Some big auto manufacturers are pushing back on Ca...

At this point, it’s common knowledge that only new Aston Martin models are equipped with Apple’s new CarPlay Ultra. However, the plan from Apple’s end was to roll out their new software to other manufacturers beginning in 2026.

Now, that plan is on rocky ground, with several large companies pulling back from their promises to work with Apple on their next models. Those companies are Mercedes-Benz, Audi, Volvo, Polestar, and Renault. This new interface promises to be the penultimate experience in user connectivity, so why are these companies now hesitant about implementing CarPlay Ultra in their new releases? The answer is a bit more complicated than you might think.

Saying the quiet part out loud

This comes down to dollars more than anything else

This report first came from the Financial Times, which I think is fitting, because despite the other concerns that automakers have voiced, which we’ll get into in a moment, the biggest factor at play here is none other than the almighty dollar. For instance, in a statement released to Car and Driver, the Mercedes-Benz higher ups made sure to mention that they “have introduced [their] advanced Mercedes-Benz Operating System in [their] all-new CLA.”

To take that out of PR speak, Mercedes-Benz has already devoted a substantial sum of money to developing its own infotainment operating system, and it admittedly makes no sense from an economic perspective to so quickly switch to another operating system. This isn’t just Mercedes’ tune, though. In reality, that’s the situation each of these companies finds themselves in, even if they won’t say it out loud.

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Removal of brand recognition

If everything looks like it was made by Apple, where do the manufacturers win?

The current generation of CarPlay only takes up one screen of your car — that’s old news. However, for those who haven’t experienced or seen CarPlay Ultra in use, it takes ownership of every single screen in the vehicle, from the speedometers to climate control systems. It’s like there’s an iPad everywhere you turn.

To those like me who are deeply embedded in the Apple ecosystem, that might sound wonderful, but if you’re an executive of an automotive manufacturer, that’s just free advertising for another company as opposed to being able to brand tech products within your car as your own from both a software and a hardware standpoint.

On this point, I agree with the manufacturers. If Apple wants this to be a true collaboration with these manufacturers, they’re going to have to find a sweet spot between making sure that drivers know what their technology is and what is not, while also giving the manufacturers the brand styling and recognition they need out of their own product as well.

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New players might pick up the slack

There’s room for everyone in the Apple ecosystem

Hyundai

The names that have been vocal about their hesitancy are some heavy hitters in the automotive space. However, so are names like Hyundai, Kia, Genesis, and Porsche, who are all reportedly working at warp speed to implement CarPlay Ultra into their cars. As far as sales numbers go in the U.S., especially, these manufacturers are all on the rise, and will look to put CarPlay Ultra into the hands of more common consumers than those who frequent the Aston Martin dealership.

Clearly, these companies view the potential sales numbers to iPhone users as a much bigger incentive than their own brand recognition, which I can’t fault them for. If I were making something to sell for well upwards of $30k, I sure wouldn’t mind if people knew who made it or not as long as the checks keep clearing.

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Apple isn’t panicking

They’ve seen this movie before

Piotr Knapczyk

According to that same Financial Times article, Apple says that they aren’t worried about these manufacturers allegedly pulling out of CarPlay Ultra, and I don’t blame them. After all, they’ve seen manufacturers say and do these things before, and look where they’re at now.

Namely, General Motors pulled out of typical CarPlay for some of its new models. You know, the same one that just about every car comes equipped with today. In a truly shocking development, iPhone users have been quite vocally opposed to the move, and General Motors has received flak about its own infotainment systems ever since. All things considered, it hasn’t been a good move, and Apple still essentially prints money every day despite it.

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So, is it the right move?

The Apple machine isn’t slowing down soon, so it’s best to buy in now

WhatsMyETA

This move will wind up with approximately one ending — these manufacturers might put a hold on their introduction of CarPlay Ultra, but at the end of the day, there’s no stopping the great, big fruit-shaped machine. Do you remember when you were young, and got invited to a party or two? When was the ideal time to show up?

You don’t want to be too early, that’s far too awkward. But what’s worse than arriving awkwardly early? Being the last one there, because no one remembers how you showed up. They’re too busy enjoying the party. If these manufacturers wait too late to implement CarPlay Ultra, there’s a very real chance they could wait too long to do so, and will never be able to capitalize off of the potential sales benefit of being even remotely early to this party.

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