Recently, Tim Cook, CEO of Apple, announced Apple’s first foray into the automotive industry. Not by building a car just yet, but instead by creating the AI needed for a driverless car.
Driverless vehicles are vaulted as The Next Big Thing in both the automotive and technology sectors. The competition between Detroit and Silicon Valley on who will get their first has been creating strange bedfellows recently. For example, Ford fired Mark Fields as CEO, partnered up with usual competitor Toyota, and pouring $1 billion into Argo AI, all in an effort to throw the gauntlet on the doorstep of Tesla and Silicon Valley. Regardless, Tim Cook, in a Bloomberg interview, shocked everyone by revealing that Apple has been working on “the mother of all AI projects.”
While Tesla has been approaching the challenge by building a car from scratch and adding autonomy later through software updates and Ford wants to retrofit the tech to pair with the cars it already builds, Apple is reserving its strength for “Focusing on autonomous systems,” says Cook. “It’s a core technology that we view as very important.” With all of its energies going to the software instead of manufacturing of installation, Apple can dominate the market by creating a stand-alone operating system any car can use, while at the same time, ideally, become the industry go-to OS.
This is a truly savvy move by Cook as Apple couldn’t compete with auto industry powerhouses like GM and Ford when it comes to car manufacturing. However, the possibility of an Apple car hasn’t been eliminated. “We’ll see where [this AI system] takes us; we’re not really saying, from a product point of view, what we will do,” Cook said. But it may not too much longer before your next car will be driven by Apple instead of you.
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