Beyond the Hype: Apple's Next-Generation CarPlay, why you should and mostly why you shouldn’t

What is next-gen CarPlay?

Apple's next-generation CarPlay (CPOS), unveiled at WWDC '22, is an operating system, going beyond current CarPlay, designed to integrate deeply with all displays and car systems. A connection with an iPhone is required (keynote 00:40:10), so this suggests it might be an optional and secondary system on top of the OEM default platform. This raises the question: who can afford to dedicate resources to two infotainment systems? I can only assume that OEMs with CPOS will have a basic secondary solution as redundancy, for safety reasons. It seems that CPOS will be a closed system, unlike the standalone Android Automotive OS (AAOS).

Why now?

Following the Project Titan setback, it appears Apple is now leveraging the advanced software developed for Titan, seeking partnerships with OEMs to integrate this technology into their vehicles.

Familiarity, consistency, and personalisation

CarPlay and Android Auto have dramatically reshaped our in-car experiences, offering a slice of familiarity and personalization that seamlessly blends with the driving environment. On a personal note, having driven hundreds of cars across the globe, I have come to appreciate the value of carrying a personalized interface with me—my preferred maps and music are just a plug away. However, this highlights a clear difference between an auxiliary interface that feels like home and a system poised to take complete control.

OEMs’ response

In response to Apple's push, OEMs have varied in their approach to integrating external systems. Tesla stands out for its strict but clear stance, maintaining full control over its in-vehicle system with no reliance on third-party platforms—a strategy that has served them well, although it's debatable whether this approach would be as successful for other manufacturers (see GM). Meanwhile, the majority of OEMs are navigating a middle path, developing their own systems while still accommodating CarPlay and Android Auto as optional features, aiming to blend the best of both worlds, it seems highly unlikely that they will adopt CPOS. Porsche has signalled its embrace of Apple's evolving automotive technology by announcing plans to incorporate CPOS into an undisclosed future model.

HUD Integration Challenges

CPOS is primarily designed for in-dash screens, not for the projection technologies used in head-up displays (HUDs). Automotive brands have invested significantly in sophisticated HUD technologies, like BMW's Panoramic Vision, aiming to enhance the driver's awareness and safety by projecting crucial information directly into their line of sight. This disparity underscores a fundamental issue: the integration of CPOS with existing, brand-specific HUD technologies requires a more nuanced approach than what might currently be available, challenging the promise of a unified and harmonious in-car interface.

ADAS and Autonomy

Over the past decades, OEMs have invested heavily in research and development for ADAS and autonomous driving features. Despite the slower-than-expected progress in achieving full autonomy, significant advancements have been made, as seen in Tesla's FSD capability, BMW's Personal Pilot Level 3, and Mercedes' Drive Pilot. These systems represent the cutting edge of automotive technology and require intricate control systems and sophisticated communication with the driver, especially in the critical area of control transfer. Given the proprietary nature of these systems and the immense responsibility they carry, it's improbable that OEMs would hand over control of these functionalities to an external system like CarPlay.

Valuing Current OEM Talent and Expertise

I recognise the complexity and challenges associated with developing sophisticated infotainment software, it is undeniable that there is room for improvement in the current offerings from many OEMs. User dissatisfaction with certain aspects of these systems underscores the necessity for OEMs to dive deeper into their pool of talent. The solution lies not in outsourcing but in leveraging the vast knowledge base and expertise within. By investing more in their people, listening to user feedback, adhering to principles of human factors and ergonomics, —OEMs can refine and enhance their systems in ways that external parties cannot.

The prospect of relegating the primary interface of vehicle technology to an external entity like Apple could have profound implications on the motivation and morale of OEM employees. Designers, scientists, and innovators who have dedicated their careers to pushing the boundaries of automotive technology might find their roles diminished, relegated to secondary status behind a third-party ecosystem. Such a shift could not only dampen motivation but also stifle the creative and innovative spirit that has driven the automotive industry forward. For advanced technologies to become more affordable and widespread, in-house development is essential.

The Non-Transferable Duty-of-Care

The automotive industry is fundamentally committed to customer safety and satisfaction. This responsibility, deeply embedded within the operations of OEMs, extends far beyond the integration of advanced infotainment systems like CPOS.

Other factors

One challenge involves legal hurdles, as highlighted by a recent lawsuit filed by the U.S. Department of Justice against Apple. This legal challenge points to allegations of anti-competitive practices, particularly focusing on how CarPlay's integration could further entrench Apple's position in the market while limiting competition and innovation within the automotive sector. Furthermore, CarPlay's design, primarily screen-based, raises questions about the limitation of hardware options in the vehicle cockpit. The push for a more screen-centric interface might come at the expense of tactile controls, which many drivers prefer for certain functions due to their ease of use and safety benefits. This shift could potentially restrict automakers from incorporating a mix of interfaces that blend touchscreens with physical buttons and dials, impacting the overall user experience and vehicle ergonomics.

The way forwards

History highlights a fundamental truth: outsourcing critical capabilities not only compromises a company's control over its innovation trajectory but can ultimately lead to a dependency that is difficult to reverse. For the automotive industry, this means that the allure of integrating third-party systems like CPOS, while seemingly beneficial in the short term, risks sidelining the invaluable internal expertise and innovation potential of OEMs. The way forward demands a balanced approach, one that leverages the advancements offered by third-party technologies without compromising the OEMs' core competencies and responsibilities, especially in areas as crucial as safety, user experience, and vehicle functionality. By investing in their people, processes, and in-house innovations, OEMs can ensure that they remain at the forefront of automotive technology, driving the future rather than being passengers to external technological agendas. This path not only preserves the legacy and autonomy of automotive manufacturers but also secures their future in an industry that is rapidly evolving, and that is a real benefit to the user.

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