FUTURE FEATURE
How Apple can reinvent the car.
.. and why it’s not what you think
I want to preface this article by asking you to forget anything you may have read about the Apple Car, and to leave behind any design concepts you’ve seen before (Ironically, including the one I included above). In order to attempt and imagine what Apple’s Car will be, we very well may need to deconstruct our understanding of how we buy, use, drive, and interact with cars, because this is precisely where Apple will find room to innovate and disrupt. The reality of the matter is, no matter how revolutionary Tesla is (and they certainly are!), their best innovations are so far primarily concerned with electrification and self-driving. In all other aspects, Tesla remains very similar to current car manufacturers, except with advanced newer technologies. Before you get mad, bare with me: you still buy the car from a dealer or through online orders, you still need to “refuel” by charging up, you still need to tend to any necessary repairs, and finally, you still need to pay for insurance, and own it! You read that right.
One last thing to inspire you before we get to the meat of this article, let’s keep in mind what Apple CEO Tim Cook told Kara Swisher on her podcast, Sway: “The car in a lot of ways is a robot. An autonomous car is a robot, and so there’s lots that can be done with autonomy. We’ll see what Apple does… we look to integrate hardware, software, and services, and find the intersection points of those because we think that’s where the magic occurs. That’s what we love to do, and we love to own the primary technology that’s around that.”
Although based on research, the following story relies on some strategic and critical thinking, some of which is certainly based on speculation. This isn’t a confirmation of what the Apple Car will be, but I’m hoping it inspires you, and fuels the Apple Car conversation. Without further ado, let’s begin!
You may also access a video format of this story right here
A Universal Design
While many are quick to imagine the Apple Car as some sleek looking sedan, we have to keep in mind that Apple will likely launch one design initially. No matter how much money Apple could throw at launching several models, it simply doesn’t make logistical sense for a new product category they’re stepping into. It’s too risky, and after all, Apple isn’t a car company first.
We may then be tempted to presume the Apple Car could be inspired by the SUV category, largely due to its tremendous growth in the past few years. Though more likely, a unique and novel SUV design with an Apple logo slapped onto it isn’t exactly Apple’s way to do things. If the launch of the iPhone is anything to go by, the Apple Car design could be far different of any existing car category, and Apple will certainly enjoy reminding you of that. This is because Apple isn’t selling you a car; instead, they are selling you the accessibility, the transportation utility, and the overall experience.
Accessible & Convenient User Experience
Let’s go back to 1977, when the Apple II was launched. Amidst a landscape full of extremely technical and expensive computers from the likes of IBM, the Apple II revolutionized the home computer market, costing a mere $1300. In contrast, the IBM 5100 from that era ranged anywhere from about $9K to $20K! Furthermore, in 1984, Apple played a huge role in the democratization of graphical user interfaces with Macintosh, leaving behind the monochromatic and brutally mechanical command-line interfaces from the time.
All that to say, Apple has consistently battled to break down barriers to entry, be it through cost, ease of use, or intuitive user experience. We shouldn’t expect any different from the Apple Car, which is shaping up to be one of the most influential Apple launches ever. With that said, let’s look at some cold hard facts that I suspect Apple is considering in the launch of Apple Car: the percentage of teens and young adults with driving licenses has tumbled significantly in past decades, and many are delaying the purchase of a car, if buying one at all. The reason for that is ride-hailing services like Uber and Lyft, and moving to big cities with mass transit, where car ownership is unnecessary, and even less practical. This is a key insight if Apple hopes to democratize the use of its Apple Car in any way. Moreover, even with economies of scale, what is the cheapest you really think Apple Car could retail for? Judging by the Teslas of today and their struggle with finishing and quality control — something Apple could never accept to ship if not perfect — and without forgetting all the pioneering technology expected to debut in the Apple Car… Can we say at least $70K? Certainly not accessible nor affordable by any stretch. We haven’t even gone in depth on the frustrations that accompany owning a car (charging, parking, insurance, accidental damage and repairs…). The decrease in car ownership among youth, the subsequent disinterest in driving, and the unreasonable price of these new technologies are shaping up to be a less-than-ideal recipe for car sales. Except, it’s the perfect recipe for an entirely new transportation model ripe for disruption, and right up Apple’s alley.
The Death of Ownership
Owning a car is expensive, especially when you consider the finishing quality and futuristic technologies that the Apple Car will likely incorporate. As mentioned previously, add to that the hassle of installing a charger at home, long charge times, and other car-related inconveniences. Ownership comes with quite the heavy baggage. Ask yourselves, what if Apple does not sell you the car? Instead, they can sell you the transportation service, and access to their Apple Car fleet through a subscription. I know what you’re thinking… another subscription… but subscription services for transport greatly lower the barrier to entry for car use. As far as I’m concerned, people still need and depend greatly on transportation. Moreover, subscriptions are nothing new to transit systems: think about the monthly payments made in any city’s public transit service.
Apple will very likely market the Apple Car to your transportation needs, without too much focus on the car itself: the need for transportation is very popular and essential. In contrast, interest in 0–60 figures, mileage, and top speed is usually reserved for car owners and enthusiasts, and I repeat, Apple is not a car company. When was the last time you cared about the mileage when stepping into an Uber? You don’t!
Automated Ride-Hailing Services
If most people don’t care or know enough about technical car specifications, and if getting from point A to point B is what really matters to most of us, then facilitating and enabling transportation must be the main focus. In comes the obvious autonomous and self-driving aspects: It would simply be preposterous if Apple launches a car without these features. Though features are cool, Apple typically launches feature sets, not mere features. For example, on the latest 2021 iPad Pro, Apple didn’t just put a wide-angle front facing camera; they launched Center Stage, a feature that leverages the wide-angle camera in order to digitally keep you in the middle of the frame in video calls, without any input on your behalf. So Imagine this: Apple has a fleet of cars that automatically charge themselves at Apple Stations, and which can be summoned and used for your day to day commute needs. After requesting an Apple Ride, Apple Car picks you up where you are, and drops you off at your desired destination. It then moves on to pick up the next person, autonomously. You’ll never have to think about charging or parking ever again. When the car needs some juice, it’ll charge itself at a designated Apple Station while hundreds, possibly thousands of other Apple Cars are roaming the busy city streets.
A Deeply Personalized Experience
An important aspect of riding in an Apple Car is the deep personalization that will inevitably come with it. This is where Apple’s ecosystem can truly shine: no matter which one of the thousands of Apple Cars you end up riding in on any given day, it knows who you are, and your preferences beforehand through your Apple ID. To add to the experience, the car can interface with your wearables, like the Apple Watch, to understand your vitals (blood pressure, heart rate, blood alcohol, blood glucose, body temperature, and more…) in order to adapt the space to your immediate needs, in addition to your overall general preferences.
Conclusions for the Apple Car
On top of my research, I’ve given the Apple Car a lot of thought, as I suspect many of you tech enthusiasts may have as well. Some things always felt weird to me, leading me to several questions:
How could Apple even launch a car?
What would it take for Apple to revolutionize the car industry?
Why is Apple even considering a car launch?
How much would the Apple Car even cost?
How can Apple even dream of catching up to Tesla’s infrastructure?
What can Apple do to ensure it’s not just another car manufacturer?
How might Apple democratize its Apple Car?
The secret is, Apple’s true end goal is revolutionizing transportation and mobility forever, which in turn reinvents what the car does, how it is used, and interacted with. Just like the iPhone, which revolutionized internet communication, and as a consequence, the phone industry for over a decade and growing. The reality is, similarities between current cars and the Apple Car may end at the four wheels they all share. Everything else beyond that is Apple’s game.
Cheers, and as always, keep looking forward to the future!
