Apple Car interior design: Clues we can take from boardrooms in Apple Stores

Thoughts on Apple Car, Part 99

Michael Schmidt
Feb 16, 2018 · 3 min read

When Angela Ahrendts, head of Apple retail, introduced their new store concept in 2016, she was also talking about the „boardroom“ – a place where developers could meet with clients in a more private manner.

Since she is proud to repeat that the same design team who does its other products (she refers to Apple Stores as their biggest product in the lineup) and Apple Park, we can look at clues found in the design of this intimate interiors and apply them to what Apple Car may look like.

The Berlin store features an unusual boardroom, which is heavily inspired by the tradition of the building. We will not find that in a car, so let’s keep looking.


The more standardized designs are featured in the North American stores:

They typically feature a wooden table, comfortable chairs, all laid out in a straight and balanced fashion.

They are surprisingly heavy on wood, much different than the rest of the store. The lack of natural light makes these hard to get a „car“ feel about them, so let’s find another one:

This one has both a sofa and the table. There’s an unagitated set of windows, and a sideboard. Everything is just there to let one focus on what they actually want to do accomplish in the room.


An Apple Car wouldn’t distract you from what you’re after, it would just get you there.

There are interesting choices in colours as well: Green is nowhere to be found in the usual store design. But it matches with the dominant warm tones of all the wood surfaces.

Imagine an autonomous car to be not much more than a super smart room with a comfy interior.

It will not look special, it will work special.

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.