Thoughts on Apple car, Part 1

Michael Schmidt
Dec 20, 2015 · 2 min read

No driver, no steering wheel.
No steering wheel, no dashboard.
No wheel, no dashboard, no driver seat.
No driver seat, no co-driver seat, no second row.
No rows, more space.
No engine noise, no noise shield.
No shield, no nose.
No nose, no back.


When a car drives by itself, there is no need for a steering wheel.

When there is no need for a steering wheel, there is no need for a dashboard.

When there is no need for a dashboard, there is no need to look in to the driving direction.

When there is no need to look into the driving direction, there is no need for all seats to point into the same direction.

When there is no need for all seats to point into the same direction, there is no need for rows.

When there is no need for rows, there is no reason not to sit vis-a-vis.

When there is no reason not to sit vis-a-vis, there is no reason not to sit around a table.

When there is no reason not to sit around a table, there is no reason not to change seats around that table.

When there is no reason not to change seats, there is no reason not to get up and stand tall inside the vehicle.

When there is no reason not to stand up, there is no reason not to raise the height of the car.

When a car no longer needs a loud and large internal combustion engine, there is no need for a motor shield.

When there is no need for a motor shield, there is no need for that whole part of the car.

When there is no need for that whole part of the car, it can be removed.


Also read parts two, three, four, and five.

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.

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