Why Ford’s CEO is Unimpressed with Apple CarPlay Ultra: What This Means for Drivers

Car companies are eyeing Apple’s new CarPlay Ultra with caution. In a recent chat on the podcast Decoder, Ford CEO Jim Farley shared his thoughts. Ford is in no rush to fully embrace CarPlay Ultra in its vehicles. This version of CarPlay, just launched by Apple, aims for greater vehicle integration. It allows multiple screens for CarPlay and controls for things like climate and drive modes right from the interface.

So far, the only automakers onboard are Aston Martin and Porsche. Many others, including Ford, have their own software plans and are concerned about Apple’s ambitions. Mercedes-Benz CEO Ola Källenius expressed similar hesitations last year.

Farley admitted that the first version of CarPlay Ultra didn’t impress him much. He stated, “We don’t like the execution in round one of Ultra, but we’re very committed to Apple.” He has discussed these issues with Apple’s CEO, Tim Cook.

Ford isn’t shutting the door on Apple but is looking for clarity on how CarPlay Ultra might interact with essential vehicle functions, such as hands-free driving assist. Farley wants to ensure that Apple doesn’t take over aspects like starting the car or controlling speed. These are crucial for maintaining safety and user trust.

He pointed out that Ford Pro’s commercial customers already utilize software to track vehicles and set driver limits. He wants to keep it that way. “If Apple wants to control that, we will have a tough time because it complicates things,” Farley noted.

The Ford CEO underscores that customers should have choices. He has no plans to restrict access to CarPlay or Android Auto now or in the future. Their new Digital Experience aims to enhance phone mirroring, allowing for a full-screen CarPlay display.

In contrast, General Motors made headlines when it decided to cut access to phone projection in its electric vehicles. This move was met with resistance from customers who prefer their phone interface over the car’s built-in systems. Farley believes in honoring customer preferences rather than complicating their experience.

“We don’t want to restrict that to make money off the customers,” he explained. Ford seeks to improve digital experiences by collaborating with platforms like Google and CarPlay rather than displacing them.

Recent Trends and Data

According to a recent survey by J.D. Power, 60% of consumers prefer using their smartphones for vehicle technology, rather than built-in systems. This trend highlights the importance of manufacturers listening to customer preferences.

As the auto industry evolves, how companies navigate partnerships with tech giants like Apple will be vital. Some firms may choose to innovate independently, while others may forge partnerships that leverage the tech savvy of companies like Apple. Balancing customer choices with tech integrations will be key for future successes in the car market.

For more insights into this evolving conversation, you can check out J.D. Power’s survey on consumer preferences regarding automotive technology.

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