For Aston Martin, the position is a little different. Although Aston Martin is a luxury brand, the native infotainment experience is built on an outdated Mercedes system.
In modern cars, there is a disconnect between brand and user experience. Again, embracing a fully integrated Apple CarPlay experience would be avoiding that – and that’s very important if you want to appeal to a new generation of drivers.
However, this does not necessarily enable systems that go beyond traditional displays. The big message from Aston Martin and Porsche’s collaboration is that the driver’s display can show his Apple CarPlay, but this part is increasingly under attack. While sports cars focus on these dials as indicators of performance, many conventional cars shrink the driver’s display in favor of a head-up display (HUD).
In fact, this should be the next evolution of Apple CarPlay. Without integration into the HUD, an important part of the modern driving experience is lost.
What will Apple get from this deal?
In collaboration with Porsche and Aston Martin, Apple has acquired two premium brands that will showcase CarPlay as an enhanced platform. Apple may limit the customization it offers to luxury brands in the short term to create an air of exclusivity, but by working with traditional brands initially, Apple will It may be aimed at stimulating the appetite. We’re sure you’ll want to offer that to your customers, too.
Apple’s rival in the auto industry (and much of the technology industry) is Google. Google is making big inroads with both Android Auto, a rival phone-based system, and Android Automotive, which runs on the car’s system itself. Polestar and Volvo cars. In fact, Android Automotive is behind the system in even new Porsche models.
Yes, there’s a beautiful irony in the fact that Apple’s showcase CarPlay experience is running on Android Automotive, considering the competition between these big tech brands. The difference is that everyone knows you’re using Apple CarPlay, but Android as a platform can be used without any awareness that it’s Google’s software. In fact, BMW is moving to an Android-based platform with next-generation operating system 9.