Bigger, larger, heavier – a pivot in Apple’s product line

Thoughts on Apple Car, Part 41

Michael Schmidt
Sep 4, 2016 · 3 min read

In my last article, I argued that Apple Car will soon be the one product to host all other products in Apple’s offer. It will have the table where all other products fit.

To do that, Apple Car needs to be large enough.

So how much larger will Apple Car be?

Let’s look at the dimensions of the current product line – you’ll see that Apple Car will be a leapfrog product in just about any category:

The iMac is Apple’s largest product in footprint and heaviest by far. It’s tech specs read:

  • Height: 20.3 inches (51.6 cm)
  • Width: 25.6 inches (65.0 cm)
  • Weight: 21 pounds (9.54 kg)

It will be nothing though, compared to Apple Car. I assume it will be about 80 inches / 2 meters high and also wide (a factor of 4 compared to iMac). Weight will definitely be a magnitude more than that – let’s calculate with 2,000 kilos or 4,500 pounds (a factor of 200).

Sounds a lot – but is it?

These magnitudes certainly look like a stretch in terms of product dimensions. One may get the feel that this is too much of a level-up, much different to the differences in the rest of the portfolio.

So let’s look at the tiniest major product currently in Apple’s lineup: Apple Watch.

It comes in at a height of 38.6mm, width of 33.3mm, and the case weighs just 40g.

Compared to iMac, this is 12 magnitudes in height and 250 in weight. Compare this to the factor of 4 and 200 from iMac to Apple Car.

Apple Car isn’t that much of a stretch

It turns out that weight difference between Apple Watch and iMac is just about the same than it would be between iMac and Apple Car. In height, the difference to Apple Car would be even less.


Apple has 3 major products between the Watch and iMac: iPhones, iPads and Macbooks. They are the mid levels between the smallest and largest product so far.

The question now is:

Will the company go straight to Apple Car – its biggest, largest and heaviest product ever – or have a mid level product in between?

With Apple Car expected to launch in 2019 (maybe with an announcement in 2018), this would leave 2017 to be the launch year for such a product.

From its current strategy, the only thing that would make sense is an Apple TV.

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.