3 use cases for Apple Car

Thoughts on Apple Car, Part 79

Michael Schmidt
Jun 24, 2017 · 4 min read

In a response to Neil Cybart, I thought about the three main uses cases for Apple Car:

I reiterated this idea in my second dreamy piece about the introduction keynotes for the car:

The key words in the tweet above are „use cases that match other Apple initiatives“.

Apple doesn’t do stuff just for the sake of it.

Like we saw with HomePods, a classic platform product that introduces a new touchpoint to existing deeply integrated services, Apple only does products that reinforce even more use of their ecosystem.

Apple likes their products to match their other key initiatives.

  • Apple Watch – health.
  • HomePods – music.
  • Apple TV – content.

The car can add a number of matching touchpoints in this regard. Obviously, it will heavily use Siri, will integrate music, content, apps, maps, and all other Apple services.

But how will we use it?

I expect three main use cases:

1. Commute / work

Obviously, on your way to work, you’d want to start working already. Instead of a cramped mini desk on a train, or just using your lap with cumbersome stability; you’d rather want a decent table with enough space for your devices and other work stuff.

I recently tried to have proper work related phone call on a commute train. The background noise was so loud, people were complaining about my talking, and reception was so spotty I couldn’t go on.

Expect Apple Car to have great acoustics, and great reception. Along with an interior that hosts a both concentrated and spacious work atmosphere, I don’t think it’s far fetched to have actual face-to-face business meetings inside Apple Car while on the go.


2. Fitness / workout

With Apple’s health initiatives integrated in iPhone and Apple Watch, as well as a being central component of Apple Park, we can as well expect fitness to play a role in the car project.

After all, it answers the question what we are going to do in the car when not driving ourselves: Work out.

On our way to work or back, on a trip to a meeting, even on weekends, we may want to combine going somewhere and working out on the way. Apple Car may well be available for hire, complete with fitness gear installed. They started their Apple Watch coop with almost all gym equipment manufacturers in the industry.

And when you want to be checked out between two places, why not hire a mobile doctor to consult while moving?


3. Family / entertainment

Finally, not surprisingly, Apple has all the tools in hand for you to kill time while traveling. Games are the biggest category on the App Store, and TV will be getting more and more updates until Apple Car launches.

But the car can also get back to its promise of being a family space. AR will offer new ways to have a good time playing with all generations – with more personal interactions than just having the kids look at a screen attached to the back seats.

Think airplane entertainment, but with more legroom and higher quality displays.


Those are the three key use cases I see for the car. They are the ones that make more use of and interate with Apple’s other key initiatives.

Do you see any other than that?

Thoughts on Apple Car

Conceptualizations on the future car, a.o. shared by former Apple executive Jean-Louis Gassée, Apple/Google/Dropbox designer Ryhan Hassan, Lyft and Snap VC investor Alex Giannikoulis, Wristly founder Bernard Desarnauts, and CaminaLab/Drivania/Shotl founder Gerard Martret.

Michael Schmidt

Written by

Director Consulting at Virtual Identity. I spent a decade on automotive brands in digital, and blog about brand strategy, #ubx and #AppleCar / #ProjectTitan.

Thoughts on Apple Car

Conceptualizations on the future car, a.o. shared by former Apple executive Jean-Louis Gassée, Apple/Google/Dropbox designer Ryhan Hassan, Lyft and Snap VC investor Alex Giannikoulis, Wristly founder Bernard Desarnauts, and CaminaLab/Drivania/Shotl founder Gerard Martret.

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