles will increasingly have more screens and, therefore, that it can be check the car through the OS that appears on these screens.

As is common during Cook's time at the head of the company, Apple is getting used to arriving late and, once there is a consolidated or clearly growing market, entering it. It is true that it is a way to fail with the launch of new products, but it also runs the risk of the piece of the pie being very small, and that is what is happening to Cupertino. Google has launched Android Automotivean integrated system to be controlled from the screen and vehicles without having to connect a phone.

The software of Google It has seduced many manufacturers, reaching agreements with major brands such as Porsche, BMW, Volkswagen, Ford, Lucid, Stellantis and General Motors. What does this mean? That he 35% of the mobile operating systems market is led by Google, being the undisputed leader in this market.

What is the problem that Apple is facing?

shareplay carplay

Apple fully trusts that its better design and customization can be an asset to compete against Google. However, the problem is that this is a captive and monopolistic system, which can only be used with an iPhone, and in many families not all members have an iPhone.

The solution from the most valuable company in the world could be the option of integrating it into a complete new operating system that adapts perfectly to the needs of cars, even designing specific chips for it. Problem? You don't have anything yet, and if you don't have anything to present and prove, you don't have clients.

Another problem that the company is facing is its desire to design a specific interface for each vehicle and brand, which represents a delay in development. It is true that if you are looking for greater integration between software and hardware, you can optimize the experience. The problem is that many users want it “now”, and immediacy is not something that characterizes Apple from 2011 to the present.

For now, only Porsche and Aston Martin have announced their compatibility, so Apple has been left behind in a very premium market, of expensive vehicles that do not have a large percentage in the global calculation of cars sold.

Time will tell if Apple changes the strategy and develop your system more quickly. What is clear is that the company's biggest headache is CarPlay, Tim Cook's Achilles heel.