Greetings General Motors: To Outperform Apple, Provide Users the Controls CarPlay Lacks

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The decision by General Motors to eliminate Apple CarPlay and Android Auto from its vehicles has not yet yielded the desired results, particularly in light of issues with its new Ultifi infotainment system leading to a two-month halt in sales of the 2024 Chevy Blazer EV. Despite this setback, GM firmly believes that removing CarPlay is the right strategy, partly influenced by the strained relationship with Apple, as highlighted by a recent report from Bloomberg. The ongoing power struggle over the prominence of logos on car screens is not a new development, but in hindsight, perhaps automakers could avoid losing the battle by not offering tech giants a significant display to dominate.

If car manufacturers persist in hiding features behind touchscreens, they will forever find themselves competing against tech companies that excel in infotainment. The industry itself is to blame for the widespread adoption of CarPlay, which has essentially become the standard interface for millions of drivers. Traditional automakers have not helped their cause by eliminating physical controls that users expect and desire buttons for, instead concealing these functions deep within touchscreen menus—territories where Apple and Google possess far greater expertise in optimization.

Representation of CarPlay's current appearance.

Nevertheless, GM appears surprised and resentful that Apple has asserted dominance in their vehicle cabins, overlooking the fact that they were the ones who introduced the screens and entrusted Big Tech with significant control years ago. One described exchange, as outlined in Bloomberg, involved Apple and GM executives debating the value of their respective expertise:

During a meeting with Greg Joswiak, currently Apple’s senior vice president for worldwide marketing, a GM executive sought to emphasize the deep automotive expertise within the company, suggesting that Apple was out of its depth, stressing the complexity of vehicle development that can span four years. In response, Joswiak quipped, “How long do you think it takes us to create an iPhone?”

Bloomberg

Prior to the emergence of CarPlay, most automakers either negligently or inadequately (or both) addressed the challenge of developing effective infotainment systems, a gap that Apple promptly filled with a simple and swift solution.

In the nascent stages of CarPlay, Apple enticed automakers by offering access to services like iMessage, Apple Maps, and later Google Maps, along with music streaming. These services cover the primary use cases for in-car infotainment: streamlined music control and navigation, functions that users primarily seek while driving. The seamless integration of CarPlay’s user interface, mirroring that of the iPhone, a device already familiar to most, was another advantage. Interacting with CarPlay felt akin to navigating a smartphone interface that users were already accustomed to. Love it or hate it, users are familiar with its operation.

This stands in stark contrast to the clunky interfaces long maintained by automakers like Cadillac, Lexus, and BMW across their lineup for years. Roughly a decade post-CarPlay’s introduction, Apple’s once simple and quick-fix solution has now grown into a challenge that GM and others struggle to grapple with. CarPlay has become so indispensable that data from Apple in 2022 indicated that 79% of U.S. car shoppers would only consider a vehicle equipped with CarPlay.

Apple is now leveraging this popularity to assert greater influence over modern vehicles. The latest CarPlay iteration “integrates with onboard sensors to control vehicle settings, climate systems, and even monitor oil and gas levels,” as reported by Bloomberg. Apple aims to access everything from seat heating to the speedometer, a move disconcerting to automakers, prompting GM to entirely eliminate CarPlay. Mercedes CEO Ola Källenius concurs, stating in a recent interview with The Verge that while basic phone projection remains acceptable, relinquishing full control of the cockpit head unit, including passenger screens, to external entities is a resounding no.

Illustration of the future generation of CarPlay powering multiple screens, including the gauge cluster.

Prior to the recent updates, Apple had already dismissed suggestions for CarPlay and was strategizing to broaden its role within the vehicle, according to an unnamed GM executive quoted in Bloomberg: “An Apple engineer expressed, ‘Our system surpasses others. Why not follow our lead?”

This aligns with Apple’s signature style. As affirmed by tech enthusiasts, Apple excels in refining existing concepts and subsequently dominating that sector. Apple has a knack for cultivating a controlled environment, even amidst competition. GM may attempt various strategies, including recruiting ex-Apple and Amazon software developers, but CarPlay, mirroring smartphone interfaces, stands firm.

At most, GM can aim to attract a segment of drivers open to interfaces beyond those crafted by tech giants. While not impossible, they may keep certain valuable features under wraps, such as navigation linked to charge status and battery priming, to elevate their offering. Nonetheless, upon realizing GM’s pursuit of new revenue streams through platform development (e.g., subscriptions), users may revert to the familiar CarPlay experience.

Alternatively, GM could stick to its forte and navigate through this predicament by decentralizing vehicle control, dispersing it across buttons and other inputs where Apple may not venture. This aligns with consumer and safety advocates’ preferences, a fact acknowledged by the industry. If automakers are hesitant to relinquish control over their vehicles, perhaps the solution lies in moving away from touchscreens as the ultimate interface.