Following the abandonment of its automotive venture, Apple has pivoted its focus toward enhancing the upcoming CarPlay version and forging connections with automobile manufacturers. Despite unveiling a next-gen CarPlay concept in mid-2022, only Porsche and Aston Martin have officially adopted the system, while Android Automotive, which is fully integrated into vehicles from the get-go, has attracted a broader array of carmakers.
This embedded approach marks a departure from Android Auto's smartphone-dependent setup, allowing Google to secure partnerships with major automakers for its Android Automotive OS. Apple's updated CarPlay, although more versatile since it operates via the iPhone, doesn't offer the same licensing revenue potential because it doesn't come pre-installed in cars.
The advanced CarPlay aims to enhance the driving experience by integrating with a vehicle's multiple displays and allowing control over functions like air conditioning, unlike Google, which has successfully embedded its Android Automotive OS into various brands including BMW and Volkswagen, maintaining industry support for CarPlay due to its popularity among iPhone users.
Apple's strategy, especially after halting its "Apple Car" initiative, seems to involve targeting high-end automakers for next-gen CarPlay adoption. Despite not currently planning to monetize new CarPlay through licensing fees or a subscription model, Apple collaborates with each automaker to tailor a unique CarPlay version that complements their vehicles.
Mark Gurman suggests that, with the Apple Car project off the table, Apple could leverage CarPlay as a new revenue source, possibly by introducing charges for automakers or offering a premium version to consumers. He also speculates on the potential for Apple to streamline CarPlay customization by providing templates, which could still allow for personalization by both manufacturers and users.