A day in the life of an Apple Car user

Thoughts on Apple Car, Part 25

Michael Schmidt
Apr 24, 2016 · 3 min read

I wake up. My girlfriend is already up.

We meet in the bathroom.

While brushing my teeth, I check my phone.

I check my calendar. First entry at nine. A conference call.

We check hers. Meeting at nine.

The Car app pops up with a suggestion of the departure time. 8:20.

Her office is 30 minutes away, mine only four. We decide to go together. I will have my conference call in the car on my way back.

We quickly prepare breakfast to go and get ready.

We’re a little late, so our car is already waiting at the front door.

The door slides open and we jump in.

We eat together at the table and discuss the day, making plans for dinner.

We are not sure when we will manage to get out of office in the evening.

We decide to talk in the afternoon, and ask Siri to set a reminder for both of us.

It’s 8:55 when we arrive at her office. Just in time. She leaves, I stay.

At 9, I dial in to my conference call and take notes on iPad.

I arrive at the office at 9:25 and my conference call is still on. I stay in the car, but there’s no parking space available. The car takes a few more spins around the block.

I hang up and wait to exit. Send another text.

I jump out and enter the office.


Before lunch, I get a notification from the Car app. My girlfriend has send it to pick up a parcel at the DHL packing station that just arrived. It’s an array of shoes she wants to try for the wedding we plan in the summer.


In the afternoon, I get my reminder to call her.

We talk and decide that she will be picked up first and then come take me home.

I set the pick-up in the Car app to 6:30 pm.

I see that our car is currently recharging in the sun and already at 72%. The parcel is on board.


She sends me a text that she’s on her way. It’s 6:35 and I’m finishing my last phone call of the day.

I pack my bag for the flight next day and go down to the street a little early.

I cross the street and take a short walk across the park.

On the other side, I wait for her.

A few minutes later, the car arrives and I jump in. She already tried on one pair of white wedding shoes.

We decide to pick up take-out Sushi and go there. It’s a matter of seconds and we take the first bite while still in the car.

As we get home it starts to rain.

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.

Welcome to a place where words matter. On Medium, smart voices and original ideas take center stage - with no ads in sight. Watch
Follow all the topics you care about, and we’ll deliver the best stories for you to your homepage and inbox. Explore
Get unlimited access to the best stories on Medium — and support writers while you’re at it. Just $5/month. Upgrade