Jony’s Car.

Thoughts on Apple Car, Part 135

Michael Schmidt
Jul 4 · 4 min read

Last week, historic news broke about Jony Ive leaving Apple.

It is disenchanting, isn’t it?

However, it is also an opportunity to take it for what it’s worth and wonder what comes next. Most probably, Jony and Marc Newson will use their new company LoveFrom to keep working on Apple Glasses and Apple Car, among other things.

Regarding the latter, The Information reports that, »Ive came up with multiple early prototypes of the autonomous vehicle,

including one made out of wood and leather that lacked a steering wheel at Ive’s insistence.«

This is it.

After studying Project Titan for 3.5 years, and applying Apple’s design thinking from what I have learned in dozens of books, this is what I came up with.

It is a humble attempt to connect the dots and consequently think through the implications of a changing mobility industry.

I’m not the first nor the only one, all I do is trying to get a few things right.

But rather than talk about it, let me show it to you.

If you take away the hood and the trunk of a typical car, what remains is a room that wants to as big as possible.

What it doesn’t have.

Apple Car says No to many things. Among them are a steering wheel, a dashboard, wheels with rims, a hood, a trunk, mirrors, a grill, a front or a back.

It is what is left if you take all the things away that aren’t necessary anymore when an electric car drives itself.

This essence is what defines its cube body.

What it does, and how it works.

Apple Car feels like a room. As Neil Cybart puts it, a smart room on smart wheels.

It works like magic.

Apple Car makes your home, your office, your gym—all your places to go.

It’s like you never leave, and feel comfortable anywhere.

You can be yourself in all places.

The time you free up from the dull act of driving, you can suddenly spend on anything you want.

Apple Car is, in a way, the ultimate liberation.

Unobstrusively smart.

Apple Car represents all Apple values by design. It unlocks when seeing you, Siri welcomes you, the inside is completely customizable so you can make it your own.

Since it’s a room and should be calm and cozy, it has the smartest wheels on earth. They make it float in the air so you will not feel any bumps. They can lower or lift the car as you need it. And they will go in any direction without the car having to rotate.

All that is accomplished with wheels that are invisible. They are hidden in the four corners of Apple Car, which double as your charging and entertainment hub. It’s natural to hang out in Apple Car.

But you can also work out with your own fitness gear, or work in Apple Car by making it your office. Feel free to put any furniture in, make any changes you would like. The space inside Apple Car is the ultimate user interface.

With 2.5 meters on each side, Apple Car makes the most of today’s roads’ width. Its solar roof makes the most of the sunlight during commutes. And you can summon your Apple Car to pick you or your loved ones up wherever they are.


Apple Car, with love from Jony.

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