Jony’s Car.

Thoughts on Apple Car, Part 135

Michael Schmidt
Jul 4 · 4 min read

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

This is it.

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.

What it does, and how it works.

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

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.


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.