Can you believe Apple’s probable foray into the car market was originally mentioned in 2014? Yes, about a decade ago, reports circulated that Apple’s ‘Project Titan’ would involve over 1,000 engineers and result in some sort of futuristic fully-autonomous vehicle.
Unfortunately, the ideal of self-driving cars has not been fulfilled as quickly as many tech insiders had hoped, thus the project has been cut back. However, key Apple executives, including Apple Watch CEO Kevin Lynch, are said to be working on the project. The Apple Car may be closer than you think, but is this the right time?
It very well could be, because a lot has changed in the ten years since Project Titan’s original leaks, with possibly the biggest seismic shift in the automobile industry amassing an irreversible head of steam in recent years.
Governments all around the world have set firm (ish) deadlines for phase-out of internal combustion engines, while the world’s largest manufacturers have pledged to an all-electric lineup by 2040, 2035, or, if you’re Nissan, Kia, or Hyundai, as early as 2030.
Getting a Glimpse of the User Experience
Aside from EVs, the relentless emphasis on infotainment has been another huge paradigm shift in the car industry. As vehicle refinement has grown to the point where it is difficult to discern one manufacturer’s vehicle from another, the quality of the digital experience is now frequently used to steal sales.
Furthermore, electric vehicles have evolved into software-defined vehicles (SDV), which implies that most of the vehicle’s functionality (including its powertrain) may be adjusted and upgraded via over-the-air updates (OTA).
Mercedes-Benz has lately stated that it intends to address this with its own operating system, while Porsche has recently turned to the Android Automotive developer toolkit to oversee the underpinnings of future infotainment systems.
But, if the digital experience and operating system of your future car are more important to you than the finer points of suspension setup and torque curve linearity, why not commit the entire thing to an established tech provider?
Xiaomi is the first to attack
Last month, leaks from China’s Ministry of Industry and Information Technology (MIIT) revealed that Xiaomi was hard at work homologating its first electric vehicle, the SU7 Sedan.
The SU7 appears likely to be the first vehicle that is entirely seamless with the existing Xiaomi ecosystem, as it will be developed in collaboration with partners Beijing Automotive Industry Holding Company (BAIC), who will handle all of the typical car stuff. A decent smartphone extension.
It is likely to be available in a single-motor, rear-wheel-drive configuration with 295hp, as well as a more exotic all-wheel-drive option with 663hp. There is speculation of an 800-volt architecture (for fast charging) and a 100kWh battery, resulting in an electric range of more than 400 miles.
This isn’t just a flash in the pan, either, as new reports indicate Xiaomi is increasingly serious about its foray into the automobile world, with rumors of a hybrid model following the debut of its first EV, as well as further models in the works.
Huawei is expanding its automotive operations
Although Huawei is emphatic that it will not produce an electric vehicle, its HarmonyOS is proving popular with the various carmakers with which it is now collaborating in China.
Changan, which already sells the Avatr electric vehicle brand (which runs on Huawei’s operating system), has stated that it plans to expand its technology agreements with Huawei in the future.
Similarly, BAIC Motors and JAC Motors recently announced new collaborations that would result in a slew of new Chinese EVs driven by Huawei smarts.
So far, we’ve seen the Aito M5, which was manufactured by Chinese manufacturer Seres but had a slew of Huawei tech, such as the ability to unlock the vehicle using the brand’s wearables.
Both of these instances are said to use UWB technology that can serve as the vehicle’s key, provide an additional screen when in the vehicle, and handle many of the vehicle’s comfort and convenience features.
This closing of the tech circle will only increase customer trust, pushing the idea of tech businesses as carmakers into the public consciousness and smoothing the transition.
Entertainment on its own
Traditional OEMs, many of which have dominated the industry for more than a century, are probably breathing a sigh of relief that the road to completely autonomous driving is proving long and difficult.
Because when that moment arrives, the idea of remaining loyal to a single automobile brand vanishes. The traditional ownership paradigm will shift, car-sharing will become more common, and occupants will be more concerned with what they can accomplish during the drive rather than their surroundings.
Even now, manufacturers are rushing ahead with in-car entertainment, allowing passengers to binge on boxsets and play games while on the road. The Taycan and future Panamera from Porsche include a screen that allows the front passenger to watch whatever they want without distracting the driver.
Furthermore, anyone who has been stuck at a sluggish EV charging station will attest to the value of streaming or in-car gaming services while waiting.
Sony revealed its Vision-S concept at CES in 2020, but what looked odd at the time now makes more sense.
After example, why collaborate with an existing OEM to license the use of PlayStations in automobiles when you could simply build the vehicle with the newest audio systems, television technology, and smartphone integration? It’s a strategy that other tech titans appear to be adopting in greater numbers, so don’t be surprised if the Apple Car does ultimately make its debut.
