Automakers are beginning to realize the value screens have to offer to their bottom lines. Digitizing the automotive experience, putting features behind paywalls, and nickel-and-diming customers to access amenities they could own outright just a few years ago make who controls the screen vital to securing those future profits. General Motors ditched Apple CarPlay for its proprietary system, and now automakers are pushing back on CarPlay Ultra, Apple’s latest bid to control more of the in-car experience.
BMW is one such brand. The German automaker confirmed with BMW Blog that it “currently has no plans” to offer CarPlay Ultra in its vehicles. It's heavily invested in its own infotainment system called iDrive, which controls a range of vehicle functions due to its deep integration.
BMW joins Audi, Mercedes-Benz, Polestar, and Volvo among automakers that have no plans to offer the technology, despite Apple initially saying that they would. It’s been three years since Apple first teased the upgraded version of CarPlay, initially listing several participating brands, but the industry continues to evolve.
Some brands, including Porsche, Kia, Hyundai, and Genesis are still committed. Aston Martin was the first to launch Ultra in its vehicles. In a brief test, we thought it made the experience better. CarPlay Ultra takes over the entire in-car experience to bring an Apple-like feel to the gauges, in-car controls, and far more than just music and text messages.
It’s unclear when another brand will launch Ultra for their vehicles, as it appears there’s little incentive for most automakers to give up so much control. The battle for your attention and your money is coming to your car’s screens, and automakers are starting to fight for it. But if customers like the technology and use their purchasing power to make their demands known, automakers might have no choice but to offer it.
And if they don’t, there are always workarounds.
Gallery: Aston Martin's Apple CarPlay Ultra
Source: BMW Blog
