Apple CEO Tim Cook has taken the magazine by storm when it comes to the company’s long-awaited Apple Car project.
In an interview with New York Times Cook was, understandably, evasive when asked about Apple’s self-driving vehicles, yet acknowledged that autonomous car technology is evolving.
“When it comes to the work we do [på det feltet], of course, I’m going to be a little reserved, “Cook said, adding:” Autonomy itself is a core technology. […] If you take a step back, the car, in many ways, is a robot. An autonomous car is a robot. So there are many things one can do with autonomy. And it remains to be seen what Apple does. “
Cook was then asked whether Apple Car – which officially goes by the name Project Titan – will end up as a complete product, or whether the project is primarily software. “We love integrating hardware, software and services, and finding the intersections between them, because we believe that is where the magic happens. And so this is what we love to do. And we love owning the main technology around it. ”
Although Cook and Apple clearly do not want to share too many details about the plans for self-driving technology, it is still telling that he does not deny that the project will be about a self-driving car. This indicates that Apple is still considering making a production car that will actually be found on the road, rather than, for example, an operating system that is used by existing car manufacturers.
It is also worth noting that Cook baked a reservation into the comments by saying: “We are investigating many things internally. Many of these never see the light of day. I’m not saying this is one of those. ” In other words, it is clear that something is really under development at Apple – we just do not know exactly what.
Swings in the roller
When Cook mentions that Apple «[…] love to own the main technology around it », it is difficult to avoid thinking that this refers to a key problem the company has encountered in its attempts to attract car manufacturers as partners in this project.
Despite being considered one of the most successful companies in the world, Apple focuses primarily on the development of technology, not car production. This means that they will in all likelihood need help from another organization if they are to be able to get a car on the road, but it seems that the big car brands have sat on their hind legs when asked to contribute with production expertise – a type of collaboration that, for example, exists between Foxconn and Tesla – on a project that would culminate in a vehicle that would ultimately bear Apple’s name.
This seems to be the reason why Apple talk about partnership with companies like Hyunday, Kia and Nissan suddenly stopping. The latter manufacturer was recently mentioned in an article penned by Financial Times, who meant to know that “the contact was short-lived, and the discussions were not made to the higher levels of corporate management, as a result of disagreements over branding” – which tells all one needs to know about the disputes between Apple and the car manufacturers they hope to join made.
Tim Cook’s latest move – despite being eloquent, given that we have hardly heard anything about the project before – testifies that the Apple Car vision will not become a reality right away.
Company analyst Ming-Chi Kuo claimed recently that Apple Car will not be launched until 2028 at the earliest, given that the negotiations have now stalled, so if you are looking forward to getting into a car with the Apple logo, it is worth anointing yourself with patience.
Source: Digital Trends