Who wouldn’t want an iPhone- or Android-like experience in their car instead of today’s misbegotten navigation and entertainment systems? CarPlay’s answer looks nice – until one looks at the details.
Apple’s CarPlay has an air of inevitability. Previously dubbed “iOS in the Car”, CarPlay brings the iPhone’s aesthetics, ease of use, consistency, and universe of apps to the ugly and dumbfounding world of car navigation and entertainment systems.
Seven years after the iPhone launched the Smartphone 2.0 wave, Apple kickstarts another mobile revolution…
It’s an enticing, simple vision. Instead of today’s disjointed systems — which often cost in the $1,000 range, plus $249 for a DVD of updated maps — you get a screen the size of a small tablet running iOS apps with voice and touch control (on-screen and armrest), off-air map updates, open-ended flexibility… We have arrived.
I’ve struggled with dashboard electronics from German, Japanese, and French car makers (no electronics on the old family Chevrolets), and I’ve seen what happened to Ford when it tried to use Microsoft software for its Sync system. Replacing these hairballs with an iOS system only makes sense.
But sense and reality are still living apart.
To start, the “iOS in the Car” phrase is misleading. The iOS device “in your car” is the iPhone or iPad that you’ve brought with you — Apple isn’t about to license iOS to automakers (which may be part of the reason why Apple changed the name to “CarPlay”).
And Apple isn’t going to try to take the place of suppliers such as Delphi, VDO, and Aisin by making subsystems for carmakers — it’s not in Apple’s DNA. Not that it would matter if they tried: Automakers have made an art of pinching fractions of cents from their suppliers’ prices; they’d never tolerate Apple’s margins.
CarPlay replicates your iDevice’s screen as H.264 video spewed through an intelligent Lightning cable connected to your car’s USB port. The video format is widely accepted, so the in-car device either understands it already, or can be updated to do so.
So far, so good. As many observers have pointed out, the idea is a wired echo of Apple’s AirPlay, the technology that connects your iDevices (and other compliant products) to your television via the Apple TV black puck. Complications may arise when you consider the various in-dash screen sizes, resolution, actual uses of USB connections (my car’s USB connector is useless for anything other than charging my smartphone), and other mysterious incompatibilities that are beyond Apple’s control. Still, in general, screen replication demands little from the car maker. As with Airplay and a dumb TV set, the intelligence stays inside the smartphone.
The CarPlay proposal is much more limited than the Open Automotive Alliance, a Google initiative that implants a customized version of Android into a car’s electronics. (“Audi connect” is available today; we can expect similar collaborations with Honda, GM and Hyundai.) But if the in-car system runs Android (or QNX, as is often the case today), so much the better, from the carmaker’s point of view: Let Google or one of its partner do all the work to create an Android-based all-in-one car system and let Apple hitch a ride after the work is done. Serving both Android and iOS users is a no-brainer.
It sounds good… but I can’t help but harbor uneasy feelings about this whole “scene”.
To begin with, we have a clash of cultures. To be sure, Eddy Cue, Apple’s Senior VP of Internet Software and Services, is a dealmaking expert and, as a member of the Board of Ferrari, he has serious automotive industry connections. But the spirit that drives Apple is far from that which motivates automakers.
The automotive industry expects to be in control of everything that gets into their cars. The coup that Apple pulled off with the iPhone and AT&T — taking full control of the content, no crapware, iTunes only for media — isn’t going to happen with Mercedes-Benz, or BMW, or even Hyundai. Cars aren’t phones. We’re not going to see aftermarket Toyota CarPlay kits (let alone entire cars) in Apple Stores. Apple won’t get what it always strives for: Controlled Distribution.
Then there’s the F-word: Fragmentation. In-car electronics are a mess, a new culture grafted onto an old one, Silicon Valley and Detroit in a loveless marriage. Actually, that’s unfair: Under the hood, embedded electronics do wonders to improve the reliability, safety, and economy of our cars. But where the union breaks down is in the User Experience domain. Competent combustion management engineers and the accountants watching over their shoulders have no empathy for smartphone-loving drivers.
The meanderings get more twisted when we consider a key difference between Google and Apple. Google could tell Audi that they’ll pay, in some form, for the user data collected by Audi connect— but Audi already makes a lot of money, they don’t want to open that can of worms. As they say in their privacy agreement:
“We will not share information about you or your Audi vehicle that is connected with your use of Audi connect’s in-car features with third parties for their own purposes without your consent.”
But what would a legally-troubled, profit-starved automaker such as GM say in response to Google’s offer to subsidize the in-car system?
Apple hasn’t played that game.
An all-in-one navigation/communications/entertainment system is a pleasant dream, it feels “right”. But the technical, business model, and cultural obstacles could make for a long, arduous march.
CarPlay could be a very smart way to hitch a ride on many in-car systems without having to struggle with their design and cost challenges, yet another ecosystem extension play.