Apple CarPlay Ultra, the innovative leap from Cupertino to integrate more car functionalities with your iPhone, was officially launched last month in North American models of Aston Martins. Exciting news for Aston car owners! However, the brick wall is that several high-profile brands previously announced during the feature’s reveal in 2022 are now taking a step back.
According to a report by the Financial Times, renowned brands like Audi, Mercedes-Benz, Polestar, Renault, and Volvo have decided against incorporating CarPlay Ultra into their models. This is surprising given that they all featured prominently in Apple’s WWDC 2022 presentation. Meanwhile, Jaguar Land Rover is still “evaluating” the feature, while Ford, Nissan, and Infiniti have opted to stay silent on this issue. In total, that’s 10 out of the original 14 brands now distancing themselves from Apple. Oof, indeed!
What’s Driving the Change?
So, what’s really happening here? One possible explanation is that, as vehicles become increasingly defined by sophisticated software, carmakers are eager to carve out their own unique user experiences. After all, **no brand wants to be reduced to an “iPhone on wheels.”** Furthermore, future revenue growth may be tied to unique service features that are specific to each brand rather than shared with Apple. This sentiment was echoed by a Renault executive’s direct comment to Apple: **”Don’t invade our own systems.”** Talk about setting boundaries!
The Power of Aesthetic Integration
Apple CarPlay lets your iPhone communicate with your car’s infotainment system for messaging, navigation, and music control. However, the new CarPlay Ultra opens doors to your vehicle’s basic functions. Ever considered adjusting cabin temperature through an Apple interface? Probably not. But it’s now a reality! Even more enticing, it can commandeer the gauge cluster screen, transforming your speed and rev counters into customizable displays.
Yet, a crucial question remains: **How well does Apple’s sleek UI integrate with the aesthetics of high-end luxury brands?** While some carmakers like Aston Martin have already tailored templates to fit their vehicles, can the quintessential Apple design mesh seamlessly with the regal elegance of a Mercedes S-Class? It seems some manufacturers might prefer to forgo CarPlay Ultra altogether to safeguard their unique look and feel.
What Lies Ahead for CarPlay Ultra?
In its press release announcing the Aston Martin launch, Apple revealed new contenders in the CarPlay Ultra arena: Korean brands like Hyundai, Kia, and Genesis are stepping into the mix. Additionally, Porsche is reportedly still exploring the feature, while some original brands may simply be holding back rather than abandoning ship altogether. However, buyer enthusiasm for the Ultra version versus the standard CarPlay that’s widely used today (which recently underwent a major update) will be key.
If the **Ultra version positions itself as a must-have upgrade**, it may just force carmakers to rethink their stance. However, several challenges remain. Reports from Road & Track indicate that iPhones running CarPlay Ultra can become excessively hot and experience swift battery drain, especially when charging. This not only impacts usability but raises concerns about the health of the device. Moreover, sluggishness in features like speed and rev counters doesn’t bode well for user experience. If these issues aren’t tackled promptly, many drivers—especially those wielding Android phones—might just disregard the Ultra offering altogether.
